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In the past week, my inbox and feeds have been overflowing with bulletins about new anti-ambush marketing legislation being passed by the UK, South Africa, New Zealand, Victoria (Australia). През последните седмици, моята поща и фуражите са препълнени с бюлетини за нова анти-засада маркетинг законодателство да се прехвърлят от Великобритания, Южна Африка, Нова Зеландия, Виктория (Австралия). Canada did it a couple of years ago, so have countless more host countries and cities. Канада го направих няколко години назад, така че има още безброй приемащите страни и градове. These laws are created – at least in theory – to protect their upcoming major events. Тези закони са създадени - поне на теория - да защитят своите предстоящи важни събития. In reality, they are doing nothing more than posturing. В действителност, те не правят нищо повече от позьорство. IP infringement is illegal and has been for longer than ambush marketing has existed. ПР нарушение е незаконно и е по-дълго от засада търговия е съществувало. All anti-ambush legislation does is cast the net wider for IP infringement – adding a few dozen more words and phases that ambushers can't use. Всички анти-засада законодателство не се хвърля на широка мрежа за нарушение IP - добавяне на още няколко десетки думи и фази ambushers, че не могат да използват. Like, they can't use “Games”, “2012”, the word “rings”, “London”, etc in combination. Например, те не могат да използват "Игри", "2012", думата "пръстени", "Лондон", и т.н. в комбинация. Not to put too fine a point on it, but big whoop. Не се поставят твърде глоба точка на това, но голям боен вик. Ambush marketing is not about deception. Засада на пазара не е за измама. Okay, that's not quite true. Strategic ambush marketing – the kind that works – is not about deception. Добре, че не е съвсем вярно. Засада Стратегически маркетинг - от вида, че работи - не става въпрос за измама. Old-school, ego-driven ambush marketing is about deception, but all they really get is the opportunity to do a few high fives around the office, get no strategic result, and do no damage to the real sponsors. Олд-скуул, аз задвижване засада маркетингът е за измама, но всички те наистина се е възможността да направя няколко високи петици из офиса, да няма стратегически резултат на това и да не вреди на недвижими спонсори. Ambush marketing is also legal. Засада търговия е законен. It has always been legal and will continue to happen and flourish as long as events and sponsors rely on laws to protect them. Той винаги е бил юридически и ще продължи да се случи и да процъфтяват, докато събития и спонсори разчитат на закони, за да ги защити. Why? Защо? Because smart ambushers do not need anything that an event or law controls in order to achieve a powerful, multifaceted, strategic result. Тъй като интелигентни ambushers не се нуждаят от нещо, че дадено събитие или контролира право, с цел да се постигне по мощен, многостранна, стратегически резултат. Here's the deal: Event organisers control the event itself, the promotion of the event, event assets, and the IP belonging to the event. Тук е сделка: събитие организаторите на събитието контрол себе си, за насърчаване на събитието, активите събитие и ПР, принадлежащи към събитието. They control some of the content, although if we're talking about a number of teams and athletes, they have control over their own assets and IP and media also control some of the content. Те контролират част от съдържанието, въпреки че, ако ние не говорим за броя на екипи и състезатели, които имат контрол над собствените си активи, ПР и медии също контрол върху някои от съдържание. The upshot is, the event doesn't really control very much. Крайният резултат е, че събитието не контрол наистина много. On the other hand, we have the event experience, which is controlled by the people who make up an event's target market. От друга страна, имаме случай опит, който се контролира от хора, които съставляват цел пускане на пазара на събитието. Their experience includes everything from the first moment of anticipation to the last faded memory and everything in between. Техният опит включва всичко, от първия момент на очакване на последния избледнели памет и всичко между тях. I Аз t is the atmosphere, pride, patriotism, the dramas and triumphs, the opportunities and inconveniences. т е атмосферата, гордост, патриотизъм, на драми и мотоциклети, на възможностите и неудобства. It's newspapers and television and blogs and Facebook and Twitter. Това е вестниците и телевизията и блогове и Facebook и нервна възбуда. It's the stories, the rumours, and the scandals. Това е истории, слухове и скандали. It's the outrageous once-in-a-lifetime adventures with friends and the little moments that touch our hearts. Това е скандално веднъж-в-а-живот приключения с приятели и малкото моменти, които докосване сърцата ни. It's the feeling of I-was-there and the memories of exactly where you were when something amazing happened. Това е чувството за Аз-е-там и спомените на точно къде бяхте, когато нещо невероятно е случило. “Do you believe in miracles?!” is a moment I will cherish to my grave. "Вярвате ли в чудеса?!" Е момента, в който ще се грижиш за гроба ми. Events don't own any of that. Събития не притежавате някое от това. We do – the people, the fans. Ние - хората, на феновете. The residents of host cities and the tourists do. На жителите на града домакин и туристи правя. You don't have to attend an event to have an event experience. Вие не трябва да присъстват на събитието да имат опит събитие. Event experiences happen in pubs and parks and living rooms and subway stations. Събитие опит се случи в пъбове и паркове и дневни и метростанциите. They happen on computers and mobile phones and traffic jams. Те се случи на компютри и мобилни телефони и задръствания. The event experience isn't owned by anyone, it is created by individuals. Събитието опит не е собственост на никого, той е създаден от физически лица. Making that experience better – amplifying the good stuff and lessening the bad stuff – is where strategic ambush lives and it doesn't require any access to IP or the event at all for it to work. Осъществяване този опит по-добре - засилват добри неща и намаляване на лоши неща - стратегически засада е мястото, където живее и тя не изисква достъп до IP или събитието на всички, за да работи. So, how do we stop it? Е, как да я спрем? Sponsors need to forget all about the posturing politicians and all of the event dignitaries and their proclamations of “lines in the sand” and look after themselves. Спонсори трябва да забрави всичко за позьорство политици и всички случай личности и техните прокламации на "линии в пясъка" и се грижи за себе си. Sponsors need to leverage every event fully and creatively and with absolute focus on adding value to the total fan experience, not just “owning” the event. Спонсори трябва да се наберат всеки случай напълно и творчески и с абсолютна се съсредоточи върху добавяне на стойност към общия опит фен, а не просто "притежава" на събитието. Strategy will save the day, and if the IOC, FIFA, the IRB, the ICC, and the rest of the quadrennial anagrams really want to protect their sponsors, they will spend less time drawing up legal briefs and more time educating their sponsors. Стратегията ще спести на ден, и ако МОК, ФИФА, IRB, МНС, както и останалата част от четиригодишен Anagrams наистина искате да защитите спонсорите си, те ще харчат по-малко време изготвянето на правни печата и повече време за обучението на спонсорите си. How to stop ambush marketing? Как да спрем засада маркетинг? Amazing, best practice leverage. Удивителен, най-добрите практики лоста. Job done. Свършена работа. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Ambush marketing: In praise of ambushing up Засада маркетинг: В чест на ambushing нагоре A Hugo Boss ambush? А Hugo Boss засада? Try a Huge-o ego trip! Опитайте с огромен пътуване его-о! Alcohol Sponsorship Ban a Red Herring Алкохол Спонсорство забрана на Red Herring UK Sport Selling Olympic Athlete IP? Великобритания Спорт Продажба на олимпийски спортист ПР? Not On Не на Ambush Marketing Set to Rise Засада пускане на пазара, да се покачва
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In the past week, my inbox and feeds have been overflowing with bulletins about new anti-ambush marketing legislation being passed by the UK, South Africa, New Zealand, Victoria (Australia). Canada did it a couple of years ago, so have countless more host countries and cities. These laws are created – at least in theory – to protect their upcoming major events. In reality, they are doing nothing more than posturing. IP infringement is illegal and has been for longer than ambush marketing has existed. All anti-ambush legislation does is cast the net wider for IP infringement – adding a few dozen more words and phases that ambushers can’t use. Like, they can’t use “Games”, “2012”, the word “rings”, “London”, etc in combination. Not to put too fine a point on it, but big whoop. Ambush marketing is not about deception. Okay, that’s not quite true. Strategic ambush marketing – the kind that works – is not about deception. Old-school, ego-driven ambush marketing is about deception, but all they really get is the opportunity to do a few high fives around the office, get no strategic result, and do no damage to the real sponsors. Ambush marketing is also legal. It has always been legal and will continue to happen and flourish as long as events and sponsors rely on laws to protect them. Why? Because smart ambushers do not need anything that an event or law controls in order to achieve a powerful, multifaceted, strategic result. Here’s the deal: Event organisers control the event itself, the promotion of the event, event assets, and the IP belonging to the event. They control some of the content, although if we’re talking about a number of teams and athletes, they have control over their own assets and IP and media also control some of the content. The upshot is, the event doesn’t really control very much. On the other hand, we have the event experience, which is controlled by the people who make up an event’s target market. Their experience includes everything from the first moment of anticipation to the last faded memory and everything in between. It is the atmosphere, pride, patriotism, the dramas and triumphs, the opportunities and inconveniences. It’s newspapers and television and blogs and Facebook and Twitter. It’s the stories, the rumours, and the scandals. It’s the outrageous once-in-a-lifetime adventures with friends and the little moments that touch our hearts. It’s the feeling of I-was-there and the memories of exactly where you were when something amazing happened. “Do you believe in miracles?!” is a moment I will cherish to my grave. Events don’t own any of that. We do – the people, the fans. The residents of host cities and the tourists do. You don’t have to attend an event to have an event experience. Event experiences happen in pubs and parks and living rooms and subway stations. They happen on computers and mobile phones and traffic jams. The event experience isn’t owned by anyone, it is created by individuals. Making that experience better – amplifying the good stuff and lessening the bad stuff – is where strategic ambush lives and it doesn’t require any access to IP or the event at all for it to work. So, how do we stop it? Sponsors need to forget all about the posturing politicians and all of the event dignitaries and their proclamations of “lines in the sand” and look after themselves. Sponsors need to leverage every event fully and creatively and with absolute focus on adding value to the total fan experience, not just “owning” the event. Strategy will save the day, and if the IOC, FIFA, the IRB, the ICC, and the rest of the quadrennial anagrams really want to protect their sponsors, they will spend less time drawing up legal briefs and more time educating their sponsors. How to stop ambush marketing? Amazing, best practice leverage. Job done. If you liked that post, then try these... Ambush Marketing: In Praise of Ambushing Up 17+ Ambush Marketing Resources Every Sponsorship Professional Should Review (Updated) Olympic Ambush Analysis – Part 2: Olympic Sponsor Awareness Surveys Olympic Sponsorship Analysis – Part 8: The Fallout and the Recovery