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At the recent British Open, a sailboat featuring a giant Hugo Boss-branded sail parked offshore, “ambushing” the event. В последните British Open, платноходка, отличаващ се с гигантски Hugo Boss-брандирана платно паркирани морето, "ambushing" на събитието. Oh brother. О, братко. Mr Boss, you need to get over yourself. Г-н Шефе, ти трябва да го преодолееш себе си. People seeing your logo somewhere that it is theoretically not supposed to be is not ambush marketing, nor is it “stealth” marketing or “guerrilla” marketing. Хората виждат логото си някъде, че теоретично не е трябвало да не е засада маркетинг, нито пък е "стелт" маркетинг или "партизански" маркетинг. It's not marketing in any sense of the word – it is an ego trip, pure and simple. Това не е пазарна във всеки смисъл на думата - тя е его пътуване, чисто и просто. There are many ways to strategically ambush an event. Има много начини за стратегическо засада събитие. I've done it, it takes every bit as much planning, creativity, and strategic focus as it does to create a great leverage plan, and it works. Аз бях го направил, така се също толкова много планиране, креативност, и стратегическа насоченост, както го прави за да се създаде план за голям ливъридж, и то работилница. It's not a strategy that suits every company and I'm not trying to talk you into it. Това не е стратегия, която да подхожда на всяка фирма и аз не се опитвам да ви говори в нея. But if you're going to take an ambush position, do it right**. Но ако ти започваш да се вземат засада положение, направете го право **. Using subterfuge to make an event you don't sponsor showcase for your logo is lazy, self-important, and just a stupid waste of effort. Използването претекст да направи събитието, което не спонсор витрина за вашето лого е мързелив, самостоятелно-важно, и просто глупав отпадъци на усилия. Logo exposure as strategic reason to sponsor was debunked nearly 20 years ago. Лого на експозицията като стратегически причини да спонсор беше развенчал почти 20 години. Any sponsor worth their salt knows that logo exposure, in and of itself, does not change people's perceptions of the brand, nor does it change people's behaviour around the brand. Всеки спонсор си струват сол знае, че логото на облъчване, и на себе си, не променя представите на хората на марката, нито пък се променят поведението на хората около марката. So, if you sponsor something and a whole lot of people see your logo but don't change their opinion of your brand, aren't more educated about your brand, don't have a greater understanding of how your brand is relevant to them, don't feel any more predisposed to try or use your brand, don't feel any more valued or understood by your brand, aren't any more loyal to your brand, and aren't discussing the benefits of your brand with others, what on Earth is the point?? Така че, ако нещо спонсор и много от хората видят логото си, но не промени становището си на вашата марка, не са по-образовани за вашата марка, не са по-добро разбиране на начина на марката е от значение за тях , не се чувствам повече предразположени да опитате или използване на вашата марка, не се чувстват повече оценяват и разбират от вашата марка, не всички са по-лоялни към вашата марка, и не се обсъждат предимствата на марката си с други , което на Земята е смисълът? Now, take that same pointless, logo-driven approach and apply it to ambush and think about the result. Сега, да същия безсмислен, лого-подход и да прилага засада и мисля за резултата. In the case of Hugo Boss, I'm confident in my prediction that… В случай на Hugo Boss, аз съм уверен в моя прогноза, че ... - You would have zero strategic benefit for your brand – no positive changes in perception or behaviour across your target market. Вие ще имат нулеви стратегическа полза за вашата марка - няма положителни промени във възприятието или поведение в целевия пазар. - You have shown up uninvited at a top end event, but have added absolutely nothing to the event and added no value to the experience of the people interested in the event, so if any of them would have formed an opinion, I'm guessing it would have been that Hugo Boss is cheap and annoying. Можете показаха неканен на върха случай края, но са добавили нищо към събитието и не добавя стойност към опита на хора, интересуващи се, в случай, така че ако някой от тях щеше да формира становище, аз съм го познае би било, че Hugo Boss е евтин и досадно. I'm pretty sure that's not the positioning they're after. Почти съм сигурен, че не е за позициониране те са след това. - The only media coverage you're getting about the activity is uninformed business pundits talking about how audacious you are, which is also not a key attribute for the brand. Единственото, медийно отразяване сте се за дейността е неинформиран бизнес анализатори говорим за това как сте дързък, който също не е основен атрибут за марката. (Seriously, can any of you imagine an audacious Hugo Boss suit? Me neither.) (Сериозно, може някой от вас да си представим един дързък Hugo Boss костюм? Нито пък аз.) - Some logo counting agency would be gleefully assembling a report about how many millions of dollars worth of logo exposures you got from that stunt, while totally omitting any research that would show whether those logos meant anything to anyone (they didn't). Някои лого преброяване агенция ще бъде радостно събиране на доклада за колко милиона долара на лого експозиции ли, че от каскадьор, а напълно пропуска всички изследвания, които да покажат дали тези емблеми означаваше нищо на никого (те не са). The only people for whom that stunt worked was the Hugo Boss marketing department who are congratulating themselves for being so bloody clever and the logo counting agency who have yet to realise their days are numbered. Единствените хора, за които това е работил каскадьор Hugo Boss маркетингов отдел, който се поздрави за това, че си толкова умен кървави и логото на преброяването агенция, който все още трябва да реализира техните дни са преброени. There I go, being an idealist again – even about ambush marketing. Има отида, който е идеалист отново - дори за засада на пазара. **If you are interested in how a truly strategic ambush works and, even more important, how to stop it happening to you, check out ** Ако се интересувате от това как наистина стратегически засада произведения и дори по-важно, как да се спре това става с вас, проверете The Ambush Marketing Toolkit Засадата Маркетинг Toolkit . If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Why Ambush Marketing Legislation Will Never Work (and What Will) Защо Засада Маркетинг законодателство ще Никога работа (и какво ще) 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 How Not to be Ambushed Как да не бъдат нападнати For maximum impact, forget the event, concentrate on the event experience За максимален ефект, забрави случай, се концентрира върху събитието опит
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At the recent British Open, a sailboat featuring a giant Hugo Boss-branded sail parked offshore, “ambushing” the event. Oh brother. Mr Boss, you need to get over yourself. People seeing your logo somewhere that it is theoretically not supposed to be is not ambush marketing, nor is it “stealth” marketing or “guerrilla” marketing. It’s not marketing in any sense of the word – it is an ego trip, pure and simple. There are many ways to strategically ambush an event. I’ve done it, it takes every bit as much planning, creativity, and strategic focus as it does to create a great leverage plan, and it works. It’s not a strategy that suits every company and I’m not trying to talk you into it. But if you’re going to take an ambush position, do it right**. Using subterfuge to make an event you don’t sponsor showcase for your logo is lazy, self-important, and just a stupid waste of effort. Logo exposure as strategic reason to sponsor was debunked nearly 20 years ago. Any sponsor worth their salt knows that logo exposure, in and of itself, does not change people’s perceptions of the brand, nor does it change people’s behaviour around the brand. So, if you sponsor something and a whole lot of people see your logo but don’t change their opinion of your brand, aren’t more educated about your brand, don’t have a greater understanding of how your brand is relevant to them, don’t feel any more predisposed to try or use your brand, don’t feel any more valued or understood by your brand, aren’t any more loyal to your brand, and aren’t discussing the benefits of your brand with others, what on Earth is the point?? Now, take that same pointless, logo-driven approach and apply it to ambush and think about the result. In the case of Hugo Boss, I’m confident in my prediction that… - You would have zero strategic benefit for your brand – no positive changes in perception or behaviour across your target market. - You have shown up uninvited at a top end event, but have added absolutely nothing to the event and added no value to the experience of the people interested in the event, so if any of them would have formed an opinion, I’m guessing it would have been that Hugo Boss is cheap and annoying. I’m pretty sure that’s not the positioning they’re after. - The only media coverage you’re getting about the activity is uninformed business pundits talking about how audacious you are, which is also not a key attribute for the brand. (Seriously, can any of you imagine an audacious Hugo Boss suit? Me neither.) - Some logo counting agency would be gleefully assembling a report about how many millions of dollars worth of logo exposures you got from that stunt, while totally omitting any research that would show whether those logos meant anything to anyone (they didn’t). The only people for whom that stunt worked was the Hugo Boss marketing department who are congratulating themselves for being so bloody clever and the logo counting agency who have yet to realise their days are numbered. There I go, being an idealist again – even about ambush marketing. **If you are interested in how a truly strategic ambush works and, even more important, how to stop it happening to you, check out The Ambush Marketing Toolkit.