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Ambush marketing has been around for decades, but there are a number of factors at play right now that I believe will see both the amount and effectiveness of ambush marketing rise dramatically. Засада е около пазара в продължение на десетилетия, но има и редица фактори играят в момента, че аз вярвам, ще видите на размера и ефективността на засада търговия води драматично. Most ambushes are nothing more than cosmetic ago trips. Най-засади не са нищо повече от козметични преди пътувания. Do brand managers really think they are building their brands by planting 40 people wearing branded t-shirts into an event? Да марка мениджъри наистина мисля, че те са изграждане на техните марки чрез засаждане на 40 души носи маркови тениски в събитие? Apparently… but they're wrong. Очевидно ... но грешиш. This type of exposure- or proximity-based ambush is very low value, but will likely continue for as long as brands believe that “being there” equates to “being meaningful”. Този тип на експозиция или близост базирани засадата е много ниска стойност, но най-вероятно ще продължи толкова дълго, колкото марки вярват, че "да бъдеш там" се равнява на "да бъдеш значим". It's annoying, but not impactful, and not the type of ambush I'm referring to. Това е досадно, но не и впечатляващи, а не вида на засада съм, отнасящи се до. What I'm talking about is strategic ambush – ambushes that are planned, leveraged, managed, and measured exactly like best practice sponsorship, minus the sponsorship. Какво говоря е стратегически засада - засади, които са планирани, ливъридж, управлява, и да се измери точно като най-добрите практики за спонсорство, минус спонсорство. It's not about deception or damaging the competition, and they don't need to breach IP or proximity rules to do it. Не става въпрос за измама или увреждане на конкуренцията, и те не трябва да нарушава ПР или близост правила, за да го направя. Strategic ambush is built on the premise that the event may control the venue, the official media, and the IP, but they don't control the event experience. Стратегически засадата е изградена въз основа на предпоставката, че събитието може да контролира място, на официалните медии и ПР, но те не контролират опит събитие. That belongs to the fans. Това принадлежи на феновете. The event experience lasts from the first consideration of attending until the last memory fades and everything in between. Събитието продължава опит от първото разглеждане на участие до последния избледнява с памет и всичко между тях. People can have an event experience without ever attending the event – just ask someone who lives in an Olympic or World Cup host city! Хората могат да имат опит събитие, без изобщо да присъстват на събитието - просто попитайте някой, който живее в Олимпийските или Световната купа домакин! And within that event experience are countless ways in which an ambusher can add value to that event experience. И в този случай опит са безброй начини, по които ambusher могат да добавят стойност към този случай опит. For the record, I take no ethical stance on ambush marketing. За протокола, аз да не етична позиция на засада на пазара. My book, Моята книга, The Ambush Marketing Toolkit Засадата Маркетинг Toolkit gives equal time to how to mount a strategic ambush and how to stop one, and I make no bones about the fact that I've done strategic ambushes with a number of clients. предоставя еднакво време за това как да монтирате стратегически засада и как да се спре една страна, и аз не се стеснявам от факта, че съм направил стратегически засади с броя на клиентите. My belief is that you're all big boys and girls – you can make your own decisions. Ми убеждение е, че сте всички по-големи момчета и момичета - можете да направите свои собствени решения. Whichever side of the “should we ambush” argument you take, if you sponsor any major properties, you are likely to face increased ambush activity as we move forward. Който страна на "трябва да сме засада" аргумент да се предприемат, ако сте спонсор съществени свойства, вие вероятно ще бъдат изправени пред засилена засада дейност като се движим напред. There are several reasons for that, and in those reasons lie the solutions. Има няколко причини за това, и по тези причини лежат на решения. Less leverage creates more opportunity for ambush По-малко лоста създава повече възможности за засада Sponsorship budgets have taken a beating. Спонсорство бюджети са взели побой. This is not news. Това не е новина. Unfortunately, neither is the fact that some sponsors have made budget by cutting back on their leverage activities. За съжаление, нито е фактът, че някои спонсори са направили бюджет чрез намаляване обратно на влиянието си дейности. This is a very bad idea, as it simultaneously reduces the marketing returns and leaves the sponsor wide open to ambush. Това е много лоша идея, тъй като едновременно намалява пазарната възвръщаемост и оставя широко отворена за спонсор засада. Here's the deal, when a sponsor invests in a sponsorship, what they are buying is opportunity, not results. Тук е сделка, когато спонсор инвестира в спонсориране, това, което купуват е възможност, а не резултатите. It is leverage that provides the results. Това е лост, който осигурява на резултатите. If you invest in sponsorship and don't leverage it, you will not achieve any strategic results. Ако се инвестира в спонсорство и не го ливъридж, няма да постигне каквото и стратегически резултати. It's like buying a ladder and never climbing it. Това е като закупуването на стълбата и никога не го катерене. Best practice leverage evokes changes in perceptions and behaviours around a brand in many ways, but the most powerful are: Най-добрите практики лост предизвиква промени във възприятията и поведението около една марка по много начини, но най-мощните са: - Adding value to the event experience Добавяне на стойност към събитието опит - Using the event to add value to the brand experience Използване на събитието, за да добавят стойност към марката опит - Demonstrating an understanding of and alignment with the target markets' needs, wants, and priorities Проява на разбиране и привеждане в съответствие с нуждите на целевите пазари ", иска, и приоритети The thing is, a brand doesn't need to be a sponsor to do any of these things. Работата е там, съвсем не е необходимо да бъде спонсор да направите едно от тези неща. And if the sponsor isn't, there is absolutely nothing stopping an ambusher from doing it. И ако спонсорът не е, няма абсолютно нищо от спирането на даден ambusher го прави. I am all for cutting back on leverage budgets , because great leverage really does not have to cost a fortune. Аз съм всичко за рязане на гръб на лоста бюджети, тъй като голям ливъридж наистина не трябва да струва цяло състояние. In fact, some of the best leverage programs in the world cost the least amount of incremental money (10-20% of sponsorship fees, not 100-200% or more). В действителност, някои от най-добрите програми лост в света струва най-ниската сума на допълнителните пари (10-20% от таксите за спонсорство, а не 100-200% или повече). What this requires is a great deal of internal buy-in and a process that will draw creative ideas from a diverse group of stakeholders. Какво е това изисква много вътрешно изкупуване и в един процес, който ще изготви творчески идеи от различни групи от заинтересовани страни. My advice is that no matter what the financial circumstances, do not cut back on leverage activities. Моят съвет е, че няма значение какво е финансовото състояние, не се намалят на лоста дейности. In fact, you should be extending your leverage activities outward from the event and throughout the event experience, where ambushers ply their trade. В действителност, трябва да се разширяване на дейността си лост пасивно от събитието и по време на събитието опит, когато ambushers пласт си търговия. Recommended resource: Препоръчителни ресурса: Webinar – Out-of-the-Box Sponsorship Leverage Made Simple Webinar - Вън-на-на-Box Спонсорство лоста Made Simple (27 Oct) (27 октомври) Recommended blog: Препоръчителни блог: For maximum impact, forget the event, concentrate on the event experience! За максимален ефект, забрави случай, се концентрира върху събитието опит! Events and media no longer control the communications Събития и медии вече не е за контрол на съобщенията Hello, social media! Здравейте, социални медии! Between blogs and Twitter and Facebook and Flickr and so on, events have lost control over the communications around their events. Между блогове Twitter и Facebook и Flickr и така нататък, събитията са изгубили контрол над комуникациите около своите прояви. A few events are nurturing this user-generated content and getting their sponsors involved. Няколко събития са насърчаването на този потребителски генерирано съдържание и получаване на техните участват спонсори. Most, however, are freaking – as evidenced by moratoriums on sportspeople tweeting from some events and other events trying to stop a stadium full of people from uploading video clips from their phones. Повечето обаче са шибан - както се вижда от moratoriums на спортистите Tweeting от някои събития и други мероприятия се опита да спре на стадион, пълен с хора от качване на видеоклипове от телефоните си. The result is not dissimilar to trying to hold onto a banana by squeezing it as hard as you can. Резултатът не се различават съществено се опитват да задържат един банан, като я притискате толкова силно, колкото можете. There used to be a clear line around the part of the event experience that is actually controlled by the event – the venue, the marketing, the IP – but that line vanishing fast. Няма да се използват ясна линия около част от събитието преживяване, което е фактически контролира от събитието - място, на маркетинга, ПР, - но тази линия изчезващ бързо. Every seat in every stadium is now filled with rebel paparazzi, and they are all bound and determined to share their experiences with their global audience of virtual friends. Всяко място във всеки стадион сега е изпълнен с бунтовнически папараци, и всички те са обвързани и решени да споделят опита си с тяхната глобална аудитория на виртуални приятели. This is creating a whole new channel – powerful, flexible, relevant, and immediate – that both sponsors and ambushers can leverage. Това е създаването на изцяло нов канал - мощна, гъвкава, актуални и незабавни - че спонсори, така и ambushers да лоста. The problem is, most sponsors aren't. Проблемът е, че повечето не са спонсори. Luckily, most ambushers aren't using this channel, either. За щастие, повечето ambushers не използват този канал, един от двамата. But given that ambushers tend to be both more aggressive and more creative than the average sponsor, I'm certain this grace period won't last long. Но имайки предвид, че ambushers са склонни да бъдат както по-агресивни и по-творческо от средното за спонсор, аз съм сигурна, този гратисен период, няма да продължи дълго. My advice to sponsors is to stop with the toe-in-the-water stuff and embrace social media as an amazing opportunity for sponsorship leverage. Моят съвет към спонсорите е да се спре с пръст-на-на-нещата вода и прегръдка социални медии като невероятна възможност за спонсорство лоста. As this is an untamable medium, controlled by no one, it really is an “if you can't beat 'em, join 'em” situation. Тъй като това е untamable среда, контролирани от никого, тя наистина е една ", ако не можеш да победиш ги, да се присъединят" ЕМ "ситуация. Get out there and run with those wolves! Излез там и тичам с тези вълци! Create platforms for sharing and amplifying and rewarding this user-generated content, and don't just brand it, get your brand fully involved in the conversation. Създаване на платформи за обмен и засилване и възнаграждаване на този потребителски генерирано съдържание, и не само марката е, вземи си марка участва пълноценно в разговора. Sponsors are smarter, but some sponsees still don't get it Спонсори са по-умни, но някои sponsees все още не разбирам To every inflexible, uncreative, gold-silver-bronze sponsee in the world, you just don't get it. За всеки гъвкаво, uncreative, злато-сребро-sponsee бронз в света, просто не разбирам. And as a result of not understanding (or caring) what sponsors need, potential sponsors of your most desirable events may very well choose to ambush your event rather than do business with you. И като резултат не на разбиране (или грижа) какви спонсори нужда, потенциалните спонсори на своите най-желаните събития може много добре да изберете да засада вашия случай, а не правят бизнес с вас. Sponsors are spending their money smarter than they ever have, and if you look unsophisticated or selfish, your event will be an ambush magnet. Спонсори са разходите парите си по-умен от тях някога сте и ако търсите неопитен или егоистични, вашето събитие ще бъде засада магнит. My advice to sponsors is to think very carefully before investing in a big, sexy event run by an old-school organisation. Моят съвет към спонсорите е да се мисли много внимателно, преди да инвестират в големи, секси събитието тече от старата школа организация. Insist on getting the powerful benefits you need (see below) or don't do it. Настояват за получаване на обезщетения мощен ви е необходимо (вж. по-долу), или не го правя. If you can get the results without the fee… Ако можете да получите резултати, без такса ... As already canvassed, budgets are tight, and even as the industry is starting to perk up, there is no question that sponsors are being much more careful about how they spend their money. Както вече canvassed, бюджетите са стегнати, а дори и като индустрия започва да се ококорвам се, няма съмнение, че спонсорите са много по-внимателни за това как се изразходват парите им. Strategic ambush is legal and delivers strong results for the brand. Стратегически засада е законно и осигурява силни резултати за марката. Because it operates exactly like a best practice sponsorship, the costs of leverage, management, and measurement are the same. Защото тя работи точно като най-добрите практики за спонсорство, разходите на ливъридж, управлението и измерването са едни и същи. Except for the thing about not having to pay a fee to the rightsholder. С изключение на нещо, за не се налага да плащат такса на rightsholder. With the price of major sponsorships running into the hundreds of thousands, millions, and tens of millions, not paying the fee can be a very attractive option. С цената на големи спонсорства работи в стотици хиляди, милиони и десетки милиони, не плащат таксата може да бъде много привлекателна възможност. My advice to sponsors is to use everything you've got that an ambusher wouldn't have – access to IP, behind-the-scenes information, what-money-can't-buy experiences, etc. I'm not talking about sticking “proud sponsor of…” badges everywhere, I'm talking about providing meaningful insights, benefits, and experiences to your target markets. Моят съвет към спонсорите е да се използва всичко, което имам, че ambusher не би - достъп до IP, зад кулисите информация, какви пари-can't-купи опит и др аз не говоря за залепване "горд спонсор на ..." значки навсякъде, аз говоря за осигуряване на значими идеи, ползите, както и опит за Вашите целеви пазари. Use that as a platform across both the event and the larger event experience. Използвайте, че като платформа, в случай, както и голям опит събитие. Think of it this way: Imagine playing the ambusher at football. Помисли за това по следния начин: Представете си да свири на ambusher по футбол. Your team can play the whole field, but their team can only play the left-hand side. Вашият отбор може да играе за цялата област, но техният отбор може да играе само на лявата страна. Your game plan would clearly be to run the ball down the right side – where you are unopposed – over and over again, winning the game decisively. Планът ви игра очевидно ще бъде да тече на топката в дясната страна - когато сте без възражения - отново и отново, печели играта решително. My advice to sponsorship seekers is to be generous with these IP benefits. Моят съвет към спонсорство, търсещи убежище трябва да бъде щедър с тези обезщетения ПР. They provide a lot of value for your sponsors and the markets they're targeting, while helping them to ambush-proof their investments better than any laws could. Те дават много полезни за вашите спонсори и на пазарите, на които се насочвате, като им помага да засада-доказателство техните инвестиции, по-добре от всички закони би могъл. The upshot Крайният резултат There are many sound arguments why ambush marketing will increase, but you don't need to let it happen to you. Има много добри аргументи защо засада търговия ще се увеличи, но не трябва да я накараме да ти се случи. The emphasis is on “you”, because rightsholders can't protect you from ambush. Акцентът е на "ти", защото rightsholders не може да ви предпази от засада. They can enforce IP and proximity laws, but that's about it, and expecting them to do more is unrealistic. Те могат да наложат ПР и близостта закони, но това е за него, и да очаквате да направи повече не е реалистично. And relying on anti-ambush legislation is simply relying on bigger fences around the same IP and proximity turf. И разчита на анти-засада законодателство е просто разчита на по-големи огради около една и съща ПР и торф близост. If you want to ambush-proof your investments, you need to know how strategic ambush is done and outplay the ambushers at their own game. Ако искате да засада-доказателство вашите инвестиции, което трябва да знаете как стратегически засада е направено и надиграе на ambushers в собствената им игра. As a bonus, you'll get dramatically better results. Като бонус ще получите драстично по-добри резултати. 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 A Hugo Boss ambush? А Hugo Boss засада? Try a Huge-o ego trip! Опитайте с огромен пътуване его-о!
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Ambush marketing has been around for decades, but there are a number of factors at play right now that I believe will see both the amount and effectiveness of ambush marketing rise dramatically. Most ambushes are nothing more than cosmetic ago trips. Do brand managers really think they are building their brands by planting 40 people wearing branded t-shirts into an event? Apparently… but they’re wrong. This type of exposure- or proximity-based ambush is very low value, but will likely continue for as long as brands believe that “being there” equates to “being meaningful”. It’s annoying, but not impactful, and not the type of ambush I’m referring to. What I’m talking about is strategic ambush – ambushes that are planned, leveraged, managed, and measured exactly like best practice sponsorship, minus the sponsorship. It’s not about deception or damaging the competition, and they don’t need to breach IP or proximity rules to do it. Strategic ambush is built on the premise that the event may control the venue, the official media, and the IP, but they don’t control the event experience. That belongs to the fans. The event experience lasts from the first consideration of attending until the last memory fades and everything in between. People can have an event experience without ever attending the event – just ask someone who lives in an Olympic or World Cup host city! And within that event experience are countless ways in which an ambusher can add value to that event experience. For the record, I take no ethical stance on ambush marketing. My book, The Ambush Marketing Toolkit gives equal time to how to mount a strategic ambush and how to stop one, and I make no bones about the fact that I’ve done strategic ambushes with a number of clients. My belief is that you’re all big boys and girls – you can make your own decisions. Whichever side of the “should we ambush” argument you take, if you sponsor any major properties, you are likely to face increased ambush activity as we move forward. There are several reasons for that, and in those reasons lie the solutions. Less leverage creates more opportunity for ambush Sponsorship budgets have taken a beating. This is not news. Unfortunately, neither is the fact that some sponsors have made budget by cutting back on their leverage activities. This is a very bad idea, as it simultaneously reduces the marketing returns and leaves the sponsor wide open to ambush. Here’s the deal, when a sponsor invests in a sponsorship, what they are buying is opportunity, not results. It is leverage that provides the results. If you invest in sponsorship and don’t leverage it, you will not achieve any strategic results. It’s like buying a ladder and never climbing it. Best practice leverage evokes changes in perceptions and behaviours around a brand in many ways, but the most powerful are: - Adding value to the event experience - Using the event to add value to the brand experience - Demonstrating an understanding of and alignment with the target markets’ needs, wants, and priorities The thing is, a brand doesn’t need to be a sponsor to do any of these things. And if the sponsor isn’t, there is absolutely nothing stopping an ambusher from doing it. I am all for cutting back on leverage budgets, because great leverage really does not have to cost a fortune. In fact, some of the best leverage programs in the world cost the least amount of incremental money (10-20% of sponsorship fees, not 100-200% or more). What this requires is a great deal of internal buy-in and a process that will draw creative ideas from a diverse group of stakeholders. My advice is that no matter what the financial circumstances, do not cut back on leverage activities. In fact, you should be extending your leverage activities outward from the event and throughout the event experience, where ambushers ply their trade. Recommended resource: Webinar – Out-of-the-Box Sponsorship Leverage Made Simple (27 Oct) Recommended blog: For maximum impact, forget the event, concentrate on the event experience! Events and media no longer control the communications Hello, social media! Between blogs and Twitter and Facebook and Flickr and so on, events have lost control over the communications around their events. A few events are nurturing this user-generated content and getting their sponsors involved. Most, however, are freaking – as evidenced by moratoriums on sportspeople tweeting from some events and other events trying to stop a stadium full of people from uploading video clips from their phones. The result is not dissimilar to trying to hold onto a banana by squeezing it as hard as you can. There used to be a clear line around the part of the event experience that is actually controlled by the event – the venue, the marketing, the IP – but that line vanishing fast. Every seat in every stadium is now filled with rebel paparazzi, and they are all bound and determined to share their experiences with their global audience of virtual friends. This is creating a whole new channel – powerful, flexible, relevant, and immediate – that both sponsors and ambushers can leverage. The problem is, most sponsors aren’t. Luckily, most ambushers aren’t using this channel, either. But given that ambushers tend to be both more aggressive and more creative than the average sponsor, I’m certain this grace period won’t last long. My advice to sponsors is to stop with the toe-in-the-water stuff and embrace social media as an amazing opportunity for sponsorship leverage. As this is an untamable medium, controlled by no one, it really is an “if you can’t beat ‘em, join ‘em” situation. Get out there and run with those wolves! Create platforms for sharing and amplifying and rewarding this user-generated content, and don’t just brand it, get your brand fully involved in the conversation. Sponsors are smarter, but some sponsees still don’t get it To every inflexible, uncreative, gold-silver-bronze sponsee in the world, you just don’t get it. And as a result of not understanding (or caring) what sponsors need, potential sponsors of your most desirable events may very well choose to ambush your event rather than do business with you. Sponsors are spending their money smarter than they ever have, and if you look unsophisticated or selfish, your event will be an ambush magnet. My advice to sponsors is to think very carefully before investing in a big, sexy event run by an old-school organisation. Insist on getting the powerful benefits you need (see below) or don’t do it. If you can get the results without the fee… As already canvassed, budgets are tight, and even as the industry is starting to perk up, there is no question that sponsors are being much more careful about how they spend their money. Strategic ambush is legal and delivers strong results for the brand. Because it operates exactly like a best practice sponsorship, the costs of leverage, management, and measurement are the same. Except for the thing about not having to pay a fee to the rightsholder. With the price of major sponsorships running into the hundreds of thousands, millions, and tens of millions, not paying the fee can be a very attractive option. My advice to sponsors is to use everything you’ve got that an ambusher wouldn’t have – access to IP, behind-the-scenes information, what-money-can’t-buy experiences, etc. I’m not talking about sticking “proud sponsor of…” badges everywhere, I’m talking about providing meaningful insights, benefits, and experiences to your target markets. Use that as a platform across both the event and the larger event experience. Think of it this way: Imagine playing the ambusher at football. Your team can play the whole field, but their team can only play the left-hand side. Your game plan would clearly be to run the ball down the right side – where you are unopposed – over and over again, winning the game decisively. My advice to sponsorship seekers is to be generous with these IP benefits. They provide a lot of value for your sponsors and the markets they’re targeting, while helping them to ambush-proof their investments better than any laws could. The upshot There are many sound arguments why ambush marketing will increase, but you don’t need to let it happen to you. The emphasis is on “you”, because rightsholders can’t protect you from ambush. They can enforce IP and proximity laws, but that’s about it, and expecting them to do more is unrealistic. And relying on anti-ambush legislation is simply relying on bigger fences around the same IP and proximity turf. If you want to ambush-proof your investments, you need to know how strategic ambush is done and outplay the ambushers at their own game. As a bonus, you’ll get dramatically better results. If you liked that post, then try these... Olympic Ambush Marketing Analysis – Part 1: Nike vs Adidas… Again This is what Ambush Marketing Looks Like UK Sport Selling Olympic Athlete IP? Not On Olympic Sponsorship Analysis – Part 8: The Fallout and the Recovery Olympic Ambush Analysis – Part 7: The Cheeky, the Sneaky, and the Brilliant