Ambush marketing is when a company associates itself with an event without paying for sponsorship rights. Tips include buying airtime, setting up booths, and using logos similar to the event. However, it can lead to legal issues and increased fees.
Ambush marketing is the practice of associating a business with an event by purchasing sponsorship rights. This is generally a predatory practice that does not care about events, especially major international sporting events. Top ambush tips include buying television or radio airtime at the event, setting up booths or selling booths near the event, and using graphics or images similar to the event logo . While companies often engage in these marketing strategies, it can be a dangerous legal minefield. If the company’s marketing violates the copyrighted event or logos, a company may be liable for fees and penalties.
Many major events broadcast their games or other activities on television and radio programs. Businesses may be able to purchase airtime for their commercials to promote products, leveraging the association factor of marketing. While the company is unable to directly reference the event, consumers may believe that the marketing company has some association with the event. The marketing ambush must be free of direct logos or other identifications that make it appear that the company actually has some association with the event. Businesses can also conduct heavy marketing campaigns leading to the event which boosts the membership factor.
Street marketing is another ambush tactic. Businesses can place physical booths or other workers near the event location. While some areas immediately around the event may not be available, other areas nearby will certainly be available. Businesses can place signs and other advertisements that attract the attention of attendees. Hawkers may also be mobile, moving up and down the streets near the event; this allows the company to cover more ground for the ambush.
Advertisements can work best in ambush marketing when a company uses a carefully designed theme or logo. While companies must be careful not to encroach on copyrights or other protections, close copies are possible. Businesses can place these logos in TV commercials or commercials around the event. Most of these close copies include the company logo or marketing tool, raising awareness of the company with the event. The ultimate goal of this marketing technique is to distract consumers from the event in order to promote the company’s products.
Two downsides of marketing ambush are increased sponsorship costs and lawsuits resulting from trademark infringement. When companies do not purchase event sponsorships, event managers must compensate by charging higher fees. As mentioned above, copying trademarks too closely can lead to trademark infringement.
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