Ambush marketing is defined as a marketing technique that is used for marketing in which the advertisers work on connecting their products with a specific event in their potential clients' minds. An advertiser usually ambushes the event through competing for exposure against its competitors. The advertiser does not pay for official sponsorship, and thus avoid paying the sponsorship fee which is quite expensive when while one is gaining the benefits which are associated with the sports property at the cost of the sponsor. There are different forms of ambush campaigns whose main purpose is to draw attention from a brand, normally the official brand, to a different one by using diverse creative techniques. There are two types of ambush marketing which are, indirect and direct ambush marketing. One example of ambush marketing is when the Fuji Film triumphed the sponsorship rights in the Los Angeles Olympic Games in 1984. Kodak's response was an ambush on Fuji through a well-planned campaign. The second example is when one sells music merchandise outside concert fields without the knowledge of the concert promoters. Such an individual is relying on the show to help drive their sales.
Advantages of Ambush Marketing
It plays a significant role in increasing brand awareness.
It is an easy strategy that helps the ambush marketing firm's brand to be recognized.
The competition of the different brands leads to a fall in prices in the process of outdoing each other.
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Disadvantages of Ambush Marketing
Results in an unhealthy competitive environment
It might result in an increase in ambush marketing in the future while the technique becomes more fruitful. This will affect the sponsorship activities, thus reducing its actual value
results in a decrease in the revenue that is earned by the even.
Bavaria Beer used ambush marketing tactics, where it ambushed the South African 2010world cup through purchasing a part of the stadium seats (Datamonitor, 2010). The girls wore clothing that was bright and orange, which was related to their brand. Bavaria Beer aimed at drawing the attention of the world cup audience during the game to help increase sales through brand awareness.
I would consider Bavaria Beer's ambush as a competitive strategy since the company first purchased several seats in the stadium, and were thus there legally. A company that does not have the ability to afford the sponsorship fees take this marketing strategy as an appropriate way of competitive and defensive behavior. They are also likely to deny that their acts can be seen as ambush marketing tactics. Increasing brand awareness and trying to win more customers will help Bavaria Beer increase its sales in the long run, only if they put other factors into consideration, including such as the quality of their products. Also, customer preferences will determine what client purchases.
Ambush can be either unintentional or intentional. In an intentional ambush, the marketing firm has planned for the ambush, and the customers usually think that the brand is associated, or has been sponsored by the activity without an effort by the brand to determine the connections. Ambush marketing is unintentional is the media touches on the information in regard to the clients or equipment which is being used in an event. The customers will think that the organization sponsored the event. The differences between these two ambush marketing types demonstrate that it can be either of the two.
As a leader of an organization, I would not allow the ambush marketing practice since the company holding the ambushed event might decide to take legal action and sue my organization, which might result in unplanned costs. Also, the customers who witness and are aware of the ambush marketing practices might decide not to make purchases from my organization as they might feel its an act of unethically trying to win customers.
References
Datamonitor. (2010, July). Ambush marketing case study: Successfully leveraging high-profile events to raise the brand profile. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=59543529&site=ehost-live&scope=site
