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Ambush Marketing
Chapter 13
Copyright © 2009 Nelson Education Ltd. All rights reserved.
OBJECTIVES
•
To recognize ambush marketing and its place in
sponsorship.
•
To understand the objectives and strategies of ambush
marketing.
•
To understand how to prevent and protect your property
against ambush marketing.
•
To explore the ethics of ambush marketing.
•
To understand the role of brand management in
controlling ambush marketing.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
2
INTRODUCTION
“ Ambushers [are like] thieves, knowingly stealing something
that does not belong to them. A form of parasite, feeding off
the goodwill and value of the organization, they are trying to
deceive the public into believing they support. Like leeches,
they suck the lifeblood and goodwill out of the institution.”
(Michael Payne, Former Marketing Director, IOC)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
3
AMBUSH MARKETING
•
Maximized revenue from offering exclusivity in
sponsorship.
•
Desirability + increasing rights fees = growth in
companies wanting to reap benefits without paying.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
4
AMBUSH MARKETING
Ambush Marketing:
“A planned effort (campaign) by an organization to associate itself
indirectly with an event in order to gain at least some of the
recognition and benefits that are associated with being an official
sponsor.”
(Sandler and Shani, 1989)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
5
AMBUSH MARKETING
First gained major recognition in 1984 Olympic Games.
•
Kodak (ambusher) Vs. Fuji (sponsor)
Some potential impacts include:
•
•
Diminishing the value of sport properties
Increasing clutter in an already cluttered marketplace.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
6
MAJOR ARGUMENT
Copyright © 2009 Nelson Education Ltd. All rights reserved.
7
PROTECTION
•
Responsibility of event organizers to develop programs
that will enhance and protect sponsors.
•
Consumers must be educated about the meaning of
official sponsor.
•
This is the responsibility of both the sponsor and the
sponsee.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
8
AMBUSH MARKETING RESEARCH
Sandler and Shani (1989)
Sandler and Shani (1993)
Shani and Sandler (1998)
McCarthy and Lyberger (2001)
Crompton (2004)
Seguin, Lyberger, O’Reilly and McCarthy (2005)
Séguin and O’Reilly (2008)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
9
CANADIAN RESEARCH
•
Research on ambush marketing in Canada is sparse.
•
International study found Canadians more disposed to
view practice as unethical*.
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Most respondents not aware of ambush marketing.
•
Significant differences in attitudes between countries.
* Seguin, Lyberger, O’Reilly & McCarthy, 2005
Copyright © 2009 Nelson Education Ltd. All rights reserved.
10
TECHNIQUES
•
Sponsoring media coverage of the event (including
broadcast) and/or purchasing advertising in and
around broadcast.
•
Sponsoring subcategories within the event and
exploiting this investment aggressively.
•
Engaging advertising space at locations that are close
to the event.
•
Thematic advertising and implied association.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
11
ETHICS
Sponsors:
“Because such activities reduce the effectiveness of the official
sponsors’ promotional efforts while simultaneously denying the
activity owner potential revenue, there is reasons to question the
morality of this type of competitive practice.” (Meenaghan, 2004)
Sponsees:
“Property rights that are acquired or contractually leased by
corporate sponsor must be exercised with due regard for the right
of others, even those of direct commercial competitors”. (O’Sullivan &
Murphy, 1998)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
12
CLUTTER
•
Should be a concern for rights holders both on its own
and as a result of ambush marketing.
Clutter leads to:
•
•
•
General fragmentation of the market
Difficulty in diffusing messages
Diminishing value of specific sport property and sport in
general.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
13
BRAND MANAGEMENT
Copyright © 2009 Nelson Education Ltd. All rights reserved.
14
Questions?
Copyright © 2009 Nelson Education Ltd. All rights reserved.