//
you're reading...
advertising, brand marketing, marketing keywords to know, marketing strategy, promotions, public relations, trending now

Marketing Keywords to Know: August 18, 2016

Ambush Marketing

Definition: Creative tactics which deflect the attention from one brand to another

Michael Johnson of the US starts the 400 meter das

Did you know each sponsor of the Olympics invests anywhere between $10 and $100 million dollars to showcase their brand? Those numbers are insane, but it costs to be part of such a highly publicized event.

All these precautions have come as a result of ambush campaigns in the past. One of the most publicized ambush marketing tactics is when Nike gifted gold medalist Michael Johnson a $30,000 pair of gold racing shoes during the 1996 Olympic games in Atlanta – when Reebok was the official sponsor that year!  Johnson went on to win the gold medal in that 400-meter dash and even posed with the shoes around his neck in Time Magazine. Nike found an intelligent (and very sneaky) way to promote their brand without paying up and officially becoming a sponsor!

Federal authorities are now taking many precautions to thwart any ambush marketing tactics by carefully monitoring and blocking the use of unauthorized branding and other trademarks relating to signage, flags, mottos, etc. It’s not hard to understand why ambush marketing tactics are frowned upon (considering the millions being paid in sponsorship), but it is a clever and savage way of doing business!

 

Advertisements

About Lauren Young

Award-winning author of "Pour - Marketing Success Starts with the Right Ingredients", "Stir - Achieving the Perfect Marketing Mix" and the CEO/Founder of Freshly Baked Communications and Knead to Rise. Visit my website at http://www.FBC-Chicago.com.

Discussion

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: