Ambush marketing - what is it about?

Ambush most entrepreneurs associate marketing with unfair competition. This is only part of the truth. Below is a summary of the rules governing ambush marketing as well as the answer to the question, can you also use it in your company? 

• Ambush marketing - definition 
• When someone claims the success of your business 
• Does ambush marketing have advantages? 
• Ambush marketing - examples 

Ambush marketing is a relatively unknown concept in Poland. It is related to issues such as subvertising or unfair competition. Sometimes he also uses elements of black and white PR. What exactly is ambush marketing? About it below.

Ambush marketing - definition 

Ambush marketing is literally a marketing campaign done out of the blue. This refers to a situation where the actions of one company suddenly become appealed to by another, although not necessarily entitled to do so. These can be direct, indirect and random actions. This type of marketing is most often said when companies assign themselves an important role in sports or cultural events.

Suppose a network fast-food with a red logo is the official partner of the football championship. Now imagine that the leaflets of a competing network with a blue logo are distributed en masse before entering the stadiums. It is very possible that some viewers will make a mistake and decide that the "blue" company is the official sponsor of the event.

This is an example taken from the world of large corporations, because it is also where you can find this type of practice. However, the phenomenon begins with the strategy of the smallest companies and in the case of completely local events. The definition can cover both marketing itself and PR activities or branding. Sometimes ambush marketing is permanent, although often limited to one event. 

When someone claims the success of your business 

Unfortunately, you always have to be vigilant not to become a victim of ambush marketing. If this happens, you need to get started quickly crisis management and correct inaccurate information. The form will depend on the specifics of the business and how much damage to the image has been done. It happens that citing a certain company is a form of a veiled compliment. If other brands are based on the authority of your company, its market position must be strong. On the other hand, it can do serious damage to your image.

It is worth correcting misunderstandings. If this does not work in direct contact with the follower, it is better to respond publicly. Reactions in social media or statements to the press are evidence that an intervention has been taken. This comes in handy on the way to final resolution, such as a court case. 

Does ambush marketing have advantages? 

So far, we have looked at ambush marketing from a rather negative side. Meanwhile, you can also skillfully use its elements in your own strategy. This works best for small and newcomers. They can use the success of leaders and predecessors to accelerate their climb to the top. Established companies and leaders rarely turn to this technique because they have more to lose.

Subtle ambush marketing is nothing more than using the potential generated by the competition for your own purposes. Suppose market leaders create information campaigns that expand the market for certain products. A small business can join the campaign at the right moment by channeling its follow-up voice to a niche client. It generates its message on the basis of an existing one, so it has a somewhat easier task.  

Ambush marketing during sports and cultural events has allowed many companies to quickly spread their wings. Sometimes brands are reluctant to initiative, but when its scale grows, they decide to join. Suppose there is a beer festival in a city that is organized by one of the restaurants. A competitor bar owner may decide that it is better to join the party than ignore it. On this day, he can plan special promotions or a mini-festival in his premises. In the eyes of passers-by, it may be a continuation of the official event. Often, activities in this style are beneficial for the clients themselves. For strategic reasons or a signed contract, only one seller officially participates in the event. However, if others find ways to attend the event informally, the end result will be for customers to enjoy more choice and potentially lower prices. 

Ambush marketing - examples 

It's worth knowing that some of the most famous events today are far echoes of ancient ambush marketing. For example, the Oktoberfest was initially a local opportunity that allowed brewers to quickly get rid of spring beer to make room for more. Today, it is a pretext for beer promotions and parties in Bavaria, but also in other German cities, and even around the world.  Food marketing from its beginnings, he used the popularity of holidays or even created them in order to provoke customers to increase consumption of a given thing. 

Very often ambush marketing appears on social media. Facing the trend that guarantees clickthrough, many companies bend and use a fashionable hashtag or password. Even if there is another company behind them. In It also largely depends on the culture prevailing in a given market and is related to the concept of copyright. For example - in China, companies not only refer to events or products of the competition, but they can start a business under an almost identical banner, have the same branding and sell practically the same. In Europe it is more subtle and, nevertheless, governed by certain rules. 

Another example of modern ambush style activities is presenting a person or a product during an important event. Entrepreneurs are aware of the power of the media. If millions of people see a thing on a celebrity's Instagram or on TV, it must have a positive effect on sales. Hence, sometimes radical attempts to penetrate the antenna even for a moment. The story of Łukasz Jakóbiak can serve as an example. The blogger gave the impression that he was a guest on the Ellen Degeneres show. Thanks to his association with a famous character, he himself gained fame. This is classic ambush marketing. 

Are you looking for original ways to promote your business? contact us - we will prepare a strategy focused on achieving your goals.