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Get your hands on the best marketing eBook available today! Events are one of the smartest prescriptions for slumping sales and for maintaining a healthy business.
It's not enough anymore to merely have goods on the shelf and open the doors on time every day. We all need to reinvent our businesses to keep them thriving and healthy.
2014 Weird & Wacky Holiday Marketing Guide
And that is just what this eBook is intended to help you achieve. This book is filled with unusual holiday marketing ideas templates to get you started and definitive resources You'll want to keep this annual book within arms reach as your go-to guide for all your business marketing planning. Product Details About the Author. About the Author Ginger Carter-Marks is the owner of a family of successful companies. Her parent company DocUmeant. Marks has been assisting business owners of all sizes, from the personal business owner to the major fortune companies, for over 30 years.
From cutting lots of deals for relatively small amounts of money, the IOC moved to a model of selling a small number of deals to a select few global corporations for huge sums. For brands that miss out on such deals, or those that simply cannot afford it, ambushing is another way to reap some of the benefits of an official sponsorship deal.
Sport is increasingly littered with cases of ambushing, some of them very high profile. Midway through the game, the women undressed to reveal Bavaria branded orange dresses. When they were ejected from the stadium and later arrested, the story attracted international attention — job done for Bavaria. Four years previously the brewer had given out bright orange lederhosen to Dutch supporters.
While Dutch football fans watched the game in their pants, Bavaria beer soaked up the publicity. But it is bookmakers Paddy Power that has raised the art of ambushing to new heights.
Words of Wisdom
The event actually sponsored by Paddy Power? An egg and spoon race held in a French village, also called London. Sponsorship managers will often preach the mantra that if the connection between brand and consumer is strong enough, then official sponsors need have no worry that consumers will be distracted by the shock tactics of deviant rivals.
But others nevertheless advocate a more assertive — some might even say draconian — response to the threat of ambushing.
All New! 2014 Edition now available!!!
Sports authorities have unsurprisingly sided with those who pay their bills and as such, all nations hosting Olympic Games, both summer and winter, must pass legislation protecting official sponsors. Many spectators complained that prices were exorbitantly high and that choice was poor. In Vancouver, ambushing laws were employed in an even more restrictive way, as anti-Olympic activist Chris Shaw of the University of British Columbia was pursued under the legislation.
Eventually Shaw took legal action against the local organisers a case that he won , but not before he had been routinely stopped by the police.