AMBUSH	  MARKETING:	  	  Marke4ng	  opportunity	  or	  business	  liability?	  	  Blaž	  BOLCAR	                          ...
Ambush marketing   Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?                               ...
Ambush activities - creativity                                                        Ambush	  markeDng:	  MarkeDng	  oppo...
Ambush marketing                                                                 Ambush	  markeDng:	  MarkeDng	  opportuni...
Ambush activities             Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?                    ...
Ambush activities               Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?                  ...
Legal framework                                              Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	 ...
Ambush activities   Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?                              ...
Naslov trenutnega poglavja na strani   Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?           ...
Ambush activities - timeframe   Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?                  ...
Media Ambush              Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?                        ...
Ambush activities - creativity             Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liability?       ...
Fighting Ambush                                      Ambush	  markeDng:	  MarkeDng	  opportunity	  or	  business	  liabili...
Thank	  you!	  Sportelement d.o.o.     sports marketing     November 2012
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Ambush marketing: Marketing opportunity or business liability? (Blaž Bolcar - Sportelement)

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The phenomenon of ambush marketing is slowly, but progressively coming to the region. Is ambush marketing an inacceptable advertising approach or an appropriate creative solution? When and how can we profit from the activities of ambush marketing and when can it damage our business? Marketing, PR and law aspects of ambush marketing in the region.

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Ambush marketing: Marketing opportunity or business liability? (Blaž Bolcar - Sportelement)

  1. 1. AMBUSH  MARKETING:    Marke4ng  opportunity  or  business  liability?    Blaž  BOLCAR   SportelementA+orney  Candidate   blaz@bolcar.si   Providing sponsorship excellenceSpecializing  Sports  law     TW  @bolcarius  
  2. 2. Ambush marketing Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 2
  3. 3. Ambush activities - creativity Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 3Football  World  Cup  2010  •  Sponsor  of  WC  Adidas  •  Sponsor  of  NT/ individuals  Nike  •  commercial   Surce:  AIP  CorporaDon,  2010    
  4. 4. Ambush marketing Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 4DEFINITION  -­‐  (Unfair)  markeDng  pracDce  –  occurs  when  a  party  ((un)intenDonally)  claims  an  associaDon  with  a  sports  event,  which  it  does  not  have  and  for  which  it  has  not  paid  any  money.      •  Purpose  –  to  capitalize  on  biggest  publicity  magnets  in  sports  without  paying  for   rights    •  Term  -­‐    One-­‐Dme  stunts  or  Long  term  campaigns      WHAT  IS  THE  TRUE  VALUE  OF  SPONSORSHIP?  •  It  jeopardizes  exclusivity    ILLIGAL  vs.  LEGAL  •  Irrelevant  whether  (un)intenDonal      
  5. 5. Ambush activities Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 5 DIRECT ACTIVITIES – intent to associate with an event or property; no rights purchased, no official sponsor •  PREDATORY AMBUSHING – intentionally attacking a rival’s official sponsorship (nike?) •  COATTAIL AMBUSHING – direct association by using a legitimate link other than becoming official sponsor •  PROPERTY INFINGEMENT – the intentional unauthorized use of protected intellectual property •  (web – odeje) •  UNINTENTIONAL/ACCIDENTAL AMBUSH
  6. 6. Ambush activities Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 6 INDIRECT ACTIVITIES – through suggestion or indirect reference •  ASSOCIATIVE AMBUSHING – use of imagery or terminology to create an illusion that sbdy has links to a sporting event/property •  DISTRACTIVE AMBUSHING – setting up a promotional presence at or near an event without making specific reference to event itself •  VALUES AMBUSHING – use of an event’s/property’s central value or theme to imply an association •  SATURATION AMBUSHING – increase of advertising and marketing at the time of event with no reference to the event itself, no associative imagery
  7. 7. Legal framework Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 7WHO HAS THE RIGHT TO ACT?•  Solely the rights ownerCOURT OF LAW•  Code of obligations – Damages must be established, very difficult to prove•  Absence of case law•  Compensation for loss of earnings without appropriateSLOVENIAN ADVERTISING CHAMBER – COURT of ADVERTISING•  Recognition of bad practices without real impact on ambush activitiesCONTRACTUAL PROTECTION/CLAUSESSPECIAL LEGISLATION
  8. 8. Ambush activities Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 8
  9. 9. Naslov trenutnega poglavja na strani Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 9
  10. 10. Ambush activities - timeframe Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 10
  11. 11. Media Ambush Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 11•  Unintentional ambush
  12. 12. Ambush activities - creativity Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 12London  Summer  Olympic  Games:  •  two  Dme  gold  medalist   Mo  Farah  •  sponsor  of  OG  Adidas    •  sponsor  of  Mo  Farah   Nike  
  13. 13. Fighting Ambush Ambush  markeDng:  MarkeDng  opportunity  or  business  liability? 13LEGAL  PROCEEDINGS  (bendtner;  bavaria)  •  Court  of  Law  •  AdverDsing  chamber  •  Market  Inspectorate  MARKETING  ACTIVITIES  •  Sponsorship  acDvaDon  PR  ACTIVITIES  •  Fame  and  Shame  •  EducaDon  -­‐  Building  awareness    
  14. 14. Thank  you!  Sportelement d.o.o. sports marketing November 2012

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