Archive for the ‘Marketing case studies.’ Category

What is Ambush Marketing?

When embracing ambush marketing a brand attempts to attach itself to an event without paying official sponsorship rights. Certain requirements must be adhered to (usually the avoidance of using specific terms and slogans in marketing), but if executed correctly the practice is entirely legal. However, ambush marketing poses certain ethical and moral questions which could potentially have a negative effect on a company or brand’s image/reputation.

Bavaria Beer’s ambush at the 2010 FIFA World Cup

On June 14 2010, Bavaria Beer was accused of initiating an ambush during the FIFA World Cup soccer match between Denmark and the brand’s home country of the Netherlands. Mid-way through the game, 36 female members of the crowd were ejected by FIFA security (FIFA is the governing body of world soccer), with the FIFA citing “a clear ambush marketing activity by a Dutch brewery company”. The crowd members were all models, dressed in identical orange dresses which were part of a gift pack offered by Bavaria Beer. Although the company had made efforts to ensure that the dresses were recognized in association with the beer (Sylvia van der Vaart, wife of the prominent Dutch soccer star Rafael, was approached to model the dress to raise brand awareness) the ambush itself was likely to be low-key until the ensuing controversy elevated the stunt to an issue reported worldwide across all media platforms. FIFA was criticized for its handling of the situation, going so far as to arrest two of the participants for their role in orchestrating the ambush. Many felt that the punishment was too severe, but FIFA insisted with some justification that it was going to necessary lengths possible to protect the interests of its official sponsors.

Ironically, the heavy-handedness of the actions taken by FIFA has probably guaranteed the brand far more exposure than if they had allowed the ambush to continue unpunished. As far as organizing bodies are concerned, this highlights the importance of judging the
appropriateness of a response. Successful ambushes are by their very nature difficult to defend against, so there must be a high degree of consideration regarding how the media and general public will respond to the defense.

This was not the first time Bavaria Beer ambushed the FIFA World Cup. In June 2006, the brand gave out free branded orange lederhosen to around 1,000 Dutch fans to wear at a game between the Netherlands and Ivory Coast. The fans were not allowed into the stadium wearing the lederhosen, and instead were forced to watch in their underwear. The fact that ambushes have occurred at consecutive events heightens anticipation about what the brand might do next time (in 2014, when the World Cup is to be held in Brazil). This kind of elevated interest/anticipation in a brands’ activities give it a stronger platform to generate added exposure (and possibly sales), which only serves to highlight the attraction of embracing ambush marketing.

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As the say pictures are worth a thousand words..as proven by this guy Hugh,looking for a room to let can be a daunting task so he has to market himself the best way he can and so he does on craiglist.He gets a ten out of ten for his creative use of the white board and a few words.

 

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Marketing is not all about making your products or business friendly to the market at times its all about scaring and daring the market to go against the norm and do something different as we see from the newly opened magnum pleasure store in Australia.

Here is the story as recently reported by inside retail.

In the midst of a soft retail environment, one store is persuading customers to queue for up to 20 minutes and pay a 220 per cent plus premium for an item that (fundamentally) you could pick up in a supermarket.

I guess it depends which side of the retail counter you’re on. The Magnum Pleasure Store is a pop up concept exclusive to Westfield Sydney for six weeks only.Perfectly sane people have happily lined up, handed over $7, and endlessly filmed and photographed the process on their smartphones. It’s executed with the skill and polish of a major FMCG brand, and the intuition of a merchant.

For the uninitiated, this is how the procedure works. Take a ‘naked’ Magnum and choose a chocolate coating – white, milk, or dark. Select up to four toppings, including ‘specials’ such as crumbled meringue and  experimental like rose petals. Wait for it to be drizzled with chocolate by a Magnum ‘bar-ista’ and finished off with a chocolate Magnum coin. Finally, shoot the result on the iPad provided, and share with your friends on social media. Yes folks, customers are willing participants in both the theater and the promotion of the store.

With such a concept Magnum store checks off all four mega trends influencing retail, and they are.

1. Globalization 
The Magnum Pleasure Store is popping up for limited engagements in major cities across the world, including Paris, Milan, Amsterdam, Shanghai, Toronto, and New York. This is a worldwide phenomenon in a border less age.

2. Polarization 
Retail has polarized into extreme value offers at one end of the spectrum and luxury or specialty at the other. The Magnum Pleasure Store successfully turns an everyday (albeit already premium) item into a super premium must have.

3. Digitization 

This is a store that has been digitally driven at every possible opportunity. Its arrival was breathlessly anticipated on social media (including YouTube clips of other cities opening their stores), and its fame is spread further on Facebook, Instagram, and Twitter.

4. Personalization 
Today, retail is all about ‘me-tail’. A big part of the appeal of the offer is that customers can create their very own Magnum concoctions.

As much as it is on-trend, the Magnum Pleasure Store also adheres to a very old rule in retail & marketing: the principle of scarcity.

The store is in one place for a strictly limited run and that heightens its appeal. It screams “get in before it’s gone”.

It also allows the customer to watch the factory in action (and in fact direct the production line), and that is incredibly engaging.

So what you think is this pure Madness or genius?Image