Sylvie Miller
Welcome to the series of the article on guerrilla marketing. In my previous blog, I have explained what is guerrilla marketing and different types involved in guerrilla marketing. In our upcoming article, I’ll be giving you a detailed explanation about types of guerrilla marketing strategies. If you are looking for in-depth knowledge of guerrilla marketing then don’t forget to read our previous article on Guerrilla Marketing.
In this article, I have given a brief explanation about how big brands pick ambush marketing tactics as their creative marketing strategies to create a buzz about their product. I’ll be explaining to you, what are ambush marketing strategies and different types of ambush marketing tactics with examples.
What is Ambush Marketing?
In the 1980s, Jerry welsh coined the term Ambush Marketing. He was working as the manager of global marketing for American express. Ambush Marketing is one of the unique marketing tactics in which companies/brands tend to advertise their product on the place where the same product is already being advertised by another company or by their competitors. Ambush marketing tactics mostly take place in some big events like Football, cricket, Olympic, Basketball, etc where advertisers don’t pay any kind of sponsorship to the event organizers but they try to grab people’s attention on the same event by promoting their product against their competitors. But it requires creative marketing strategies to make your ambush advertising successful.
Let me explain with you an imaginary example on how big brands adopt unique marketing tactics to highlight their product on the TV screen as well in the stadium. Suppose there is a company called A, who is the official sponsor of a football game and trying to advertise their product men shoes but in the same football game company B has the same product, B is not the sponsor of the game but trying to advertise their product indirectly by making a banner or by shouting out the company name in a group or by getting camera attention. This type of advertising is called ambush advertising. Generally, ambush means “An attack from a hidden position”.
Read More: Guerrilla Marketing Series: Ambush Marketing Tactics And Examples
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