At the recent British Open, a sailboat featuring a giant Hugo Boss-branded sail parked offshore, “ambushing” the event. Na nedavnem British Open, jadrnico featuring velikan Hugo Boss-branded jadro parkirano na morju, "ambushing" dogodka. Oh brother. Oh brat. Mr Boss, you need to get over yourself. Gospod Boss, kar potrebujete za več kot sebe.

People seeing your logo somewhere that it is theoretically not supposed to be is not ambush marketing, nor is it “stealth” marketing or “guerrilla” marketing. Ljudje nekje videl svoj logotip, da je teoretično ne bi smel biti, ni trženja iz zasede, niti ni "prikrite" trženje ali "gverilskih" trženje. It's not marketing in any sense of the word – it is an ego trip, pure and simple. Ni za promet v nobenem pomenu besede - to je ego potovanja, čista in enostavna.

There are many ways to strategically ambush an event. Obstaja veliko načinov za strateško zasedo dogodek. I've done it, it takes every bit as much planning, creativity, and strategic focus as it does to create a great leverage plan, and it works. Ive 'velja to, da ima vsak košček, kot veliko načrtovanja, ustvarjalnost, in strateške usmeritve, kot jih ima za ustvarjanje velikega načrta finančnega vzvoda, in deluje. It's not a strategy that suits every company and I'm not trying to talk you into it. Ni strategije, ki ustreza vsaka družba, in nisem poskušal govoriti vi v to. But if you're going to take an ambush position, do it right**. Ampak, če boste, da zasede položaj, ne prav **. Using subterfuge to make an event you don't sponsor showcase for your logo is lazy, self-important, and just a stupid waste of effort. Uporaba Izgovor, da se dogodka ne boste izložba sponzorja za svoj logotip, je len, self-important, in samo neumno zapravljanje napora.

Logo exposure as strategic reason to sponsor was debunked nearly 20 years ago. Logo izpostavljenosti kot strateški razlogi za sponzorja je debunked skoraj 20 leti. Any sponsor worth their salt knows that logo exposure, in and of itself, does not change people's perceptions of the brand, nor does it change people's behaviour around the brand. Vsak sponzor vredno njihove soli, ve, da je logotip izpostavljenosti, sama po sebi ne spremeni dojemanje ljudi blagovne znamke, niti ne spremeni obnašanje ljudi okoli blagovne znamke. So, if you sponsor something and a whole lot of people see your logo but don't change their opinion of your brand, aren't more educated about your brand, don't have a greater understanding of how your brand is relevant to them, don't feel any more predisposed to try or use your brand, don't feel any more valued or understood by your brand, aren't any more loyal to your brand, and aren't discussing the benefits of your brand with others, what on Earth is the point?? Torej, če ste kaj sponzor in cel kup ljudi, ki vidijo vaš logotip, vendar ne spreminjajo svoje mnenje vaše blagovne znamke, niso več ozaveščati o vaše blagovne znamke, nimajo boljše razumevanje o tem, kako vaše blagovne znamke je pomembno, da zanje ne ne čutijo več nagnjenih k poskusiti ali uporabo vaše blagovne znamke, ne čutijo več vrednotiti ali razumeti vaše blagovne znamke, niso več zveste na vaše blagovne znamke, in ne razpravljamo prednosti vaše blagovne znamke z drugimi , kar na Zemlji, je točka?

Now, take that same pointless, logo-driven approach and apply it to ambush and think about the result. Zdaj pa, da to isto nesmiselno, logo usmerjenem pristopu in njeno uporabo v zasedi in misliti rezultat. In the case of Hugo Boss, I'm confident in my prediction that… V primeru Hugo Boss, sem prepričan, da je v moji napovedi ...

• You would have zero strategic benefit for your brand – no positive changes in perception or behaviour across your target market. Vi bi imeli nič strateške koristi za svoje blagovne znamke - ni pozitivne spremembe v dojemanju in obnašanju v vašem ciljnem trgu.
• You have shown up uninvited at a top end event, but have added absolutely nothing to the event and added no value to the experience of the people interested in the event, so if any of them would have formed an opinion, I'm guessing it would have been that Hugo Boss is cheap and annoying. Imate odkrila nepovabljeni na vrhu primeru preneha, vendar pa so dodani absolutno nič dogodek in dodana vrednost na izkušnje ljudi zanima v primeru, da če bi kateri koli od njih oblikujejo mnenje, Im 'ugibati to bi bilo, da je Hugo Boss je poceni in siten. I'm pretty sure that's not the positioning they're after. Sem prepričan, da to ni položaj, ko oni.
• The only media coverage you're getting about the activity is uninformed business pundits talking about how audacious you are, which is also not a key attribute for the brand. Edina medijsko pokritost boste dobili približno dejavnost neobveščeni poslovni učenjaki govoril o tem, kako drzno ste, kar tudi ni ključni atribut za blagovno znamko. (Seriously, can any of you imagine an audacious Hugo Boss suit? Me neither.) (Resno, lahko vsak od vas predstavljate drzno Hugo Boss obleko? Jaz tudi ne.)
• Some logo counting agency would be gleefully assembling a report about how many millions of dollars worth of logo exposures you got from that stunt, while totally omitting any research that would show whether those logos meant anything to anyone (they didn't). Nekateri logo štetje agencije, bi se veselo sestavljanjem poročila o tem, koliko milijonov dolarjev logotipa izpostavljenosti, da imaš od tega stunt, medtem ko se v celoti izpusti vseh raziskav, ki bi pokazal, ali tiste, logotipi pomeni ničesar, da bi kdorkoli (niso).

The only people for whom that stunt worked was the Hugo Boss marketing department who are congratulating themselves for being so bloody clever and the logo counting agency who have yet to realise their days are numbered. Le ljudi, ki jim to potezo, je delal za promet Hugo Boss službi, ki so same čestitam za to, da so krvave pametni in logotip štetju agencije, ki so še za uresničitev svojih dni, so oštevilčene.

There I go, being an idealist again – even about ambush marketing. Tam sem šel, pa spet idealist - celo o trženja iz zasede.

**If you are interested in how a truly strategic ambush works and, even more important, how to stop it happening to you, check out ** Če vas zanima, kako resnično strateški del in zasede, še bolj pomembno, kako ustaviti to dogaja z vami, check out The Ambush Marketing Toolkit Ambush Marketing Toolkit . .