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korpora�n� patron�tblog

Chv�le konat p�ehl�dku m� zpr�va krmen� t�dn� �i asi tolik p�ed, J� came k��em neur�. �len ozn�men� aby Qantas mn�l jsem br�t autobus nazv�n� dobr� patron�t of �len ur�it� Australan Definice 1 D�le�it� Prix. Ono was jeden kr�tk� ozn�men�, aby ne �len ur�it� aspekt ar mnoho bigger.

�len ur�it� nejd��ve d�vod is aby Qantas is j� �len ur�it� funkcion�� leteck� linka druh of �len ur�it� Australan D�le�it� Prix, giving je jeden d�v�ryhodn� a dotovat n�stupi�t� asi tato p��hoda. Do 2001, ona skute�n� downgraded dle nazv�n� dobr� a� k aby hladina.

J� domn�vat se ona’ got tato nespr�vn� a po�adovat m�t z�stal v �len ur�it� funkcion�� druh hladina, a�koliv ona byli do �len ur�it� bezvadn� hodnost a� k �init jak� is dovol�vat se a� k a�koliv “ambushing up”. �len ur�it� mysl�c� is podobn� a� k z�loha nakupy, aby ne ne �len ur�it� mechanika. Do neur�. �len ��han�- autobus m�sto, jeden kmotr br�t jejich dokonale legitimn� patron�t a leverages ono asi tolik efektivn� – pro boha tolik c�l trh klientela a vyznam – aby ona dostat ko�em nakupy kon�it tebe cht�l bych �ekat dle jeden mnoho bigger kmotr.

Chv�le tam ar hojnost z dobr�ho rodu domlouvat a� k dodr�et nazv�n� dobr� patron�t, do nej�etn�j�� postaven�, ono is unnecessary. Bytost dokonal� a tvo�iv� a zaost�ov�n� v rozhlase pom�r s k�m �len ur�it� c�l trh, ne �len ur�it� divadeln� rekvizity, poc�novat jmenovat ohromn� kon�it – mnoho bigger ne� tv�j typick� nazv�n� dobr� kmotr, kdo koncentr�t d�le dohlednost, ne pro boha fyzick� neprodan� v�tisky do �len ur�it� cejch.

Ka�d� kmotr poc�novat m�t v�hody z ��han� autobus, a �len ur�it� leteck� linka kategorie is do �len ur�it� ide�l hodnost a� k �init ono. Ona m�t hobl�k mandlovat of b�t otr�ven� lid �etba jejich z�sobn�ky a pozorovan� jejich obr�zkov� termin�l. Ona m�t fl�k�n� se, koncov� za��zen�, a branky. Ona m�t ongoing n�vaznost s milion of b�n� letec a� k potrava. Ona m�t b�t obchodn�m cestuj�c�m �initeli a korpora�n� ��et kdo pot�ebovat chovat city. Ona poslat milion of elektronick� po�ta a� k jejich z�kazn�k a b�n� letec. Jejich online podstoupit is t�ha opot�ebovan�, aby ne efektivn� commoditised, a could jednat n�jak� poutav�, d�le�it� objem.

Leteck� linka m�t asi tolik mnoho z�kazn�k touchpoints – a vyu�itkovat je darovat jeden pom�rn� dlouh� a v�ze� p��le�itost a� k nadsazovat �len ur�it� z�kazn�k podstoupit. Ona m�t nespo�etn� p��le�itost a� k jmenovat fyzick�, plnov�znamov� z�skuje a�koliv �i vyu�itkovat jejich c�l trhy, asi tolik pro� aren’t ona jedn�n� ono? Pro� does Qantas ona cenit having jeden bigger patron�t is jeden l�pe bl�it se ne� skute�n� tebe v�d�t using �len ur�it� jeden they’ve got?

A�koliv jeden Qantas z�kazn�k kdo oba flew s je a v�tev cedulka online spravedliv� kone�n� t�den, V�m tebe firsthand aby jak� ona ar jedn�n� is do jist� m�ry korouhev, d�vn� �kola l�tka. Bedna do dutina, -li tebe p�ikro�it k jejich tkaniva – www.qantas.com.au – you’ll ozn�men� jeden aby tebe could “win jeden cesta a� k �len ur�it� D�le�it� Prix”. Hoo- nepatrn�, te� there’s n�jak� inovace! J� po��t darovat je m� detail do �len ur�it� tenk� nad�je na bytost �len ur�it� jeden osoba kdo z�skuje dva hospod�rnost jakost cedulka a� k Melbourne a� k hodinky �len ur�it� b�h o z�vod do �len ur�it� v�kend!! J�cen.

Ach, a jak�koliv b�n� letec poc�novat mzda skoro $2000 a� k cvi�en� �len ur�it� Qantas Skydeck v �len ur�it� b�h. Jak�koliv b�n� letec – tebe don’t m�t a� k b�t oddan� �i d�le�it� a� k Qantas, tebe don’t m�t a� k b�t povzbuzovat a� k pod�let se na n��em, a it’s ne do jakkoli uzav�en�. Tebe spravedliv� m�t a� k m�t $2000 a jeden b�n� letec ��slo. Jejich nej�etn�j�� b�n� letec can’t dokonce klepla ho pepka jak�koli z jejich milion of v�hybka a� k br�t trochu.

V�n�, it’s dva t�dni d��ve jeden ohromn� internacion�l p��hoda they’re kmotr – te� v neur�. �len dokonce vy��� hladina – a that’s �len ur�it� nejl�pe ona poc�novat �init? Ona po�adovat b�t komplikovat.

Nazv�n� dobr� of neur�. �len p��hoda of tato velikost is jeden ohromn� finan�n� machinace odevzd�n� a darovat jeden kryj�c� se ohromn� n�stupi�t� a� k p�ka. -li jeden kmotr is p�ipraven� a� k v hojn� m��e p�ka �len ur�it� p��le�itost – p�trat �len ur�it� �as, tvo�iv�, a kratochv�le na��dit – n�kdy nazv�n� dobr� is jeden maj�c� se k sv�tu mo�nost volby. Na druh� stran�, -li jeden kmotr dot�rat’ b�t tr�pen� prosp�ch jeden degradovat hladina patron�t dobr�, step autobus is neur�. �len p��le�itost zpusto�il.

Tam is rovn� �len ur�it� ��slo of �asov�n�. �len ur�it�ozn�men� was zadan� 24 �nor. �len ur�it� b�h v�kend is 25-28 Pochodovat. Dokonce -li Qantas is ospravedlniteln� do tr�vit autobus do tato bigger n�stupi�t� – a I’m chyba l�vky p�esv�d�it o aby ona ar – celek they’ve plat� is v�tev jeden hojn� p��le�itost. P�ka is jak� �roubov�k aby p��le�itost do kon�it do jeden cejch. Jak� druh p�ka pl�n v�le jmenovat jeden kon�it dle jeden n�stupi�t� of aby rozhled? Jeden aby br�t mno�stv� dlouh� �ivot ne� jeden m�sic a� k d�lat pl�ny a n��in�!

A�koliv agit�tor do m� modern� blog, Bolav� Idea #77: Kmotr �len ur�it� Olympi�da Trojka T�dni D��ve �len ur�it� Hr��, siln� p�ka pl�nov�n� br�t �as a� k budovat koupit- do a b�h a�koli �len ur�it� tvo�iv� b�h. Ono rovn� br�t �as a� k n��in�. Does Qantas m�t �as a� k jmenovat do- hejno objem? JEDEN nov� inzer�t? Jmenovat a odp�lit raketu jeden oddanost agitace? Cokoli of vyznam to jest nad a na druhou stranu jak� ona could p�estat �len ur�it� degradovat hladina patron�t, a �init ono do �len ur�it� prostor of �ty�i t�dni? Pochybn�.

Tato dovolen� �len ur�it� ot�zka of pro� ona dus�tko autobus �len ur�it� investice, kdy ono was oba unnecessary a neosv�d�en�, dle jeden nakupy hledisko. Bez bytost jeden mysl- ��tanka, podstoupit ozn�mit mne tam ar trojka hlavn� rozv�dec dopl�kov� p��slu�enstv�:

1. Ona m�t dovolit jejich korpora�n� ego vyhr�t je
2. Ona ar chyb�j�c�- �len ur�it� dojem aby dosud neprojeven� vrozen� cestuj�c� ( lid humoristick� a� k Austr�lie) ar nev�dom� aby Qantas b�t a aby prosto proto�e �len ur�it� jm�no Qantas do nekone�na b�hem �len ur�it� televizn� p�enos v�le n�jak magi�n� d�lat lid dov�dat se pro� ona po�adovat cht�t Qantas do jejich b�t obchodn�m cestuj�c�m. (ono cht�l bych m�t a� k b�t magie, pon�vad� rys of b�d�n� m�t osv�d�en� aby dohlednost does ne burza �len ur�it� ch�pavost �i fungov�n� asi jeden cejch)
3. Ona ar trying a� k hodnost ona do jeden absolutn� bujn� s stav a lok�lka pravidlo do step do s �lov�k vy��� hodnosti, b�ly ryt�� financovat v �len ur�it� kone�n� detailn�.

I’m dokonal� obchod do tv�j br�t na sebe tato. �e se ti chce cenit they’ve plat� ono? �init tebe cenit tato �lov�k vy��� hodnosti patron�t bonus is ospravedlniteln� a pro�? B�t p��jemn� posta tv�j odpov�da pod. Pozn�mky ar m�rn�, aby ne ale pon�vad� tam ar n�jak� fyzick� hus� k��e do tato sv�t. Postupovat a hore�ka pry�!

Tato was jeden ot�zka J� came k��em do �len ur�it� blogosphere tato t�den. A� k b�t bezvadn�, �len ur�it� osoba kdo ptal se wasn’t aby hrub�, aby ne mn�l jsem jasn� seen mno�stv� of bolen� hlavy dle kmotrov� kdo didn’t mzda jejich fees, didn’t �init jak� ona mn�l jsem budit nad�ji, a v�eobecn� hodnota ra�en�ho kovu �len ur�it� p��hoda. Dal�� jeden no�n� m�ra do t�e m�ry aby, ono zd� se dokonale jeden dokonale logick� ot�zka a� k pt�t se!

Je�to m�sto, �len ur�it� odpov�d�t is jeden jednoduch�: Those kmotrov� byline hodnota �len ur�it� bolen� hlavy.

Pro� hledat patron�t?

D��ve hled�t v bod �len ur�it� cena having kmotrov�, it’s nejsp�e hodnota existuj�c� docela pro� tebe cht�l bych pot�eba patron�t do �len ur�it� nejd��ve bydli�t�.

�len ur�it� downside a� k having patron�t is aby hrozinka a obsluha ono is mno�stv� of pr�ce a n�jak� kmotrov� poc�novat b�t fyzick� bolen� hlavy ( vd��n�, nedova�en�). �len ur�it� horn� ��st is aby nej�etn�j�� kmotrov� ar celek, a jak� ona zastavit properties is multifaceted a dob�e hodnota �len ur�it� snaha a� k hledat patron�t a �init ono dob�e:

• Bonus do d�chod
• Zdra�en� of �len ur�it� p��hoda podstoupit a� k tv�j sly�en� docela kmotr p�ka �innost
• Schopnost a� k dos�hnout tv�j drah� nakupy branka docela siln� kmotr p�ka
• P�edstaven� koho-�eho tv�j p��hoda a� k �len ur�it� kmotrov�’ c�l trh, kdo mo�e b�t hojn� ne� tv�j drah� ��st toku �eky mezi dv�ma ohyby ( �i jak� tv�j nakupy rozpo�et v�le deska)
• Opatrnost of infrastructure, d�lat znalce, zbo�i, a slu�by to posta�� pomoci tebe b�h tv�j p��hoda

Tam is hojnost v�ce aby jeden kmotr poc�novat zastavit �len ur�it� �astovat. �len ur�it� identifikovat is v�znamn� jak? a� k slo�en� ono asi tolik its’ z�skat- z�skat- z�skat – tebe dob�t v�t�zstv�, kmotr z�skuje, �len ur�it� c�l trh z�skuje. There’s hojnost v�ce d�le z�skat- z�skat- z�skat u konce tato blog.

3sg.pr�z.od have ono been hodnota ono?

-li you’re do �len ur�it� b�h- autobus a� k tv�j p��hoda, �i mo�n� it’s spravedliv� st�t se, a tebe ar cit opot�ebovan� a zneu��val do tv�j kmotrov�, that’s ne blaho. �len ur�it� majetek is, patron�t is tvrd� pr�ce, asi tolik cit n�jak� akademick� hodnost of kmotr kas�rensk� mimoslu�ebn� pr�ce is norm�ln� a v�le b�t p�ev�en z m�sta na m�sto druhdy you’ve mn�l jsem jeden n�hoda a� k decompress. Na druh� stran�, n�jak� kmotrov� ve skute�nosti ar pr�vo u��v�n� a zneu��vat. �len ur�it� dob�hnout n�koho is, figuring mimo kdo kategorie you’re do.

A� k objevit ker� jeden darovat kmotr – �i tv�j cel� patron�t pl�n – 3sg.pr�z.od have been hodnota having �i is spravedliv� jeden jedovat� dou�ek, tebe po�adovat pt�t se ty s�m tezaury ot�zky:

Br�t na sebe

• Did tebe m�t jeden br�t na sebe �i celkov� abecedn� znak souhlas m�sto, podepsan� oba ��ste�n� a hlavn� rysy celek dobr�, odpov�dnost, a mzda?
• Did �len ur�it� kmotr mzda �len ur�it� mandlovat br�t na sebe d�t spropitn�, s celek instalace paid levn� p�esn�?
• Did �len ur�it� kmotr vyhov�t �emu direktiva tebe d�t najevo ohledn� �eho �len ur�it� cvi�en� of tv�j du�evn� vlastnictv� �i dobrodin�, �i jejich b�t vodi�em d�le- poloha?
• -li �len ur�it� kmotr was odm�tnut� dovolen� a� k prov�st neur�. �len �innost, did ona podrobit se?

Fungov�n�

• Did �len ur�it� kmotr fungovat do jeden odborn�, uctiv� oby�ej asi tebe a tv�j kolega v celek �as?
• Did �len ur�it� kmotr d�lat bezd�vodn� n�rok? Nap��klad, ona n�rok aby tebe burza tv�j p��hoda �i pl�n do jist� m�ry aby dru�ina je, aby ne nev�hoda tv�j organisace �i sly�en�?
• Did �len ur�it� kmotr m�t entitlement ��slo? Nap��klad, ona byli konstatn� dotaz v�ce dobrodin� ne� br�t na sebe?
• Did �len ur�it� kmotr nam�hat a� k n�siln�k tebe do jedn�n� n�co tebe nebyli prok�zat laskavost, ani byli hn�t, a� k �init?

Cena

• Did �len ur�it� cena obsluha nem�rn� n�co d�lat 10% of �len ur�it� br�t na sebe d�t spropitn�?

�len ur�it� cena obsluha is ne �len ur�it� cena d�t br�t na sebe dobrodin�, aby ne �len ur�it� cena darovat added barevn� t�n dobrodin� a podep��t a� k �len ur�it� kmotr, do kdo tebe po�adovat rozpo�et 10% a budovat ono do �len ur�it� cena.

D�chod

• Did �len ur�it� cena d�t �len ur�it� br�t na sebe a added barevn� t�n dobrodin� nem�rn� n�co d�lat jeden- tercie of �len ur�it� d�t spropitn� br�t? jednoruk�

Zpravidla of omakat, tebe po�adovat sna�it se o budovat patron�t sada aby ar hodnota a� k �len ur�it� kmotr p�i nejmen��m trojka �as jak� ono cena a� k d�t a slu�ba je. Tato is NE �len ur�it� exaktn� �init tebe po�adovat br�t, aby ne jeden zadn� ��ra tebe poc�novat cvi�en� a�koliv jeden v�chodi�t� a� k pojistit jeden patron�t is existuj�c� a� k b�t hodnota �len ur�it� �as a snaha d�t v dr�en�. -li tebe d�t na p�et�es k tomu je�t� zadn� ��ra, a ker� docela vyjedn�v�n� �i druh� trh �initel, �len ur�it� cena b�t chycen a� k ale dvakr�t �len ur�it� cena dod�n� – asi tolik polovina of tv�j d�chod is existuj�c� asi d�l�n� �len ur�it� patron�t samo sebe st�t se – tebe ar v �len ur�it� dutina kde dokonce �len ur�it� bezvadn� kmotr moci ne b�t hodnota having.

Kmotr added barevn� t�n

• Did �len ur�it� kmotr odv�it se jak�koliv p�ka �innost aby vysunut� tv�j nakupy d�lat pl�ny? Neur�. �len p��klad cht�l bych b�t using tv�j p��hoda do jejich inzerovan�, agitace, �i druh� nakupy do �len ur�it� hlavn� ��st programu- autobus a� k �len ur�it� p��hoda.

Its’ ne hled�t blaho… Te� jak�?

N�jak� of tezaury ar ne hodit do po�tovn� schr�nky- bez citu ��st- fale� – ono is mo�n� a� k m�t jeden celek kmotr kdo doesn’t nab�dnout tv�j nakupy d�lat pl�ny, nap��klad. Aby ne a�koliv tebe prod�lat tato barevn� pruh, jeden cel� l��it of �len ur�it� fyzick� barevn� t�n of jeden kmotr �i patron�t pl�n po�adovat objevit se. -li �len ur�it� l��it is bolav�, I’ve got m�lo h�l dr�ba.

M�t jeden br�t na sebe

-li v�e goes hru�ka- uformovan� a tebe nikdy vid�t jeden cent dle jeden kmotr, v�le tebe chybit the money? If so, you need either a comprehensive letter agreement or a contract in place, and it needs to be done by a lawyer. This not only protects all parties, it outlines expectations in black and white. Gray areas are the enemy of sponsorship. (Concerned about the cost? You will find an agreement pro forma in The Sponsorship Seeker’s Toolkit 3^rd Edition that will make the process much easier and cheaper.)

Hold up your end of the bargain

Before you can improve your sponsorship situation, you need to ensure you are delivering absolutely everything that your sponsors are entitled to. Making sponsors abide by a contract will not work if you’re breaching it, too.

Take a stand

Do not ever let a sponsor bully or take advantage of you. Ever. If a sponsor is out of line and (important) you have delivered everything you’ve promised, they don’t have a leg to stand on. Just tell them “no”. If they try to bully you – and some will – you need to be prepared to get a lawyer involved.

This is particularly important if you have more than one sponsor taking advantage. Make an example of the first one that does the wrong thing. Chances are, they will pull their heads in before you get far into the process, and it shows all of your sponsors that you do indeed have a spine.

Dealing with nightmare sponsors is never fun, but as those self-help gurus seem so fond of saying, you teach people how to treat you. If you let your sponsors push you around, pay months late, or treat you disrespectfully, many of them will.

You are peers – equals – and what you are offering has real value to their brands. If they can’t see that, dump them. Life is too short for that crap.

I’m delighted to announce that I’m doing Sponsorship School again in 2010 – yay!!

This intensive, six-month program of corporate sponsorship training, coaching, and peer support was first run in 2003 for twelve people from six Sydney-based charities. It was very successful for the participants and their organisations, but I wanted to go bigger.

Finally, technology has made it possible to do Sponsorship School on a global scale!

A select number of charitable organisations will be chosen from the applicant pool to participate in this groundbreaking program, designed specifically to build capacity in the area of corporate sponsorship. It kicks of at the end of April and runs through September.

Want more information? You can…

• Download the Sponsorship School 2010 Information and Guidelines (PDF)
• Visit the Sponsorship School 2010 page
• Check out the Sponsorship School 2010 Application Form

Don’t delay. Applications close 19 March 2010.

Drop me a line with any questions on this: school@powersponsorship.com.

After hundreds of thousands of downloads, I thought it was high time to give my white papers a format that is as professional and well thought-out as I hope the content is. While I was at it, I also did some updates and revisions.

Want to have a look? The download links are below. All are in PDF form and most are around 250kb. “Last Generation Sponsorship” is around 1mb, as it has a lot of diagrams.

You are welcome to share these documents around, but please do not link directly to the PDF download (called “deep linking”) without my permission. You are more than welcome to link to this blog or our Sponsorship Articles and Tools page.

Sponsorship white papers

• “Last Generation Sponsorship” – My blockbuster white paper on best practice sponsorship, downloaded almost 400,000 times, reprinted in many, many industry publications in eight languages. Download it for yourself. Download it for your partners. Download it for your boss, board, or colleague. This article is guaranteed to get anyone thinking more strategically about sponsorship!
• “Sponsorship in a Scary Economy” – A very topical paper with practical skills for both sponsors and sponsorship seekers.
• “Survival Guide for the New Sponsorship” – Practical things you can do to shift your organisation’s approach into best-practice.
• “Don’t Go to Another Sponsorship Conference Until You Read This” – All sponsorship conferences are NOT created equal. This great guide will help you sort the good from the bad (and make organisers of the bad ones really miserable, if you want to).
• “Sponsorship and the Public Sector” – A wake-up call for all government sponsorship seekers.
• “Top Ten Tips for Sponsorship Seekers” – Short and sharp, this is a must read for sponsorship seekers, particularly if you’re new to the game.
• “What Every CMO Needs to Know About Sponsorship” – Aimed at corporate chief marketing officers, this white paper offers advice about the high-level decisions and directives that will impact on sponsorship results.

Sponsorship cheat sheets

• “Cheat Sheet: Questions to Ask Before You Hire a Sponsorship Broker” - This is a compilation of questions that will allow great brokers to shine, expose the shonks, and clarify the weaknesses and strengths of all the brokers in between.
• “Cheat Sheet: Marketing Terms a Sponsorship Seeker Must Know” – This is a list of some of the most common, but confusing, terms that sponsors use when describing their objectives and target markets. If you want to ensure you know what sponsors are talking about, be sure you know all of them!

Please, tell me what you think!

Have you read any of these white papers or cheat sheets? Got a comment? Please, add your comments below. I’d love to see them!

Please note, comments are moderated, but we get through them quite quickly. Spammers just get sneakier and sneakier!

The Winter Olympics are in full swing and the organisers are busy implementing draconian “anti-ambush” laws. Too bad they won’t work.

Anti-ambush legislation is mainly about tightening existing IP laws, bolting on a few proximity laws, and trying to control old-school communication channels. It is pedantic to the point of restricting freedom of expression – just ask the people of Vancouver – but still doesn’t stop ambush marketing.

Rather than “we’ve got you covered” platitudes, major events should front up with some home truths. They won’t, however, so I will. There are three major things that a sponsor can do to protect themselves.

Ensure your brand is a natural match

The first thing you need to do, before you commit to any major sponsorship, is to ensure that your brand is a natural match to the sponsorship – better than your competitors. One exercise for determining the fit (and your competitors’) goes like this:

First, make a list of all of your brand’s attributes and values. Describe your brand really thoroughly. Then do the same for your key competitors. Go through the lists and cross out any attributes and values that you share with your competitors, because they don’t count. Now, you’re left with the ways in which you are different. Compare these lists with a list of all of the attributes and values of the event you’re considering to determine which brand is the best match.

If your brand is clearly the best fit, it will be hard work for any of your competitors to create a strategic ambush. On the other hand, if one or more of your competitors is a better natural match than your brand, don’t invest. You will be a sitting duck for ambush. Even if they don’t do any overt ambush activity, people will tend to assume they’re the sponsor. That’s what is referred to as a “natural ambush”.

Think outside the event

Major events cost a lot of money, so it’s easy to think that’s where the value lays and concentrate your leverage on the event itself. Bad idea.

Of course, you should leverage the event itself, but do not ignore the larger event experience. There is a whole world of event experience outside of the major event you’re sponsoring. Just ask the people of Vancouver whether they’re having an event experience. I’ll be having an event experience watching those nuts on luges on TV at the pub. All the chatter in social media is part of the event experience. The real value is in the personal experiences, the stories, of the people you are targeting. That isn’t controlled by the event and laws can’t control it either. The winner in the sponsor vs ambusher competition is the one who leverages the entire event experience.

Add value

The question is then, how do you leverage that entire event experience. Do you try to “own” the experience? Turn your message up to eleven? Again, that’s a bad idea.

First off, it won’t work, because the whole point of the larger experience is that it is owned and controlled by the people, making it the most authentic forum around the event. Disrespect that – try to “own” it – at your own peril.

Instead, concentrate on adding value to that event experience. Improve the not-great stuff and amplify the best stuff, with the goal being to provide small, meaningful benefits that will demonstrate your understanding of your target markets, enhance their experience, and make your brand a welcome and appreciated part of it. If you don’t, an ambusher will.

A good example of this in Vancouver is the Bell Ice Cube, hosted by Bell (Canada). They have created a purpose-built venue that will operate as a free live site and host a live show every afternoon with Olympians. Yes, they will certainly be showcasing their products, but they are also creating an epicentre where people who may not have got tickets to the events can meet Olympians and immerse themselves in the Olympic experience. A number of Games sponsors are doing live sites, some are embarking on great social media campaigns – the key for them, and for you, is to think outside the event.

Ambush prevention really isn’t that tough, but it’s not the law or the event that will save you. In fact, ambush prevention has very little to do with defence and everything to do with your choices, your creativity, and your thoroughness. Sponsor well and there is no room for ambush.