– THE BATTLE OF THE BRANDS.
Have you ever wanted to share some good news you got to another person, just to know what is going on with their life?
That’s a little what ambush marketing is like.
WHAT IS AMBUSH MARKETING?
The main basic marketing strategy is to APPROACH, that is the key to the profits… however, to increase market shares, what they need to do in advance is to create brand awareness. In marketing the big obstacle is COMPETITION, but some companies choose to take advantage of that competition to gain public attention. The act of ambushing each other’s marketing efforts and promotional campaigns to divert attention and raise exposure at another advertiser’s expense is known as AMBUSH MARKETING.
Ambush is a brand-new method and not a traditional method of marketing , in which marketers take advantage of another brand’s marketing campaign to divert attention. But surprisingly, campaigns applying this ambush- style usually result in great performance
It is also called COAT-TAIL marketing or guerrilla marketing or PREDATORY ambushing practice.
WHY USE AMBUSH MARKETING?
Now that we know what ambush marketing is, lets talk about its advantages.
Something I personally love about ambush marketing is – how cheeky they can be and the flexibility of creativeness they offer.
AMBUSH MARKETING CAMPAIGNS CAN BE VERY CLEVER
The most ambush marketing campaigns always directly respond to already existing campaign initiated by a close competitor, so ambush can and often have to be extremely creative. Which includes everything from visual trickery to witty word play. Also ambush marketing campaigns are often a lot more memorable than a typical ad because they’re unusually entertaining or clever.
Even if one ad is “better” than another, the funnier or cleverer ad will often be much more memorable, as Newcastle Brown Ale proved in the example ambush campaign above.
Even though one Ad is much better, funnier, cleverer than any other ad, An ambush Ad will often be much more memorable, For example, as New Castle Brown Ale proved on Stella artos in a campaign
DO THE BRANDS BENIFIT?
WHEN INTENSE RIVALRY MEETS CREATIVITY
These kinds of wars which are always a visual treat for the viewers are the BRAND WARS. In this competitive world, these brand battles are marketed brilliantly. Because we consumers “buy the brand first and the product later”. To attract the customers, their competitive marketing strategies need to be uber cool.
When big brands go head-to-head, they both benefit. So, in my opinion, “everybody wins”.
Because the brand which showcases its flexible creativity as a return response to the competitor brands. What we viewers see are some of the wittiest marketing lines, memes, or crafty ads which we will remember the brand for.
A few interesting ads made for an interesting watch :
FedEx VS DHL
FedEX took on its competitor DHL with this ad, which shows that FedEx is always ahead of DHL in delivery.
How the 130 years old Mercedes Benz wished BMW on its 100th birthday.
Mercedes Benz effectively capitalized on the event of BMW’s 100th birthday and wished BMW for its 100 years in the automobile industry on Instagram.
Which says “Thank you for 100 years of competition”.
COCA COLA VS PEPSI
BURGER KING VS MCd
Burger King are the masters of controversial marketing.
ADVANTAGES OF AMBUSH STLE MARKETING STRATEGIES
A common thing every ambush style marketing campaign share is being very cheeky. The ambush marketing is originally a trick attracting others by responding to their existing campaigns to promote the brand itself. Because for brands responding is also promoting. Therefore, their activities have to be creative as their response cannot be wasted.
From visual trickery to witty wordplay, every tool should make the strategy more clever. That’s why ambush marketing strategies are more entertaining and noticeable than a normal one. They often make people talk about it more even in laughter and open discussion on social media channels, which makes ambush-style marketing strategies extremely memorable.
BMW VS AUDI
Car wars demonstrate some excellent ambush marketing strategies.
one of the most popular examples is the 2009 war between BMW and AUDI in Santa Monica.
By now, you would have think that the two of the worlds largest vehicle manufacturers would have tired of their childish tit-for-tat.
They hadn’t .
AUDI to BMW – “your move BMW”
BMW to AUDI – “checkmate!”
BMW won the street fight in Santa Monica.
IS AMBUSH MARKETING LEGAL?
While this is a controversial practice, most countries do not have any legal provisions or this area. However the legality of an ambush marketing depends on the approach used by the marketer in a particular campaign.
It should be like a challenge without degrading the other brand. If the marketer fails to follow the rules in ambush marketing, he/she could be sued. However ambush marketers are usually very careful. still, even with restrictions ambush marketers can still find ways to skirt around the restrictions.
Although it is a controversial practice, ambush marketing will still continue to be a great way for brands to raise their brand awareness and to defeat their competitors.
Brands who decide to ambush should be quick and highly creative if they want their marketing campaigns to be effective and memorable.
Ambush marketing isn’t for everyone, it can actually causes trouble for companies. but when done right, however, companies can utilize these strategies to reach millions of new customers daily and bring home the “advertising gold”. Also if used in the right way, brands can cash in and win in these big “marketing games”