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Summary
Summary
Make the most of ambush marketingThere is a myth that it's only major sponsors of huge events that get ambushed. The truth is that ambush marketing goes on at all levels of the sponsorship industry, from small charities to industry associations, festivals and the Soccer World Cup.In a world first, bestselling author Kim Skildum-Reid puts her more than 20 years of sponsorship marketing experience into the topic of ambush marketing.The Ambush Marketing Toolkit (with accompanying CD) provides sponsors, events, and prospective ambushers with a no holds barred, strategic approach to ambush prevention and the mounting of a successful ambush."When conceptualized and managed on a superficial level, sponsors can be easily ambushed by competitors - those who are able to build stronger and more meaningful relationships with the target audience despite their non-sponsor status. And that's why most marketers should be itching to gat hold of The Ambush Marketing Toolkit, because no one likes to be ambushed, especially when it equates to shooting yourself in the foot."--Suzanne Pollock, AMAMI for the Australian Marketing Institute
Author Notes
Kim Skildum-Reid is one of the world's most recognised and influential corporate sponsorship experts. She consults to a global clientele of major sponsors, speaks and commentates on sponsorship around the world, runs the popular industry hub Power Sponsorship, and has co-written the industry bestsellers The Sponsorship Seeker's Toolkit and The Sponsor's Toolkit, both published by McGraw-Hill. As for ambush marketing? She's done them, she's stopped many more, and is a recognised expert in the specialties of ambush marketing and ambush-proofing sponsorships.
Table of Contents
Foreword | p. v |
Acknowledgments | p. ix |
About the author | p. x |
About the book | p. xii |
Part 1 Ambush basics | p. 1 |
Sponsorship basics | p. 3 |
What is ambush? | p. 14 |
A word about awareness polls | p. 22 |
Part 2 The case | p. 23 |
Controversy, from two sides | p. 25 |
The case against ambush | p. 26 |
The case for ambush | p. 29 |
Part 3 How to ambush | p. 33 |
Why you need to know how to ambush | p. 35 |
What makes an ambush work? | p. 36 |
The world's best ambush | p. 40 |
Internal preparation | p. 43 |
Ambush interview worksheet | p. 48 |
Sell-in (concept) | p. 51 |
Selection | p. 55 |
Ambush fit assessment | p. 63 |
Sell-in (reality) | p. 64 |
Management | p. 66 |
Ambush timeline worksheet | p. 72 |
Leverage | p. 74 |
Leverage brainstorm list | p. 84 |
Managing perceptions | p. 91 |
Part 4 Preventing ambush | p. 93 |
Wishful thinking | p. 95 |
Know how to ambush | p. 97 |
What to worry about and what not to | p. 98 |
The event's part of the deal | p. 100 |
Selection | p. 107 |
Negotiation and contracts | p. 110 |
Leverage | p. 113 |
Vulnerability assessment checklist | p. 117 |
Measure the right things | p. 122 |
Part 5 What the lawyer says | p. 125 |
Part 6 The dream | p. 133 |
Part 7 Appendixes | p. 137 |
Tools and templates included with this book | p. 139 |
Ambush workshop agendas | p. 140 |
Recommended resources | p. 144 |