Though Parasitic Marketing does not have a set procedure, there are a few essential things that form part of a successful Marketing Campaign.
Catch your competitor unawares:
Timing of your attack or needs to be precise. Don’t give your competitor (Event sponsor) the time to react to your ambush, nor should he be given the time to lobby with the Event organizer to keep a few safeguards in the Event.
Creativity:
Creativity stands for ‘Find out new ways of doing the same thing’. Constantly be on the look out for new ideas. Your competitor has the advantage of being officially associated with the event thus, Creativity is the only thing that could give you an edge over your competitor.
Rope in the Players:
If you can’t associate your brand with an Event then, the best thing is to associate your brand with the players playing in that Sports Event. Pepsi, during the FIFA WORLD CUP 2002 used the likes of Beckham and Roberto Carlos along with other big names in Football to associate itself with the World Cup. They did it successfully to Ambush the official sponsor Coca Cola.
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Capture media time:
Most successful Parasitic Marketing attempts were successful because they captured the media time during, before and after the Event. The likes of Pepsi have been successful because they captured the media time during, before and after the event.
Don’t play against the law. Play with it:
This is the most essential part of a successful Parasitic Marketing. Do not use the logo or symbols or insignia associated with the event to promote your brand. This may lead to legal hassles due to Intellectual Property Rights infringement. Intrusion is the best form of Parasitic marketing that needs to be adopted.
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