Ambush marketing: How much is too much?

When you think about major sporting events some of the first things to come to mind are beer and merchandised material. It’s a marketers dream. This World Cup season, ambush marketing has infiltrated traditional marketing and advertising mediums to take centre stage. 

Leading the discussion surrounding ambush marketing is Dutch brewery Bavaria NV who arranged for 30 women to go to a Denmark and Netherlands game and reveal the brand’s signature orange “Dutchy Dress.”

(Image courtesy of NYTimes and photographer Michael Koorean for Reuters)

Reactions to the stunt have been mixed:

The bad: 

• South Africa has a law against  “ambush marketing” that is being diligently enforced by police during the World Cup. Several of the women involved in the event have been arrested.

• The act violates formal commercial agreements with FIFA for World Cup sponsorship. FIFA takes these deals seriously- more than 60% of FIFA’s 2007-2010 revenue has come from corporate sponsorship. This means that the organization has a vested interest in keeping its sponsors happy. 

 The good:

•  The act has resulted in extensive international media coverage

• The act has linked the Bavaria name to the World Cup

• This kind of behaviour is becoming commonplace in major sporting events with strict sponsorship rules 

 At the end of the day, it can be argued that Bavaria’s stunt was effective as a marketing/PR tool because it increased brand awareness. Is this kind of guerilla marketing tactic or PR stunt  acceptable? OR do you believe brands should respect the rights of the paid sponsors and avoid opportunities to take some of the spotlight?

Communicating the HST

You have undoubtedly heard that in July 2010, Ontario will adopt a 13 per cent harmonized sales tax (HST). However, if you’re like many Ontarians, understanding exactly how this will affect you remains unknown. The confusion could partly be based on sorting through all of the communications material that has been produced by the Government with the intent of helping Ontarians to understand how the HST will change their lives. Unfortunately, the communications campaign behind the HST hasn’t exactly been clear. There is confusion surrounding what items the tax will apply to and how it has changed from the past. Check out a full list of what is and isn’t taxable.

The provincial government’s communications efforts concerning the HST have relied heavily on the repetition of several key messages:

• The HST is a long-term savings for businesses/consumers


• The HST will reduce costs for businesses, making Ontario more competitive


• The HST will result in the creation of 600,000 jobs

Communications challenges:

1. The HST affects different groups in different ways. Each income bracket and type of business needs its own information about the HST. The challenge for the government’s campaign is to simultaneously provide in-depth information to each group.


2. The provincial government’s law banning partisan political advertising makes it difficult for the McGuinty government to use traditional media relations to communicate the campaign.


3. Tax increases are never met with welcoming arms. Tax laws can be difficult to understand even at the best of times. The HST adds an additional layer of complexity to the discussion.

Solutions:

1. Incorporate a multi-platform approach to communicate. The web is great for accessing information quickly, but with a multi-dimensional issue like the HST, a personal and direct approach is more effective. This is particularly important when you are dealing with a large target audience with varied needs and access to information.


2. Communicate with content. The ad ban prevents partisan advertising, but it doesn’t stop the government from providing content-rich informational ads/communications campaigns for Ontarians.


3. Be user-friendly. The government website uses examples like this in its HST timeline: “All RST liabilities are to be reconciled no later than this date and any RST that is collected or becomes payable (for example, any tax still owing from customers) after June 2010 is to be reported on a supplemental return to be filed by the business owner on or before the 23rd day of the following month.” Instead of using government jargon, content should be written in language that is comprehensive (be user friendly!)

Hi there and welcome to the B Blog!

The use of social media has become routine for many people.  Whether it’s using Facebook or Twitter to communicate with friends or posting videos on YouTube or MySpace, one thing is for sure, it’s tough to ignore. Nowhere has this become more evident than in business. 

Clients have recognized the medium as a valuable tool for reaching their audiences quickly.  The B Blog is the active voice of Building Blocks Communications Inc. Through this site we will utilize our public relations expertise and share some thoughts and tips as it relates to the clients’ big picture business goals in the area of marketing.

We encourage you to jump into the dialogue whenever necessary. Check back tomorrow for our first post on Ontario’s Harmonized Sales Tax (HST).