how to do it and how to prevent an ambush from happening to you

This workshop showcases both sides of ambush – how to do it and how to stop one – as it is imperative to understand both sides in order to effectively defend against one. It also covers the principles of best-practice sponsorship, as there is no point in considering ambush if your sponsorships aren’t working properly. Also, the most basic level of ambush prevention is getting the sponsorship right.

Part 1: Best-practice sponsorship

• Audience segmentation, including psychographic profiling and understanding perceptions and hot buttons
• Best practices basics
  • Market-driven
  • Win-win-win
  • Adding value
• Getting internal buy-in for best practice
• Best practice sponsorship process
  • Sponsorship selection
  • Negotiation
  • Leverage planning and implementation

Part 2: Ambush basics

• Ambush marketing as a strategic marketing option
• What is legal in your jurisdiction and what isn’t
• What does and does not constitute strategic ambush

Part 3: How ambush marketing is done

• Identifying and assessing ambush opportunities
• Getting and maintaining internal buy-in for a potentially controversial strategy
• Creating a meaningful leverage program without the cooperation of the event
• Managing perceptions internally and externally

Part 4: Ambush-proofing your investments

• What kinds of ambush to worry about and what to let go
• Vulnerability identification and assessment
• The importance of fully using the access to genuine benefits in leverage
• Measuring what matters