Forbes has proclaimed ambush marketing a hot trend for 2005. That’s no surprise — companies have resorted to slick tactics for years. A few months ago, I mentioned that Vancouver’s Olympic Committee was working on plans to counter ambush marketing during the Games. However, the Forbes article portrays ambush marketing as unexpected marketing, as opposed to an attempt to undermine the competition’s advertising investments. What Forbes really means is that stealth marketing, guerilla marketing and cool hunting are on the rise. Although Forbes predicts that established firms will start using these tactics with mainstream audiences, subversive marketing has typically worked best with the young and hip. And the young and hip, in turn, are prime candidates for viral marketing.
Vancouver Marketing Blog: (c) 2005 by Andrea Coutu. www.Andrea Coutu.com.