Ambush Marketing Toolkit

by Skildum-Reid, Kim

• ISBN13: 9780070138087
• ISBN10: 0070138087
• Edition: 1st
• Format: Package
• Copyright: 2007-07-30
• Publisher: McGraw-Hill Book Company Australia

Summary

'The Ambush Marketing Toolkit' is a practical and easy-to-use guide for nurturing your brand's connection with your target market, whichever side of the ambush fence you are planning to sit on.

Author Biography

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 Power Sponsorship workshops, and co-wrote industry bestsellers, The Sponsorship Seeker's Toolkit, Second Edition, 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 specialty 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
Ambush basics	p. 1
Sponsorship basics	p. 3
What is ambush?	p. 14
A word about awareness polls	p. 22
The case	p. 23
Controversy, from two sides	p. 25
The case against ambush	p. 26
The case for ambush	p. 29
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
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
What the lawyer says	p. 125
The dream	p. 133
Appendixes	p. 137
Tools and templates included with this book	p. 139
Ambush workshop agendas	p. 140
Recommended resources	p. 144
Table of Contents provided by Ingram. All Rights Reserved.