Ambush Marketing Vs. Experiential Marketing: What's the Main Difference

This type of marketing is used to draw a huge number of people's attention to a certain product or brand. Companies do not pay sponsorship fees for such marketing, yet they are nevertheless observed by a large number of individuals at the event. That is why it is also known as predatory marketing. Boost your Skills by learning: Digital Marketing
 
Table of Content:
1) Why do companies utilize ambush?
2) What exactly is experiential marketing?
3) Examples of Ambush Marketing in Action
4) Ambush Marketing: A Look at the Benefits and Drawbacks
5) Advantages of experiential marketing
6) What exactly do experiential marketers do?

Why do companies utilize ambush?
The bulk of ambush operations have one goal in mind: to identify their firm with the fame of a certain event without having to sign a sponsorship deal. Ambush marketing takes an innovative way to building a marketing campaign while also allowing for complete creative freedom and flexibility. To respond to marketing campaigns produced by an event's official sponsors, brands employ a variety of visual styles and wordplay. Because such efforts are very entertaining, they are more likely to be seen and remembered by the general public. Companies using this tactic frequently adopt strategies that go beyond the realm of a brand's specified standards. Ambush marketing may be used in a variety of ways, from PPC advertisements in search results to massive billboards on the busiest city streets. Now that you've learned about some of the advantages ambush marketing may provide your company, it's time to find out if it's legal to utilize.
 
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What exactly is experiential marketing?
Experiential marketing is also known as XM, engagement marketing, or ground marketing in the marketing sector. This method is often a hands-on experience aimed to inspire people to engage with and participate in an event. This marketing strategy is often used in conjunction with a current event or as the event itself. Experiential marketers are those who work on these sorts of projects. These industry experts specialize in developing marketing techniques that increase brand recognition and create an environment that encourages people to attend or interact in the event. Making an event that shows and accentuates branded items or services by having them present and displaying them in action is an example of experiential marketing. This event might feature enjoyable family activities and one-of-a-kind games to generate interest in branded items. Typically, this technique would incorporate the use of self-selling activities. The more entertaining and fascinating a display or event, the more likely people will want to learn more and utilize the product or service on their own.
  
Examples of Ambush Marketing in Action:

• Apple vs. Samsung: In October of 2011, Apple was ready to release the iPhone 4S, the most recent edition of its flagship mobile smartphone. The smartphone launch was set to be one of the year's most anticipated tech events, so Samsung decided to disrupt Apple's party by establishing a pop-up store only a few feet away from Apple's iconic Sydney location. While excited Apple acolytes (Appolytes?) awaited the new iPhone, Samsung proceeded to offer their Galaxy SII handset for just $2 AUS - pennies compared to Apple's $850 iPhone. Many customers were able to resist Samsung's enticing offer, but many more decided to walk away with a brand-new Samsung handset rather than queue for the iPhone 4S. Although Samsung suffered a significant financial loss as a result of their iPhone launch event prank (which we'll discuss momentarily), the episode demonstrated how simple it is to ride the coattails of one of the world's most recognizable companies. More fantastic Apple marketing efforts may be found in our epic product marketing examples section.
• Paddy Power: Unlike our American colleagues, who appear to have an inexplicable, almost phobic aversion to a friendly wager, my British counterparts adore a good bet. Any high street in the United Kingdom will most certainly have at least one or two bookies, the most well-known of which being the Irish gambling giant Paddy Power. Paddy Power's first venture into the thrilling world of predatory ambushing, like so many of the most legendary ambush marketing initiatives, took place during the Olympic Games - the London 2012 Games, to be exact.' As the British capital prepared for the Games, Paddy Power began a large-scale billboard campaign around the city, claiming to be the "Official Sponsor of the Games." As the British capital prepared for the Games, Paddy Power ran a large-scale billboard campaign around the city, claiming to be the "Official Sponsor of London's Largest Athletics Event This Year." A disclaimer appeared beneath the bookmaker's bold claim, revealing that Paddy Power was referring to the town of London, France - the event the ad alluded to was not the Olympic Games, but rather a traditional egg-and-spoon race that Paddy Power did, in fact, sponsor. The IOC reacted expected negatively to Paddy Power's lighthearted campaign, ordering the Irish bookmaker to remove the advertisements immediately. Paddy Power contested the IOC's injunction in court and finally prevailed in a landmark verdict.

Ambush Marketing: A Look at the Benefits and Drawbacks: Ambush marketing, like any other marketing tactic, has pros and disadvantages. Let's take a deeper look at each, so you can decide whether it's a good fit for your next marketing effort.
The benefits include:

• Capable of reacting to customized campaigns.
• Versatility and creative freedom are essential.
• Marketing teams can deviate from their normal approach without jeopardizing their branding efforts.
• Attracts attention to start-ups and other small businesses.
• Cost-effectiveness.
• And, like with any contentious tactic, there is a disadvantage to consider when contemplating ambush marketing.

Advantages of experiential marketing:
There are several advantages to using experiential marketing. Consider how they may provide customers a new way to approach and connect with their target audience, develop a better success plan, and build loyal customer bases.

• Increase consumer loyalty: Developing a devoted client base might spell the difference between a company's success and failure. To sustain a market position, a brand must additionally appeal to its intended demographic, but also create an environment favorable to sales and satisfied customers who are inclined to return to make more decisions in the future.  Furthermore, devoted customers are considerably more inclined to recommend a brand's product or service to their friends, family, and coworkers. Word-of-mouth advertising is still quite successful, especially when it is pushed.
• Increase brand awareness: Increasing total brand recognition is one of the most difficult problems for any company. When the general public is more aware of a brand and its presence, the name connected with the brand is much more likely to stand out in their thoughts when the time comes to make a purchase. Indeed, increasing brand recognition through this sort of marketing event is an excellent approach to do so while also providing a unique chance for the buyer to make a purchase at that moment. 
• Increase participation: Experiential marketing is all about increasing engagement. Customers are more likely to spend time with and try a brand if it provides them with a nice and engaging experience. This method is perfect for displaying all of a product's or service's benefits and how it can address a customer's problem. Furthermore, when done effectively, the experience allows the client to enjoy the presentation or event while also forging a relationship with the business.

 What exactly do experiential marketers do?

• The tasks of an experience marketer are comparable to those of a brand ambassador, event planner, or brand manager, and often include the following:
• An experiential marketer develops and implements the plan for a client's live, interactive marketing campaigns or in-person events.
• Conduct market research to determine which sorts of experiential marketing initiatives would be most effective with a certain audience.
• Create live, interactive campaigns or events that assist businesses in efficiently connecting with their target consumers.
• Lead events and oversee logistics in relation to event management.
• Promote novel experiential marketing programs that raise brand awareness, connect with the public, and promote favorable brand perception.

This sort of marketing is intended to bring the attention of a large number of individuals to a specific product or brand. Companies do not pay sponsorship fees for such marketing, but it is noticed by a huge number of people at the event. This is why it is sometimes referred to as predatory marketing.

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