Mar, 10
Canadian lessons on ambush marketing for London 2012
Now that the razzmatazz of the 2010 Winter Olympics’ closing ceremony in Vancouver is over eyes will be turning towards England.
In just two-and-a-half years’ time, thousands of athletes and sports fans will descend on the UK as the London 2012 Olympics get under way.
And there has been much for organisers to mull over; from how Vancouver dealt with things like transport bottle necks, to the provision of large public viewing screens.
However they will also be taking a very close look at how the authorities dealt with so-called “ambush marketing”.
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The IOC on ambush marketing
A planned attempt by a third party to associate itself directly or indirectly with the Olympic Games to gain the recognition and benefits associated with being an Olympic partner
IOC Olympic marks handbook
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Ambush marketing is when a firm tries to create unauthorised association between their name or brand and a major sporting event, detracting from the rights of official sponsors of the event.
There is a thin line between clever marketing and breaking increasingly strict Olympic guidelines.
The International Olympic Committee appeared determined to discourage ambush marketing in Vancouver, and the Canadian organisers introduced tough legislation to back up their actions.
‘Protecting revenues’
Like the Vancouver organisers, those behind the London event have also seen legislation introduced to help them tackle ambush marketing.
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RESTRICTED LONDON 2012 WORDS
A LIST WORDS
Games
Two Thousand and Twelve
2012
Twenty Twelve
B LIST WORDS
London
Medals
Sponsor
Gold
Silver
Bronze
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“I think it’s a trend that is only going to increase in terms of protection of the Olympics at least,” says David Bond, an expert on copyright a law firm Field Fisher Waterhouse.
“I think Vancouver have been more strict then than Beijing, which was itself more strict than any time before.”
He adds: “One of the terms of winning the Olympics is putting in place a plan to combat ambush marketing.
“One of things London looked at was what it would people do to protect the revenue routes through sponsorship, should it win the games.
“And the UK decided it would take all necessary action to protect sponsors, and would draw up conditions to stop ambush marketing.”
Red and white
Royal Bank of Canada was the official games’ sponsor in Vancouver.
But rival Scotiabank launched a marketing campaign which games organiser Vanoc felt could have undermined the value of official games sponsorship.
Scotiabank unveiled a photo and story-submitting contest called Show Your Colours that used images of fans in red and white cheering a sporting event.
Did this Scotiabank campaign break Olympic marketing guidelines?
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Former Olympic ice hockey champion Cassie Campbell was also used in the campaign, which featured her in red and white sports kit, and also used the Maple Leaf.
The firm denied it was trying to associate itself with the Olympics, perhaps safe in the knowledge that it would be difficult to be sued for using the Maple Leaf.
Vanoc had a word with the bank and said its objective was to find a balance “between protecting our sponsors and licensees…. but at the same time, doing it in a manner that allows for community engagement with the games”.
‘Carefully vetted’
As well as the Olympic rings being protected at trademark and copyright levels, there is also legislation in the UK which protects companies’ association with the 2012 games.
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 It will be interesting to see how ambush marketers can get past these lists of words  David Bond, Field Fisher Waterhouse
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The passing of the London Olympic Games and Paralympic Games Act 2006 created the ‘London Olympic Association Right’ (LOAR), which gives the games’ organisers the power to grant licences to authorised sponsors to use the symbols, words and logos of the event.
But it also prevents any advert or merchandise with the combination of words, marks and symbols which can be judged as creating an unauthorised association with the games.
There are two lists of prohibited expressions, with marketers falling foul if they use any two words in list A, or any word in list A with one or more of the words in list B.
“It will be interesting to see how ambush marketers can get past these lists of words,” says Mr Bond.
“Everything will be carefully vetted too. It is going to be even harder for ambush marketing campaigns in 2012.”
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Mar, 10
Google Sharing Space With Twitter – A Great News For Online Marketers
Bing, the new search engine from Microsoft and Google is all set to pay Twitter to index. It is great news for all the internet users and marketers. The new face of Microsoft is now indexing social media networks Facebook and Twitter. But precisely sharing place with Twitter and displaying tweets can help in creating a new boom in the online marketing segment. Google featuring Twitter is going to witness huge profit inflow.
Google is the top ranked and the most admired search engine throughout the world. It is gaining immense popularity day by day and just because of this reason various other online players are coming to join it. The reason behind is increased PPC, CTR and thus in a way tremendous profits. If you look at the click through rate in a single day period we will be simply amazed to see that how popular Google is.
Just by entering a simple search term or keyword a common user watches a great deal of information reflecting in the form of webpage links. In order to obtain the required information you can click on these pages which is a mutually beneficial exercise as website gets it\’s profit per clicking and you get abundant information that you need. Some specific areas related to fitness, sex, games, parenting, etc are some of the niches growing at robust pace.
You can even see the legendary success of this excellent website in the form of Google graph and through statically data. Search is the main contributing factor which is bringing business and in a way profit for the website. Using it you can analyze the trends and make future projections. In a nutshell we can say that if you want to know today what people will buy tomorrow.Google is the best place to give you a head start.
Devoting couple of hours on internet especially Google can show you the most profitable way to generate traffic. It is a great website with which every other player want to be associated so that it can create a position in the market. Twitter is also one of them having social networking elements by offering a common platform to share and exchange information.
Twitter coming hand in hand with Google has opened doors to welcome the new revolution in online marketing segment. Using this efficient search engine you can anticipate the future trends and can fine tune the marketing strategies. Thus to stay ahead analyze the right chores and lead the market.
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Tags: Facebook, Google, Online Marketing, SEO, site promotion, Web marketing, web promotion
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Mar, 10
Facebook Passing Over Google – A New Dawn To Online Marketing Revolution
Facebook owns Google, well allegorically it does. Undoubtedly it is thrilling news when two major competitive players of internet are engaged in their cutthroat rivalry. If you consider the trends of past few years you will find that Facebook has gathered immense popularity and carved a special niche in the minds of people using social networking websites across the world.
Around 15 years back when Google surpassed Yahoo it was great news for the internet users as everybody was surprised to see the magical popularity of this comparatively new search engine. Google has set an innovative trend to do online business after acclaiming the number one position and being the online market ruler. But now the face is completely changed with a new dawn which is about to come.
As it is well said that \”history repeat itself\” the same revolution is back again with a market boom. After taking over Yahoo Google has enjoyed a sole market access for number of years but now Facebook has pushed out Google and positioned itself as the most admired social networking website making huge money out of online business.
A few years back when Google has witnessed this great success it made every online marketer amazed and really curious to know about the secret advertising tricks that it has used. Becoming the ruling internet player Google has thought remarkably profit generating tactics to the starters. However now Facebook has the opportunity to reveal these lucrative facts through with it has gathered a huge market share in just couple of years.
In order to know the inside, outside, tricks of the high advertising through which Facebook generates tremendous profits are now in the reach of every common user. You being a newbie in the online marketing field can learn a lot from this shift happened in the market. Internet marketing was never as easy as it is now thanks to the various software and programs running on internet which help the user to know the vicious ways to excel in the market.
There are a number of competitive marketing training programs teaching you the concepts like Affiliate Marketing, role of PPC advertising, how to use Google AdWords, flawless ad sense and a lot more. They offer free membership where you can get familiar with the astonishingly profitable marketing strategies using software, watching video, etc to get an insight of real marketing world. These are the best factors to know how to surpass your competitors.
Considering the latest reports stating Facebook passing over Google people are wondering with the question how they can break Google traffic monopoly? So finally will advise you to log on to the programs especially running to enhance your marketing skills and expand your knowledge base.
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Tags: Facebook, Google, Online Marketing, SEO, site promotion, Web marketing, web promotion
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