The Ambush Marketing Toolkit [Paperback]

Kim Skildum-Reid (Author)

Book Description

ISBN-10: 0070138087 | ISBN-13: 978-0070138087 | Publication Date: September 1, 2007

Make the most of ambush marketing

There is a myth that it's only major sponsors of huge events that get ambushed. The truth is that ambush marketing goes on at all levels of the sponsorship industry, from small charities to industry associations, festivals and the Soccer World Cup.

In a world first, bestselling author Kim Skildum-Reid puts her more than 20 years of sponsorship marketing experience into the topic of ambush marketing.

The Ambush Marketing Toolkit (with accompanying CD) provides sponsors, events, and prospective ambushers with a no holds barred, strategic approach to ambush prevention and the mounting of a successful ambush.

“When conceptualized and managed on a superficial level, sponsors can be easily ambushed by competitors - those who are able to build stronger and more meaningful relationships with the target audience despite their non-sponsor status. And that's why most marketers should be itching to gat hold of The Ambush Marketing Toolkit, because no one likes to be ambushed, especially when it equates to shooting yourself in the foot.”--Suzanne Pollock, AMAMI for the Australian Marketing Institute

(20070917)

Editorial Reviews

Review

“The Ambush Marketing Toolkit will either help you plan your attack, or defend against one.”

(Marketing Magazine )

About the Author

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 industry hub Power Sponsorship, and has co-written the industry bestsellers 'The Sponsorship Seeker’s Toolkit' 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 specialties of ambush marketing and ambush-proofing sponsorships.

Product Details

• Paperback: 145 pages
• Publisher: McGraw-Hill Book Company Australia (September 1, 2007)
• Language: English
• ISBN-10: 0070138087
• ISBN-13: 978-0070138087
• Product Dimensions: 9.8 x 7.6 x 0.5 inches
• Shipping Weight: 13.4 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,492,948 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Pleasantly surprised, October 10, 2007

By 

J. Richardson "J. Richardson" (Vancouver, BC) - See all my reviews
(REAL NAME)   

This review is from: The Ambush Marketing Toolkit (Paperback)

I was pleasantly surprised not to find a victim of ambush marketing crying from her soapbox when I read this book. In fact, the middle-of-the-road approach made the text usable by either a hopeful ambusher or a sponsor defending against an ambush. It was an entertaining read and was easy to follow.

This book didn't sensationalize ambush marketing. It laid out the bare bones of how it's done properly. It contains invaluable information for anyone looking to launch a successful ambush and is invaluable for any corporate sponsor who feels vulnerable to an ambush.

I just hope my competition doesn't get their hands on this book as well!

1 of 1 people found the following review helpful:

5.0 out of 5 stars Excellent, October 9, 2007

By 

D. Dorchak (Las Vegas, Nevada United States) - See all my reviews
(REAL NAME)   

This review is from: The Ambush Marketing Toolkit (Paperback)

I bought this book out of sheer curiosity and I'm glad I did. While my personal business ethics prevent me from launching an ambush marketing campaign, it was great to get an inside peek at the secret workings of putting an ambush into action - like a real-life plot unfolding before your eyes!

I believe that knowing how to pull off an ambush marketing strike makes my business stronger. Getting the word out about ambush marketing also helps raise the bar for many mediocre sponsors, forcing them to clean up their acts or get ambushed.

I'm glad that someone finally had the guts to talk. I would highly recommend this book to anyone involved in corporate sponsorship. In fact, I may order a case and hand them out to new hires as walk in the door from now on.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Should be required reading for your marketing department, October 6, 2007

By 

J.L. Simms "J.L. Simms" (USA) - See all my reviews

This review is from: The Ambush Marketing Toolkit (Paperback)

I learned a great deal from reading The Ambush Marketing Toolkit by Kim Skildum-Reid. No one wants to talk about ambush marketing because it breaks those basic rules of playing nice. We all learned that in grade school, but the simple fact is that ambush marketing happens. We just hope it doesn't happen to us.

Well, hoping against the odds won't protect your company from ambush marketing, but this book can help increase your chances of fending off an attack. It certainly helped our company. Protection is a lot like fortifying your home so a burglar chooses an easier target. The step-by-step approach and insider tips are easy to follow. I appreciated the fact the author didn't resort to ethical tirades.

I think ambushers use devious and self-serving marketing tactics. It's survival of the fittest in the business world. This book is boot camp 101 for your marketing department. It should be required reading for every person that deals with corporate sponsorship.