CONTROL MEDIA ADVERTISING
The complete right of an event is with the organizers of the event. Television rights are given a Television Company (on paying a fee) by the event organizers. Therefore, the organizers should try and put a clause in the contract with the broadcasting company refraining them from airing the advertisements of competitors of official sponsors.
This needs to be done because most of Parasitic marketing is done through media and broadcasting companies. Therefore, if this can controlled then Parasitic marketing can be kept in check.
CONTROL PLACEMENT OF HOARDINGS AND BOOTHS IN AND AROUND THE EVENT LOCATION
Nike, during the Los Angeles Olympics in 1984 erected huge wall murals near the Los Angeles Coliseum, which prominently displayed Nike track and field athletes. Another strategy used by ambushers is to use illustrations or photographs of places, buildings, etc, that are associated with an event in advertising as background to the ambusher's product. This undermines the image that the sponsor wants to enhance with respect to the event. The event organizers (especially the big ones) should control the area in and around the event to counter such strategies.
STOP THE PLAYERS FROM PROMOTING THE AMBUSHERS BRAND
The International Cricket Council (ICC) stopped the players of participating nations from promoting the brand of competitors of the official sponsors a month before, during and a month after the event. This created a row between the organizers (ICC) and the players. The terms of contract were then settled to during the event and 17 days after the event no player was allowed to advertise for any rival company of the sponsor.
TAKE ACTION
Action needs to be taken, wherever possible, against the companies that use the Event logos or symbols or insignia to promote its brand or for those who violate the Intellectual Property rights. More acts should be developed to ensure the protection of sponsors. The United States of America has an act dealing with the violation of such marketing principles as conveying the false message that a company is an official sponsor or affiliate when, in fact, it is not.
If the event organizer isn't intent on taking actions then, the sponsors whose rights are violated should be empowered to do so. ACTIONS AGAINST PARASITE WILL ACT AS A DETERRENT FOR ANY SUCH ACTIONS IN THE FUTURE.
CREATE AN ANTI AMBUSH CAMPAIGN
Event organizers should create an anti Parasite campaign by making ads and PR strategy to renounce Parasitic Marketing strategies. It should also resort to Press Conference renouncing actions of Parasitic Marketers. An awareness programme should be carried out to ensure that the audience are aware of who the actual sponsors are. The campaign should focus on the negative effects such Parasitic Marketing Strategy have on successful conducting of the event. This will act as a deterrent for Parasitic Marketers.
NO REPRESENTATION OF COMPETITORS WHATSOEVER
There should be no representation of competitors (of sponsors) whatsoever, in the event in any form. The players or teams should be stopped from sporting logos of the competitors. Neither should the logo or any mention of the competitor be present in any part of the area where the event takes place. The International Cricket Council (ICC) during its champion’s trophy in Srilanka stopped the Indian Cricket team from sporting the Logo of Sahara group which was a competitor of the official Airline, South African Airline.
The complete right of an event is with the organizers of the event. Television rights are given a Television Company (on paying a fee) by the event organizers. Therefore, the organizers should try and put a clause in the contract with the broadcasting company refraining them from airing the advertisements of competitors of official sponsors.
This needs to be done because most of Parasitic marketing is done through media and broadcasting companies. Therefore, if this can controlled then Parasitic marketing can be kept in check.
CONTROL PLACEMENT OF HOARDINGS AND BOOTHS IN AND AROUND THE EVENT LOCATION
Nike, during the Los Angeles Olympics in 1984 erected huge wall murals near the Los Angeles Coliseum, which prominently displayed Nike track and field athletes. Another strategy used by ambushers is to use illustrations or photographs of places, buildings, etc, that are associated with an event in advertising as background to the ambusher's product. This undermines the image that the sponsor wants to enhance with respect to the event. The event organizers (especially the big ones) should control the area in and around the event to counter such strategies.
STOP THE PLAYERS FROM PROMOTING THE AMBUSHERS BRAND
The International Cricket Council (ICC) stopped the players of participating nations from promoting the brand of competitors of the official sponsors a month before, during and a month after the event. This created a row between the organizers (ICC) and the players. The terms of contract were then settled to during the event and 17 days after the event no player was allowed to advertise for any rival company of the sponsor.
TAKE ACTION
Action needs to be taken, wherever possible, against the companies that use the Event logos or symbols or insignia to promote its brand or for those who violate the Intellectual Property rights. More acts should be developed to ensure the protection of sponsors. The United States of America has an act dealing with the violation of such marketing principles as conveying the false message that a company is an official sponsor or affiliate when, in fact, it is not.
If the event organizer isn't intent on taking actions then, the sponsors whose rights are violated should be empowered to do so. ACTIONS AGAINST PARASITE WILL ACT AS A DETERRENT FOR ANY SUCH ACTIONS IN THE FUTURE.
CREATE AN ANTI AMBUSH CAMPAIGN
Event organizers should create an anti Parasite campaign by making ads and PR strategy to renounce Parasitic Marketing strategies. It should also resort to Press Conference renouncing actions of Parasitic Marketers. An awareness programme should be carried out to ensure that the audience are aware of who the actual sponsors are. The campaign should focus on the negative effects such Parasitic Marketing Strategy have on successful conducting of the event. This will act as a deterrent for Parasitic Marketers.
NO REPRESENTATION OF COMPETITORS WHATSOEVER
There should be no representation of competitors (of sponsors) whatsoever, in the event in any form. The players or teams should be stopped from sporting logos of the competitors. Neither should the logo or any mention of the competitor be present in any part of the area where the event takes place. The International Cricket Council (ICC) during its champion’s trophy in Srilanka stopped the Indian Cricket team from sporting the Logo of Sahara group which was a competitor of the official Airline, South African Airline.