Guerrilla Marketing – Astroturfing

Probably everyone knows Astroturf is the grass substitute first utilized in sports stadiums in the 1980s to replace the expense of real turf. In marketing, astroturfing is a type of guerrilla marketing that masquerades as genuine and spontaneous expressions of brand following and support.

Online Astroturfing – Internet Guerilla Marketing

Astroturfing is used mostly online in the form of fake blogs, called flogs. The blog posts are paid for by the same companies selling the product being promoted. Therefore the appearance of natural brand follow and support are false and deceptive. In sports marketing, astroturfing has been concentrated on declarations of apparent support for grass-root marketing because it is harder to detect at that level. This type of astroturfing utilizes the good will generated by grass root sport marketing activities to introduce products, apparently used at grass root sporting activities which never actually took place.

In marketing, astroturfing also is identified as undercover marketing or stealth marketing. When marketers are carried away, the methods used in astroturfing can border on the illegal. Fortunately, sports marketing has not been infected with the type of astroturfing that takes place in the political arena. Ask Herman Caine about political astroturfing. He might have fallen victim to a massive political astroturfing campaign.

The goal of astroturfing is to take advantage of advertising in a way that is not apparently marketing. The danger with astroturfing, for sports marketing and other forms of marketing, is that online marketers are easily anonymous.

Astroturfing done without malice can be amazingly effective. Outside sports marketing, the best examples of astroturfing are the leaks suspected of Apple before the release of a major new item or upgrade of an already viral product. In 2010, an Apple marketing executive left an iPhone in a bar known to be frequented by tech bloggers. The phone was immediately snatched up and the blogs flew with the latest “inside information” on Apples newest, must-have electronic device.

In sports marketing, other than the grass root type mentioned earlier, astroturfing has been suspected of teams starting rumors of new players who may be coming to join certain teams. It has also been suspected of agents of certain players hoping to force trades primarily beneficial for players and their agents.

The relationships of the various components involved in the business of sports, from rights holders to teams, facilities and athletes, is so interconnected that other than grass root sport marketing shams, astroturfing for sport marketing has not proven possible to a great extent.

Rewards and Dangers of Astroturfing

As mentioned, astroturfing, when done well, can be stunningly effective. The risks are also immense. If caught by a prominent authority, such as a well-known blogger or traditional media, the marketing days of the marketing consultant are over. As well, the reputation of the sponsor involved and their brands are in big trouble with the very fans they were trying to attract. It is not likely that astroturfing will ever go away. This is because astroturfing offers the possibility to reap massive profits with limited or little investment of financial resources or time.

Sports sponsorships are a major part of the sporting industry today. For professional athletes or those who are planning on going all the way, whether it is to the Olympics or pro arena, a sports sponsorship can mean the difference between failure and success. Companies offer endorsements as a sports marketing strategy, promoting their own interests and in turn, assisting the reputation of the athlete and associated sport. Becoming a professional athlete, or remaining established, can be expensive with the need for costly equipment and travel. Daily training sessions and coaching are also major investments that an individual may not be able to afford without the assistance of a sponsor. For professionals, certain sports, such as race car driving, rely on sponsors to keep the drivers on the track. Endorsements for other sports can mean great profits for the athlete and the sponsor as well. It is a cooperative relationship intended to benefit both.

Sports marketing is wide open and companies offering a sports sponsorship can be creative in their approach. Athletes can wear clothing that bears the company name while they are visible to the public at training or competitive events. Use of a company’s product is another big push in endorsements for athletes. Often, athletes will be seen using a particular brand of equipment to advertise for their sponsor. Food and beverage companies and any type of business may choose to offer sports sponsorships. In turn, the athlete needs to promote the product or business.

Athletes do a service in return for a sports sponsorship in many ways. Photo shoots that are used on posters, billboards, and magazines are one way to go. Special appearances that promote the business are another popular trend where athletes speak about the product, sign autographs, and allow photos to be taken. It is generally free for the public and gives the sponsor attention as well as the athlete. Commercials on television are one of the most popular ways that a connection is made visible between an athlete and a sponsor. When a popular athlete is linked on television with a product, sales go up.

The marriage of athletes and sports sponsorship is a match made in sports marketing heaven. It has made millions of dollars for everyone involved. But an important part of this matchmaking is finding the right athlete to act as an ambassador for the brand. There are certain qualities sports marketing professionals look for in an athlete before they are considered the perfect band ambassador. They must be successful. They must be highly visible. The athlete also has to be attractive, likeable and well-spoken. They must display self-control and stay away from controversy. Athletes who embody these attributes tend to be the ones who get the most lucrative endorsement deals.

For an athlete to be a good ambassador they must be successful in their sport. People love a winner. The public tries to identify the things which have made them successful and copy them. When an athlete has reached the pinnacle of their sport they are looked upon with awe and their words and actions are seen as important and take on greater meaning and value. This makes their sports sponsorship much more valuable.

Success also improves an athlete’s visibility. Champions are feted, honored with parades, grace the covers of newspapers and magazines and invited to appear on radio and television. This high visibility works well for sponsors. It ensures their products will be seen by millions of people who may otherwise have never heard of their brand. The athlete’s presence in the media amounts to millions of dollars worth of free advertising for the companies whose products they endorse.

People like their sports heroes to be attractive. The more handsome or beautiful they are the more people are drawn to them. Psychologically people link their attractiveness with their success and by extension believe using the products and services they promote will make them look and perform better in their own endeavors. But being attractive alone is not enough. The athlete must also be likeable. Many successful athletes who lack the ‘right’ personality are often overlooked or eschewed when sponsors are looking for people to promote their products. To be good product pitchpersons the athletes must have personalities that draw people to them.

Communication is important when it comes to promoting products. Champions who are unable to clearly express themselves do not make good spokespersons and are often ignored by marketing professionals. The ability to stay above the fray and not take unpopular or controversial positions is also highly prized by sponsors. One of the keys to successful marketing is being able to reach as many people as possible. Athletes who only express socially acceptable opinions are attractive to large segments of the population and therefore make excellent brand ambassadors.