It seems I mistimed my visit however. The Festival’s version of crowd control was to close the gates for up to 2 hours at a time. They’d used this tactic before, last year, too. Imagine what an opportunity 200 hungry foodies standing in a line represents to build good-will (or even earn money) for an enterprising restaurant with some spare capacity.
Whenever there’s an event taking place on your turf, don’t just think you’re limited to playing by the organiser’s rules and spending money on buying a stand, stall or what have you. Some of the most memorable advertising around world sporting events has been by non-sponsors – freed from paying out vast sums to the event organisers, more budget can be directed to the creative and the media buy. We’ll be seeing the same again for the World Cup in South Africa. So-called ambush marketing is the big brands’ advertising version of guerilla marketing. If you’re a small business marketer, try thinking guerilla.