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Ambush marketing — which a recent Shopify article explains involves piggybacking on a major event’s buzz without being an official sponsor — can offer small retail businesses a creative, cost-effective way to tap into the excitement of major events without paying for official sponsorships. Done well, especially with indirect tactics, it can boost visibility and align your brand with trending moments. But it’s also a high-risk strategy that can backfire legally or reputationally if you’re not careful.
Read Shopify's pros, cons and legal considerations of ambush marketing.
By Rebecca Meiser
Contributor, Commerce + Communities Today and Small Business Center
ICSC champions small and emerging businesses in getting from business plan to brick-and-mortar.
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