The Rugby World Cup and marketing rules

Businesses must be aware of the rules contained in the Major Events Management Act 2007 which restrict the use of unauthorised or ambush marketing relating to this event.

During the protection period from 11 September 2008 to 21 November 2011 you must not make a representation suggesting you, your business or your brand have an association with the RWC when you are not an official authorised sponsor. You will be presumed to have made an infringing representation if you use a major event emblem or word in your advertising unless you have authority to do so.

You must not use the RWC and IRB (International Rugby Board) logos and images of the cup.

You must not use words including:

• Rugby World Cup
• RWC
• RNZ 2011
• International Rugby Board
• Spirit of Rugby
• The World in Union
• Total Rugby
• Webb Ellis Cup
• World Cup 2011
• Rugby New Zealand 2011
• Rugby Football World Cup

and variations of these words.

If you would like to mention this event on your website, please contact me. One client has managed to word their RWC advert in accordance to RWC rulings and with their blessing. So it can be done.

Google Places

Google's Local Business Centre has been re-branded as Google Places with lots of nice features. If you market locally, as a majority of businesses do, then this is an important part of your marketing mix.

The map and business names appear in many Google search results directly after the AdWords listings but before the organic search listings.

Google provide statistics showing impressions and actions that viewers have taken. Sign up at www.google.com/local/add.

One interesting idea is that you can create coupons that visitors can print out and redeem. This maybe an incentive discount or extra service at no charge.