Dean Faulkner's Blog – September 2010 Archive (2)

The deal is done and the agreement is set. It is now time to bring the sponsorship to life. This is known as "activation" or sometimes leverage or implementation.

Many marketers believe that activation is what the sponsorship is all about. In some circles it is viewed as so important as to have an activation strategy in place before seeking the right opportunity to sponsor.

Activation includes any activity that is performed in conjunction with the sponsorship…

Sponsoring is a friendly way of marketing. It's much friendlier than advertising.



When prospects are on the receiving end of your advertising they know that you are trying to sell them something. So naturally their guard goes up. They prepare to deflect your advertising assault. And they are looking for the fine print. They are searching for the lie in your claims. Mass market advertising can be the least effective form of marketing and it's very expensive.



Sponsoring is…