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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…

As the parent of two children who were both told by teachers to 'help the less…

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…

An increasingly common form of promotional activityeven at local and grassroots level is sponsorship.

However there are many kinds of sponsorship:

• Television and radio programme sponsorship (e.g. Cadbury’s sponsor broadcasts of Coronation Street). The increasing fragmentation of television in the UK through new digital channels is providing many more opportunities for sponsorship of this kind

• Sports…

When I decided to become self employed in 1993, I had no idea what to expect. Eighteen years in the banking sector is still a fond memory although the wheeler-dealer side of this essential service sector has swung too far with the bonus culture. High risks and high rewards which almost floored two of the major five.

DIY

An American client gave me some extraordinary good…

Make sure your My Page profile on NiS is up to date and looks good. Here are a couple of pointers...

NiS TOP TIP: Enhance your NiS profile listing with a brief descriptor of the business you’re in - there's only room for one or two words. Go to My Page, then click Manage My Page, and then click Profile. In the Full Name box you can have up to 32 characters, including…

May I suggest that comments posted to someone's wall are good, as long as it is restricted and used only as a commendation or a general reference to encourage trust, confidence and business referrals between members.

All other communications should be sent as a direct NiS message AFTER you have "connected as friends" or by private email.

Regards etc, Arnie Fabius

Simply put, it's the endorsement of a product or brand by an individual, team or event. A detailed definition comes from the International Chamber of Commerce. Sponsorship is:

'any commercial agreement where a sponsor contractually provides financing or other support, in order to establish an association between the sponsor's image, brands or products, and a sponsorship property (club, event or athlete/player), in return for the rights to promote this association and/or…

On Tuesday 3rd August 2010 I am/was planning my trip to Slough to see a new client.

Environmentally friendly approach - is it worth it?

Rather than taking two cars, I will be travelling back from Slough in Berkshire, via Paddington to Wimbledon to meet another new client.

1. Do I have to get off the train at the first Zone 6 station (West Drayton) to swipe my Oyster Card?
2. When I phone TFL for advice and asked staff at…

Sponsorship is the fastest growing form of marketing although despite perception to the contary, it is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a…

Ever increasing costs of maintenance, servicing and fuel prices for vehicles are placing financial burdens on individuals and businesses. It’s refreshing that Pinewood’s associates can save you up to 50% on these bills, using genuine manufacturers’ parts protecting warranties.

Microsoft Outlook is probably the most popular way of keeping in touch with customers, friends and business associates. It is simple enough to use and covers the basic records, a diary and very efficient address book. If that satisfies you, don't let anyone persuade you to change it.

What is CRM?

It is a very clever way to keep extensive records of past discussions, retain…

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Air conditioning systems consist of 7 main items:…