Definition sponsorship activation

The best activations are created when you ask your audience what they want, then ask your sponsors what they are trying to achieve. Then, bring the two together in one cohesive activation.

If you need some inspiration to come up with activation ideas, check out this post on three types of activations that brands and attendees love. You need to execute flawlessly. Although the perception is often that the corporation wants to provide support, in reality the expectation is that the sponsorship investment will generate tangible benefits that can be measured.

Public awareness is essential, but is typically handled by the organizers of the sponsored opportunity. Lack of adequate promotion can be grounds for the corporation to pull its support and will affect renewal if the opportunity reoccurs on an annual basis. The corporation might need to shore up its goodwill in a particular community or combat negative publicity regarding one of its products.

Step 2: Build creative brand activation programs to excite and engage consumers Be sure to use activity communicate with your prospective sponsors about what you have heard from your audience. Step 3: Leverage all benefits and elements of a partnership to optimise program spend Ask your sponsors what outcomes they are hoping to achieve. Such outcomes must follow the SMART criteria: specific, measurable, achievable, realistic and time based. Just ask your audience what they want, then ask your sponsors what they are trying to achieve and bring the two together.

Fans simply tapped their credentials using RFID-enabled badges and wristbands to participate in activations, earn UFC Rewards points and share their experiences on social media. Not only are tweets using hashtags like Redskins, BudLight and upforwhatever posted in real-time on the gaming wall; but fans also get to choose virtual eye black and helmets in Redskins colors, then post their image to social media.

As you can see, social media is a successful component of all of these examples — and it happens to be the most-used channel to activate sponsorships. A relatively low cost and high engagement rates make social media an easy activation point for sponsorships. Make sure the platforms you choose are where your audience is most active, and split budgets among those platforms in order to connect with users in various situations.

Finally, be sure to tell a consistent brand story across those platforms. By identifying your objectives; researching where your target audience is spending the most time and what they want from their favorite brands; and pulling it all together with the right activations, you can make the most of your sponsorship dollars and reach your audience in the most effective way possible.

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