Sponsorship Activation is a powerful tool that allows you to create not only a p
Posted by jackbandy on June 1st, 2012
We are all aware of what sponsorships are: they are those event-related marketing strategies that allow a business to gain exposure to the masses. Nowadays, a new term is starting to become popular in the marketing world: Sponsorship Activation. To put it simply, this is more than just sponsorship. In the past we understand marketing as a way to present a product and make it look good. Today, however, with so many products in the market, it is crucial to find a way to associate new value with a product. Through activation marketing and an appeal to the senses, it is possible to come up with a strategy that not only increases awareness, but also improves ROI.
The power of Sponsorship ActivationClassic sponsorship concepts are designed to make people aware of a product—but nothing else. It is good for people to become aware of a product, but this awareness is meaningless if people do not know why they want to have the product. Think about it: You present them with product in goodie bags and stalls, but you fail to tell them why they should support the product after the event. This is where Sponsorship Activation comes in. You expose people to your product, then find ways to make it relevant both to the event and to the consumers. For example, you create a long distance running event and present a product that replenishes electrolytes. People are given this product in a way that presents them with the idea that they can feel more energized during strenuous activities by using this product instead of simple water. Thus, Sponsorship Activation creates new value, and people understand the product a lot more.
Visual impactOf course, people want to know what the product is and how it looks and feels. You are not in the event to present random sampling of product X, but you want product X to be known, and the company wants to be loud and proud. This is where exhibitions and displays come into play. It is a complete sensory package. People have to see, touch, hear and smell the product. For example, in our previous example of energizing electrolyte water, if you set up different checkpoints, you can create a makeshift area where the bottled product is positioned and runners can simply place their empty bottles and have new ones. This makes people more aware of the product, since they have to carry the bottle to the next checkpoint. The visual presence of the station makes it even more compelling.
Mixing them all togetherSponsorship Activation, in addition to exhibition and displays, is a powerful tool to help people become immersed in a product in an original way. What does this mean for the company? Creating value induces the consumer to act in a more calculated way, rather than simply informing them about the product. In short: doing is better than seeing. Creating value is tough, but with creativity and flexibility you will discover that your business will gain a lot of new customers in the long run.
Explore the power of modern marketing for your business. Let us help you find new value for your products through our Exhibitions and Displays, as well as Sponsorship Activation. Find out more about our services through our website.
