Yes, it continues to be the buzz word. Activation! Sponsorship marketing is all about activation. I recently spoke to the Board of Directors at BC Soccer. When we broached the topic of "sponsorship activation," the board members had the right questions. What is it? How is it implemented? How do you measure success from it?
The numbers clearly indicate that activation is key, be it a big sponsorship like pro sports or the Olympics, or a small sponsorship of a community event. Either way, failure to activate will result in failure of the investment. And there are two sides to the activation model. The sponsor and the property must both participate.
Too often, the sponsor allocates no budget at all for activation. Quite often, that is because the property "took" all the mo...