Confusion often arises when distinguishing between sponsorship and sponsorship activation, as these terms are closely related but refer to different aspects of the sponsorship process. Let’s clear up some of that confusion. Sponsorship activation refers to the strategic activities and initiatives undertaken by a sponsor or a sponsorship activation agency, like MegaWorxx, to maximise the benefits and value derived from a sponsorship, which typically refers to a business arrangement where a company provides financial or in-kind support to an individual, or organisation in exchange for certain benefits.
It involves leveraging the sponsorship to create brand awareness, engage with the target audience, and achieve specific marketing objectives. Sponsorship activation aims to enhance the sponsor’s visibility, generate positive brand associations, and ultimately drive business results.
In simpler terms, sponsorship is the act of providing support or funding, while sponsorship activation is the process of leveraging that sponsorship to achieve marketing goals and create value.
How sponsorship activations work and what they can do for you
Let’s have a look at how it works and how it can work for you.
Once a sponsorship is in place, it is time for activation of the sponsorship. This starts with a planning session. This plan defines the strategies, tactics, and activities that will be implemented to make it a successful activation. This can include brand activation activities at events, product sampling and giveaways with friendly brand ambassadors, and exhibition stands that attract the target market.
The next step is to develop a strategy. The marketing team identifies the target audience, analyses their preferences and interests, and aligns the activation strategies with the sponsor’s brand values and marketing goals. This includes deciding on which events and organisations would make the ideal partners to sponsor.
Have a look at our article “What is a Brand Activation Strategy” for some insight.
After the planning and the strategising, it is time to implement the activation strategies for sponsorship. During the implementation, it is crucially important to engage with your audience. The better the engagement, the more effective the sponsor activation.
Effective sponsorship activations
- Enhances Brand Awareness; making the target market aware of your brand and its benefits.
- Creates Brand Differentiation; putting you a step above the competitors.
- Creates Consumer Engagement; fostering meaningful connections and interactions with your target market.
- Establishes an Emotional Connection; an effective sponsorship activation has the power to evoke emotions and forge emotional connections with your brand.
- Possible Market Expansion; being part of events that have a global or diverse reach can help you expand into new markets.
- Increase Return On Investment; ultimately, sponsorship activations aim to generate a favourable return on investment for you.
How we can help you to make use of sponsorship activations
Making use of a sponsorship activation agency ensures that you have the experts handling it, allowing you to sit back and enjoy the benefits of a well-planned and expertly executed sponsor activation.
Remember a sponsorship is what you pay, or give, to a person or organisation in return for certain benefits. Sponsorship activation is what you do with the benefits you paid for, maximising it to profit your brand.
At MegaWorxx we look at what your business goals are and what your company and brand are all about, and then we start planning, strategising, and implementing the processes that will enhance your brand awareness, create consumer engagement, and differentiate your brand from the competition.
For more about the Brand Activation services offered by MegaWorxx have a look here.
Contact us today to start enhancing your brand awareness and making the most of a sponsorship.
