Tag Archives: Activation

Driving Sponsorship Activation

Posted on September 13, 2011 by shannon

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 … Continue reading →

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Is Sponsorship Marketing Easy?

Posted on February 8, 2011 by shannon

According to IEG, between 15-20% of sponsors spend more than three times their rights fees on activation. The rest (of those that spend on activation) spend less than or equal to rights fees. IEG asks, “Why the discrepancy?” How can … Continue reading →

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Sponsors And Properties Need To Think Outside The Box

Posted on January 18, 2011 by shannon

The Miramar Air Show takes place in San Diego each October. It has about 700,000 attendees over the three-day event. This is a huge number by any standard but I have seen events of this size fail at sponsorship. The … Continue reading →

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The Dodge Caravan Kids “Score + Win” Contest

Posted on November 19, 2010 by shannon

Late last month Chrysler Canada along with amateur hockey associations across Canada announced the 2010-2011 Dodge Caravan Kids “Score + Win” Contest.  One lucky hockey-loving adult will drive away a winner in a 2011 Dodge Grand Caravan SXT as part of … Continue reading →

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