Sponsorship Activation – Bringing Brands to Life

One thing is certain in these challenging economic times;  an increasing number of organizations going after the same sponsorship dollars. So, what can help make your your organization or event stand out from the rest of the pack? One key strategy is to provide a wide range of activation opportunities that a company can leverage to build a lasting impression with the audience which increases brand visibility, builds loyalty and generates future sales.

As an example, our firm recently completed a sponsorship valuation for a new Aquarium which will be located in Mexico City. While conducting market research, we came across a unique attraction called “ KidZania” which is located in Monterrey, Mexico’s second largest city.  “KidZania” demonstrates unique ways to fully activate a sponsorship.

“KidZania” is a make-believe town concept in which kids play adult roles working in real-life, life like pavilions.  In all there are 50 different pavilions each sponsored by an associated brand.  Exclusive sponsors pay annual rights fees to have their brand as part of these working models for each of these pavilions. Sponsors include: retail stores, banks, hospitals, bakeries, airlines etc.

Kids (and their parents) not only learn about what each organization does, they actually participate in the make-believe business.  For example, they can become airline pilots (Mexicana Air) inside a life-like real airplane, work at the local television station as a director or actor or help operate in real operating room, pump gas at the gas station or put out fires with real water from fire hoses, or make products in the store or factory. Kids also can drive around “KidZania’s” life-like streets in mini VW cars picked up at the simulated VW dealership.

It is these types of sponsorships which demonstrate the value of the tangible advertising along with a long-term intangible value by having the brand fully activated with a target audience.  With the target audience fully participating in a “brand experience”, they will have a better understanding of the company, its products and the type of experience they are likely to receive if they continue with the relationship. This concept can be applied to almost any sponsorship environment.

Sponsors have shown that they will support unique initiatives that allow them to fully activate their brand and/or product. And increasingly, they are shying away from those traditional sponsorships that are based strictly on logo and name mentions. To be successful today, organizations need to do a better job at finding or creating those “experiential” opportunities and clearly articulating them to sponsors.  It’s these unique opportunities that will capture a sponsor’s attention and provide a point of differentiation for you in an increasing crowded and competitive market.

Later,                                                                                                                                                        BC

One Reply to “Sponsorship Activation – Bringing Brands to Life”

  1. The sponsorship model has changed. You’ve demonstrated some ways that those offering properties need to rethink what value they offer and deliver this in a variety of ways.

    Its a pretty exciting time for those able to change their thinking. Sponsors are less likely to pay for name recognition or awareness alone.

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