One of my sponsorship pet peeves (and there are a legion of them) is when a marketer does not think through what activation strategies will best work with a given property in connecting with a target audience. One specific mistake I believe is made too often is that national or global properties are acquired without giving consideration to whether or not they can be effectively activated in key markets/regions.
The simple key in our mind is to make sure your organizational structure and how your product/service goes to market are factored heavily into the pre-decision criteria screen. If you are organized by region or market, a strong national property platform doesn’t guarantee strong activation on a local level. (more…)