Sponsorship in the Marketing Mix
Leverage your sponsorship with all your other marketing!
Sponsorship can be leveraged with every other marketing program.
"Marketing is not a function; it is not a specialized activity.
It is the whole business seen from the customer's point of view."
Traditional definitions: "Above the line" marketing (ATL) - advertising.
"Below the line" - everything else (BTL). Sponsorship can be one of the most cost-effective programs in a company's marketing mix.
These definitions are widely used but they miss the important point made by Peter Drucker. Think of the brand or the business from the customer's point of view.
Notice the line in the Communications column in the Marketing Spectrum diagram below. Sponsorship is a BTL activity that can be leveraged across the entire Marketing Spectrum.
You'll learn how to leverage all ATL and BTL components of the marketing budget with smart sponsorship activation.
Rights holders - pay attention here! Understanding this will help you sell your sponsorship and then make it successful!
Use the Activation Creativity Worksheet to brainstorm activation ideas. Use it together with the Marketing Spectrum as a checklist - go through all the activities in the Marketing Spectrum to trigger more ideas.
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The next lesson - Activation Activation Activation will go into detail on ways to use sponsorship to achieve business objectives for a wide range of audiences.
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