Brand Activation Programme

Sponsor activation planning is crucial to ensure that the sponsor gets the best results from the sponsored property. Meritus’ Client Care Manager will organise a workshop with the sponsor’s management, PR and media departments to ensure successful brand activation across all communication channels and meet the sponsors goals, resources and budgets. The activation manager appointed to the sponsor will implement the agreed activation programmes from the team’s responsibilities. The activation plan should be advised to all company staff and main dealerships and sales outlets to ensure a productive and successful sponsorship programme, with clearly defined benefits for the sponsor’s brand, the dealerships and sales outlets. This communication is vital to ensure sponsorship buy-in across all channels. The activation workshop should identify all possible streams of value for the sponsor and selectively choose the most productive programmes depending on resources and budget. It is equally important that the activation team sets out frameworks to check the results against the initial objectives. Some of the normal activation programmes include the following:

Generic Sponsorship Activation Ideas

Client Care and Hospitality

Create unique hospitality opportunities to provide an unforgettable motorsport experience for your key clients. Meritus will arrange hospitality tickets for each event of the championship.

The hospitality does not start and end with a 5-star meal and beverage. It includes a motorsport experience where each of your VIP guests will have the opportunity to dine with your sponsored racing drivers, try out a specially tailored racing suit and take to the racing cockpit for a photo session. Your guests will also be invited to the restricted areas where the team will explain at first hand the operation of the car, the use of computer technology in motorsport as well as demonstrating the important role of he sponsor within the team.

Make Sponsorship Work B2B

Research has indicated that sponsorship advertising plays an important role in the development of a sponsor’s marketing campaign to its B2C clients.

Motorsport sponsorship has a very wide appeal and can be easily taken away from the event and out into the marketplace where it can be adapted to suit the needs of individual B2B clients to ensure that your key clients also benefit from the brand’s sponsorship by driving store sales.

Many sponsorships forget the B2B clients and it is important to maximize the value to get the support of your retailers.

To assist the sponsor in fulfilling his key objective of getting buy-in from his major B2B clients, many of the benefits that go with the sponsorship (in-store promotions, use of the show car, driver autographic sessions, free promo gifts, posters etc) can be offered to the B2B client. These enable the B2B client to visually remind his customers that he is selling that famous product used by those winning racing drivers.