Overview

We cannot control performance on the race track, but we can make sure we're getting the most out of the sponsorship assets. Companies have had successful sponsorship programs without being in Victory Lane. Winning is the frosting!

Our guiding principles to activation:

If we can't prove it's effective, it's not worth doing.

As an example, Sport Dimensions launched Electronic Data Capture to allow Shell and Pennzoil to measure the effectiveness of its Experiential Marketing program. The data not only allowed them to measure, but follow-up with consumers interested in their products and services (ex. Shell MasterCard, Jiffy Lube Express).

Identify effort vs. results.

There are always more opportunities than resources. We need to be diligent and focus on programs that will generate the greatest results with the least amount of resources - financial and human.

Develop proprietary messaging, activities, promotions, and offers.

In order to stand out from sponsor clutter and prevent easy replication by competitors, Sport Dimensions creates unique concepts with multiple value points that can cross businesses. Branding and impressions simply aren't enough.

Develop programs that are scalable; avoid 'flash in a pan' ideas.

We're big believers in "test and learn", revise as needed and expand. Promotional concepts that require a driver or owner appearance aren't able to be expanded if successful due to limited access to those assets.

Sport Dimensions thinks through how a program can be measured before it's initiated.