Sponsors without a well-conceived and executed activation plan will yield crappy results. It's akin to an exhibitor purchasing a booth, not completing a booth profile, not doing any advance outreach, not manning the booth, and doing no follow-up. This is a big reason successful sponsor programs embrace a “fewer, but bigger” strategy. Larger sponsors are more invested and tend to be more sophisticated. Sponsorship is the most powerful tool in any progressive ...

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