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Help! Помощ! I'm three years out of university and have been working as an assistant brand manager for a mid-sized FMCG company. Аз съм три години от университета и да работи като асистент-мениджър на марката за една средни бързооборотни стоки компания. The sponsorship manager left for bigger and better things and I've been asked to fill the role because my boss “sees my potential”. За спонсорство мениджър наляво за по-големи и по-добри неща и съм бил помолен да попълните на ролята на шефа си, защото "вижда моя потенциал". I took the job, because it's a huge opportunity, but I have no idea what I'm doing. Взех на работа, защото това е една огромна възможност, но нямам идея какво правя. Let's assume I can learn. Да предположим, мога да науча. Where do I start? Откъде да започна? First off, congratulations! Първо, честито! You're right, sponsorship is a huge opportunity. Вие сте прав, спонсорство е огромна възможност. While this specialty was considered to be in the marketing backwaters 10-15 years ago, it is now in the forefront of intelligent brand marketing. Въпреки, че това специалност се счита за пускане на пазара в backwaters преди 10-15 години, сега е в челните редици на интелигентни марка на пазара. That said, you've got your work cut out for you. Това каза, имате си работа по за вас. Your sponsorship contracts – and the opportunities they represent – aren't going to wait around for you to get into the groove. Вашият спонсорски договори - и възможностите, които те представляват - няма да чакам наоколо за да влязат в бразда. You need to do a crash course and you need to do it now. Вие трябва да направите курс катастрофа и трябва да го направя сега. A few suggestions: Преди няколко предложения: - Read the best newer releases on brand marketing, experiential marketing, and sponsorship. Прочетете най-добрите нови филми за марка маркетинг, чрез преживяване търговия, както и спонсорство. My favourites are listed in the Моите любими са изброени в recommended reading Препоръчва четене section. раздел. - Subscribe to Абонирайте се за PROMO ПРОМО and и Brandweek Brandweek magazines, sign up for списания, знак за Fast Company's Бързо Дружеството free marketing e-newsletter, and alerts from свободната търговия е-бюлетина, както и сигналите от Brand Republic Марка република . None of these are specifically about sponsorship, but most cover sponsorship quite well. Нито един от тези са специално за спонсорство, но най-покриване на спонсорство доста добре. In more general terms, these publications will help you hone your marketing acumen. По-общо казано, тези публикации ще ви помогне да усъвършенствате своя маркетингов прозорливост. Bonus: Lots of great ideas. Бонус: Много големи идеи. - Attend a workshop by someone known for a best practice approach. Посетете семинар от някой известен с най-добрите практики подход. Why a workshop and not a conference? Защо семинар, а не за конференцията? Because what you need right now is to get a handle on the overall approach to best practice, as well as a doable process to make it happen. Защото това, което ти трябва точно сега е да се справя на цялостния подход към най-добрите практики, както и изпълним процес, за да се случи. Conferences tend to be big on networking, reasonable sources of inspiration, but lack specifics about process. Конференции са склонни да са големи за създаването на мрежа, разумни източници на вдъхновение, но липсата спецификата за процеса. Over time, you will alter both the approach and the process to suit your situation, but you need to start somewhere. С течение на времето, вие ще се променят двата подхода и на процеса за да отговарят на вашата ситуация, но трябва да започнем отнякъде. No good workshops happening soon? Не добри работни срещи случва скоро? Consider investing in some in-house training for you and a larger group of stakeholders, which will pay off manyfold. Помислете за инвестиране в някои вътрешно обучение за вас и по-голяма група от заинтересовани страни, които ще се отплати многократно. - Seek out white papers on sponsorship, experiential marketing, brand marketing, and relationship marketing. Потърсете бели документи за спонсорство, преживяване маркетинг, марка маркетинг, търговия и взаимоотношения. You can find a bunch of good sponsorship white papers for download on our Можете да намерите куп добри спонсорство бели документи за изтегляне на нашите Free Stuff Безплатни неща page. страница. Another good source is Друг добър източник е Change This Промяна Това . - If you're staring down a tough period – such as a portfolio rationalisation or major renegotiation – and you're not confident, you may want to consider hiring a sponsorship “coach”. Ако сте втренчили в труден период - като портфейл рационализация или големи предоговаряне - и вие не сте уверени, може да искате да се помисли за отдаване под наем за спонсорство "треньор". This is someone who won't do the job for you, but will provide you with the insight and experience to guide you through the process. Това е някой, който няма да свърши работа за вас, но ще ви предостави с проницателност и опит, за да ви преведе през процеса. As you are new in the job, it is unlikely a request to fund a coach to get you up to speed fast will be dismissed. Тъй като сте нови в работата, е малко вероятно искането за финансиране на треньор да се качим да ускори бързо ще бъде отхвърлена. Most important of all, I believe, is to leave any preconceived notions about what sponsorship is and how it's supposed to work behind. Най-важното от всичко, аз вярвам, е да оставите всякакви зададени понятия за спонсорство какво представлява и как е трябвало да работи зад. So much of the chatter around sponsorship is based on flawed, old-school ideas that it's actually a good thing to come at it fresh and with an open mind. Така че голяма част от бърборене около спонсорството се основава на дефектен, идеи старо училище, че това е действително едно добро нещо, за да дойде тя на пресни и с отворен ум. Let the fact that you have no bad habits to break work for you. Нека фактът, че нямате лоши навици да се прекъсне работа за вас. Just ensure that you are getting your information from quality sources. Просто се гарантира, че получавате информацията от качествени източници. It won't take long before best practice will seem the most obvious approach in the world, and you'll be wondering why so many others don't get it. Тя няма да отнеме много време, преди най-добрите практики ще изглежда най-очевидният подход в света, и вие ще се чудите защо толкова много други не го получи. Break a leg! Счупи крака! If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... What I learned about sponsorship from my boxing coach Какво научих за спонсорство от бокса ми треньор Pet peeve #723: Sponsees charging leverage fees Пет ядосвам # 723: Sponsees таксуване лоста такси The “Designated Problems” of the Sponsorship Industry В "Определени проблеми" на спонсорство промишленост Sponsors: Five Phrases You Should Say More Often (and a Few You Should Ban) Спонсори: Пет фрази Вие трябва да кажа, по-често (и няколко Ти Рамо Бан) Stealth Sponsorship is a Really Bad Idea Стелт спонсорство е наистина лоша идея
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Help! I’m three years out of university and have been working as an assistant brand manager for a mid-sized FMCG company. The sponsorship manager left for bigger and better things and I’ve been asked to fill the role because my boss “sees my potential”. I took the job, because it’s a huge opportunity, but I have no idea what I’m doing. Let’s assume I can learn. Where do I start? First off, congratulations! You’re right, sponsorship is a huge opportunity. While this specialty was considered to be in the marketing backwaters 10-15 years ago, it is now in the forefront of intelligent brand marketing. That said, you’ve got your work cut out for you. Your sponsorship contracts – and the opportunities they represent – aren’t going to wait around for you to get into the groove. You need to do a crash course and you need to do it now. A few suggestions: - Read the best newer releases on brand marketing, experiential marketing, and sponsorship. My favourites are listed in the recommended reading section. - Subscribe to PROMO and Brandweek magazines, sign up for Fast Company’s free marketing e-newsletter, and alerts from Brand Republic. None of these are specifically about sponsorship, but most cover sponsorship quite well. In more general terms, these publications will help you hone your marketing acumen. Bonus: Lots of great ideas. - Attend a workshop by someone known for a best practice approach. Why a workshop and not a conference? Because what you need right now is to get a handle on the overall approach to best practice, as well as a doable process to make it happen. Conferences tend to be big on networking, reasonable sources of inspiration, but lack specifics about process. Over time, you will alter both the approach and the process to suit your situation, but you need to start somewhere. No good workshops happening soon? Consider investing in some in-house training for you and a larger group of stakeholders, which will pay off manyfold. - Seek out white papers on sponsorship, experiential marketing, brand marketing, and relationship marketing. You can find a bunch of good sponsorship white papers for download on our Free Stuff page. Another good source is Change This. - If you’re staring down a tough period – such as a portfolio rationalisation or major renegotiation – and you’re not confident, you may want to consider hiring a sponsorship “coach”. This is someone who won’t do the job for you, but will provide you with the insight and experience to guide you through the process. As you are new in the job, it is unlikely a request to fund a coach to get you up to speed fast will be dismissed. Most important of all, I believe, is to leave any preconceived notions about what sponsorship is and how it’s supposed to work behind. So much of the chatter around sponsorship is based on flawed, old-school ideas that it’s actually a good thing to come at it fresh and with an open mind. Let the fact that you have no bad habits to break work for you. Just ensure that you are getting your information from quality sources. It won’t take long before best practice will seem the most obvious approach in the world, and you’ll be wondering why so many others don’t get it. Break a leg! If you liked that post, then try these... What is the Role of a Corporate Sponsorship Manager? Scary economy dos and don’ts for corporate sponsors Five Reasons Sponsors Should Consider an Umbrella Portfolio Sponsors in a Tiger Trap: What Happens when a Crossover Superstar Falls from Grace