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In my recent run of workshops, keynotes, and in-house training, I have started using a new word around sponsorship – “privilege”. В последните ми тече на семинари, Keynotes, и по-къща за обучение, съм започнал с помощта на нова дума около спонсорството - "привилегия". At one point, I was trying to convey the critical importance of putting your target markets first when developing a leverage plan, when I blurted out something like this: В един момент аз се опитвах да изрази критичното значение на въвеждането си целеви пазари-напред при разработване на ливъридж план, когато изтървал нещо като това: Sponsorship provides you with the privilege to connect with people in a meaningful way through something they already care about. Финансиране ви дава привилегията да се свържете с хората по смислен начин, чрез нещо, което вече е грижа. Your choice, as a sponsor, is whether you are going to respect or abuse that privilege. Вашият избор, като спонсор, е дали вие ще зачитат или злоупотреба с тази привилегия. Now, I'm not usually someone that struggles for words, but when the word “privilege” came out, I couldn't help but be surprised that I hadn't thought of it before. Сега, аз не съм някой, който обикновено се бори за думи, но когато думата "привилегия" излезе, аз не можех да не се учудваме, че не бях мислил за това преди. Sponsorship is a privilege. Финансиране е привилегия. (Smack self on forehead.) Obviously. (Smack самостоятелно на челото.) Очевидно. Framing sponsorship as a privilege – and leverage as a choice between respect and abuse – brings an additional degree of clarity about what does and does not constitute best practice sponsorship. Рамкиране спонсорство като привилегия - и лоста за избор между уважение и злоупотреби - носи допълнителна степен на яснота за това какво прави и не представляват най-добрите практики за спонсорство. With that in mind, here are my top five ways that sponsors abuse the privilege. С това се има предвид, тук са моите топ пет начина, че спонсорите злоупотребяват с привилегията. Blah, blah, blah… Дрън, дрън, дрън ... Okay, don't get me wrong here, but sometimes sponsors just need to shut the heck up. Добре, не ме разбирайте погрешно тук, но понякога просто трябва да се спонсори затвори по дяволите нагоре. In any given sponsorship, the target market is the most important party, their main concern is whatever it is that you're sponsoring, and your brand is the third wheel. През определен за спонсорство, на целевия пазар е най-важната страна, тяхната основна грижа е това, което тя е, че сте осигурител, а вашата марка е на трето колело. That's your starting place: Interloper. Това е вашето начално място: натрапник. If you want to shift your brand into the position of being a welcome part of that experience, being a pest is not the way to do it. Ако искате да смените вашата марка в работно положение е желана част от този опит, като това е борба, не е начинът да го направя. Instead, sacrifice some of the volume and add meaningful value to the experience. Вместо това жертва част от силата на звука и добавяне на стойност към смислен опит. Sacrifice repetition ad infinitum and focus on sharing the fan experience. Жертвата безкрайно повторение на рекламата и насочена към споделянето на вентилатора опит. Sacrifice visibility and create collaborative fan experiences. Жертвата видимост и да се създаде съвместна опит фен. Show the fans that you are in this with them, don't yell at them and expect them to listen. Покажи на феновете, че сте в това с тях, не викай тях и очакват те да се слуша. Hey, over here! Хей, тук! Look at me! Погледни ме! LOOK AT ME! Погледни ме! I believe interruption signage should be banned. Вярвам, че прекъсването означения трябва да бъдат забранени. There is all this debate in America about whether athletes should wear logos on their playing jerseys or not and how that diminishes the game. Там е всичко на този дебат в Америка дали състезатели трябва да носят емблеми на тяхната игра потници или не, и как това намалява игра. Honestly, I think that outrage is misplaced. Честно казано, мисля, че недоволството е неоправдан. Whether there are logos on a jersey or not is unlikely to diminish the fan experience. Независимо дали има лого на фланелка или не, е малко вероятно да намали опит фен. The strategic worth of those logos is up for debate, but they don't make it harder to follow the progress of a play anymore than having a big team logo or design does. Стратегическата стойност на тези знаци е за дебат, но те не правят по-трудно да се проследи напредъка на една игра повече, отколкото едно голямо лого на екипа или дизайн прави. What does diminish the fan experience is interruption signage – moving, flashing, or electronically-inserted signage, particularly signage in the line of site of the field or court, that is specifically created to divert the audience's attention from the experience they're trying to have and onto a sponsor's logo or message. Какво означава намаляване на опит фен е прекъсване означения - преместване, проблясване, или по електронен път-добавя означения, по-специално обозначение на линията на мястото на полето, съд, който е специално създаден, за да отвлече вниманието на публиката от опита се опитват да има и върху логото на спонсор или съобщение. If you've ever been at a basketball game or been watching a rugby game and you're trying to follow a crucial play on the other side, but the signage in the background is also moving, you know what I mean. Ако някога сте били на баскетболен мач или са гледали един ръгби мач и се опитвате да следват една от решаващо значение играе от другата страна, но означения във фонов режим е също така се движат, знаеш ли какво имам предвид. Put yourself in the audience's shoes… would you really rather watch a game where the background was lit up and moving? Поставете се в обувките на публиката ... би наистина по-скоро гледам игра, в която на фона бе осветена и се движат? Does that make your experience better or worse? Това прави ли ви за добро или лошо? Then ask yourself, is diminishing my target markets' experience good for my brand? След това се запитайте, намалява опит добро за моята търговска марка ми целевите пазари? Will it make them love my brand more? Ще ги обичам моята търговска марка повече? You know the answer is “no”. Вие знаете, че отговорът е "не". Be part of our “brand story” Станете част от нашата "чиста история" Sponsors have learned a lot from experiential marketing, but this little phrase is one I wish we hadn't. Спонсори са научили много от опита за търговия, но тази малка фраза е един Иска ми се да не е такъв. Here's the thing, unless you are Apple or Harley Davidson, nobody wants to be part of your “brand story”. Ето нещо, освен ако не сте Apple или Харлей Дейвидсън, никой не иска да бъде част от вашата "марка история". Your target markets have their own stories. Вашият целеви пазари имат свои собствени истории. Your goal is to make your brand the natural choice for that target market – to be part of their story. Вашата цел е да направи вашата марка в естествен избор за тази цел на пазара - да бъде част от тяхната история. Creating experiential events, installations, road shows, etc, as part of your leverage program, can be a good thing, but more often than not, they are build on a premise of “come meet our brand”, not “here's something for you”. Създаване на преживяване събития, инсталации, автомобилния показва и т.н., като част от вашия ливъридж програма, може да бъде нещо добро, но по-често, отколкото не, те са построени върху предпоставката на "дойде отговарят на нашите" марка, а не "Ето нещо за теб ". If you're going down this track, make it primarily about the fans, not your brand. Ако не става по този път, правят преди всичко за феновете, а не на вашата марка. You want to engage with the fans in a meaningful way, not have them wandering around your “experience” just to kill time until something interesting happens. Искаш ли да се ангажира с феновете по смислен начин, а не са ги скитащи около "опит" само за да убие времето до нещо интересно се случва. You could win this fabulous prize Можете да спечелите в тази страхотна награда SMS your details and go into a draw to win… SMS вашите данни и отивам в наравно с победа ... Collect three proofs of purchase and go into a draw to win… Събиране на три доказателства за закупуването и отивам в наравно с победа ... Register on our website and go into a draw to win… Регистрирайте се на нашия сайт и отивам в наравно с победа ... We've all seen this type of leverage. Ние всички наблюдавани този тип ливъридж. Heck, we've probably all run them at one time or another. По дяволите, ние сме може би всички ги пуска по един или друг момент. I have. Имам. The problem is, they don't tend to work very well. Проблемът е, че не са склонни да работят много добре. Breaking down the mechanics, you are basically asking someone to do some work on your behalf, provide contact details to you, and possibly buy your product, in order to go into a draw to win one big prize that they really don't think they have a chance of winning. Разрушаването на механика, че вие сте основен иска някой да направи някои работи от ваше име, предоставят данни за контакт за вас, и евентуално купуват продукта си, за да отидат в един изготвя да спечели една голяма награда, че те наистина не мисля, че имат шанс за победа. It's true that some prizes are more compelling than others, and it is possible to get big participant numbers, but my experience is that is not the norm. Вярно е, че някои награди са по-наложителни от други, и е възможно да се получи голям брой участници, но моят опит е, че не е в норма. Whether you intend it to be or not, this approach is inherently selfish, and your increasingly cynical consumers can see that. Независимо дали възнамерявате да бъде или не, този подход в своята същност е егоистично, и си все по-цинични потребителите може да видите това. Best practice sponsors subscribe to the idea that sponsorship should be win-win-win. Най-спонсори на практика се абонирате за идеята, че спонсорство трябва да бъдат печеливши за всички. That is, the sponsor wins, the property wins, and the target market wins, with small meaningful wins for all or most of a target market, not the chance to win one thing for one person. Това означава, че спонсор победи, собственост победи, победи и целевия пазар, с малки значими победи на всички или повечето от целия пазар, а не възможност да спечелят едно нещо за един човек. Those “wins” can be functional, emotional, or a combination of both. Тези "победи" може да бъде функционално, емоционални, или комбинация от двете. Do this, and your target markets will see that you do understand the experience and are taking steps to amplify the good stuff or fix the bad stuff. Направи това, и си целеви пазари ще се види, че ти разбирам опита и се предприемат стъпки за усилване на добри неща или да определи лоши неща. That is the ultimate in respecting the event experience. Това е най-добрата в спазване на събитието опит. It's complicated Това е сложна Leverage programs should definitely be multi-faceted. Лоста програми определено трябва да се многопластов. What they should not be is complicated. Това, което не трябва да се е сложно. Following on from point 4, your interaction with target markets should be as simple as possible. Като следствие от точка 4, вашите отношения с целеви пазари трябва да бъдат възможно най-прости. Don't make people go through more steps or jump through more hoops than absolutely necessary to get their third “win”. Да не се накарат хората да мине през повече стъпки или скочи през обръчите повече от абсолютно необходимото, за да им трета "победа". Don't make them part with personal information unless absolutely necessary. Не ги правят част с лична информация, освен ако не е абсолютно необходимо. Your goal is to change people's perceptions and change their behaviours. Вашата цел е да промени възприятията на хората и промяна на тяхното поведение. Email addresses are not generally requisite for that. E-mail адреси по принцип не са предпоставка за това. Keep it clean. Пазете я чиста. Keep it streamlined. Дръжте го опростени. Make it easy. Направете го лесно. Without doubt, some of these things abuse the privilege more than others, simply because they are more invasive, but the undercurrent is the same for all of them. Без съмнение, някои от тези неща, злоупотребяват с привилегията повече от останалите, просто защото те са по-агресивни, но скрито е еднакъв за всички тях. That undercurrent is brand selfishness. Това е съвсем скрит егоизъм. Brand needs are not most important, when it comes to sponsorship, target market needs are. Марка нужди, които не са най-важни, когато става въпрос за спонсорство, се нуждае от целевия пазар са. I'm not saying brand needs are unimportant, but if you don't understand, respect, and meet the needs of your target markets, they won't help you meet your brand needs. Не казвам, че марката нужди са маловажно, но ако не разбирате, уважение, и отговарят на нуждите на своите целеви пазари, те няма да ви помогне да отговарят на марката си нужди. It's as simple as that. Това е толкова просто. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... New Book: Call for best practice sponsorship case studies Нови книги: Покана за представяне на най-добрите проучвания практика спонсорство случай Brand managers take heed: Brand story vs customer story Марка мениджъри внимавайте: Марка история срещу историята на клиенти Sponsorship White Papers Updated and Upgraded! Финансиране бели книги променен и обновен! Call in the Coach: Can I use the Law of Attraction to get a corporate sponsor ? Обадете се в автобуса: Мога ли да използвам Закона за привличането да се получи корпоративен спонсор? My Top 10 Corporate Sponsorship Blogs of 2009 Моят Топ 10 корпоративните блогове спонсориране на 2009 г.
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In my recent run of workshops, keynotes, and in-house training, I have started using a new word around sponsorship – “privilege”. At one point, I was trying to convey the critical importance of putting your target markets first when developing a leverage plan, when I blurted out something like this: Sponsorship provides you with the privilege to connect with people in a meaningful way through something they already care about. Your choice, as a sponsor, is whether you are going to respect or abuse that privilege. Now, I’m not usually someone that struggles for words, but when the word “privilege” came out, I couldn’t help but be surprised that I hadn’t thought of it before. Sponsorship is a privilege. (Smack self on forehead.) Obviously. Framing sponsorship as a privilege – and leverage as a choice between respect and abuse – brings an additional degree of clarity about what does and does not constitute best practice sponsorship. With that in mind, here are my top five ways that sponsors abuse the privilege. Blah, blah, blah… Okay, don’t get me wrong here, but sometimes sponsors just need to shut the heck up. In any given sponsorship, the target market is the most important party, their main concern is whatever it is that you’re sponsoring, and your brand is the third wheel. That’s your starting place: Interloper. If you want to shift your brand into the position of being a welcome part of that experience, being a pest is not the way to do it. Instead, sacrifice some of the volume and add meaningful value to the experience. Sacrifice repetition ad infinitum and focus on sharing the fan experience. Sacrifice visibility and create collaborative fan experiences. Show the fans that you are in this with them, don’t yell at them and expect them to listen. Hey, over here! Look at me! LOOK AT ME! I believe interruption signage should be banned. There is all this debate in America about whether athletes should wear logos on their playing jerseys or not and how that diminishes the game. Honestly, I think that outrage is misplaced. Whether there are logos on a jersey or not is unlikely to diminish the fan experience. The strategic worth of those logos is up for debate, but they don’t make it harder to follow the progress of a play anymore than having a big team logo or design does. What does diminish the fan experience is interruption signage – moving, flashing, or electronically-inserted signage, particularly signage in the line of site of the field or court, that is specifically created to divert the audience’s attention from the experience they’re trying to have and onto a sponsor’s logo or message. If you’ve ever been at a basketball game or been watching a rugby game and you’re trying to follow a crucial play on the other side, but the signage in the background is also moving, you know what I mean. Put yourself in the audience’s shoes… would you really rather watch a game where the background was lit up and moving? Does that make your experience better or worse? Then ask yourself, is diminishing my target markets’ experience good for my brand? Will it make them love my brand more? You know the answer is “no”. Be part of our “brand story” Sponsors have learned a lot from experiential marketing, but this little phrase is one I wish we hadn’t. Here’s the thing, unless you are Apple or Harley Davidson, nobody wants to be part of your “brand story”. Your target markets have their own stories. Your goal is to make your brand the natural choice for that target market – to be part of their story. Creating experiential events, installations, road shows, etc, as part of your leverage program, can be a good thing, but more often than not, they are build on a premise of “come meet our brand”, not “here’s something for you”. If you’re going down this track, make it primarily about the fans, not your brand. You want to engage with the fans in a meaningful way, not have them wandering around your “experience” just to kill time until something interesting happens. You could win this fabulous prize SMS your details and go into a draw to win… Collect three proofs of purchase and go into a draw to win… Register on our website and go into a draw to win… We’ve all seen this type of leverage. Heck, we’ve probably all run them at one time or another. I have. The problem is, they don’t tend to work very well. Breaking down the mechanics, you are basically asking someone to do some work on your behalf, provide contact details to you, and possibly buy your product, in order to go into a draw to win one big prize that they really don’t think they have a chance of winning. It’s true that some prizes are more compelling than others, and it is possible to get big participant numbers, but my experience is that is not the norm. Whether you intend it to be or not, this approach is inherently selfish, and your increasingly cynical consumers can see that. Best practice sponsors subscribe to the idea that sponsorship should be win-win-win. That is, the sponsor wins, the property wins, and the target market wins, with small meaningful wins for all or most of a target market, not the chance to win one thing for one person. Those “wins” can be functional, emotional, or a combination of both. Do this, and your target markets will see that you do understand the experience and are taking steps to amplify the good stuff or fix the bad stuff. That is the ultimate in respecting the event experience. It’s complicated Leverage programs should definitely be multi-faceted. What they should not be is complicated. Following on from point 4, your interaction with target markets should be as simple as possible. Don’t make people go through more steps or jump through more hoops than absolutely necessary to get their third “win”. Don’t make them part with personal information unless absolutely necessary. Your goal is to change people’s perceptions and change their behaviours. Email addresses are not generally requisite for that. Keep it clean. Keep it streamlined. Make it easy. Without doubt, some of these things abuse the privilege more than others, simply because they are more invasive, but the undercurrent is the same for all of them. That undercurrent is brand selfishness. Brand needs are not most important, when it comes to sponsorship, target market needs are. I’m not saying brand needs are unimportant, but if you don’t understand, respect, and meet the needs of your target markets, they won’t help you meet your brand needs. It’s as simple as that. If you liked that post, then try these... My Top 10 Corporate Sponsorship Blogs of 2009 Think an Online Form Will Make Sponsorship Selection Easier? Think Again! Corporate Sponsorship Lies (and What They Really Mean) For Maximum Impact, Forget the Event, Concentrate on the Event Experience The Best of the Rest: My Pick of the Most Under-Appreciated Blogs of 2010