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Most sponsorship proposals are total crap. Повечето предложения за спонсорство са общо глупости. They are all about the sponsorship seeker, not taking the sponsor's needs or markets into consideration at all. Те са всичко за спонсорство на убежище, като не се нуждае от спонсора или пазари под внимание на всички. They are totally uncustomised – making full use of the search-and-replace function (hated by sponsors everywhere) – which is inexcusable, given the technology at hand to give you the insight you need. Те са изцяло uncustomised - пълноценно използване на търсене и замени функция (мразен от спонсори навсякъде) - което е неоправдано, тъй като технологията на ръка, за да ви даде представа имате нужда. If you want to create a customised offer for a sponsor – one that will grab their imagination and showcase how they can use this investment to get closer to their customers and achieve their specific objectives – you need information, and plenty of it. Ако искате да се създаде потребителски оферта за спонсор - този, който ще взема своето въображение и да представите как те могат да използват тази инвестиция да се доближи до своите клиенти и постигане на специфичните им цели - имате нужда от информация, както и много от него. This is the type of information you must know about a brand before you're ready to create an offer: Това е типът информация, която трябва да знаете за марката, преди да сте готови за създаване на оферта: - Name and title of the brand manager Име и длъжност на бранд мениджър - Specific brand(s) that are best matched to the sponsorship opportunity. Специфични марка (и), които са най-добрите съчетания на спонсорство възможности. Note, the various brands do not have to have different brand names, for instance, if you are targeting a bank, “mortgages” is a different brand than “credit cards”. Имайте предвид, различните марки не трябва да имат различни търговски имена, например, ако сте се насочили банка, "ипотеки" е различна марка от "кредитни карти". - Target markets for the brand(s) you are targeting Целеви пазари за марката (ите), които са насочени към - Overall marketing objectives for the brand(s) you are targeting Общи цели за търговията с марката (ите), които са насочени към - How they use sponsorship to achieve their objectives Как те използват спонсорство, за да постигнат целите си - Whether they have any sponsorship exclusions (eg, they don't sponsor motorsports) Независимо дали те имат някакви спонсорство изключения (например, те не спонсор моторните спортове) - How much lead time they need before the sponsorship opportunity starts Колко време трябва да доведе преди спонсорство възможност започва For a more in-depth checklist, you will find the Sponsor Information Checklist in За по-задълбочен списък, ще намерите на възложителя информация Списък на важните неща в The Sponsorship Seeker's Toolkit 3 rd Edition Финансиране на убежище Toolkit 3-то издание . The question is, then, how do you get this information. Въпросът е, след това, как да получите тази информация. There are two phases, doing your homework and talking to the sponsor. Има два етапа, прави си домашното и да говори на възложителя. In this post we'll talk about doing your homework. В този пост ще поговорим за това си домашното. Step 1 – Website Стъпка 1 - Сайт Go to the global and your country's websites for each brand (as appropriate). Отиди на глобалната и интернет страници от Вашата страна за всяка марка (според случая). - Look to see if they have any sponsorship guidelines. Виж, за да видите дали имат спонсорство насоки. They are often buried somewhere within their “About Us” or “Community” pages. Те често са погребани някъде в своите "За нас" или "на Общността" страници. If they have sponsorship guidelines, the usefulness may be patchy. Ако те имат спонсорство насоки, ползата може да е с променлив успех. Some are very good and provide all the information you need. Някои от тях са много добри и предоставят цялата информация, която се нуждаете. Others are marked by vague, corporate-speak with no real insights as to their markets or needs. Други са обозначени с неясни, корпоративни говори без реални познания за техните пазари или нужди. In other words, just because they have them doesn't mean they're useful. С други думи, само защото са ги, не означава, че те са полезни. - Take note of the brands, products, or initiatives they are most heavily promoting on the site Обърнете внимание на марки, продукти, или инициативи, те са най-силно насърчаване на сайта - Who does their site seem to be talking to? Кой сайта им изглеждат говориш? Does it have a discernable voice? Дали има по-забележим глас? - Take note of their emphases. Обърнете внимание на своите акценти. Are they trying to drive sales with offers? Дали се опитва да увеличи продажбите с оферти? Position the brand? Позиция на марката? Drive you into stores? Drive вас в магазина? - Try to pull out their most likely objectives. Опитайте се да извадя най-вероятно си цели. One hint: If they sell through retailers (flagship stores don't count), “increasing retail support” is always an objective. Един съвет: Ако те продават чрез търговци на дребно (магазини, водещи не се броят), "увеличаване на дребно подкрепа" винаги е цел. Same goes for any brand selling through middlemen – car dealerships, computer resellers, mortgage brokers, etc. Същото важи и за всяка марка продажба чрез посредници - автокъщи, компютърни търговци, ипотечни брокери, и т.н. Now, you're ready for Google. Сега сте готови за Google. Step 2 – Google Стъпка 2 - Google Search for the brand and your country or region, such as “Pepsi Russia”. Търсене за марка и вашата страна или регион, като "Пепси" Русия ". This will find news reports and blogs referencing their recent activities. Това ще намерите новините и блогове позовават на последните им дейности. Hint: Use the advanced search features to limit your search to only pages updated in the past year. Съвет: Използвайте най-съвременни характеристики търсене, за да ограничите търсенето само до страници актуализирани в последните години. Search for the brand and “advertising”. Търсене за марка и "реклама". There are lots of websites that host television ads from around the world. Има много сайтове, които хостват рекламите телевизия от цял свят. Recent advertising – which you may not have seen – can give you a lot of insight into their priorities, objectives, and markets. Последните реклама - който не може да е виждал - може да ви даде много поглед върху приоритетите, целите, и пазари. Note: You may find some of their ads on their website, as well. Забележка: Може да намерите някои от техните реклами на уебсайта си, както добре. It is still worth searching a bit more broadly. Тя все още е на стойност търси малко по-широко. When you find examples of advertising – whether print or television – ask yourself two questions: Когато намерите примери за реклама - дали печата или телевизия - себе си зададем два въпроса: - To whom is this ad directed? Към кого е насочена тази реклама? Not what age and gender, but what kinds of people – young, urban trendsetters? Не е това, възраст и пол, но това, което различни хора - млади, градски новите тенденции? Global citizens? Граждани на света? Aspiring jetsetters? Стремят jetsetters? - What is the message? Какво е посланието? It may or may not articulate the actual message. Тя може или не може да артикулира действително съобщението. Read between the lines. Чети между редовете. What do they want people to take away from the ad? Какво искат хората да се отнеме от реклама? The answers to those questions will take you a long way toward understanding the brand and their priorities. Отговорите на тези въпроси ще ви отведе дълъг път към разбиране на марката и техните приоритети. Step 3 – ABI/Inform Full-Text Online Стъпка 3 - ABI / Информирайте пълен текст Online This is, without doubt, my favourite research tool and the best free resource for business information on the planet: ABI/Inform Full-Text Online. Това е, без съмнение, любимата ми инструмент за търсене и най-добрите безплатни ресурси за бизнес информация на планетата: ABI / Информирайте пълен текст Online. You can enter – Google-style – keywords and it will search the full text of articles on thousands of business publications around the world and bring you back the whole articles. Можете да въведете - Google-стил - ключови думи и ще търсят в пълния текст на статията на хиляди бизнес издания по целия свят и ще ви заведе обратно цялата статия. You can mark the ones that are interesting to you and e-mail them to yourself. Можете да маркирате тези, които са интересни за Вас и е-поща ги за себе си. The kind of things you will find: Видът на неща, които можете да намерите: - Examples of best practice sponsorship Примери за добри практики за спонсорство - Examples of interesting, out-of-the-box partnerships Примери за интересна, вън-на-на-кутия партньорства - Examples of interesting, out-of-the-box sponsorship benefits Примери за интересна, вън-на-на-кутия обезщетения за спонсорство - Precedent to add weight to that great sponsorship idea you have Прецедент за добавяне на тежест на тази велика идея спонсорство имате - Background on how other sponsors use their sponsorships of art galleries/festivals/whatever История за това как другите спонсори използват спонсорството на художествени галерии / фестивали / независимо - Background on what multinational sponsors do in other countries (you'll make yourself look really smart if you do this!) История на какво многонационални спонсори в другите страни (ще направи да изглеждаш много умен, ако направите това!) The kicker is that mostly only university and major public libraries have a license to this. Новината е, че най-вече единственият университет и по-големите обществени библиотеки да имат лиценз за това. The good news is that you should be able to get a library card and pin number to remotely log into the online materials from your office. Добрата новина е, че трябва да бъде в състояние да получи карта за библиотеката и ПИН код за дистанционно влезете в онлайн материали от вашия офис. That's what I do with the State Library of NSW. Това е, което правя с Държавната библиотека на Ню Саут Уейлс. Just call and ask your closest major library about the process to get a card and pin number because you want to access ProQuest databases from home (ABI/Inform is a ProQuest service). Просто се обадете и поискайте от най-близките големи библиотека за процес, за да получите карта и ПИН код, тъй като искате да имате достъп ProQuest базата данни, от дома (ABI / Информирайте е услуга ProQuest). Note, do say “home”, not “work”. Имайте предвид, казват "у дома", не "работи". For the purposes of background research, search for the brand name and “corporate sponsorship”. За целите на фона изследвания, търсене на името на марката и "корпоративно спонсорство". You should also look for the company name and “corporate sponsorship”. Вие също трябва да търсите името на компанията и "корпоративни спонсорство". Only look a few years back. Само погледнете няколко години назад. Depending on the brand, there may be heaps or just a handful of articles. В зависимост от марката, може да се купи или само няколко статии. If you take these steps, you will have most of the information you need to develop a customised sponsorship proposal. Ако тези стъпки, вие ще имате-голямата част от информацията, която трябва да разработи конкретно предложение за спонсорство. You will have all of the information you need to have a fruitful, break-the-mould conversation with the sponsor. Вие ще имате цялата информация, трябва да имате едно ползотворно, прекратяване на мухъл-разговор със спонсора. For more on that, see “ За повече информация относно това, вижте " The First Sponsor Meeting (And How Not to Make an Idiot of Yourself) Първа среща спонсор (и как да не се прави на идиот себе си) ”. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... 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? Walk Before You Can Run? Разходка Преди да можете да изпълните? Not in Sponsorship! Не и в спонсориране! Sponsorship Lie #212: “There's Still Time!” Финансиране Lie # 212: "Има още време!" Non-Profits, Watch Your (Sponsorship) Language! Организации с идеална цел, да гледате (Финансиране) Език! What Should You Do When Your Board Sets Unrealistic Sponsorship Targets? Какво ще правите, когато ви съвет определя нереално Цели спонсорство?
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Most sponsorship proposals are total crap.大多數贊助商的建議是完全的廢話. They are all about the sponsorship seeker, not taking the sponsor's needs or markets into consideration at all.他們都對求職者的贊助,贊助商沒有採取的需要或市場考慮的. They are totally uncustomised – making full use of the search-and-replace function (hated by sponsors everywhere) – which is inexcusable, given the technology at hand to give you the insight you need.他們是完全uncustomised - 充分利用搜索和替換功能(恨贊助到處) - 這是不可原諒的,因為這項技術在手,讓你了解你的需要. If you want to create a customised offer for a sponsor – one that will grab their imagination and showcase how they can use this investment to get closer to their customers and achieve their specific objectives – you need information, and plenty of it.如果你想創建一個自定義提供一個贊助商 - 一個會抓住他們的想像力和展示他們如何使用這項投資更貼近他們的客戶,實現其特定的目標 - 你需要的信息,和大量的. This is the type of information you must know about a brand before you're ready to create an offer:這是類型的信息,你必須了解你的品牌,然後準備創建一個報價: - Name and title of the brand manager名稱和標題的品牌經理 - Specific brand(s) that are best matched to the sponsorship opportunity.特定的品牌(縣),是最匹配的贊助機會. Note, the various brands do not have to have different brand names, for instance, if you are targeting a bank, “mortgages” is a different brand than “credit cards”.請注意,各個品牌有沒有不同的品牌名稱,例如,如果你的目標是銀行,“抵押貸款”是一個不同的品牌比“信用卡”. - Target markets for the brand(s) you are targeting目標市場為品牌()你的目標 - Overall marketing objectives for the brand(s) you are targeting整體營銷目標為品牌()你的目標 - How they use sponsorship to achieve their objectives他們如何使用贊助來實現自己的目標 - Whether they have any sponsorship exclusions (eg, they don't sponsor motorsports)無論他們有任何贊助排除(例如,他們不贊助賽車) - How much lead time they need before the sponsorship opportunity starts多少準備時間,他們需要開始之前,贊助機會 For a more in-depth checklist, you will find the Sponsor Information Checklist in要更深入的清單,你會發現贊助商信息名錄 The Sponsorship Seeker's Toolkit 3 rd Edition 贊助導引頭的工具包第3版 . The question is, then, how do you get this information.問題是,那麼,你怎麼得到這個信息. There are two phases, doing your homework and talking to the sponsor.有兩個階段,做你的功課和談話的贊助商. In this post we'll talk about doing your homework.在這篇文章中我們將討論做作業. Step 1 – Website 第1步-網站 Go to the global and your country's websites for each brand (as appropriate).進入全球和貴國的網站為每個品牌(如適用). - Look to see if they have any sponsorship guidelines.看看他們是否有任何贊助指引. They are often buried somewhere within their “About Us” or “Community” pages.他們往往在某處埋在其“關於我們”或“社區”的網頁. If they have sponsorship guidelines, the usefulness may be patchy.如果他們有贊助指引,用處可能是參差不齊. Some are very good and provide all the information you need.有些人非常好,提供所有您需要的信息. Others are marked by vague, corporate-speak with no real insights as to their markets or needs.其他的標誌是模糊的,企業的演講,沒有真正的真知灼見,其市場或需要. In other words, just because they have them doesn't mean they're useful.換句話說,僅僅是因為他們有他們並不意味著他們是有用的. - Take note of the brands, products, or initiatives they are most heavily promoting on the site注意的品牌,產品,或倡議他們最大力推廣在網站上 - Who does their site seem to be talking to?誰做他們的網站似乎是說話? Does it have a discernable voice?它是否有一個可辨別的聲音? - Take note of their emphases.注意一下自己的重點. Are they trying to drive sales with offers?他們想推動銷售的優惠? Position the brand?品牌定位? Drive you into stores?開車送你到商店? - Try to pull out their most likely objectives.試著將他們的最可能的目標. One hint: If they sell through retailers (flagship stores don't count), “increasing retail support” is always an objective.有一個暗示:如果他們通過零售商銷售(旗艦店不計),“提高零售支持”始終是一個目標. Same goes for any brand selling through middlemen – car dealerships, computer resellers, mortgage brokers, etc.同樣適用於任何品牌銷售通過中間人 - 汽車經銷商,電腦經銷商,抵押貸款經紀人等 Now, you're ready for Google.現在,你已經準備好了谷歌. Step 2 – Google 第2步-谷歌 Search for the brand and your country or region, such as “Pepsi Russia”.搜索品牌和你的國家或地區,如“百事俄羅斯”. This will find news reports and blogs referencing their recent activities.這將找到的新聞報導和博客引用其最近的活動. Hint: Use the advanced search features to limit your search to only pages updated in the past year.提示:使用高級搜索功能,以限制搜索到的網頁更新,在過去的一年. Search for the brand and “advertising”.搜索品牌和“廣告”. There are lots of websites that host television ads from around the world.有大量的網站,電視廣告主來自世界各地的. Recent advertising – which you may not have seen – can give you a lot of insight into their priorities, objectives, and markets.最近的廣告 - 你可能沒有見過 - 可以給你很多有識之士到他們的重點,目標和市場. Note: You may find some of their ads on their website, as well.注意:您可能會發現一些他們的廣告在他們的網站,以及. It is still worth searching a bit more broadly.它仍然是值得尋找更廣泛一點. When you find examples of advertising – whether print or television – ask yourself two questions:當你發現廣告的例子 - 無論是印刷或電視 - 問自己兩個問題: - To whom is this ad directed?這個廣告是誰指示? Not what age and gender, but what kinds of people – young, urban trendsetters?沒有什麼年齡和性別,但什麼樣的人 - 年輕的,城市潮流達人? Global citizens?全球公民? Aspiring jetsetters?擬任 jetsetters? - What is the message?什麼是信息? It may or may not articulate the actual message.它可能會或可能不相銜接的實際信息. Read between the lines.字裡行間. What do they want people to take away from the ad?他們想要什麼人搶走的廣告? The answers to those questions will take you a long way toward understanding the brand and their priorities.這些問題的答案將花費你很長的方式對理解品牌和它們的優先事項. Step 3 – ABI/Inform Full-Text Online 第3步- ABI公司/通知全文在線 This is, without doubt, my favourite research tool and the best free resource for business information on the planet: ABI/Inform Full-Text Online.這是毫無疑問,我最喜歡的研究工具,最好的免費資源在這個星球上的商業信息:與 ABI /通知全文在線. You can enter – Google-style – keywords and it will search the full text of articles on thousands of business publications around the world and bring you back the whole articles.您可以輸入 - 谷歌風格的 - 它會搜尋關鍵字和全文的文章數以千計的商業出版物在世界各地,把回你的整個文章. You can mark the ones that are interesting to you and e-mail them to yourself.您可以標記那些是你感興趣的電子郵件將其發送給自己. The kind of things you will find:那種東西你會發現: - Examples of best practice sponsorship最佳實踐的例子贊助 - Examples of interesting, out-of-the-box partnerships有趣的例子,開箱即裝即用的夥伴關係 - Examples of interesting, out-of-the-box sponsorship benefits有趣的例子,開箱即裝即贊助效益 - Precedent to add weight to that great sponsorship idea you have判例增加重量來這個偉大的想法你有贊助 - Background on how other sponsors use their sponsorships of art galleries/festivals/whatever背景如何使用他們的贊助,其他贊助商的藝術畫廊 /節 /什麼 - Background on what multinational sponsors do in other countries (you'll make yourself look really smart if you do this!)跨國公司贊助商的背景是什麼做的其他國家(你會讓自己看起來很聰明,如果你這樣做!) The kicker is that mostly only university and major public libraries have a license to this.最厲害的是,大多只是學校和專業的公共圖書館有一個協議使用. The good news is that you should be able to get a library card and pin number to remotely log into the online materials from your office.好消息是,你應該能夠得到一個庫卡和PIN號碼來遠程登錄到網上的材料,從你的辦公室. That's what I do with the State Library of NSW.這就是我做的新南威爾士州立圖書館. Just call and ask your closest major library about the process to get a card and pin number because you want to access ProQuest databases from home (ABI/Inform is a ProQuest service).只是打個電話問你最近的圖書館的有關程序,以獲得卡和PIN號碼,因為您要訪問的ProQuest數據庫從家裡(ABI公司/通知是ProQuest服務). Note, do say “home”, not “work”.請注意,不要說“家”,而不是“工作”. For the purposes of background research, search for the brand name and “corporate sponsorship”.而言的背景研究,尋找品牌名稱和“企業贊助”. You should also look for the company name and “corporate sponsorship”.你還應該尋找公司名稱和“企業贊助”. Only look a few years back.僅在幾年前看. Depending on the brand, there may be heaps or just a handful of articles.根據不同的品牌,可能有堆或者只是少數人的文章. If you take these steps, you will have most of the information you need to develop a customised sponsorship proposal.如果採取這些步驟,您將有您最需要的信息建立一個定制的贊助提案. You will have all of the information you need to have a fruitful, break-the-mould conversation with the sponsor.您將所有的信息你需要有一個富有成果的,突破了模具的談話與贊助商. For more on that, see “欲了解更多關於這一點,請參閱“ The First Sponsor Meeting (And How Not to Make an Idiot of Yourself)第一次贊助商會議(及如何不使你自己的白痴) ”. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... How Much Should You Pay a Sponsorship Broker?那麼,你應該如何支付一項贊助經紀人? Where to find The Sponsorship Seeker's Toolkit 3rd Edition in America哪裡可以找到贊助導引頭的工具包第3版在美國 We have met the enemy of best practice sponsorship, and it is “standardisation”我們遇到了敵人的最佳做法的贊助,這是“標準化” How the World Cup Ambushed Itself如何在世界杯本身伏擊 It's Not the Size of the Sponsorship, It's What You Do with It這不是大小的贊助,這是你用它做什麼