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This is one of my all time pet peeves: Sponsors negotiating and leveraging their sponsorships in a disrespectful way. Това е един от моите всички времена домашни peeves: Спонсори преговори и да оптимизират спонсорства в неуважително начин. And the sponsees are just as bad, because they allow it! И sponsees са също толкова лошо, защото те го позволяват! Lost? Забравена? Here it is in a nutshell… Ето това е накратко ... The most powerful thing that a sponsor can do to effect a marketing return from sponsorship is to add value to the event/cause/team/whatever experience – to amplify the good stuff and mitigate the bad stuff; to make it more accessible, convenient, or interactive; to give the target market more input, control, or voice; to make the target market feel understood and valued and respected. Най-мощният нещо, което един спонсор да направя, за да се осъществи търговията връщане от спонсорството е да се увеличи стойността на събитието / причини / Екип / каквото и опит - да се разширят на добри неща и ликвидиране на лоши неща, да го направи по-достъпна, удобна, или интерактивни; да се даде на целеви пазар повече мощност, контрол, или гласа да направят целеви пазар се чувстват разбрани и ценят и уважават. People choose to have these experiences – they care about them and make them part of their lives – and the sponsor who makes that even better for them will be valued and their contribution to the experience advocated. Хората избират да имат този опит - те се грижат за тях и да ги направи част от живота си - и спонсор, който прави, че дори по-добре за тях ще се оценяват и техния принос за застъпва опит. It's about creating small, meaningful “wins” for a lot of people, and it is incredibly powerful. Става въпрос за създаване на малки, значи "победа" за много хора и е изключително мощен. (For more on the event experience, see (За повече информация относно събитието опит, вижте this recent blog това последните блог .) .) Contrast that with sponsors who take the selfish route – who choose to interrupt the experience, to be overbearing and intrusive, to disrespect the audience; who are so are so focused on getting people's attention that they conveniently forget that those people are there for the primary goal of paying attention to something else. Сравнете това със спонсори, които взимат егоистичен начин - които изберат да прекъсне опит, да бъде арогантен и тромава, за неуважение към публиката;, които са толкова са толкова фокусирани върху получаване на вниманието на хората, че удобно се забравя, че тези хора са там за първично Целта на обръща внимание на нещо друго. If you're a fan of Super 14 Rugby, as I am, you'll be familiar with the Vero bull. Ако сте фен на Супер 14 ръгби, както съм аз, вие ще бъдете запознати с бик Vero. And you'll probably be equally annoyed that this bull “runs” right alongside the field of play over and over again, using electronic signage. И най-вероятно ще бъде еднакво раздразнен, че този бик "работи" заедно с правото на терена отново и отново, с помощта на електронни знаци. Sounds pretty cool, until you realise it doesn't stop when the game is happening and that it makes it really hard to follow a play when the background is moving, too. Звучи много готино, докато не осъзнаваш, че не спира, когато играта се случва и че това ще бъде наистина трудно да се следват една игра, когато на фона е в движение, също. The resulting message I've got from Vero is that they are prepared to disrespect the precious time I spend watching my favourite team play by making it more difficult to follow the game. Получените съобщения аз имам от Vero е, че те са готови да незачитане на ценно време прекарвам гледам любимия ми отбор играе, като я прави по-трудно да се следват в играта. Thanks a bloody lot. Благодаря много кървави. Vero will never get my business. Vero никога няма да ми бизнес. Then there is was the NBA All-Star Game in May. Тогава там е бил на NBA All-Star игра през май. The superstars of the game played a game of HORSE – a game many of us played hundreds of times as kids. В суперзвезди на играта играе един мач на коня - игра, много от нас играе стотици пъти като деца. On one hand, that's fantastic and brings a grassroots, nostalgic element that many of us can identify with to a very glamorous event. От една страна, това е фантастично и носи една масова, носталгичен елемент, който много от нас могат да се идентифицират с до един много бляскав случай. On the other, why did they have to replace the letters HORSE with GEICO? От друга страна, защото те са на мястото на буквите кон с GEICO? The biggest drawcard of that competition is the nostalgia, and Geico disrespected it. Най-големият drawcard на тази конкуренция е носталгия, и то Geico disrespected. How is that good for the brand? Как е добре за марката? How does that make people love that brand more? Как се правят, че хората обичат тази марка повече? What if, instead, Geiko ran an online promotion to nominate and vote on a word to use instead of HORSE (or people could vote to just leave it as “HORSE”), or they created an interactive HORSE game on their website? Какво става, ако вместо това Geiko завтече онлайн промоция да номинират и да гласуват за една дума да се използва вместо кон (или хората да гласуват просто да се остави като "кон"), или създадени интерактивна игра HORSE на уебсайта си? What if, instead, Vero decided to stop the bull during play and show a static message like “Vero respects the game you love”? Какво става, ако вместо това Vero реши да спре бик по време на игра и да се покаже едно статично послание като "Веро отношения на играта те обичам"? There are countless options for how these and other brands can do meaningful leverage while respecting the event experience. Има безброй варианти за това как тези и други марки може да направи смислен ливъридж при спазване на събитието опит. Why don't these sponsors just take the sensible route? Защо не тези спонсори просто приемете разумен начин? Why can't they just ask themselves… Защо не мога да те просто си задават въпроса ... “Would I rather watch a rugby game with a bunch of moving lights behind the play or without?” "Бих ли по-скоро гледат ръгби мач с куп от движещи се светлини зад играят или без?" “Would I rather watch a nostalgic game the way it was meant to be played or turned into something that bears little resemblance to the game I played as a kid?. "Бих ли по-скоро гледам носталгични игра начина, по който е трябвало да се играе или се превръща в нещо, което няма нищо общо с играта играх като дете?. If you love the game, you want to watch the game. Ако обичате играта, която искате да гледате играта. If HORSE is about nostalgia, then the nostalgia needs to be preserved.Anything else is disrespectful. Ако конят е за носталгия, а след това носталгията трябва да се preserved.Anything друго е неуважително. And disrespecting someone's experience may make them remember the brand, but it won't be in a good way. И неуважение опит някой може да ги помня марката, но няма да е по-добър начин. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Sponsorship Seekers: Five Phrases You Should Say More Often (and a Couple You Should Ban) Финансиране убежище: Пет фрази Вие трябва да кажа, по-често (и няколко Ти Рамо Бан) Recommended Sponsorship Resources from SponsorPark (and me) Препоръчителни ресурси за спонсориране от SponsorPark (и мен) It's Not the Size of the Sponsorship, It's What You Do with It Това не е Размер на спонсорство, е това, което правиш с нея New Book: Call for best practice sponsorship case studies Нови книги: Покана за представяне на най-добрите проучвания практика спонсорство случай Bad Idea #98: Needlessly Increasing Your Sponsorship Level Лоша идея # 98: ненужно увеличаване на спонсориране ниво
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This is one of my all time pet peeves: Sponsors negotiating and leveraging their sponsorships in a disrespectful way. And the sponsees are just as bad, because they allow it! Lost? Here it is in a nutshell… The most powerful thing that a sponsor can do to effect a marketing return from sponsorship is to add value to the event/cause/team/whatever experience – to amplify the good stuff and mitigate the bad stuff; to make it more accessible, convenient, or interactive; to give the target market more input, control, or voice; to make the target market feel understood and valued and respected. People choose to have these experiences – they care about them and make them part of their lives – and the sponsor who makes that even better for them will be valued and their contribution to the experience advocated. It’s about creating small, meaningful “wins” for a lot of people, and it is incredibly powerful. (For more on the event experience, see this recent blog.) Contrast that with sponsors who take the selfish route – who choose to interrupt the experience, to be overbearing and intrusive, to disrespect the audience; who are so are so focused on getting people’s attention that they conveniently forget that those people are there for the primary goal of paying attention to something else. If you’re a fan of Super 14 Rugby, as I am, you’ll be familiar with the Vero bull. And you’ll probably be equally annoyed that this bull “runs” right alongside the field of play over and over again, using electronic signage. Sounds pretty cool, until you realise it doesn’t stop when the game is happening and that it makes it really hard to follow a play when the background is moving, too. The resulting message I’ve got from Vero is that they are prepared to disrespect the precious time I spend watching my favourite team play by making it more difficult to follow the game. Thanks a bloody lot. Vero will never get my business. Then there is was the NBA All-Star Game in May. The superstars of the game played a game of HORSE – a game many of us played hundreds of times as kids. On one hand, that’s fantastic and brings a grassroots, nostalgic element that many of us can identify with to a very glamorous event. On the other, why did they have to replace the letters H-O-R-S-E with G-E-I-C-O? The biggest drawcard of that competition is the nostalgia, and Geico disrespected it. How is that good for the brand? How does that make people love that brand more? What if, instead, Geiko ran an online promotion to nominate and vote on a word to use instead of HORSE (or people could vote to just leave it as “HORSE”), or they created an interactive HORSE game on their website? What if, instead, Vero decided to stop the bull during play and show a static message like “Vero respects the game you love”? There are countless options for how these and other brands can do meaningful leverage while respecting the event experience. Why don’t these sponsors just take the sensible route? Why can’t they just ask themselves… “Would I rather watch a rugby game with a bunch of moving lights behind the play or without?” “Would I rather watch a nostalgic game the way it was meant to be played or turned into something that bears little resemblance to the game I played as a kid?. If you love the game, you want to watch the game. If HORSE is about nostalgia, then the nostalgia needs to be preserved. Anything else is disrespectful. And disrespecting someone’s experience may make them remember the brand, but it won’t be in a good way.