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Some (not all) sponsorship seekers are under some big misconceptions about the sponsors they approach. Някои (не всички) спонсорство, търсещи убежище, са по големи заблуди за спонсорите те подход. These misconceptions do nothing to advance the potential for getting a “yes”, and if a sponsor thinks you don't understand their process and their challenges, it's unlikely they'll consider your offer. Тези заблуди за да не се прави нищо предварително възможностите за получаването на "да", и ако някой мисли, че спонсорът не разбират процесите и предизвикателствата, това е малко вероятно те ще разгледаме Вашата оферта. My goal with this blog is to give you a heads up about of those misconceptions about sponsors before they hurt your chances. Моята цел с този блог е да ви дам един главите горе за тези погрешни схващания за спонсори, преди да те боли шансовете си. Most of the people who contact them are wasting their time Повечето от хората, които се свържете с тях са си губят времето “This is an opportunity not to be missed!” "Това е една възможност не трябва да се пропуска!" “Please support our very worthy cause.” "Моля, нашата подкрепа много достоен кауза." “I'd like to talk to somebody about sponsorship.” "Бих искал да говоря с някой за спонсорство." “Dear Sir/Madam…” "Уважаеми Дами и Господа ..." I could write a list of red flags as long as my arm (and I'm tall, so that's a long way)! Мога да напиша списък с червени знамена, докато ръката ми (и аз съм висок, така че това е дълъг път)! Most sponsorship seekers don't understand sponsor needs or expectations at all. Най-убежище спонсорство не разбирам спонсор нужди или очакванията на всички. They don't do their homework about the brand or the person they're contacting. Те не да си домашното за марка или лицето, което те са се свържете. Some of them just write “letters of request”, as if that's going to get a sponsor to say, “hot damn, let's send these people a big fat cheque!” A lot of them seem to be looking for free (or virtually free) money. Някои от тях просто напишете "писма на искане", като че ли, че ще ходи да се спонсор да кажа, "горещи дяволите, нека да изпрати тези хора голяма масленост чек!" Много от тях изглежда да гледа безплатно (или почти безплатно ) пари. The problem for the sponsors isn't saying no, it's the time it takes to review all of the offers, all the voicemails. Проблемът за спонсорите не казва "не", това е времето, необходимо за преглед на всички оферти, всички гласови кореспонденции. Plus, all of these terrible offers make sponsors jaded. Плюс това, всички тези ужасни предлага да спонсорира измъчен. They wish for great offers, but they assume yours will be terrible unless you prove otherwise. Те изразяват желание за много оферти, но те поемат твоя ще бъде ужасно, ако не се докаже противното. The solution: Be the exception. Решението: да бъде изключение. Do your homework. Да си домашното. Customise those proposals so that no two are the same. Персонализиране на тези предложения, така че няма две са едни и същи. Make sure every word that comes out of your mouth or your computer is about how you're going to make this work for the sponsor and how you can help them connect with their target markets. Уверете се, че всяко слово, което излиза от устата или компютърът ви е за това, как започваш да се направи тази работа за спонсор и как може да им помогнат да се свържете със своите целеви пазари. The people with the titles are often not the ones making the decisions Хората с заглавията често не са тези, вземане на решения If you are approaching the sponsorship manager, chances are, he or she isn't the one with the authority to say “yes”. Ако вие се приближавате и спонсорството мениджър, шансовете са, той или тя не е една с право да каже "да". The brand manager is generally that person. Марката мениджър е, че обикновено човек. If you are approaching the CEO, they certainly have the ability to say yes, but they usually don't. Ако вие се приближавате главен изпълнителен директор, те със сигурност имат способността да кажа "да", но те обикновено не. Unless it is a pet project, it will probably be sent down the chain to the brand or sponsorship manager. Освен ако не е домашен любимец проект, той вероятно ще бъде изпратен надолу по веригата на марката или управителя на спонсорство. The upshot of all of this is that, unless you've gone straight to the brand manager, it's going to take some time for your offer to get to the right person, and hounding your primary contact isn't going to speed it along. Крайният резултат от всичко това е, че, освен ако не сте отиде направо на бранд мениджър, той ще отнеме известно време, за оферта, за да стигнем до правилния човек, и hounding основната си контакт няма да го ускори заедно. The solution: First and most important, go straight to the brand manager (which requires some research). Решението: Първо и най-важното, за да отидете направо на бранд мениджър (което изисква някои изследвания). Second, be patient. От друга страна, бъдете търпеливи. Follow up, but don't hound. Последващи действия, но не куче. They are dealing with a lot of politics Те се занимават с много политика Within corporations, you would have to look far and wide to find someone with a personal agenda regarding direct marketing. В рамките на корпорации, вие ще трябва да гледам надлъж и нашир, за да се намери някой с личен дневен ред по отношение на директния маркетинг. The same can't be said for sponsorship. Същото не може да се каже за спонсорство. EVERYONE's got an agenda when it comes to sponsorship – what the company should sponsor, how they should use it, what matters, what doesn't, etc. Every decision about investing in or exiting a sponsorship is going to face scrutiny across a range of stakeholders from the bottom to the top of the org chart. Всеки има дневен ред, когато става дума за спонсорство - това, което фирмата трябва спонсор, за това как трябва да го използвате, което има значение, какво не и др Всяко решение за инвестиране в или излизане от спонсорство ще лицето контрол в редица заинтересовани страни от дъното към горната част на таблицата Org. Managing the expectations, critics, and bruised egos (“Ms MD, we have determined that your pet sponsorship is at odds with our brand plan and we recommend an exit”) on the way to building an effective portfolio is really tricky and not always entirely possible. Управление на очакванията, критици, насинена и его ( "Г-жа Д-р, ние сме установили, че вашите домашни любимци спонсорство е в противоречие с нашата марка план и ние препоръчваме изход") по пътя към изграждане на ефективен портфейл е много сложен и не винаги напълно е възможно. As a sponsorship seeker, some decisions are just not going to make sense – why they sponsor Event X and say “no” to you, or whatever. Като спонсорство убежище, някои решения са просто няма да имат смисъл - защо те спонсорират събитието Х и казват "не" за вас, или нещо такова. You can create an amazing offer and get your contact super-excited and it can go nowhere. Можете да създадете една невероятна оферта и си контакт супер-развълнувани и може да отида никъде. There are many reasons this can happen, but a big one that sponsorship seekers don't always understand is that whatever you offer has to run the gauntlet of internal politics, and it is likely that a lot of people with opinions, but little expertise, will weigh in. Има много причини, това може да се случи, но една голяма спонсорство, търсещи убежище, които не винаги разбират е, че каквото ви трябва да се осъществи ръкавицата на вътрешната политика, и е вероятно, че много от хората с мнение, но малко опит, ще прецени инча The solution: Sometimes there isn'ta solution. Решението: Понякога там isnt 'a разтвор. This is an area that is often out of your hands. Това е област, която е често от ръцете ви. That said, if you follow the advice, above, and create an offer that works across departments and (if possible) from the local to top level, you are more likely to appeal to the in-house critics. Това каза, ако следвате съветите по-горе, и да се създаде една оферта, която работи в отделите и (ако е възможно) от местно, така и най-високо ниво, много по-вероятно да се обжалва пред по-къща критици. They are managing too many properties Те са прекалено много за управление имоти Whether the actual management of sponsorship properties is being handled by a sponsorship manager or brand team, or some combination, an awful lot of them are handling far too many properties. Дали действително управление на спонсорство имоти се борави с тях чрез спонсорство или ръководител екип марка, или някаква комбинация, ужасно много от тях се обработват твърде много свойства. In my experience, one of two things happen: They burn out or they check out. В моя опит, един от двата варианта да се случи: Те горят или да проверим. Neither is the best situation for your fabulous proposal. Нито е най-доброто положение за баснословен Вашето предложение. The solution: Make their life easier. Решението: Направете живота им по-лесно. Make a business case that is easy for them to sell internally. Осъществяване на бизнес случай, че е лесно за тях да продава вътрешно. Provide them with creative ideas for leverage, so they don't have to – plus, it helps them to visualise the possibilities. Им предоставя творчески идеи за ливъридж, така че те не трябва да - плюс, това им помага да видят възможностите. Measurement is one of their biggest issues Измерването е един от най-големите им проблеми A lot of sponsors are struggling with how to measure the real returns of their sponsorship programs, and as costs fall under more scrutiny than ever, it becomes even more important. А много от спонсорите се борят с това как да се измери действителната възвръщаемост на своите спонсорски програми, както и разходи, попадат под контрол, повече от всякога, става все по-важна. Measuring sponsorship is absolutely not your job, but if you can ask some of the right questions and provide some insight as to how they can measure their results, you could add lot of value to the relationship and go a long way toward a renewal. Измерване спонсорство е абсолютно не си работата, но ако можете да зададете някои от правилните въпроси и да предостави някои прозрение за това как те могат да измерват резултатите от тях, бихте могли да добавите много стойност на връзката и се извърви дълъг път към подновяване. The solution: If you're going to talk measurement, you need to understand measurement. Решението: Ако ще да говоря за измерване, трябва да разбирате, за измерване. There are plenty of blogs here that address it. Има изобилие от блогове тук, че решаването му. I have also done a free video tutorial, entitled “ Аз също се извършва безплатно настойнически видео, озаглавено " Sponsorship Measurement Basics in About 10 Minutes Спонсорство Измерване Основи на около 10 минути ”. Plus, I am offering a complimentary 60-minute webinar on 26 October entitled “ Плюс това, аз съм предлага безплатен 60-минутен Webinar на 26 октомври, озаглавено " Best Practice Sponsorship Measurement Най-добрите практики Спонсорство Измерване ”. Don't miss out on this one-time offer. Да не се пропускат възможности за това време оферта.
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Some (not all) sponsorship seekers are under some big misconceptions about the sponsors they approach. These misconceptions do nothing to advance the potential for getting a “yes”, and if a sponsor thinks you don’t understand their process and their challenges, it’s unlikely they’ll consider your offer. My goal with this blog is to give you a heads up about of those misconceptions about sponsors before they hurt your chances. Most of the people who contact them are wasting their time “This is an opportunity not to be missed!” “Please support our very worthy cause.” “I’d like to talk to somebody about sponsorship.” “Dear Sir/Madam…” I could write a list of red flags as long as my arm (and I’m tall, so that’s a long way)! Most sponsorship seekers don’t understand sponsor needs or expectations at all. They don’t do their homework about the brand or the person they’re contacting. Some of them just write “letters of request”, as if that’s going to get a sponsor to say, “hot damn, let’s send these people a big fat cheque!” A lot of them seem to be looking for free (or virtually free) money. The problem for the sponsors isn’t saying no, it’s the time it takes to review all of the offers, all the voicemails. Plus, all of these terrible offers make sponsors jaded. They wish for great offers, but they assume yours will be terrible unless you prove otherwise. The solution: Be the exception. Do your homework. Customise those proposals so that no two are the same. Make sure every word that comes out of your mouth or your computer is about how you’re going to make this work for the sponsor and how you can help them connect with their target markets. The people with the titles are often not the ones making the decisions If you are approaching the sponsorship manager, chances are, he or she isn’t the one with the authority to say “yes”. The brand manager is generally that person. If you are approaching the CEO, they certainly have the ability to say yes, but they usually don’t. Unless it is a pet project, it will probably be sent down the chain to the brand or sponsorship manager. The upshot of all of this is that, unless you’ve gone straight to the brand manager, it’s going to take some time for your offer to get to the right person, and hounding your primary contact isn’t going to speed it along. The solution: First and most important, go straight to the brand manager (which requires some research). Second, be patient. Follow up, but don’t hound. They are dealing with a lot of politics Within corporations, you would have to look far and wide to find someone with a personal agenda regarding direct marketing. The same can’t be said for sponsorship. EVERYONE’s got an agenda when it comes to sponsorship – what the company should sponsor, how they should use it, what matters, what doesn’t, etc. Every decision about investing in or exiting a sponsorship is going to face scrutiny across a range of stakeholders from the bottom to the top of the org chart. Managing the expectations, critics, and bruised egos (“Ms MD, we have determined that your pet sponsorship is at odds with our brand plan and we recommend an exit”) on the way to building an effective portfolio is really tricky and not always entirely possible. As a sponsorship seeker, some decisions are just not going to make sense – why they sponsor Event X and say “no” to you, or whatever. You can create an amazing offer and get your contact super-excited and it can go nowhere. There are many reasons this can happen, but a big one that sponsorship seekers don’t always understand is that whatever you offer has to run the gauntlet of internal politics, and it is likely that a lot of people with opinions, but little expertise, will weigh in. The solution: Sometimes there isn’t a solution. This is an area that is often out of your hands. That said, if you follow the advice, above, and create an offer that works across departments and (if possible) from the local to top level, you are more likely to appeal to the in-house critics. They are managing too many properties Whether the actual management of sponsorship properties is being handled by a sponsorship manager or brand team, or some combination, an awful lot of them are handling far too many properties. In my experience, one of two things happen: They burn out or they check out. Neither is the best situation for your fabulous proposal. The solution: Make their life easier. Make a business case that is easy for them to sell internally. Provide them with creative ideas for leverage, so they don’t have to – plus, it helps them to visualise the possibilities. Measurement is one of their biggest issues A lot of sponsors are struggling with how to measure the real returns of their sponsorship programs, and as costs fall under more scrutiny than ever, it becomes even more important. Measuring sponsorship is absolutely not your job, but if you can ask some of the right questions and provide some insight as to how they can measure their results, you could add lot of value to the relationship and go a long way toward a renewal. The solution: If you’re going to talk measurement, you need to understand measurement. There are plenty of blogs here that address it. I have also done a free video tutorial, entitled “Sponsorship Measurement Basics in About 10 Minutes”. Plus, I am offering a complimentary 60-minute webinar on 26 October entitled “Best Practice Sponsorship Measurement”. Don’t miss out on this one-time offer.