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I get dozens of emails and social media approaches every week from people looking for sponsorship of their website, business, television show, documentary, education, or whatever. Получавам десетки писма и социалните медии подходи всяка седмица от хора, които търсят спонсорство на сайта им, бизнеса, телевизионно шоу, документален, образование, или нещо такова. My issue with this isn't that they are contacting me – I'm happy to hear from any of you! въпроса ми с това не е, че те са ми контакт - аз съм щастлив да чуя от някой от вас! – but that so many seem to have a misguided notion of what sponsorship is. - Но, че толкова много, изглежда имат погрешно понятие за това какво е спонсорство. In the case of website, television, and documentary “sponsorship”, 99% of the examples I see aren't sponsorship at all. В случай на сайта, телевизор, и документалния филм "спонсорство", 99% от примерите виждам не са спонсорство на всички. Offering banner ads, product or logo placement, acknowledgements of support, backlinks, etc does not equate to a sponsorship, but a media buy. Предлагането на рекламен банер, продукт или лого разположение, потвърждения за подкрепа, препратки, и т.н. не са равни на спонсорство, а медиите да закупите. (And “sponsoring” the telecast of an event is not the same as sponsoring the event – it's also just a targeted media buy.) I'm not saying these investments don't have value, but it really is an entirely different animal. (А "спонсориране" на телевизията на дадено събитие не е същото като спонсориране на събитието - тя също е само целеви медии купуват.) Не казвам, че тези инвестиции не трябва стойност, но това наистина е съвсем различно животно. A sponsorship is a collection of benefits and entitlements that provide a brand with an opportunity to get a marketing result. А спонсорството е колекция от ползите и права, които осигуряват чиста възможност да се получи резултат маркетинг. The way they get that result is through leverage – proactively doing things with the benefits to achieve specific objectives. Начинът, по който те ще получат този резултат е чрез ливъридж - активно да правиш неща, с ползите за постигане на конкретни цели. Leverage could include adding value to their target markets' event or brand experiences, promotions, involving their staff, integrating with other media activities, creating social media platforms, and much much more. Ливъридж може да включва добавяне на стойност към събитието техните целеви пазари "или марка опит, промоции, включващи служители, интегриране с други медийни дейности, създаване на социални медийни платформи, и много много други. Sponsorship is mutual and about nurturing relationships, and has both the emotional weight – people really caring about what is being sponsored – and the critical mass to be a catalyst for other marketing activities. Финансиране е взаимно и за насърчаването на отношенията, и има и емоционална маса - хората наистина се грижат за това, което е спонсориран - и критичната маса, за да бъде катализатор за други маркетингови дейности. A media buy is an outbound communication strategy. А медиите да закупите е изходяща комуникационна стратегия. It is buying time or space in which to showcase a brand or brand message. Той купува време или пространство, в което да покажат дадена марка или марка съобщението. Media buys are what they are, and are not leverageable. Медията купува са това, което са, и не са leverageable. If you can't imagine a company running an ad or embarking on a PR campaign or developing a staff program or creating a social media hub around what you're selling, it's not sponsorship. Ако не можете да си представите фирма провежда рекламна или качване на ПР-кампания или развитие на персонала, програма или създаване на социални медии център около това, което продавате, това не е спонсорство. As an example, I was recently approached by someone looking for “sponsorship” of their website. Като пример, аз наскоро бе помолен от някой, който иска за "спонсорство" на уебсайта си. They were offering banner advertising, links, branding all over the site, and participation in the e-newsletter. Те бяха предлага банерна реклама, връзки, търговски марки в цяла сайт, както и участие в електронния бюлетин. That may well be a valuable investment, for the right brand, but it's not leverageable. Това може да се окаже ценна инвестиция, за правото марка, но това не е leverageable. Seriously, can you imagine any brand taking this up and then running a series of magazine ads themed around their activities on that website? Сериозно, може ли да си представите всички марки, като това се и след провеждане на поредица от тематични списание реклами около дейността им по този сайт? Embarking on a social media campaign? Наемане на социална медийна кампания? Creating a staff program? Създаване на персонала програма? Me neither. Аз също. Of course there are exceptions, but not very many. Разбира се, има изключения, но не много. And for all you little companies with great ideas, but no cash, again, that's not sponsorship. И за всичко, което малко фирми с големи идеи, но не и пари в брой, отново, това не е спонсорство. You are looking for a financial backer – an investor, silent partner, or white knight – who will provide some cash in return for (probably) an equity position. Вие търсите за финансов поддръжник - инвеститор, мълчалив партньор, или бял кон - кой ще даде малко пари в замяна на (вероятно) на собствения капитал позиция. And people looking for someone to “sponsor” their educations are looking for benefactors. И хора, които търсят някой, който да "спонсорира" тяхното образование се търсят дарители. Before your organisation looks for corporate sponsorship, you need to ensure that what you are offering really is sponsorship, and the easiest way to find out is to ask yourself whether it is leverageable or not. Преди вашата организация търси корпоративното спонсорство, което трябва да гарантира, че това, което предлагате наистина е спонсорство, и най-лесният начин да разберете е да се запитате дали е leverageable или не. If it's not leverageable, it's not sponsorship, and it's time to take a different approach. Ако това не е leverageable, това не е спонсорство, и е време да се вземат по-различен подход. If you're really selling a media buy, then those are the sales channels you need to use. Ако сте наистина продажба на медийни купуват, след това са каналите за продажба ще трябва да използвате. If what you really need is a backer, your first call should be to your accountant. Ако това, което наистина се нуждая е поддръжник, първата покана трябва да бъде да си счетоводител. Don't seek sponsorship if that's not what you're really selling, or you could waste a lot of time and effort going through a very tough process that is destined to fail. Да не се търси спонсорство, ако това не е това, което наистина продажба, или бихте могли да отпадъците много време и усилия, преминавайки през един много труден процес, който е обречена на провал. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... It's Not the Size of the Sponsorship, It's What You Do with It Това е не размерът на спонсориране, това е това, което правя с него Scary economy dos and don'ts for sponsorship seekers Страшен икономика DOS и упътвания за спонсорство, търсещи убежище Weathering the GFC: Best practice case studies from two great sponsees Ерозия на GFC: Най-добра практика при проучвания от две големи sponsees Sponzillas: How to deal with a sponsor who bullies Sponzillas: Как да се справим с хулиганите, които спонсор Steps: A Sponsorship Seeker's Guide to the Recovery 12 стъпки: Наръчник на търсещия спонсорство към възстановяване
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I get dozens of emails and social media approaches every week from people looking for sponsorship of their website, business, television show, documentary, education, or whatever.我收到的电子邮件和社会媒体每周几十办法从他们的网站,业务,电视节目,纪录片,教育,或任何寻找赞助人. My issue with this isn't that they are contacting me – I'm happy to hear from any of you!我对这个问题是不是他们接触我 - 我很高兴听到你的任何一个! – but that so many seem to have a misguided notion of what sponsorship is. - 但有这么多,似乎有一种错误的概念是什么赞助. In the case of website, television, and documentary “sponsorship”, 99% of the examples I see aren't sponsorship at all.在网站,电视,纪录片“赞助”的情况下,99%的例子,我看不赞助的. Offering banner ads, product or logo placement, acknowledgements of support, backlinks, etc does not equate to a sponsorship, but a media buy.提供横幅广告,产品或标志位置,支持,反向确认等并不等同于赞助,而是一个媒体购买. (And “sponsoring” the telecast of an event is not the same as sponsoring the event – it's also just a targeted media buy.) I'm not saying these investments don't have value, but it really is an entirely different animal. (和“赞助”一个事件的电视转播是不一样的赞助事件相同 - 它也只是一个有针对性的媒体购买.)我并不是说,这些投资没有价值,但它确实是一个完全不同的动物. A sponsorship is a collection of benefits and entitlements that provide a brand with an opportunity to get a marketing result. 赞助是一个结果集的福利和待遇,一个品牌的营销提供了一个机会得到的. The way they get that result is through leverage – proactively doing things with the benefits to achieve specific objectives.他们得到的方式,通过杠杆作用的结果 - 积极做的事情与利益实现的具体目标. Leverage could include adding value to their target markets' event or brand experiences, promotions, involving their staff, integrating with other media activities, creating social media platforms, and much much more.利用可包括增值他们的目标市场的事件或品牌体验,促销活动,涉及其工作人员,其他媒体与活动相结合,创造社会化媒体平台,以及更多. Sponsorship is mutual and about nurturing relationships, and has both the emotional weight – people really caring about what is being sponsored – and the critical mass to be a catalyst for other marketing activities.赞助是相互的,约培育的关系,既有情感的重量 - 人们真正关心的是什么赞助关怀 - 和临界质量是其他营销活动的催化剂. A media buy is an outbound communication strategy. 阿媒体买的是一出站通信战略. It is buying time or space in which to showcase a brand or brand message.这是在拖延时间或空间来展示品牌或品牌信息. Media buys are what they are, and are not leverageable.媒体购买的是什么,并且不leverageable. If you can't imagine a company running an ad or embarking on a PR campaign or developing a staff program or creating a social media hub around what you're selling, it's not sponsorship.如果你不能想象一个公司运行的广告或公关活动上着手或开发人员的程序或创建一个社会媒体围绕什么,你卖的枢纽,它不是赞助. As an example, I was recently approached by someone looking for “sponsorship” of their website.作为一个例子,最近我接触,为“赞助”的网站寻找的人. They were offering banner advertising, links, branding all over the site, and participation in the e-newsletter.他们提供旗帜广告,链接,品牌在电子通讯的各地现场,和参与. That may well be a valuable investment, for the right brand, but it's not leverageable.这可能是一个有价值的投资品牌的权利,但它不是leverageable. Seriously, can you imagine any brand taking this up and then running a series of magazine ads themed around their activities on that website?说真的,你能想象任何品牌服用此注册,然后运行大约在该网站上的活动为主题的杂志的广告系列? Embarking on a social media campaign?走上社会化媒体的运动? Creating a staff program?创建一个工作人员计划? Me neither.我也没有. Of course there are exceptions, but not very many.当然也有例外,但不是很多. And for all you little companies with great ideas, but no cash, again, that's not sponsorship.和所有你的小公司与伟大的想法,但没有现金,再次,这不是赞助. You are looking for a financial backer – an investor, silent partner, or white knight – who will provide some cash in return for (probably) an equity position.您在寻找一个金融靠山 - 一个投资者,沉默的合作伙伴,或白色骑士 - 谁提供的(可能)股权的位置返回一些现金. And people looking for someone to “sponsor” their educations are looking for benefactors.而人们找人以“赞助”他们的教育是寻找恩人. Before your organisation looks for corporate sponsorship, you need to ensure that what you are offering really is sponsorship, and the easiest way to find out is to ask yourself whether it is leverageable or not.在您的组织为企业赞助的外表,你需要确保你所提供真的是赞助,最简单的方式找到的是要问自己是否leverageable与否. If it's not leverageable, it's not sponsorship, and it's time to take a different approach.如果它不leverageable,这不是赞助商,它的时间采取不同的方法. If you're really selling a media buy, then those are the sales channels you need to use.如果你真的卖媒体购买,那么这些是你需要的销售渠道使用. If what you really need is a backer, your first call should be to your accountant.如果你真正需要的是一个靠山,你的第一个电话应该是你的会计师. Don't seek sponsorship if that's not what you're really selling, or you could waste a lot of time and effort going through a very tough process that is destined to fail.不要寻求赞助,如果这不是你真的卖,或者你可以浪费了很多时间和精力,通过一个非常艰难的过程,是注定要失败的准备. If you liked that post, then try these...如果您喜欢这个职位,然后尝试这些... Sponsorship Lie #212: “There's Still Time!”赞助谎言#212:“还有时间!” Walk Before You Can Run?步行才能运行? Not in Sponsorship!没有赞助! 10% of Webinar Proceeds to Benefit Victims of Queensland Floods网络研讨会10%的收益,以造福昆士兰水灾灾民 Sponsorship burnout: Don't lose your inner consumer!赞助倦怠:不要失去你的内心消费者! Best Practice Baby Steps for Sponsorship Seekers最佳实践赞助求职者婴儿学步