http___blog.powersponsorship.com_index.php_2010_08_new-sponsorship-leverage-trend-under-produce_bg__1.xml
http___blog.powersponsorship.com_index.php_2010_08_new-sponsorship-leverage-trend-under-produce_.xml
1.1 1.2 1.3 1.4 2.1 2.2 2.3 2.4 2.5 2.6 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 4.1 4.2 4.3 4.4 4.5 4.6 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 6.1 6.2 6.3 6.4 6.5 6.6 7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 7.10 7.11 7.12 7.13 7.14 8.1 8.2 9.1 10.1 11.1
If you're anything like me, you love to see a plan come together – all the pieces falling into place to form a seamless, cohesive whole. Ако сте нещо като мен, обичам те, за да видите плана дойде заедно - всички парчета, попадащи в място за формиране на безшевните сплотено цяло. I get all a-tingle just thinking about it. Получавам всичко, писна само при мисълта за него. Sponsors do this all the time. Спонсори направи това през цялото време. They plan and execute leverage strategies that are things of beauty. Те планират и изпълняват ливъридж стратегии, които са неща, на красотата. But as glorious as it is to have a “perfect” leverage plan in place – and as a bit of a perfectionist, it pains me to tell you this – your leverage will work better if you leave a few holes and some of the edges ragged. Но тъй като славен, тъй като е да има "перфектна" ливъридж план за това как - и като малко перфекционист, тя болки в мен да ви кажа това - вашият ливъридж ще работят по-добре, ако се оставят няколко дупки и някои от краищата окъсани . The first reason you want to somewhat under-produce your leverage program is that marketing that looks too slick, too manufactured, pushes the cynicism button for consumers. Първата причина, която искате да малко по-производство на вашата програма ливъридж е, че маркетингът, който изглежда твърде хлъзгав, също произведени, избутва цинизъм бутона за потребителите. Think about it: You have invested in the privilege to connect with your target markets through something they already care about, and then you opt for slick , often highly brand-centric, commercialism. Помислете за това: Вие сте инвестирали в привилегията да се свържете с вашия целеви пазари чрез нещо, което вече е грижа за, а след това се спрете на хлъзгав, често са съвсем ориентирани, комерсиализацията. It's a turn-off. Това е спирането. The good news is that the alternative works a lot better. Добрата новина е, че алтернатива работи много по-добре. My favourite reason to under-produce is that it leaves space for the target markets. Любимата ми причина да се под-продукция е, че не оставя място за целевите пазари. Let them fill in the blanks, create the content, provide input and feedback. Оставете ги да попълнят празните места, създаване на съдържание, дават своя принос и обратна връзка. In short, allow the consumers to be the architects, not only of their event experience, but of their brand experience around that event. С една дума, позволи на потребителите да бъдат на архитекти, не само на събитието опит, но на марката си опит около това събитие. A great example of this is how Orange leverages their major sponsorship of the Glastonbury Festival. Чудесен пример за това е как Orange лостове техните основни спонсорство на Glastonbury Festival. Their leverage plan is stuff of legend, and you really need to check out their micro-site to appreciate it. Влиянието си план е това, от легендата, и наистина трябва да проверите своите микро-сайт, за да го оценявам. While you're there, however, take a good look at how much of the content of that site is generated by their customers and music fans. Докато сте там, обаче, да вземе добър поглед към това как голяма част от съдържанието на сайта се генерира от техни клиенти и музикалните фенове. They don't overly stage-manage the content. Те не прекалено организирам съдържанието. Instead, they showcase the passion of music fans in all its imperfect glory. Вместо това, те покажат страстта на музикалните фенове във всички несъвършени му слава. When they combine that willingness to share the platform with their customers and music fans with the rest of their creative, responsive leverage plan, the put their brand in the unassailable position of both adding real value to, and aligning with, their target markets. Когато се комбинират, че желанието за споделяне на платформа с клиентите си и музикалните фенове с останалата част от техния творчески, отзивчиви план ливъридж, на пут си марка в непристъпен позицията на двете добавяне на реалната стойност на, и привеждане в съответствие с техните целеви пазари. The good news for sponsors is that social media has made sharing the platform much easier, but if you're going to do it, you actually do have to share. Добрите новини за спонсори е социална медия е направила споделяне на платформата много лесно, но ако няма да го направя, всъщност не трябва да споделят. Creating a Facebook page is all well and good, but if you aren't showcasing fan comments on your main page, or delete any negative comments, you're missing the point. Създаване на страница във Facebook е всичко много добре, но ако не сте фенове демонстрират коментари на главната страница или изтриване на всички негативни коментари, вие сте липсва най-важното. Creating a sponsorship-driven Twitter account is fantastic, unless all you do is post outbound marketing messages and never respond to anyone. Създаване на спонсорство задвижване Twitter сметка е фантастично, ако не всичко, което правите е пост изходящи съобщения пускането на пазара и никога не отговори на никого. When it comes right down to it, as a sponsor, you should not be providing an experience, but sharing it with your target markets. Когато става въпрос чак до него, като спонсор, не трябва да се осигурява опит, но го споделят с целевите пазари. The idea of being a “brand hero” is self-centred and (thankfully) dying. Идеята, че е "марка герой" е егоцентричен и (слава Богу) умира. Instead, be a brand fan. Вместо това се феновете марка. Jump into the experience with your target markets. Идете на опита с целевите пазари. Revel in it. Отдайте се на него. Share it. Споделете го. Reap the benefits. Извлекат ползи. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Five Things Sponsorship Seekers Need to Know About Sponsors Пет неща, спонсориране убежище трябва да знаете за спонсори The Corporate Sponsorship Toolkit is Finished "Корпоративна Toolkit спонсориране е Завършени Why Olympic Sponsorships Aren't Effective Защо олимпийски спонсорства, не са ефективни
1.1 1.2 2.1 2.2 2.3 3.1 3.2 3.3 3.4 4.1 4.2 4.3 5.1 5.2 5.3 5.4 5.5 5.6 6.1 6.2 6.3 7.1 7.2 7.3 7.4 7.5 7.6 7.7 8.1 9.1 10.1 11.1 12.1 13.1
If you’re anything like me, you love to see a plan come together – all the pieces falling into place to form a seamless, cohesive whole. I get all a-tingle just thinking about it. Sponsors do this all the time. They plan and execute leverage strategies that are things of beauty. But as glorious as it is to have a “perfect” leverage plan in place – and as a bit of a perfectionist, it pains me to tell you this – your leverage will work better if you leave a few holes and some of the edges ragged. The first reason you want to somewhat under-produce your leverage program is that marketing that looks too slick, too manufactured, pushes the cynicism button for consumers. Think about it: You have invested in the privilege to connect with your target markets through something they already care about, and then you opt for slick , often highly brand-centric, commercialism. It’s a turn-off. The good news is that the alternative works a lot better. My favourite reason to under-produce is that it leaves space for the target markets. Let them fill in the blanks, create the content, provide input and feedback. In short, allow the consumers to be the architects, not only of their event experience, but of their brand experience around that event. A great example of this is how Orange leverages their major sponsorship of the Glastonbury Festival. Their leverage plan is stuff of legend, and you really need to check out their micro-site to appreciate it. While you’re there, however, take a good look at how much of the content of that site is generated by their customers and music fans. They don’t overly stage-manage the content. Instead, they showcase the passion of music fans in all its imperfect glory. When they combine that willingness to share the platform with their customers and music fans with the rest of their creative, responsive leverage plan, the put their brand in the unassailable position of both adding real value to, and aligning with, their target markets. The good news for sponsors is that social media has made sharing the platform much easier, but if you’re going to do it, you actually do have to share. Creating a Facebook page is all well and good, but if you aren’t showcasing fan comments on your main page, or delete any negative comments, you’re missing the point. Creating a sponsorship-driven Twitter account is fantastic, unless all you do is post outbound marketing messages and never respond to anyone. When it comes right down to it, as a sponsor, you should not be providing an experience, but sharing it with your target markets. The idea of being a “brand hero” is self-centred and (thankfully) dying. Instead, be a brand fan. Jump into the experience with your target markets. Revel in it. Share it. Reap the benefits. If you liked that post, then try these... Sponsorship Measurement: How to Measure what’s Important Social media dos and don’ts for sponsorship seekers My Answer to the Sponsorship Management Software Dilemma 7 Sponsorship Practices that should be Hit by a Meteor – Part 1 7 Sponsorship Practices that should be Hit by a Meteor – Part 2