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I get this question a lot. Аз добивам този въпрос много. There are a lot of people out there who really don't understand pricing, and plenty of others trying to sell them some formula-based valuation service. Има много хора там, които наистина не разбират, ценообразуване, както и много други се опитват да ги продадат някои формула услугите, базирани на оценката. If you're wondering whether a valuation service is worth the investment, my opinion is that you should save your money. Ако се чудите дали оценка услугата е на стойност на инвестицията, моето мнение е, че можете да запишете вашите пари. Don't spend anything on a valuation service, as it doesn't actually capture the value of what you're offering. Не губете нещо на оценка на услуги, тъй като той всъщност не улови стойността на това, което предлагате. It's like trying to encapsulate the value of owning a car by adding up the value of each part individually. Това е като да се опиташ да оформят стойността на притежаването на автомобил чрез събиране на стойността на всяка част поотделно. It's the cohesive opportunity that has the value, not the bits and pieces that go into it. Това е най-сплотено възможност, която има стойност, а не на бита и парчета, които излизат в нея. Anecdotally, sponsors really don't have a lot of time for that approach either and I've seen more than one roll their eyes at the mention of a “certified valuation”. Anecdotally, спонсори наистина не разполагате с много време за този подход или и аз съм виждал повече от един свитък очите им в съобщението на "сертифицирани оценка". They know, as I do and you should, that anything that uses a rate card approach will have to be a) arbitrary; and b) based on stock standard, non-creative benefits. Те знаят, както аз и ти трябва, че всичко, което използва карта подход ставка трябва да бъде а) произволна и б) на базата на основния стандартен, без творчески ползи. I also know of a few sponsees who have contacted me saying that they have had certified valuations done, but it really wasn't working for them – it didn't allow for the high degrees of customisation their sponsors were after and sponsors they were approaching weren't putting much stock in the figures provided. Аз също знам от няколко sponsees които се свързаха с мен каза, че те са имали удостоверение направени оценки, но това наистина не е работа за тях - то не позволява на високата степен на персонализация техните спонсори са след и спонсори са били наближава не са били пускането много запасите в цифри, предоставени. What a sponsor wants is a highly customised and creative offer that gives them immense opportunity for leverage. Какво иска спонсор е силно персонализирани и творчески оферта, която им дава огромни възможности за влияние. Developing those opportunities requires doing your homework on their needs and customers and some creative brainstorming. Разработване на тези възможности изисква това си домашното за техните нужди и клиенти и някои творчески мозъчна атака. It's more work up front, but it is worth it. Това е повече работа отпред, но си заслужава. Seriously, imagine having fewer, larger sponsors who are really into it and helping you to build your event and your audience – that's what you will get! Сериозно, представете си, има по-малко, по-големи спонсори, които са наистина в нея, и ви помага да изгради своя случай и публиката - това е, което ще получите! As for pricing a creative, best-practice offer, you can be assured that the value of that will be substantially higher than an uncustomised, standard package, but no rate card-style valuation will capture the value accurately. Що се отнася до ценообразуването един творчески, най-добрите практики предлагаме, можете да сте сигурни, че стойността на които ще бъдат значително по-високи, отколкото uncustomised, стандартна опаковка, но не по тарифа стил оценка ще улавяне на стойност по-точно. There are some great techniques both for building the offer and pricing it right. Има някои много техники, както за изграждане на офертата и ценообразуване право. The basic steps I recommend are below. Основните стъпки, аз препоръчвам са по-долу. Establishing a baseline figure Създаване на изходните фигура Add up all of the costs of selling the sponsorship, delivering the benefits, and adding value to the sponsorship as it goes forward and double or triple it (tripling is better). Съберете всички разходи за продажба на спонсорство, предоставяне на обезщетения, и добавяне на стойност към спонсорство, тъй като върви напред и двойни или тройни нея (утрояване е по-добре). This exercise does NOT get you to the figure you should ask. Тази дейност не ви стигна до цифрата трябва да попитате. It simply ensures that you know your bottom line – the point at which it is not worth your while to pursue the sponsorship – because if you're not going to make some profit that you can put back into your event or organisation, why bother with the headaches of sponsorship? То просто гарантира, че вие знаете долния ред - точката, в която не е за вас да преследва спонсорство - защото, ако не започват да се направят някои печалбата, която можете да поставите обратно в събитие или организация, защо се занимавам с главоболията на спонсорство? Adding market influencers Добавяне на пазара Influencers This is where it get tricky. Това е мястото, където го труден. You want to take into account a number of factors that will influence what you can ask for a given sponsorship: Искаш ли да се вземат предвид редица фактори, които ще повлияят на това, което можете да поискате дадена спонсорство: - Other major sponsorship activity in the marketplace (eg, if the Olympics or a World Cup are coming to your region, the likelihood is that it will temporarily depress the value of other types of sponsorships) Други основни дейности спонсорство на пазара (например, ако на Олимпийските игри или Световното първенство, идващи към вашия регион, вероятността е, че временно ще намали стойността на други видове спонсорства) - The amount of lead time before the event – The longer the lead time, the more fully the sponsor can leverage the investment. Размерът на олово време преди събитието - Колкото по-дълго време да доведе, толкова по-пълно на спонсора може да лоста на инвестицията. A very short lead time means the sponsor will get a lower result and the sponsorship is worth less Много кратък срок е спонсор ще получите по-ниска резултат и спонсорство е на стойност по-малко - Demand trends – What are the hot topics, social concerns, sports, fads, or trends of the day? Тенденциите в търсенето - Какви са горещите теми, социални проблеми, спорт, мода, или тенденции на деня? They will attract more sponsorship. Те ще привлече повече спонсорство. On the other hand, if a type of sport, event, or organisation has been hit by controversy, it may depress pricing. От друга страна, ако един вид спорт, събитие или организация е била засегната от спора, тя може да намали цените. - Portfolio fit – If the sponsorship is a natural portfolio fit for the sponsor, without duplicating something they already have, you may be able to charge more, as it already fits with their direction. Портфолио годни - Ако спонсорство е естествено годни портфейл за кандидата, без да дублират нещо, което вече имате, може да бъде в състояние да събират повече, тъй като той вече се вписва с тяхно ръководство. You could get bonus points by getting more creative than any of their other partners and positioning yourself as a testing ground for new ideas that could be rolled out portfolio-wide Можете да получите бонус точки, като все по-творчески отколкото някой от другите си партньори и позициониране себе си като основание за тестване на нови идеи, които биха могли да се разточва портфейл мащаб - Me-too factor – If you suspect a sponsor is considering a sponsorship at least in part because their competitors are already in the space, you may be able to ask more Аз-много фактор - Ако подозирате, че спонсор обмисля за спонсорство, поне отчасти, защото конкурентите им са вече в пространството, може да бъде в състояние да поиска повече - Equivalent Opportunity Cost – What would they be able to buy in main media that would do a similar job. Еквивалентни алтернативната цена - Какво ще могат да купуват в основните медии, че ще направя една подобна работа. If the answer is “nothing can do what this can do”, ensure your price reflects that. Ако отговорът е "нищо не може да направи това, което това може да се направи", да си осигурите цена отразява това. If you're offering basic exposure and tickets (and I hope you're not), you are competing directly with media, which will offer more bang for almost any buck Ако сте предлагат основни експозиция и билети (и се надявам да не сте), вие се конкурират пряко с медиите, която ще предлага по-добрия резултат за почти всеки долар Ask trusted colleagues Посъветвайте се с доверени колеги This is the most important part of this process, but the one most seekers baulk at. Това е най-важната част от този процес, но на един най-убежище преча на. Here's the deal… you need to get over yourself and realise that no two sponsorship seekers are offering the exact same thing. Ето сделката ... трябва да го преодолееш себе си и осъзнавам, че няма две спонсорство убежище предлагаме точно същото нещо. Once you realise that, you open yourself up to non-competitive relationships with like-minded sponsees. След като разбира, че ти си отворен до неконкурентните отношения с подобно мислене sponsees. Send your proposal, with draft pricing, to a couple of non-competitive colleagues for their opinions. Изпратете вашите предложения, с проект за ценообразуване, за няколко неконкурентните колеги за техните становища. If you really must, refer to the sponsor as Company X. Ако наистина трябва да се отнасят за спонсор като компанията X. The input you will get will go miles toward giving you a firm price. Входът ще получите ще мили към който ви дава една фирма цена. Is it worth all the effort to price it like this? Заслужава ли си всички усилия, за да го цените като този? When it comes right down to it, you don't have a lot of choice. Когато става въпрос чак до нея, вие не разполагате с голям избор. Eventually, you will get a strong feel for pricing based on true value, but until you do, this is really your best option. В крайна сметка, вие ще получите едно силно усещане за ценообразуване въз основа на реалната стойност, но докато не го направите, това е наистина най-добрия си избор. What you never, ever want to do is go in high and then discount. Това, което никога не искам да направите е да отидете в голям, след това намаление. That doesn't get you to the right price, it puts you in the position of looking like an idiot who doesn't know the true worth of a sponsorship. Това не ти стигна до реалната цена, тя ви поставя в позиция да гледаш като идиот, който не знае истинската стойност на спонсорство. You also look weak when you have to knock down a price. Можете също да търсите слаб, когато трябва да събаря една цена. If you do everything right and the sponsor comes back to you and says, “We don't have the budget. Ако все пак всичко право и спонсорът се връща при вас и казва: "Ние не разполагат с бюджет. Can you do it for 30% less?”, you have to say no. Можеш ли да го направя за 30% по-малко? ", Ще трябва да каже" не ". Be prepared to negotiate to a lower price for a lesser package, or incorporate contra or in-kind, but never, ever do a straight discount. Бъдете готови да преговарят за по-ниска цена за по-малка опаковка, или да се включат противопоказания или в натура, но никога, никога да правим отстъпка. You may want to consider getting your hands onto the brand new third edition of The Sponsorship Seeker's Toolkit . Вие може да искате да се помисли да си ръцете върху нова третото издание на спонсорство убежище Toolkit. It goes through the whole process step-by-step and will only cost you about US $25. Той преминава през целия процес стъпка по стъпка и ще ви струва около $ 25. Yes, it's my book, but I'm not recommending it to make me money (I only get about a dollar a book!!) Here is a link to it on Amazon: Да, това е моята книга, но аз не съм се препоръчва тя да ме пари (аз само се около един долар на книга!) Ето един линк към него на Amazon: The Sponsorship Seeker's Toolkit 3rd Edition Убежище Toolkit трето издание за спонсорство Good luck! На добър час!
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I get this question a lot. There are a lot of people out there who really donāt understand pricing, and plenty of others trying to sell them some formula-based valuation service. If youāre wondering whether a valuation service is worth the investment, my opinion is that you should save your money. Donāt spend anything on a valuation service, as it doesnāt actually capture the value of what youāre offering. Itās like trying to encapsulate the value of owning a car by adding up the value of each part individually. Itās the cohesive opportunity that has the value, not the bits and pieces that go into it. Anecdotally, sponsors really donāt have a lot of time for that approach either and Iāve seen more than one roll their eyes at the mention of a ācertified valuationā. They know, as I do and you should, that anything that uses a rate card approach will have to be a) arbitrary; and b) based on stock standard, non-creative benefits. I also know of a few sponsees who have contacted me saying that they have had certified valuations done, but it really wasnāt working for them ā it didnāt allow for the high degrees of customisation their sponsors were after and sponsors they were approaching werenāt putting much stock in the figures provided. What a sponsor wants is a highly customised and creative offer that gives them immense opportunity for leverage. Developing those opportunities requires doing your homework on their needs and customers and some creative brainstorming. Itās more work up front, but it is worth it. Seriously, imagine having fewer, larger sponsors who are really into it and helping you to build your event and your audience ā thatās what you will get! As for pricing a creative, best-practice offer, you can be assured that the value of that will be substantially higher than an uncustomised, standard package, but no rate card-style valuation will capture the value accurately. There are some great techniques both for building the offer and pricing it right. The basic steps I recommend are below. Establishing a baseline figure Add up all of the costs of selling the sponsorship, delivering the benefits, and adding value to the sponsorship as it goes forward and double or triple it (tripling is better). This exercise does NOT get you to the figure you should ask. It simply ensures that you know your bottom line ā the point at which it is not worth your while to pursue the sponsorship ā because if youāre not going to make some profit that you can put back into your event or organisation, why bother with the headaches of sponsorship? Adding market influencers This is where it get tricky. You want to take into account a number of factors that will influence what you can ask for a given sponsorship: - Other major sponsorship activity in the marketplace (eg, if the Olympics or a World CupĀ are coming to your region, the likelihood is that it will temporarily depress the value of other types of sponsorships) - The amount of lead time before the event ā The longer the lead time, the more fully the sponsor can leverage the investment. A very short lead time means the sponsor will get a lower result and the sponsorship is worth less - Demand trends ā What are the hot topics, social concerns, sports, fads, or trends of the day? They will attract more sponsorship. On the other hand, if a type of sport, event, or organisation has been hit by controversy, it may depress pricing. - Portfolio fit ā If the sponsorship is a natural portfolio fit for the sponsor, without duplicating something they already have, you may be able to charge more, as it already fits with their direction. You could get bonus points by getting more creative than any of their other partners and positioning yourself as a testing ground for new ideas that could be rolled out portfolio-wide - Me-too factor ā If you suspect a sponsor is considering a sponsorship at least in part because their competitors are already in the space, you may be able to ask more - Equivalent Opportunity Cost ā What would they be able to buy in main media that would do a similar job. If the answer is ānothing can do what this can doā, ensure your price reflects that. If youāre offering basic exposure and tickets (and I hope youāre not), you are competing directly with media, which will offer more bang for almost any buck Ask trusted colleagues This is the most important part of this process, but the one most seekers baulk at. Hereās the dealā¦ you need to get over yourself and realise that no two sponsorship seekers are offering the exact same thing. Once you realise that, you open yourself up to non-competitive relationships with like-minded sponsees. Send your proposal, with draft pricing, to a couple of non-competitive colleagues for their opinions. If you really must, refer to the sponsor as Company X. The input you will get will go miles toward giving you a firm price. Is it worth all the effort to price it like this? When it comes right down to it, you donāt have a lot of choice. Eventually, you will get a strong feel for pricing based on true value, but until you do, this is really your best option. What you never, ever want to do is go in high and then discount. That doesnāt get you to the right price, it puts you in the position of looking like an idiot who doesnāt know the true worth of a sponsorship. You also look weak when you have to knock down a price. If you do everything right and the sponsor comes back to you and says, āWe donāt have the budget. Can you do it for 30% less?ā, you have to say no. Be prepared to negotiate to a lower price for a lesser package, or incorporate contra or in-kind, but never, ever do a straight discount. You may want to consider getting your hands onto the brand new third edition of The Sponsorship Seekerās Toolkit. It goes through the whole process step-by-step and will only cost you about US $25. Yes, itās my book, but Iām not recommending it to make me money (I only get about a dollar a book!!) Here is a link to it on Amazon: The Sponsorship Seekerās Toolkit 3rd Edition Good luck!