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Just three little resolutions for much better results in 2009: Само три малки решения за много по-добри резултати през 2009 г.: Audit your portfolio Одит си портфейл I'ma big fan of sponsorship portfolio audits at any time, but now – when ensuring that ever dollar you spent is spent wisely and results maximised – it's more important than I can remember in my 24-year career. Аз съм голям фен на портфейла одити спонсорство по всяко време, но сега - когато се гарантира, че някога сте прекарали долара се харчат разумно и резултатите минимизиран - това е по-важно, отколкото аз мога да си спомня в моята 24-годишна кариера. Auditing is really about stripping your portfolio back to basics: Одит е наистина за източване на вашия портфейл върне към основите: - Is it relevant and resonant to our target market(s)? Има ли значение и резонанс в нашия целеви пазар (и)? - Can we use it to achieve at least five separate overall marketing objectives? Можем ли да го използвате, за да се постигне най-малко пет отделни общите цели на маркетинга? - Have we committed to thorough and creative leverage? Имаме ангажимент към задълбочен и творчески лоста? - Are we getting the benefits we need to create the best possible leverage plan? Дали ние получаване на обезщетения трябва да създадем най-добрия възможен план на лоста? - Are we actively measuring results against our objectives? Дали ние активно измерване на резултатите от нашите цели? - Do we have strong internal buy-in? Имаме ли силно вътрешно такса за участие? Has this investment run its course? Има инвестиции управлява своя курс? You will divide your portfolio into no-hopers (they don't work and never will), keepers (they're working well now), and fixer-uppers (lots of potential, but need work). Ще разделя портфейла на не-hopers (те не работят и никога няма), собственици (те работят и сега), и фиксаж-горните части (много потенциал, но се нуждаят от работа). Your forward plan will probably involve some exits, but please do it as kindly as you can. Вашият план напред вероятно ще включва някои изходи, но моля, направете го любезно, колкото можете. It will probably also require some renegotiations, which are definitely doable within the bounds of a contract. Това вероятно ще изисква също така някои предоговаряне, които определено са изпълними в рамките на границите на даден договор. Most importantly, it will require really committing to making the most of what you decide to keep. Най-важното е, че ще изисква действително ангажимент за постигане на най това, което реши да запази. That's your responsibility, as a sponsor. Това е вашата отговорност, като спонсор. If you don't truly commit to great leverage, you are wasting opportunity and have only yourselves to blame. Ако не сте наистина се ангажират с голям ливъридж, се губи възможността и имат само себе си да виня. If you want more on auditing, there are additional insights and instructions in the new, free white paper, Ако искате повече за одит, има допълнителни прозрения и инструкции в нов, свободен бяла хартия, “Sponsorship in a Scary Economy” "Финансиране в Страшен икономика" . Involve your stakeholders Включване на вашата страна Not involving a broad range of internal stakeholders is the biggest mistake most sponsors make. Не, включващи широк спектър от вътрешни заинтересовани страни е най-голямата грешка, най-спонсори правят. It's the only way to ensure thorough, creative, and budget-friendly leverage. Това е единственият начин да се осигури пълно, творчески и бюджет-приятелски ливъридж. Taking one of the key principles of best practice sponsorship – that sponsorship should be used as a catalyst to make existing marketing activities more effective, not supported by major incremental activity – can only happen if you have both buy-in and active participation of key people across your organisation. Като един от основните принципи на най-добрите практики за спонсорство - че спонсорство трябва да се използва като катализатор, за да съществуващата търговска дейност по-ефективно, не се поддържат от големи единични дейност - може да се случи, ако имате и двете бай-ин и активното участие на ключови фигури във вашата организация. Your sales team run – and pay for – retail and sales promotions all the time. Вашият екип по продажбите стартират - и плащат за - на дребно и увеличаване на продажби през цялото време. Do you want to spend incremental money to run a promotion yourself (possibly in competition with your own sales team)? Искате ли да похарчите допълнителни пари, за да тече промоция себе си (вероятно в конкуренция със собствения си екип по продажбите)? Or is it a better idea involve them and encourage them to use a key sponsorship as an anchor on one of their upcoming promotions? Или е по-добра идея да ги включват и да ги насърчават да използват един ключ за спонсорство като котва на един от техните предстоящи промоции? Your loyalty team adds value to your best customers all the time. Вашият екип лоялност добавя стойност към най-добрите си клиенти през цялото време. Don't you think your sponsorships could provide some amazing benefits to pass along? Да не мислите, че спонсорство може да даде някои невероятни ползи мине покрай? Are they doing that now? Те правят това сега? Really embracing it? Наистина това възприемане? What about staff? Ами персонал? Your HR team are always looking for employee engagement, motivation, retention, and attraction strategies. Вашият ВП отбор са винаги търси служител ангажираност, мотивация, задържане и привличане стратегии. Sponsors who report a high degree of staff involvement in sponsorships also report increases in all of those areas. Спонсори, които съобщават за висока степен на персонала, участие в спонсорства и доклад увеличава във всички тези области. The list could go on and on, but you need to take on board this one thing: It will never happen unless key decision-makers or decision-influencers are part of your sponsorship “team”. Списъкът може да отидем и на, но трябва да се вземат на борда си едно нещо: никога не ще се случи, освен ако ключовите вземащите решения или решения Influencers са част от спонсорство "екип". They need to have input into sponsorship decisions, the benefits negotiation (you won't know what they need unless they're involved), and especially leverage planning. Те трябва да са вход за спонсорство решения, ползите договаряне (няма да знаете какво имат нужда, освен ако те са включени), и по-специално на лоста за планиране. We're marketers. Ние сме търговци. Let's communicate! Да се съобщава! Use sponsorship guidelines (and save a lot of time) Използвайте спонсорство насоки (и спести много време) I'm pretty sure this has been on my list of sponsor resolutions every year since I started doing resolution lists. Аз съм сигурен, че това е в моя списък на спонсора резолюции всяка година, тъй като аз започнах резолюция списъци. Why? Защо? Because it is super-easy and will make your life a lot easier. Тъй като това е супер-лесно и ще направят живота ви много по-лесно. Sponsorship guidelines are an embodiment of what you need from a partner. Финансиране насоки са въплъщение на това, което ви трябва от една партньор. You can download a Можете да изтеглите free sponsorship guidelines template безплатно насоки спонсорство шаблон here. тук. If you spend 30-60 minutes customising it, you will have a tool that you can use on your website to let potential sponsorship seekers know exactly what you need and expect from a partner. Ако прекарвате 30-60 минути по него, ще имате един инструмент, който можете да използвате на Вашия уебсайт, за да потенциала търсещи спонсорство знам точно какво имате нужда и очаквате от един партньор. Ensure that every person that gets approached for sponsorship, including your senior executives, also has access to a copy and that your voicemail directs people to the guidelines prior to discussing sponsorship. Гарантира, че всяко лице, което получава подхожда за спонсорство, включително и вашите висши ръководители, също така има достъп до копие и гласовата поща насочва хората към насоките преди обсъждането спонсорство. Anecdotally, the use of sponsorship guidelines will reduce the number of approaches you get by 60-75%, and the quality of proposals you get will significantly rise. Anecdotally, използването на спонсорство насоки ще доведе до намаляване на броя на подходите получава от 60-75%, а качеството на предложенията получават значително ще се увеличава. They'll know what you want, so you will receive many more customised, objective-driven proposals. Те ще знаете какво искате, така че ще получава много повече по поръчка, целта задвижване предложения. As a bonus, you can use the sponsorship guidelines with your current partners, to ensure they know exactly what you're trying to achieve. Като бонус, можете да използвате за спонсорство насоки с настоящите си партньори, за да се гарантира, че те знаят точно какво се опитвате да постигнете. It's a great starting point for renegotiations. Това е чудесен изходен пункт за предоговаряне. Good luck in 2009! Успех през 2009 г.! If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Weathering the GFC: Best practice case studies from two great sponsees Изветряне на GFC: Най-добър проучвания практика случая от две големи sponsees 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) Five Things a Sponsorship Seeker Must Bring to a Sponsor Meeting Пет неща, които Seeker Финансиране трябва да доведа до един спонсор събрание Pet Peeve #228: Disrespectful Sponsorship Пет дразня # 228: неуважително Спонсорство The Myth of “Sponsorship Objectives” and Why Sponsorship is like Sculpture Митът за "Спонсорство цели" и защо спонсориране е като скулптура
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Just three little resolutions for much better results in 2009: 只是在2009年3效果好得多少决议: Audit your portfolio 审计你的投资组合 I'ma big fan of sponsorship portfolio audits at any time, but now – when ensuring that ever dollar you spent is spent wisely and results maximised – it's more important than I can remember in my 24-year career. 我是一个大风扇的赞助组合审计在任何时间,但是现在-当过美元 , 确保你都花在了明智和成果的最大化-它更重要的比我还记得在我24年的职业生涯. Auditing is really about stripping your portfolio back to basics: 审计是真的关心你的投资组合剥回到基础: - Is it relevant and resonant to our target market(s)? 是否相关和谐振我们的目标市场(拧)? - Can we use it to achieve at least five separate overall marketing objectives? 我们可以用它来实现至少5个独立的整体营销目标? - Have we committed to thorough and creative leverage? 我们有决心彻底和创造性的杠杆? - Are we getting the benefits we need to create the best possible leverage plan? 我们得到的好处 , 我们需要创造尽可能好的利用计划? - Are we actively measuring results against our objectives? 我们积极地对我们的目标衡量的结果? - Do we have strong internal buy-in? 我们是否有强有力的内部买进? Has this investment run its course? 这项投资已经走自己的路? You will divide your portfolio into no-hopers (they don't work and never will), keepers (they're working well now), and fixer-uppers (lots of potential, but need work). 您将分为无hopers你的投资组合(他们没有工作 , 也永远不会),饲养者(他们现在运作良好)和固定器,鞋面(许多潜力,但需要工作). Your forward plan will probably involve some exits, but please do it as kindly as you can. 您提出的计划可能会涉及一些出口,但请你请它可以. It will probably also require some renegotiations, which are definitely doable within the bounds of a contract. 它可能还需要一些重新谈判,这肯定是在合同的范围是可行的. Most importantly, it will require really committing to making the most of what you decide to keep. 最重要的是,这将需要真正承诺尽量利用你如何决定 , 将大部分. That's your responsibility, as a sponsor. 这就是你的责任,作为提案国. If you don't truly commit to great leverage, you are wasting opportunity and have only yourselves to blame. 如果你没有真正的承诺很大的影响力,你就是在浪费机会 , 只能责备自己. If you want more on auditing, there are additional insights and instructions in the new, free white paper, 如果你想更多的审计,还有额外的见解 , 并在新的,免费的白皮书指示, “Sponsorship in a Scary Economy” “赞助一个可怕经济” . Involve your stakeholders 涉及到其他利益相关者 Not involving a broad range of internal stakeholders is the biggest mistake most sponsors make. 不涉及内部利益相关者广泛 , 是最国最大的错误作出. It's the only way to ensure thorough, creative, and budget-friendly leverage. 这是唯一能确保深入,创造性和预算友好的杠杆. Taking one of the key principles of best practice sponsorship – that sponsorship should be used as a catalyst to make existing marketing activities more effective, not supported by major incremental activity – can only happen if you have both buy-in and active participation of key people across your organisation. 考虑到赞助商的最佳做法的主要原则之一-即赞助应作为催化剂 , 使现有的营销活动更加有效,而不是由增量主要用于支持活动-只有做到您同时购买和主动参与的主要负责人在您的组织. Your sales team run – and pay for – retail and sales promotions all the time. 您的销售团队管理-并支付-零售 , 促销所有的时间. Do you want to spend incremental money to run a promotion yourself (possibly in competition with your own sales team)? 你想用增量资金运行推广自己(可能与自己的销售团队的竞争)? Or is it a better idea involve them and encourage them to use a key sponsorship as an anchor on one of their upcoming promotions? 抑或是一个更好的主意涉及他们 , 鼓励他们使用作为对他们即将推出的促销活动一个定位的关键赞助? Your loyalty team adds value to your best customers all the time. 你的忠诚的团队增加价值 , 您最好的客户所有的时间. Don't you think your sponsorships could provide some amazing benefits to pass along? 你不觉得你的赞助商可以提供一些令人惊讶的好处传递? Are they doing that now? 他们这样做呢? Really embracing it? 真的拥抱呢? What about staff? 工作人员怎么样? Your HR team are always looking for employee engagement, motivation, retention, and attraction strategies. 你的人力资源团队一直在寻找员工敬业,激励,保留和吸引战略. Sponsors who report a high degree of staff involvement in sponsorships also report increases in all of those areas. 赞助商谁报告的工作人员 , 赞助商的参与程度 , 也报道 , 在所有这些领域的增长. The list could go on and on, but you need to take on board this one thing: It will never happen unless key decision-makers or decision-influencers are part of your sponsorship “team”. 该清单可以继续下去,但你必须要同时考虑这一点:这是不会发生的 , 除非主要决策者或决策影响力是您的赞助活动的一部分“团队”. They need to have input into sponsorship decisions, the benefits negotiation (you won't know what they need unless they're involved), and especially leverage planning. 他们需要把赞助的决定,谈判的好处输入(你不会知道他们需要什么 , 除非他们参与),特别是利用规划. We're marketers. 我们营销. Let's communicate! 让我们的沟通! Use sponsorship guidelines (and save a lot of time) 使用赞助准则(并节省大量的时间) I'm pretty sure this has been on my list of sponsor resolutions every year since I started doing resolution lists. 我敢肯定 , 这对我的提案已被列入名单的决议 , 每年从我开始做的决议清单. Why? 为什么? Because it is super-easy and will make your life a lot easier. 因为它是超级简单 , 将让您的生活带来极大方便. Sponsorship guidelines are an embodiment of what you need from a partner. 赞助准则是什么你从一个合作伙伴的需要的体现. You can download a 您可以下载 free sponsorship guidelines template 免费赞助指引模板 here. If you spend 30-60 minutes customising it, you will have a tool that you can use on your website to let potential sponsorship seekers know exactly what you need and expect from a partner. 如果你花30-60分钟定制它,你将有一个工具 , 您可以在网站上使用 , 让潜在的赞助者确切知道你需要和合作伙伴的期望. Ensure that every person that gets approached for sponsorship, including your senior executives, also has access to a copy and that your voicemail directs people to the guidelines prior to discussing sponsorship. 确保每个人的接触获得赞助,包括你的高级管理人员,也有获得一份拷贝 , 而您的语音指导人们的准则之前 , 讨论赞助. Anecdotally, the use of sponsorship guidelines will reduce the number of approaches you get by 60-75%, and the quality of proposals you get will significantly rise. 据传,赞助的指南的使用将减少你的办法了60-75%来计算,并建议你将显着增长的质量. They'll know what you want, so you will receive many more customised, objective-driven proposals. 他们会知道你想要什么,所以你会收到更多的定制,目标驱动的建议. As a bonus, you can use the sponsorship guidelines with your current partners, to ensure they know exactly what you're trying to achieve. 作为奖励,您可以使用您目前的合作伙伴赞助的指引,以确保他们确切知道你想达到的目的. It's a great starting point for renegotiations. 这是一个伟大的起点重新谈判点. Good luck in 2009! If you liked that post, then try these...如果你喜欢这个职位,然后再试这些... Sponsorship White Papers Updated and Upgraded!赞助白皮书更新和升级! Sponsorship-driven event cancellations: The economy is only part of the story赞助驱动赛事取消:经济只是故事的一部分 Six Signs a Sponsor is Just Not That into You六是赞助商标志其实没那么你 The Games Sponsorship Seekers Play – Game #3: The Outrageous Renewal奥运会赞助求职者玩 - 游戏#3:岂有此理重建