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One of the first things I do every day is check out what's happening on LinkedIn. Едно от първите неща, които правя всеки ден е да проверите какво се случва на LinkedIn. It's such a great resource for advice and networking in our industry. Това е толкова голям ресурс за консултации и работа в мрежа в нашата индустрия. One of the things I found this morning, however, was just a big fat lie. Едно от нещата, открих тази сутрин, обаче, е просто голяма дебела лъжа. “There is still time to sponsor our unique event!” "Все още има време да спонсорира нашия уникален случай!" Okay, so it's not an intentional lie, but that still doesn't make it true. Добре, така че не е умишлено лъже, но това все още не го прави вярно. I had a look. Имах поглед. They are trying to sell sponsorship for a music tour that has already started. Те се опитват да продават спонсорство за музика турне, което вече е започнало. Good luck to them, and to all of the sponsorship seekers posting all of those “there is still time…” sales pleas on LinkedIn. Успех за тях и за всички търсещи спонсорство публикуване всички тези "все още има време ..." продажби правните основания, на LinkedIn. As powerful as social media is, what these people really need is a wand. Колкото и силни социални медии е, това, което тези хора наистина се нуждаете е пръчка. Here's the thing: Just because the tour isn't over doesn't mean there is still time to for a sponsor to invest. Ето и нещо: Това, че турнето е не повече, не означава все още има време да се за спонсор да се инвестира. Same goes for all of you sponsorship seekers out there. Същото се отнася и за всички вас, спонсорство, търсещи убежище там. Your sponsorship sales window doesn't end when the event starts (or ends), or when you launch, or when you get too busy on operational stuff to keep selling. Вашето спонсорство продажби прозорец не свършва при старта на събитието (или цели), или когато стартира, или когато стане твърде зает по оперативни неща за да продава. It ends when there is no longer enough lead-time for the sponsor to plan and implement a strong leverage program before you launch. Той приключва, когато вече няма достатъчно време за спонсор на планиране и изпълнение на силна програма за ливъридж, преди да започне. You don't control the lead-time required. Вие не контролира оловно-необходимото време. Sponsors do. Спонсори направя. When you sell sponsorship, you are selling opportunity, not results. Когато продавате спонсорство, се продават възможност, а не резултатите. Leverage is what a sponsor does with that opportunity to create results against their overall marketing objectives. Leverage е това, което спонсор се с тази възможност за създаване на резултатите от общите си маркетингови цели. It encompasses consumer and trade promotions, online activity, staff programs, media and retail promotions, on-site activity, and so much more. Тя включва потребителски и търговски промоции, онлайн дейност, персонал програми, медии и търговски промоции, на мястото на дейност, и много повече. All of this takes time to plan – sometimes a lot of time – and then it all has to be implemented. Всичко това отнема време за планиране - понякога много време - и след това всичко трябва да бъде приложена. While the actual timeframe can vary drastically from one company to another, typically , a company will need at least a few months to get a leverage plan in place for a mid-size sponsorship. Въпреки че реалните срокове могат да се различават драстично от една фирма в друга, обикновено, компания, ще трябва поне няколко месеца, за да получите план за ливъридж в място за средни спонсорство. There is always the exception that makes the rule. Винаги има изключение, което прави правилото. In this case, that's if you are really selling on-site sales rights (eg, exclusive beer pourage for your festival). В този случай, това е, ако наистина се продават на място правата на продажбите (например, без бира pourage за фестивала). You may call it “sponsorship”, but the brewer will consider it simply buying sales. Можете да го наречете "спонсорство", но собственикът на пивоварната ще го разглежда просто закупуване на продажбите. It works because of a simple dollar equation – investment vs profit – and requires no leverage, because it's not really about larger marketing goals. Тя работи, защото с просто уравнение долара - инвестиции срещу печалба - и не се нуждае от ливъридж, тъй като в действителност не е за големи маркетингови цели. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Community engagement, cause sponsorship, and CSR Общността ангажимент, защото спонсорство и корпоративната социална отговорност Five telltale signs of a “magic wand” sponsor Пет издайнически знаци на "вълшебна пръчица" спонсор Non-Profits, Watch Your (Sponsorship) Language! Организации с идеална цел, да гледате (Финансиране) Език! Pet peeve #723: Sponsees charging leverage fees Пет дразня # 723: Sponsees зареждане ливъридж такси Call in the Coach: How Do We Drop a Sponsor We Don't Want Anymore? Обадете се в автобуса: Как ли се Пуснете спонсор ние не искаме вече?
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One of the first things I do every day is check out what’s happening on LinkedIn. It’s such a great resource for advice and networking in our industry. One of the things I found this morning, however, was just a big fat lie. “There is still time to sponsor our unique event!” Okay, so it’s not an intentional lie, but that still doesn’t make it true. I had a look. They are trying to sell sponsorship for a music tour that has already started. Good luck to them, and to all of the sponsorship seekers posting all of those “there is still time…” sales pleas on LinkedIn. As powerful as social media is, what these people really need is a wand. Here’s the thing: Just because the tour isn’t over doesn’t mean there is still time to for a sponsor to invest. Same goes for all of you sponsorship seekers out there. Your sponsorship sales window doesn’t end when the event starts (or ends), or when you launch, or when you get too busy on operational stuff to keep selling. It ends when there is no longer enough lead-time for the sponsor to plan and implement a strong leverage program before you launch. You don’t control the lead-time required. Sponsors do. When you sell sponsorship, you are selling opportunity, not results. Leverage is what a sponsor does with that opportunity to create results against their overall marketing objectives. It encompasses consumer and trade promotions, online activity, staff programs, media and retail promotions, on-site activity, and so much more. All of this takes time to plan – sometimes a lot of time – and then it all has to be implemented. While the actual timeframe can vary drastically from one company to another, typically, a company will need at least a few months to get a leverage plan in place for a mid-size sponsorship. There is always the exception that makes the rule. In this case, that’s if you are really selling on-site sales rights (eg, exclusive beer pourage for your festival). You may call it “sponsorship”, but the brewer will consider it simply buying sales. It works because of a simple dollar equation – investment vs profit – and requires no leverage, because it’s not really about larger marketing goals. If you liked that post, then try these... Walk Before You Can Run? Not in Sponsorship! 7 Reasons You Should Want Multi-Year Sponsorship Contracts My Top 10 Corporate Sponsorship Blogs of 2009 Sponsorship Seekers: Five Phrases You Should Say More Often (and a Couple You Should Ban) Call in the Coach: How Do We Drop a Sponsor We Don't Want Anymore?