http___blog.powersponsorship.com_index.php_2010_09_bg__1.xml
http___blog.powersponsorship.com_index.php_2010_09_zh_.xml
1.1 1.2 1.3 1.4 2.1 2.2 2.3 3.1 4.1 4.2 4.3 4.4 5.1 6.1 6.2 7.1 8.1 8.2 8.3 8.4 8.5 8.6 9.1 10.1 10.2 10.3 10.4 11.1 12.1 12.2 12.3 12.4 12.5 13.1 13.2 13.3 13.4 13.5 14.1 14.2 14.3 14.4 14.5 14.6 14.7 14.8 15.1 16.1 16.2 16.3 16.4 16.5 16.6 17.1 18.1 18.2 18.3 18.4 18.5 18.6 18.7 18.8 19.1 20.1 20.2 20.3 20.4 20.5 20.6 20.7 20.8 21.1 22.1 22.2 23.1 23.2 23.3 23.4 23.5 23.6 24.1 25.1 25.2 25.3 25.4 26.1 26.2 26.3 26.4 26.5 26.6 26.7 26.8 26.9 27.1 28.1 28.2 28.3 28.4 29.1 29.2 30.1 30.2 31.1 32.1 32.2 33.1 34.1 34.2 34.3 34.4 34.5 34.6 35.1 35.2 36.1 37.1 37.2 37.3 37.4 38.1 38.2 38.3 38.4 39.1 39.2 40.1 41.1 42.1 43.1 44.1 44.2
Looking at the title, I think I probably should have been more specific. Търси в заглавието, мисля, че вероятно е трябвало да бъде по-конкретен. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time. Искам да кажа, има десетки начини да излезете от спонсорство, включително казва партньорът ви да се "пълнени", като ги berating за собствените си недостатъци, или просто не отговаря на някое от своите разговори в подновяване време. While you can take the approach that it's your money, so you can do what you want, behaving badly is not recommended. Въпреки че можете да предприемат подход, който тя е вашето пари, така че можете да направите това, което искаш, се държи лошо не се препоръчва. So, perhaps a better title for this blog should be: Така че, може би по-добро заглавие за този блог трябва да бъде: “How to Exit a Sponsorship so that Lightning Does Not Strike You Down for all the Bad Karma You Create” "Как да излезете от спонсорство, така че Светкавица Не Strike You Down за всички Bad Карма създавате" I agree. Съгласен съм. It's a little wordy, but it is more accurate. Това е малко многословен, но е по-точен. Absolutes "Абсолю" There are a few things you absolutely must do when you exit. Има няколко неща, които абсолютно трябва да направите, когато излезете. Tell them early Кажете им рано If you know you're not going to renew, you need to tell the sponsee as soon as you know. Ако знаеш, че няма да поднови, ще трябва да каже на sponsee веднага след като си знам. Don't waffle. Не гофрети. Tell them the decision has been made, but you wanted to give them as much notice as possible, so they can work on getting a new sponsor to replace the revenue. Кажи им, че решението е било извършено, но ти искаше да им даде толкова информация е възможно, така че те могат да работят за подготовка за нов спонсор на мястото на приходи. Don't give them hope if there isn't any Да не им дадем надежда, ако там не е кой If there is no way it will be renewed, don't tell them it's “unlikely”. Ако няма начин то ще бъде подновено, не ги кажа, че е "малко вероятно". They will get their hopes up that they can beat the odds, rather than getting on with replacing the money you won't be providing next year. Те ще получат своите надежди, че може да победи на коефициент, а не се качва на замяна с парите, които няма да се предоставя на следващата година. Tell them why Кажете им, защо If you are not renewing because of some failing on their part, you need to tell them. Ако не сте подновяване, защото на някои не е на тяхна страна, трябва да ги кажа. Put it as nicely as you can, but do tell them. Сложете го, както добре, колкото можете, но не ги кажа. You might say something like, Може да се каже нещо подобно, “You need to know that a big part of the reason we're not renewing is that we never hear from you between one sales cycle and another. "Вие трябва да знаете, че голяма част от причината, ние не сме за подновяване е, че ние никога чуя от теб между една цикъла на продажби и други. We don't feel like you care about our brand and our needs, aside from the revenue we provide. Ние не се чувствам като те е грижа за нашата марка и нашите нужди, встрани от приходите, които предлагаме. It's too late to salvage this relationship, but you should consider revisiting your approach before you lose any more sponsors.” Вече е твърде късно за спасяване на тези отношения, но трябва да помислите за равносметка вашия подход, преди да загубят повече спонсори. On the other hand, if your departure is not their fault, you also need to make that clear – even if the failure was yours. От друга страна, ако си служба не е по тяхна вина, вие също трябва да направи това ясно - дори ако повредата е твоя. For instance, if it was a bad fit from the start (hello, chairman's choice!) or you didn't get enough internal buy-in to mount a strong leverage program, you need to own up. Например, ако той е лош годни от самото начало (ехо, председател на избор!) Или не сте получили достатъчно вътрешния вход за монтиране на силна програма за ливъридж, трябва да се признават. That doesn't mean you will change your mind. Това не значи, че ще промени мнението си. It just creates some transparency in the decision-making process. Тя просто създава някаква прозрачност при вземането на решения. Offer a reference Оферта препратка If the sponsee was a good partner, and it just didn't work for your brand, offer to go referee for them. Ако sponsee е добър партньор, и той просто не е работа за вашата марка, предложи да отида рефер за тях. Write a letter and give permission for the sponsee to provide your contact details to prospective sponsors. Напиши писмо и да даде разрешение за sponsee да предоставят данните си за контакт с потенциални спонсори. It's a little thing for you to do that could make a big difference to them. Това е малко нещо да направя за вас, че може да направи голяма разлика за тях. Joint press release Съвместно съобщение за пресата If the sponsee was a good partner, I would also strongly suggest that you issue a joint press release, to be located on both websites. Ако sponsee е добър партньор, бих силно препоръчваме да издаде съвместното съобщение за пресата, който се намира на двата сайта. It doesn't need to be War & Peace. Не е необходимо да се война и мир. Just state the facts and the strategic reasons for going your separate ways. Просто държавата фактите и стратегически причини за заминаване си по различни пътища. Ensure you have a quote or two from both sides and say plenty of nice things about each other. Уверете се, че има оферта или две от двете страни и да кажа много хубави неща един за друг. Optional По избор Here are a few things you could also do, depending on the type of relationship you have had. Ето няколко неща, които биха могли да правят, в зависимост от вида на връзката сте имали. For instance, if you've been a major sponsor for ages, and you know your departure is going to be devastating, you may want to go above and beyond what is required of an exiting sponsor. Например, ако сте били основен спонсор за играчи, а вие знаете заминаване ще бъде пагубна, може да искате да отидете по-горе и след това какво е необходимо на излизане спонсор. Same if your investment has made up the lion's share of their sponsorship revenue. Също, ако вашата инвестиция е съставена лъвския пай от спонсорството си приходи. And, frankly, you may want to look at these options when exiting charitable and community organisations. И, честно казано, може да искате да погледнете на тези опции, когато излизате благотворителни и обществени организации. Educate Обучение If you think your partner may struggle to replace the funds you've been providing due, at least in part, to their outdated skills, one option is that you could provide a small stipend to cover the cost of a workshop or conference. Ако смятате, че вашият партньор може да се борят да замени средства сте били предоставяне дължи, поне отчасти, на техните остарели умения, една от възможностите е, че може да осигури малка заплата за покриване на разходите за работна среща или конференция. It may seem like an odd step, but it's not really that uncommon. Тя може да изглежда като странно стъпка, но това не е чак толкова необичайно. Every year, I have several sponsorship seekers in my workshops that have had their tuition covered by sponsors as part of an exit package. Всяка година, имам няколко търсещи спонсорство в моя сервизите, които са имали обучение, обхванати от спонсори, като част от пакет за излизане. Feedback is that they are more confident and more successful after sprucing up their skills, and for a few hundred dollars (maybe a thousand or so for a conference), it's a small investment in the financial well-being of an organisation that was a valued partner to your brand. Обратната връзка е, че те са по-уверени и по-успешно след sprucing си умения, както и за няколко стотин долара (може би хиляди, или за конференция), това е малка инвестиция във финансовия благосъстоянието на една организация, която е ценен партньор на вашата марка. Consulting/coaching Consulting / треньор Along the same lines, you could provide a stipend to cover a limited consulting or coaching package, so they have some expert help getting their offer together. В този смисъл, може да осигури стипендия за покриване на ограничен консултации или консултации пакет, така че те имат някои експертни помощ при подготовката им предлагаме заедно. This would be most appropriate if you're exiting a larger sponsorship, or one that makes up a lot of their sponsorship income. Това би било най-подходящо, ако сте излизане от големи спонсорство, или този, който прави се много от себе си за спонсорство доход. Again, this may seem unusual, but I've had a lot of sponsors who have provided my coaching services as an exit gesture. Отново, това може да изглежда необичайно, но аз съм имал много спонсори, които са предоставили ми треньор услуги за излизане жест. And now, I'm getting enquiries about the И сега, аз съм се запитвания за new Jump Start package нови Направо Старт пакет to fill the same need. за запълване на същата нужда. That said, there's no pressure to hire me for any of this. Това заяви, че няма натиск да ме наемат за това. The basic idea is that you can help them pay for the specific advice they need to get themselves going in a strategic, confident way. Основната идея е, че може да им помогне плати за конкретен съвет те се нуждаят, за да се развиват в стратегическо, уверено. It should cost you no more than a few thousand dollars, which will be a small fraction of the sponsorship you've just exited. Тя трябва да ви струва не повече от няколко хиляди долара, което ще бъде малка част от спонсорство току-що сте излезли. Step-down year Стъпка надолу година The last option I'm going to give you is to sign on for one additional year at a much reduced level and price. Последният вариант аз ще ви дам, е да подпише за още една година на много по-ниско ниво и цена. Generally, I don't recommend this option, but there are times and relationships where it will feel like the right thing to do. Като цяло, аз не препоръчвам този вариант, но има моменти и отношения, където ще се чувстват като правилното нещо да направя. The basic idea is that you will move out of the dominant sponsorship position, allowing them a clean slate to seek sponsorship at that level, while still providing them with some revenue during the transition. Основната идея е, че ще излязат на господстващото положение за спонсорство, което им позволява на чисто да се търси спонсорство на това ниво, като същевременно им предоставя някои приходи по време на прехода. This is an option you should only use very sparsely, if at all. Това е опция, вие трябва да използват много рядко, ако изобщо. What not to do Какво да не правим While I have done all of the above in various combinations over the years, there are a few things I really don't want you to do. Въпреки че съм направил всичко по-горе в различни комбинации през годините, има няколко неща, които наистина не искам да правя. Cave in Пещерата в If you've made a strategic decision and have been open about it, don't cave in and sponsor them again, no matter how dire the situation. Ако сте направили стратегическо решение и са отворени за него, не пещерата и да ги спонсор отново, без значение колко отчаяно положението. I've seen sponsors give a sponsee over a year's notice that they won't renew for an event sponsorship, then step back in a month before the event because either they felt bad or were trying to do the “white knight” thing. Виждал съм спонсори дават над sponsee предизвестие от една година, че няма да поднови за събитията за спонсорство, след което отстъпи в последния месец преди събитието, защото или са се почувствали зле, или се опитват да направят "бял кон" нещо. The upshot was to create confusion and not give themselves nearly enough time to leverage the sponsorship – turn the opportunity into a result for their brand – before the event. Резултатът беше да се създаде объркване и да не се дават почти достатъчно време с цел увеличаване на спонсорство - показване на възможност в резултат на тяхната марка - преди събитието. If you make a decision and exit nicely, you need to stick to that decision. Ако вземането на решение и изход добре, трябва да се придържаме към това решение. Badmouth Смейте да говорите лошо Don't ever badmouth a partner. Никога не смейте да говорите лошо партньор. Even if you have privately told them that there were a lot of problems, making their future revenue harder to get is punitive and unnecessary. Дори и да има частна им казал, че има много проблеми, като бъдещите им приходи, по-трудно, за да е наказателен характер и ненужна. That's about it. Това е за него. I hope these past couple of blogs on exiting have been helpful! Надявам се през последните няколко блогове на излизане са полезни! If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Free Sponsorship White Papers, Templates, and Cheat Sheets Безплатно Финансиране бели книги, шаблони и мамят листове Sponsors in a Tiger Trap: What Happens when a Crossover Superstar Falls from Grace Спонсори в Тайгър Трап: Какво се случва, когато Crossover Superstar водопад от Грейс How the World Cup Ambushed Itself Как за Световната купа самия себе си засада Pet peeve #723: Sponsees charging leverage fees Пет дразня # 723: Sponsees зареждане ливъридж такси Vodafone & The New Zealand Warriors: Now That's What I'm Talking About! Vodafone & The New Warriors Зеландия: Сега, това, което аз говоря!
1.1 1.2 2.1 2.2 3.1 4.1 4.2 5.1 6.1 7.1 8.1 8.2 8.3 9.1 10.1 10.2 11.1 12.1 12.2 12.3 13.1 13.2 13.3 13.4 13.5 13.6 14.1 14.2 14.3 14.4 15.1 16.1 16.2 16.3 17.1 18.1 18.2 18.3 18.4 19.1 20.1 20.2 20.3 20.4 21.1 22.1 23.1 23.2 23.3 24.1 25.1 25.2 26.1 26.2 26.3 26.4 26.5 27.1 28.1 28.2 29.1 30.1 31.1 32.1 33.1 34.1 34.2 34.3 35.1 36.1 37.1 37.2 38.1 38.2 39.1 40.1 41.1 42.1 43.1 44.1
Looking at the title, I think I probably should have been more specific.在标题来看,我认为我可能应该更具体. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time.我的意思是,有办法退出赞助,包括告诉你的伴侣“获得酿”数十名,并训斥他们自己的缺点,或只是在续约时没有回应对他们的任何呼叫. While you can take the approach that it's your money, so you can do what you want, behaving badly is not recommended.虽然您可以采取的方法是,这是你的钱,所以你可以做你想做的,表现不好,不建议. So, perhaps a better title for this blog should be:所以,也许是这个博客应该是更好的头衔: “How to Exit a Sponsorship so that Lightning Does Not Strike You Down for all the Bad Karma You Create” “如何退出赞助,使闪电不会将你击败所有的恶业为您创建” I agree.我同意. It's a little wordy, but it is more accurate.这是一个有点罗嗦,但它更准确. Absolutes 绝对 There are a few things you absolutely must do when you exit.有一些事情你必须做的时候完全退出. Tell them early告诉他们早 If you know you're not going to renew, you need to tell the sponsee as soon as you know.如果你知道你不打算续约,你需要告诉赞助方只要您知道. Don't waffle.不要胡扯. Tell them the decision has been made, but you wanted to give them as much notice as possible, so they can work on getting a new sponsor to replace the revenue.告诉他们已经作出决定,但你要尽快通知尽可能给他们,这样他们就可以得到一个工作,新的赞助商,以取代收入. Don't give them hope if there isn't any不要给他们希望,如果没有任何 If there is no way it will be renewed, don't tell them it's “unlikely”.如果没有这将是新的方式,千万不要告诉他们这是“不可能”. They will get their hopes up that they can beat the odds, rather than getting on with replacing the money you won't be providing next year.他们会得到他们的希望,他们能够击败,而不是取代入门的钱,你将不会提供明年的可能性. Tell them why告诉他们为什么 If you are not renewing because of some failing on their part, you need to tell them.如果你是不是因为一些对他们而言没有更新,你需要告诉他们. Put it as nicely as you can, but do tell them.把它很好,你可以,但不要告诉他们. You might say something like,你可能会这样说, “You need to know that a big part of the reason we're not renewing is that we never hear from you between one sales cycle and another. “你要知道,一个不更新的很大一部分的原因,我们是,我们之间从来没有听到一个销售周期和另一回事. We don't feel like you care about our brand and our needs, aside from the revenue we provide. 我们不觉得你关心我们的品牌和我们的需求提供,除了我们的收入. It's too late to salvage this relationship, but you should consider revisiting your approach before you lose any more sponsors.” 这是为时已晚,打捞这种关系,但是你应该考虑重新审视你的方法之前,你失去更多的赞助商.“ On the other hand, if your departure is not their fault, you also need to make that clear – even if the failure was yours.另一方面,如果你离开,是不是他们的错,你还需要解释清楚 - 即使失败是你的. For instance, if it was a bad fit from the start (hello, chairman's choice!) or you didn't get enough internal buy-in to mount a strong leverage program, you need to own up.举例来说,如果它是从一开始(你好,主席的选择!)或坏适合你没有得到足够的内部买进装入一个强有力的杠杆程序,你需要自己了. That doesn't mean you will change your mind.这并不意味着你会改变主意. It just creates some transparency in the decision-making process.它只是创建了一些在决策过程的透明度. Offer a reference提供参考 If the sponsee was a good partner, and it just didn't work for your brand, offer to go referee for them.如果赞助方是一个很好的伙伴,它只是不适合你的品牌,去为他们提供了裁判. Write a letter and give permission for the sponsee to provide your contact details to prospective sponsors.写了一封信,并给予了赞助方提供您的联系方式向潜在赞助商的许可. It's a little thing for you to do that could make a big difference to them.这是一个小东西为你做,可以使他们产生很大影响. Joint press release联合新闻稿 If the sponsee was a good partner, I would also strongly suggest that you issue a joint press release, to be located on both websites.如果赞助方是一个很好的伙伴,我也强烈建议您发表联合新闻公报,在两个网站的位置. It doesn't need to be War & Peace.它不需要是战争与和平. Just state the facts and the strategic reasons for going your separate ways.只是陈述事实和接下来你分道扬镳的战略原因. Ensure you have a quote or two from both sides and say plenty of nice things about each other.确保你从双方报价或两个对彼此说好东西很多. Optional 可选 Here are a few things you could also do, depending on the type of relationship you have had.这里有一些事情你也可以做,取决于你有关系的类型. For instance, if you've been a major sponsor for ages, and you know your departure is going to be devastating, you may want to go above and beyond what is required of an exiting sponsor.例如,如果你一直在年龄人人共享的主要赞助商,你知道你的离开将是灾难性的,你可能想去超出什么是赞助商的退出要求. Same if your investment has made up the lion's share of their sponsorship revenue.同样,如果你的投资弥补了大部分的收入份额的赞助. And, frankly, you may want to look at these options when exiting charitable and community organisations.坦率地说,你可能想看看这些选项时,退出慈善组织和社区组织. Educate教育 If you think your partner may struggle to replace the funds you've been providing due, at least in part, to their outdated skills, one option is that you could provide a small stipend to cover the cost of a workshop or conference.如果你认为你的伴侣可能难以取代的资金提供给您去过因,至少部分,其过时的技能,一个选择是,你可以提供一个小津贴,以支付研讨会或会议的费用. It may seem like an odd step, but it's not really that uncommon.它可能看起来像一个奇怪的一步,但它不是真的那么罕见. Every year, I have several sponsorship seekers in my workshops that have had their tuition covered by sponsors as part of an exit package.每一年,我在我那有他们的学费作为一个出口计划的一部分赞助者赞助者几个车间. Feedback is that they are more confident and more successful after sprucing up their skills, and for a few hundred dollars (maybe a thousand or so for a conference), it's a small investment in the financial well-being of an organisation that was a valued partner to your brand.反馈是,他们更自信,以后打理一下自己的技能更加成功,并为几百美元(可能是几千或参加一个会议的话),这是一个在财政稳健的组织是小投资,则是重要的合作伙伴,你的品牌. Consulting/coaching咨询/辅导 Along the same lines, you could provide a stipend to cover a limited consulting or coaching package, so they have some expert help getting their offer together.按照同样的思路,您可以提供一个有限的津贴,以支付顾问或教练包,所以他们有他们的提议得到专家的帮助一起. This would be most appropriate if you're exiting a larger sponsorship, or one that makes up a lot of their sponsorship income.这将是最合适的,如果你退出了一个较大的赞助,或者是构成了他们的赞助收入增加很多. Again, this may seem unusual, but I've had a lot of sponsors who have provided my coaching services as an exit gesture.同样,这似乎是不寻常,但我已经做了谁提供一个退出的手势作为我的教练服务赞助商很多. And now, I'm getting enquiries about the而现在,我已经对查询 new Jump Start package新跳跃起动计划 to fill the same need.同样需要填补. That said, there's no pressure to hire me for any of this.这就是说,没有压力,聘请对本随时与我. The basic idea is that you can help them pay for the specific advice they need to get themselves going in a strategic, confident way.其基本思想是,你可以帮助他们支付的具体建议,他们需要获得自己的战略,自信的方式做. It should cost you no more than a few thousand dollars, which will be a small fraction of the sponsorship you've just exited.它应该花费你超过几千元没了,这将是你的赞助刚刚退出一小部分. Step-down year降压年 The last option I'm going to give you is to sign on for one additional year at a much reduced level and price.最后一个选项我想给你的是申请一个额外一年的大幅减少和价格水平. Generally, I don't recommend this option, but there are times and relationships where it will feel like the right thing to do.一般来说,我不建议使用此选项,但也有时间和地方的关系会觉得是一个正确的事情. The basic idea is that you will move out of the dominant sponsorship position, allowing them a clean slate to seek sponsorship at that level, while still providing them with some revenue during the transition.其基本思想是,你将搬出的主导地位赞助,让他们一个干净的石板,寻求在该级别的赞助,同时还提供了一些他们在过渡期间的收入. This is an option you should only use very sparsely, if at all.这是一个选项,你应该只使用非常稀少的,如果在所有. What not to do 什么不该做 While I have done all of the above in various combinations over the years, there are a few things I really don't want you to do.虽然我也做了各种组合多年来的最重要的,有一些事情,我真的不希望你做的事. Cave in塌陷 If you've made a strategic decision and have been open about it, don't cave in and sponsor them again, no matter how dire the situation.如果你已经有了一个战略决策,并已对此公开,不屈服,并赞助他们说,不管形势多么严峻. I've seen sponsors give a sponsee over a year's notice that they won't renew for an event sponsorship, then step back in a month before the event because either they felt bad or were trying to do the “white knight” thing.我已经看到了赞助商提供一个较去年的通知,他们将不再续签赞助赞助方的事件,然后逐步在一个月后在活动前,因为无论他们感觉不好或试图做的“白衣骑士”的事情. The upshot was to create confusion and not give themselves nearly enough time to leverage the sponsorship – turn the opportunity into a result for their brand – before the event.其结果是制造混乱,几乎没有给自己足够的时间来利用赞助 - 之前的事件 - 把它变成自己的品牌结果的机会. If you make a decision and exit nicely, you need to stick to that decision.如果你做出决定,并很好地退出,你需要坚持这一决定. Badmouth唱衰 Don't ever badmouth a partner.永远不要唱衰的合作伙伴. Even if you have privately told them that there were a lot of problems, making their future revenue harder to get is punitive and unnecessary.即使你已经私下告诉他们,有很多问题,使他们未来的收入难以得到的是惩罚性的和不必要的. That's about it.这就是它. I hope these past couple of blogs on exiting have been helpful!我希望这些部落格在退出过去数是有帮助的! If you liked that post, then try these...如果您喜欢这个职位,然后尝试这些... The Best of the Rest: My Pick of the Most Under-Appreciated Blogs of 2010最佳的休息:我对主管赏识2010年最文集选 What I Learned about Sponsorship from my Boxing Coach我了解我的赞助拳击教练 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 Sponsors: Five Phrases You Should Say More Often (and a Few You Should Ban)主办单位:五句话你应该说更经常(和一些你应该禁令) $50 for Every New Zealand Workshop Registration to Benefit Victims of Christchurch Earthquake元,每50新西兰工作坊报名,造福基督城地震灾民