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I read with interest an article Четох с интерес статия published last week in the Irish Times публикувани миналата седмица в ирландския Брой , claiming that sponsorship has had its day. , Твърдейки, че спонсорството е имало ден. The basic premise was summed up in a quote from former Anheuser-Busch sponsorship supremo, Tony Ponturo: Основната предпоставка е обобщено в един цитат от бившия Anheuser-Busch за спонсорство Supremo, Тони Ponturo: “Over the last few years we started to pick up something from our sponsorship research that said the consumer more than ever questioned the whole concept of Official Partnership,” says Ponturo. “There was a time when they felt that because a brand was the official mobile phone or the official beer of the league, that it said something special about you. "През последните няколко години ние започнахме да вземем нещо от нашето спонсорство изследвания каза, че на потребителите повече от всякога е въпрос на цялата концепция на официалното си партньорство", казва Ponturo. "Имаше време, когато те смятат, че тъй като марката е официален мобилен телефон или на официалния бира на лигата, че каза нещо специално за теб. But now they realise it was something that was purchased. Но сега те реализират това е нещо, което е закупен. It doesn't mean you are the best or that the league or team values you: you were just the guy who ponied up the money.” Това не значи, че са най-добрият, или че лига или екип можете стойности: сте били просто човек, който ponied парите. Not to put too fine a point on it, but welcome to 2009. Не се поставят твърде глоба точка на това, но добре дошли в 2009. Sponsorship has not “had its day” – not even close – but old-school, endorsement-based, smoke-and-mirrors sponsorship certainly has. Спонсорство не е "имало ден" - дори близки - но от старата школа, потвържденията-базирани, дим и огледала-спонсорство със сигурност има. Sponsorship isn't about the relationship between the brand and the event, team, or whatever. Спонсорство не е за връзката между марката и на събитието, екип, или нещо такова. It isn't about building a brand through endorsement that people know was bought and paid for. Това не е за изграждането на марка, чрез потвърждение, че хората знаят е купен и платени. Great sponsors don't ask people to transfer their love for a sport or team to the sponsor, because people simply don't think that way. Големите спонсори не питат хората да прехвърлят своята любов към спорта или екип на възложителя, тъй като хората просто не мисля, че по този начин. People don't go to a game and say to themselves, “I love the Wild, and Wells Fargo sponsors the Wild, so I should love Wells Fargo.” Хората не ходят на игра и да кажа за себе си, "Обичам природата, и Wells Fargo спонсори природата, така че аз трябва любов Wells Fargo." Endorsement took on a whole new level of irrelevance when it was recently revealed that US airline, AirTran is the official airline of the Baltimore Ravens, Atlanta Falcons, and Indianapolis Colts. Одобрение се на изцяло ново ниво на липса на връзка, когато тя беше наскоро показа, че американските авиокомпании Airtran е официален авиокомпания на враните Балтимор, Атланта соколи и Indianapolis Colts. The twist? The Twist? The teams don't fly AirTran – they've bought the right to be the “official team airline”, but aren't the actual team airline. Екипите не могат да летят Airtran - те купили правото да бъде "авиокомпания официален екип", но не са действителни авиокомпания екип. There are a number of similar examples around, so AirTran is certainly not alone, but how is this a good idea? Има редица подобни примери наоколо, така Airtran със сигурност не е сам, но как е това е добра идея? There are Има some who question the ethics of this type of sponsorship някои които поставят под въпрос етика на този вид спонсорство , but I think it's just strange. , Но мисля, че това е просто странно. Putting my consumer hat on, I would surmise that in order to be the official airline of a team, an airline would have to be good enough for the team to use and write a big cheque. Поставянето на потребителите си шапка, щях да подозирам, че за да бъде на официалния екип на авиокомпанията, авиокомпания би трябвало да е достатъчно добър за отбора да се използва и напишете голям чек. Makes sense, right? Има смисъл, нали? So, what does it say about the airline if they wrote a big cheque but the team don't fly with them? И така, какво казват за това на авиокомпанията, ако те написаха голям чек, но екипа не могат да летят с тях? What it says to me is that I probably wouldn't want to fly them either… and that I wouldn't want them on my side in a fight. Какво казва за мен е, че аз вероятно не бих искал да ги летиш ... и, че аз не ги искам на моя страна по време на битка. There are dozens – make that hundreds – of ways for a sponsor to engender changes in perception, behaviour, affinity, and more with their customers and potential customers, but there are just as many things that won't work, including these “official product” chestnuts: Има десетки - правя, че стотици - начини за спонсор да се укрепи промени във възприятието, поведение, афинитет и повече със своите клиенти и потенциални клиенти, но има толкова много неща, които няма да работят, включително и тези "официални продукт "кестени: - Relying on passive image transfer to imbue your brand with qualities it doesn't have. Позовавайки се на пасивен пренос на изображения да насаждам на вашата марка с качества, че не са. - Relying on people to transfer their affection for the event, team, etc to your brand. Позовавайки се на хората да прехвърлят своята привързаност към събитието, екип, и т.н. да си марка. - Relying on an arena full of consumer cynics to believe that being “official product” means your brand is the best. Позовавайки се на една сцена пълно на потребителските циници да вярват, че е "продукт длъжностно лице" е вашата марка е най-добрият. Best practice sponsors know that the most important connection in the equation is the connection between their brand and the target markets. Най-добър спонсори практика знаем, че най-важната връзка в уравнението е връзката между тяхната марка и целеви пазари. The property is very simply a conduit – a tool – through which the sponsor can strengthen that connection. Имотът е много просто канал - инструмент - чрез която спонсорът може да засили тази връзка. Herein lies the rub: The most important connection in the target market’s equation is their connection with the event. В това се крие в RUB: Най-важната връзка в уравнението на целевия пазар е връзката им със събитието. To those consumers, sponsors are extraneous and disposable, and frankly, they're right. За тези потребители, спонсори са външни и еднократна употреба, и честно казано, те си прав. Over the years, sponsors haven't exactly had a glorious track record of enhancing events. С течение на годините, спонсори не са точно има славна опит за подобряване събития. There are certainly exceptions, but as a whole, games and events have become an escalating battle between sponsors trying to draw people's attention to their brands and people trying to ignore them, and those people are always going to win. Със сигурност има изключения, но като цяло, игри и събития са се превърнали в ескалиращата битка между спонсорите опитваха да привлекат вниманието на хората към техните марки и хората се опитват да ги игнорирам, и тези хора винаги ще спечелим. Want to make it work? Искаш ли да се работи? Then knock it off. Тогава престани. Ratchet back the hype, turn down the volume, and change the tone completely. Ratchet обратно Hype, намалили силата на звука, както и промяна на тона напълно. It's no longer… Вече не ... “If you love the event, you should love our brand!” "Ако обичате случай, трябва да обичам нашата марка!" Instead, it's… Вместо това, това е ... “We know you love this event – we love it too! "Знаем, че обичам този случай - ние го обичам! – and we've thought of a few ways to make it even better for you.” - И ние сме все пак на няколко начина да го направи още по-добре за вас. There are three main building blocks that make the difference between an irrelevant, forgettable sponsor and one that is an appreciated, valued part of a fan's experience. Три са основните градивни елементи, които правят разликата между без значение, забравим спонсор и една, която е ценен, оценени част от опита един фен. Be authentic Са автентични If the sponsor doesn't look, feel, and behave as if they belong at the event, it's not going to work. Ако спонсорът не изглежда, не се колебайте, а се държат като ако те принадлежат на събитието, това няма да работят. And in the case of an official product that isn't even used by the event or team, they are suffering from an authenticity deficit that is going to be very difficult to overcome. А в случай на официален продукт, който дори не е използван от събитие или отбор, те страдат от дефицит за автентичност, че ще бъде много трудно да се преодолее. Add value Добави стойност Sponsors should be looking for ways to make the experience better for anyone who is a fan of or interested in the event. Спонсори трябва да се търсят начини да се направи опит по-добре за всеки, който е фен на или интерес към събитието. Amplify the positives, ameliorate the challenges, or both – but whatever you do, you need to make it meaningful and relevant. Amplify на положителни резултати, подобряване на предизвикателствата, или и двете - но каквото и да правиш, трябва да се правят смислени и уместни. Be respectful Бъдете уважително Respect the experience people are trying to have. Зачитането на опита хора се опитват да имат. Don't interrupt, don't get in their way, and don't put your needs above theirs. Не прекъсвайте, не получават по пътя си, и да не са пуснати на вашите нужди над техните. Above all, respect people's intelligence. Преди всичко, по отношение на хората разузнаване. It doesn't take a PhD to be a savvy consumer, and if you think you can put one over on your target markets – or that even trying to is a good idea – you are kidding yourself. Той не се докторска степен да бъде разбирам потребителите, и ако мислите, че можете да сложите повече от един на вашия целеви пазари - или, че дори се опитва да е добра идея - вие сте се шегувам. At best, they will ignore you. В най-добрия, те ще ви игнорират. At worst… well, you really don't want to go there. В най-лошия ... ами, наистина не искам да отида там. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... The Games Sponsorship Seekers Play – Game #3: The Outrageous Renewal Игрите Спонсорство убежище Play - Игра # 3: Скандално Подновяване Stadium naming rights: The clueless, the egomaniacs, the scared, and the saints Стадион именуване права: Clueless, на egomaniacs, от страх, и на светиите Sponsorship Measurement Agencies Fading into Irrelevance Спонсорство Измерване агенции Fading в неуместност What should a corporate sponsor do when a major scandal strikes? Какво трябва да направя, когато корпоративен спонсор основен стачки скандал? It's Not the Size of the Sponsorship, It's What You Do with It It's Not Размер на спонсорство, е това, което Вие правите с него
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I read with interest an article published last week in the Irish Times, claiming that sponsorship has had its day. The basic premise was summed up in a quote from former Anheuser-Busch sponsorship supremo, Tony Ponturo: “Over the last few years we started to pick up something from our sponsorship research that said the consumer more than ever questioned the whole concept of Official Partnership,” says Ponturo. “There was a time when they felt that because a brand was the official mobile phone or the official beer of the league, that it said something special about you. But now they realise it was something that was purchased. It doesn’t mean you are the best or that the league or team values you: you were just the guy who ponied up the money.” Not to put too fine a point on it, but welcome to 2009. Sponsorship has not “had its day” – not even close – but old-school, endorsement-based, smoke-and-mirrors sponsorship certainly has. Sponsorship isn’t about the relationship between the brand and the event, team, or whatever. It isn’t about building a brand through endorsement that people know was bought and paid for. Great sponsors don’t ask people to transfer their love for a sport or team to the sponsor, because people simply don’t think that way. People don’t go to a game and say to themselves, “I love the Wild, and Wells Fargo sponsors the Wild, so I should love Wells Fargo.” Endorsement took on a whole new level of irrelevance when it was recently revealed that US airline, AirTran is the official airline of the Baltimore Ravens, Atlanta Falcons, and Indianapolis Colts. The twist? The teams don’t fly AirTran – they’ve bought the right to be the “official team airline”, but aren’t the actual team airline. There are a number of similar examples around, so AirTran is certainly not alone, but how is this a good idea? There are some who question the ethics of this type of sponsorship, but I think it’s just strange. Putting my consumer hat on, I would surmise that in order to be the official airline of a team, an airline would have to be good enough for the team to use and write a big cheque. Makes sense, right? So, what does it say about the airline if they wrote a big cheque but the team don’t fly with them? What it says to me is that I probably wouldn’t want to fly them either… and that I wouldn’t want them on my side in a fight. There are dozens – make that hundreds – of ways for a sponsor to engender changes in perception, behaviour, affinity, and more with their customers and potential customers, but there are just as many things that won’t work, including these “official product” chestnuts: - Relying on passive image transfer to imbue your brand with qualities it doesn’t have. - Relying on people to transfer their affection for the event, team, etc to your brand. - Relying on an arena full of consumer cynics to believe that being “official product” means your brand is the best. Best practice sponsors know that the most important connection in the equation is the connection between their brand and the target markets. The property is very simply a conduit – a tool – through which the sponsor can strengthen that connection. Herein lies the rub: The most important connection in the target market’s equation is their connection with the event. To those consumers, sponsors are extraneous and disposable, and frankly, they’re right. Over the years, sponsors haven’t exactly had a glorious track record of enhancing events. There are certainly exceptions, but as a whole, games and events have become an escalating battle between sponsors trying to draw people’s attention to their brands and people trying to ignore them, and those people are always going to win. Want to make it work? Then knock it off. Ratchet back the hype, turn down the volume, and change the tone completely. It’s no longer… “If you love the event, you should love our brand!” Instead, it’s… “We know you love this event – we love it too! – and we’ve thought of a few ways to make it even better for you.” There are three main building blocks that make the difference between an irrelevant, forgettable sponsor and one that is an appreciated, valued part of a fan’s experience. Be authentic If the sponsor doesn’t look, feel, and behave as if they belong at the event, it’s not going to work. And in the case of an official product that isn’t even used by the event or team, they are suffering from an authenticity deficit that is going to be very difficult to overcome. Add value Sponsors should be looking for ways to make the experience better for anyone who is a fan of or interested in the event. Amplify the positives, ameliorate the challenges, or both – but whatever you do, you need to make it meaningful and relevant. Be respectful Respect the experience people are trying to have. Don’t interrupt, don’t get in their way, and don’t put your needs above theirs. Above all, respect people’s intelligence. It doesn’t take a PhD to be a savvy consumer, and if you think you can put one over on your target markets – or that even trying to is a good idea – you are kidding yourself. At best, they will ignore you. At worst… well, you really don’t want to go there. If you liked that post, then try these... We Have Met the Enemy of Best Practice Sponsorship, and it is "Standardisation" Fear Factor: Five Reasons Sponsors Resist Change What should a corporate sponsor do when a major scandal strikes? Video Tutorial: Sponsorship Proposal Basics in About 10 Minutes