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If you're anything like me, you love to see a plan come together – all the pieces falling into place to form a seamless, cohesive whole. Ако сте нещо като мен, обичам те, за да видите плана дойде заедно - всички парчета, попадащи в място за формиране на безшевните сплотено цяло. I get all a-tingle just thinking about it. Получавам всичко, писна само при мисълта за него. Sponsors do this all the time. Спонсори направи това през цялото време. They plan and execute leverage strategies that are things of beauty. Те планират и изпълняват ливъридж стратегии, които са неща, на красотата. But as glorious as it is to have a “perfect” leverage plan in place – and as a bit of a perfectionist, it pains me to tell you this – your leverage will work better if you leave a few holes and some of the edges ragged. Но тъй като славен, тъй като е да има "перфектна" ливъридж план за това как - и като малко перфекционист, тя болки в мен да ви кажа това - вашият ливъридж ще работят по-добре, ако се оставят няколко дупки и някои от краищата окъсани . The first reason you want to somewhat under-produce your leverage program is that marketing that looks too slick, too manufactured, pushes the cynicism button for consumers. Първата причина, която искате да малко по-производство на вашата програма ливъридж е, че маркетингът, който изглежда твърде хлъзгав, също произведени, избутва цинизъм бутона за потребителите. Think about it: You have invested in the privilege to connect with your target markets through something they already care about, and then you opt for slick , often highly brand-centric, commercialism. Помислете за това: Вие сте инвестирали в привилегията да се свържете с вашия целеви пазари чрез нещо, което вече е грижа за, а след това се спрете на хлъзгав, често са съвсем ориентирани, комерсиализацията. It's a turn-off. Това е спирането. The good news is that the alternative works a lot better. Добрата новина е, че алтернатива работи много по-добре. My favourite reason to under-produce is that it leaves space for the target markets. Любимата ми причина да се под-продукция е, че не оставя място за целевите пазари. Let them fill in the blanks, create the content, provide input and feedback. Оставете ги да попълнят празните места, създаване на съдържание, дават своя принос и обратна връзка. In short, allow the consumers to be the architects, not only of their event experience, but of their brand experience around that event. С една дума, позволи на потребителите да бъдат на архитекти, не само на събитието опит, но на марката си опит около това събитие. A great example of this is how Orange leverages their major sponsorship of the Glastonbury Festival. Чудесен пример за това е как Orange лостове техните основни спонсорство на Glastonbury Festival. Their leverage plan is stuff of legend, and you really need to check out their micro-site to appreciate it. Влиянието си план е това, от легендата, и наистина трябва да проверите своите микро-сайт, за да го оценявам. While you're there, however, take a good look at how much of the content of that site is generated by their customers and music fans. Докато сте там, обаче, да вземе добър поглед към това как голяма част от съдържанието на сайта се генерира от техни клиенти и музикалните фенове. They don't overly stage-manage the content. Те не прекалено организирам съдържанието. Instead, they showcase the passion of music fans in all its imperfect glory. Вместо това, те покажат страстта на музикалните фенове във всички несъвършени му слава. When they combine that willingness to share the platform with their customers and music fans with the rest of their creative, responsive leverage plan, the put their brand in the unassailable position of both adding real value to, and aligning with, their target markets. Когато се комбинират, че желанието за споделяне на платформа с клиентите си и музикалните фенове с останалата част от техния творчески, отзивчиви план ливъридж, на пут си марка в непристъпен позицията на двете добавяне на реалната стойност на, и привеждане в съответствие с техните целеви пазари. The good news for sponsors is that social media has made sharing the platform much easier, but if you're going to do it, you actually do have to share. Добрите новини за спонсори е социална медия е направила споделяне на платформата много лесно, но ако няма да го направя, всъщност не трябва да споделят. Creating a Facebook page is all well and good, but if you aren't showcasing fan comments on your main page, or delete any negative comments, you're missing the point. Създаване на страница във Facebook е всичко много добре, но ако не сте фенове демонстрират коментари на главната страница или изтриване на всички негативни коментари, вие сте липсва най-важното. Creating a sponsorship-driven Twitter account is fantastic, unless all you do is post outbound marketing messages and never respond to anyone. Създаване на спонсорство задвижване Twitter сметка е фантастично, ако не всичко, което правите е пост изходящи съобщения пускането на пазара и никога не отговори на никого. When it comes right down to it, as a sponsor, you should not be providing an experience, but sharing it with your target markets. Когато става въпрос чак до него, като спонсор, не трябва да се осигурява опит, но го споделят с целевите пазари. The idea of being a “brand hero” is self-centred and (thankfully) dying. Идеята, че е "марка герой" е егоцентричен и (слава Богу) умира. Instead, be a brand fan. Вместо това се феновете марка. Jump into the experience with your target markets. Идете на опита с целевите пазари. Revel in it. Отдайте се на него. Share it. Споделете го. Reap the benefits. Извлекат ползи. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Five Things Sponsorship Seekers Need to Know About Sponsors Пет неща, спонсориране убежище трябва да знаете за спонсори The Corporate Sponsorship Toolkit is Finished "Корпоративна Toolkit спонсориране е Завършени Why Olympic Sponsorships Aren't Effective Защо олимпийски спонсорства, не са ефективни
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If you're anything like me, you love to see a plan come together – all the pieces falling into place to form a seamless, cohesive whole.如果你喜歡我什麼,你喜歡看到一個計劃走到一起 - 所有的件下降到地方,形成一個無縫的,有凝聚力的整體. I get all a-tingle just thinking about it.我得到所有A -刺痛都在想著它. Sponsors do this all the time.贊助商做這一切的時候. They plan and execute leverage strategies that are things of beauty.他們計劃和執行戰略,充分利用美的事情. But as glorious as it is to have a “perfect” leverage plan in place – and as a bit of a perfectionist, it pains me to tell you this – your leverage will work better if you leave a few holes and some of the edges ragged.但作為光榮的,因為它是有一個“完美的”槓桿計劃的地方 - 作為位完美主義者,我痛苦地告訴你這一點 - 你的槓桿作用會更好,如果你給幾個洞和一些衣衫襤褸的邊緣. The first reason you want to somewhat under-produce your leverage program is that marketing that looks too slick, too manufactured, pushes the cynicism button for consumers.第一個原因,你要有點不足出示你的槓桿,營銷計劃,看起來太光滑,過於生產,推玩世不恭按鈕消費者. Think about it: You have invested in the privilege to connect with your target markets through something they already care about, and then you opt for slick , often highly brand-centric, commercialism.想想看:你投資在特權,就可以與你的目標市場,他們已經通過一些關心,然後選擇圓滑,往往具有高度的品牌為中心,商業化. It's a turn-off.這是一個關閉. The good news is that the alternative works a lot better.好消息是,替代工程好多了. My favourite reason to under-produce is that it leaves space for the target markets.我最喜歡的理由不足,產生的是,它留下的空間為目標市場. Let them fill in the blanks, create the content, provide input and feedback.讓他們填補了空白,創建內容,提供意見和反饋. In short, allow the consumers to be the architects, not only of their event experience, but of their brand experience around that event.總之,讓消費者成為建築師,不僅他們的事件的經驗,但他們的品牌體驗圍繞這一事件. A great example of this is how Orange leverages their major sponsorship of the Glastonbury Festival.一個很好的例子這是如何利用他們的主要贊助商奧蘭治的格拉斯頓伯裡音樂節. Their leverage plan is stuff of legend, and you really need to check out their micro-site to appreciate it.他們利用計劃是傳說的東西,你真的需要檢查他們的微型網站欣賞它. While you're there, however, take a good look at how much of the content of that site is generated by their customers and music fans.當你在那裡,但是,好好看看有多少該網站的內容是由他們的客戶和音樂愛好者. They don't overly stage-manage the content.他們並不過分階段管理的內容. Instead, they showcase the passion of music fans in all its imperfect glory.相反,他們展現了激情的音樂愛好者在其所有不完善的榮耀. When they combine that willingness to share the platform with their customers and music fans with the rest of their creative, responsive leverage plan, the put their brand in the unassailable position of both adding real value to, and aligning with, their target markets.當他們結合的願意分享平台與他們的客戶和音樂愛好者,剩下的他們的創意,反應靈敏的槓桿計劃,把自己的品牌在立於不敗之地的真正的價值均增加,並對準,他們的目標市場. The good news for sponsors is that social media has made sharing the platform much easier, but if you're going to do it, you actually do have to share.贊助商的好消息是,社交媒體已經共享的平台容易得多,但如果你打算這樣做,你其實有分享. Creating a Facebook page is all well and good, but if you aren't showcasing fan comments on your main page, or delete any negative comments, you're missing the point.創建一個 Facebook頁面都很好,但如果你不是球迷的評論展示您的主頁,或刪除任何負面評論,你就錯過了這一點. Creating a sponsorship-driven Twitter account is fantastic, unless all you do is post outbound marketing messages and never respond to anyone.創建一個贊助驅動 Twitter帳號是太棒了,除非你要做的是後對外營銷信息,並絕不回應任何人. When it comes right down to it, as a sponsor, you should not be providing an experience, but sharing it with your target markets.當涉及到它的權利,作為贊助商,你不應該提供的經驗,但是分享它與您的目標市場. The idea of being a “brand hero” is self-centred and (thankfully) dying.它的思想是一個“品牌英雄”,是自我為中心,(謝天謝地)死亡. Instead, be a brand fan.相反,是一個全新的粉絲. Jump into the experience with your target markets.跳進感受到你的目標市場. Revel in it.陶醉於它. Share it.分享. Reap the benefits.從中受益. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... Five Things Sponsorship Seekers Need to Know About Sponsors求職者贊助的五樣東西需要了解關於贊助商 The Corporate Sponsorship Toolkit is Finished該工具包已完成企業贊助