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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.其中的第一件事情,我每天看看發生的事情對 LinkedIn. It's such a great resource for advice and networking in our industry.這是這樣一個偉大的諮詢和網絡資源在我們這個行業. One of the things I found this morning, however, was just a big fat lie.其中一件事我發現這個然而今天上午,只是一個大胖子的謊言. “There is still time to sponsor our unique event!” “還有時間來贊助我們的獨特的事件!” Okay, so it's not an intentional lie, but that still doesn't make it true.好吧,這不是故意說謊,但仍不會改變事實. I had a look.我去看過. They are trying to sell sponsorship for a music tour that has already started.他們正試圖出售贊助的音樂之旅,已經開始. Good luck to them, and to all of the sponsorship seekers posting all of those “there is still time…” sales pleas on LinkedIn.祝他們好運,和所有的贊助者發布所有的那些“仍然有時間 ...”銷售上LinkedIn請求. As powerful as social media is, what these people really need is a wand.強大的社會媒體是什麼,這些人真正需要的是一個棒. Here's the thing: Just because the tour isn't over doesn't mean there is still time to for a sponsor to invest.這裡的事情:僅僅因為巡迴賽還沒有結束並不意味著仍然有時間來為贊助商的投資. Same goes for all of you sponsorship seekers out there.同樣適用於你們所有的贊助者那裡. 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.您的贊助銷售窗口沒有結束的時候,事件的開始(或結束),或當您啟動,或當你太忙碌,保持銷售業務的東西. It ends when there is no longer enough lead-time for the sponsor to plan and implement a strong leverage program before you launch.它結束時,不再有足夠的準備時間為贊助商計劃和實施方案的強大槓桿在啟動之前. You don't control the lead-time required.你無法控制的交貨時間要求. Sponsors do.贊助商做. When you sell sponsorship, you are selling opportunity, not results.當你賣出的贊助,你賣的機會,而不是結果. Leverage is what a sponsor does with that opportunity to create results against their overall marketing objectives.槓桿是一個與該保薦人創造成果的機會,對他們的整體營銷目標. It encompasses consumer and trade promotions, online activity, staff programs, media and retail promotions, on-site activity, and so much more.它包括消費者和貿易推廣活動,網上活動,工作人員的方案,媒體和零售促銷,現場活動,等等等等. All of this takes time to plan – sometimes a lot of time – and then it all has to be implemented.所有這些都需要時間來計劃 - 有時很多時間 - 然後這一切都必須執行. 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.雖然實際的時間可以從一家公司急劇變化到另一個, 通常情況下 ,公司將至少需要數個月的時間槓桿計劃有何一個中等規模的贊助. There is always the exception that makes the rule.總有例外,使該規則. In this case, that's if you are really selling on-site sales rights (eg, exclusive beer pourage for your festival).在這種情況下,這是如果你真的銷售現場銷售權(例如,獨家為您的節日啤酒pourage). You may call it “sponsorship”, but the brewer will consider it simply buying sales.你可以把它稱為“贊助”,但它只是啤酒會考慮購買銷售. It works because of a simple dollar equation – investment vs profit – and requires no leverage, because it's not really about larger marketing goals.它,因為一個簡單的等式美元 - 投資與利潤 - 而且不需要槓桿作用,因為它不是真正的大營銷目標. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... Sponsorship Rejection: The Importance of Being Gracious in Defeat贊助抑制:仁慈的重要性作為戰敗 Sponzillas: How to deal with a sponsor who bullies Sponzillas:如何處理一個贊助誰欺負 Sponsorship Seekers: How to Get Free Advice from a Consultant (and How Not To)贊助求職者:如何獲得免費的諮詢顧問,從一(以及如何不) Getting to "Yes" - Two Webinars, One Simple Process for Selling Sponsorship獲取為“Yes” - 兩種網絡研討會,一個簡易程序出售贊助 The “Designated Problems” of the Sponsorship Industry “指定”問題產業的贊助