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Most of my blogs address issues and opportunities presented by individual sponsorships or overall approaches. Повечето от моите въпроси, блогове адрес и възможностите на отделните спонсорство или общ подход. It isn't often that I address sponsorship at the portfolio level in this blog, and it's probably about time to address portfolio structures that work, and a few that don't. Това не е често, че се заема с решаването спонсорство на портфейлно ниво в този блог, и това е може би време да адрес портфейл структури, които работят, и няколко, които не го правят. Fewer, bigger sponsorships Малко, по-големи спонсорства As the importance of leveraging (aka, “activating”) your sponsorships has gone mainstream, so has the realisation of how much time and effort goes into leveraging well. Тъй като значението на деблокирането (известен още като "активизиране") си е отишло основните спонсори, за да има реализация на колко време и усилия отиват в деблокирането добре. Many a sponsor has looked at their vast, fragmented portfolio and thrown up their hands in exasperation, realising that they will never be able to do them all justice with the resources they have. Много спонсор е разглеждал голямата си, фрагментирани портфейла и се изхвърля нагоре ръце към небето, съзнавайки, че те никога няма да могат да ги направят всичко правосъдие с ресурсите, които имат. Enter the “fewer, bigger” mindset. Въведете "по-малко, по-големи" начин на мислене. There has been a definite trend toward rationalising and streamlining portfolios so sponsors have fewer investments, and shifting toward larger sponsorships that can be used across many objectives, business units, and target markets. Има определена тенденция към рационализиране и оптимизиране на портфейлите толкова спонсори имат по-малко инвестиции и прехода към по-голямо спонсорство, който може да бъде използван в много цели, бизнес звена и целевите пазари. This structure can make your life a lot easier, and can certainly be effective, but unless you are very selective about what you invest in, it can lack in flexibility. Тази структура може да направи живота си много по-лесно и може със сигурност да бъдат ефективни, но ако не са много придирчиви за това, което инвестира, може да липсва гъвкавост. Umbrella sponsorship Чадър спонсорството If you've got a collection of related sponsorships – such as grassroots community sponsorships or music – it is often easier and more effective to strap them together under one, themed “umbrella”. Ако имате колекция от свързани спонсорства - като спонсорство масовия общност или музика - това е по-лесно и по-ефективно да ги заедно в една лента, на тема "чадър". This way, rather than trying to leverage dozens or even hundreds of individual investments, you leverage them as if they were one, larger investment. По този начин, а не се опитва да се наберат десетки или дори стотици индивидуални инвестиции, Вие се възползвам от тях като че ли са едно, по-големи инвестиции. You are, in a sense, creating a leverageable brand. Вие сте в известен смисъл, създаването на leverageable марка. Jack Daniels does this with their live music portfolio. Jack Daniels прави това с жива музиката им портфейл. Ergon Energy does this with their community portfolio. Ергон енергия прави това с тяхната общност портфейл. And there are many, many more examples. А има и много, много други примери. Many of my clients arrange their portfolios into two or three “umbrellas”. Много от моите клиенти да организира своите портфейли в две или три "чадъри". Some of them have larger investments included, which can be leveraged individually and as part of the larger portfolio. Някои от тях имат по-големи инвестиции, включени, които могат да бъдат отнесени самостоятелно и като част от по-големите портфейл. Aside from economies of scale, one of the other great reasons to take an umbrella approach is that none of the individual sponsorships needs to be perfect, so long as they fit as part of the larger whole. Освен от икономии от мащаба, една от другите причини да предприемат подход чадър е, че нито един от отделните спонсори трябва да бъде съвършен, докато те се вписват като част от по-голямото цяло. The umbrella gives you a lot of flexibility, covering both strategic and tactical investments, investments driven by marketing, staff, local management, or any number of divisions. В чадър ви дава голяма гъвкавост, която обхваща стратегически и тактически инвестиции, инвестиции задвижва от маркетинг, персонал, местното ръководство, или произволен брой деления. It can be created out of almost anything, so long as it makes sense with the theme. Тя може да бъде създадена в резултат на почти всичко, стига да има смисъл с темата. Another great benefit is that the umbrella provides for consistency across a longer period of time – often all year – with many opportunities for leverage focal points. Друго голямо предимство е, че шапката осигурява съгласуваност в по-дълъг период от време - често през цялата година - с много възможности за ливъридж фокусни точки. Vertically integrated Вертикално интегрирани A vertically integrated portfolio is a type of umbrella sponsorship. А вертикално интегрирано портфолио е тип чадър спонсорство. Rather than a simple collection of related sponsorships, however, a vertically integrated portfolio features sponsorships in one category – one sport, for instance – from grassroots all the way to the elite or professional level. Вместо просто колекция от свързани спонсорства, обаче, на вертикално интегрирано портфолио функции спонсорства в една категория - един спорт, например - от обикновените хора по пътя към елита или професионално ниво. An example of this is what car manufacturer, Holden, does with their sponsorship of netball. Пример за това е, което производител на автомобили, Холдън, е със спонсорството си на нетбол. They sponsor the Australian national team, the professional competition, and the state netball associations, who look after the grassroots players. Те спонсор на националния отбор на Австралия, професионалната конкуренция, както и сдружения състояние нетбол, който се грижи за обикновените хора играчи. You can check out the micro-site at Можете да проверите на микро-сайт http://www.holdennetballcentre.com http://www.holdennetballcentre.com . A vertically integrated portfolio has all of the positive attributes of an umbrella portfolio. А вертикално интегрирано портфолио има всички положителни качества на чадър портфейл. It also offers a multi-level conduit to the target markets, providing the ability to leverage individual components of the portfolio, such as a national team or league, to target markets ranging from elite-level fans to local clubs and players. Той също така предлага няколко нива канал на целевите пазари, като предоставя възможност за увеличаване на отделните компоненти на портфейла, като например национален отбор или лига, се насочат към пазари, вариращи от елита на ниво фенове на местните клубове и играчи. Decentralised Децентрализирана Some companies take a decentralised approach, allowing regional or local areas, as well as different business units, control over the selection and management of their sponsorships. Някои компании предприемат децентрализиран подход, което позволява регионални или местни области, както и различните бизнес единици, контрол върху подбора и управлението на техните спонсори. This works particularly well if your brand operates across a number of geographic areas, where the interests and needs of your target markets are different from one area to another. Това действа особено добре, ако вашата марка работи в редица географски области, където интересите и нуждите на своите целеви пазари, са различни от една област в друга. The key with making this work is to have a strategy with a firm direction and guidelines, but allow for flexibility and empowerment on the local or regional level. Основните с извършването на тази работа е да имаме стратегия, с твърда посока и насоки, но позволяват гъвкавост и предоставяне на права на местно или регионално равнище. It also helps to provide quality training, tools, and templates, ensuring that both the mindset and method is consistent. То също помага за осигуряване на качествено обучение, инструменти и шаблони, като се гарантира, че и начин на мислене и начин е в съответствие. Without that framework, this approach is destined to the ignominy of a poorly thought out, ad hoc portfolio (see below). Без тази рамка, този подход е предназначена за унижение на недобре обмислени, специални портфейл (виж по-долу). Combination Комбинация With few exceptions, most of my clients' portfolios represent a combination of the above approaches. С малки изключения, повечето от портфейлите на клиентите си "представлява комбинация от горните подходи. For instance, a portfolio could look like this: Например, портфейла, би могъл да изглежда така: - 200+ community and cause investments (umbrella) 200 + общност и инвестиции причини (чадър) - Professional hockey league, most teams in that league, state associations, a few tournaments (vertical integration) Професионална хокейна лига, повечето отбори в тази лига, държавни асоциации, няколко турнири (вертикална интеграция) - Formula 1 race (big) Формула 1 (голяма) - Pink Ribbon campaign (big) Розова панделка кампания (голяма) - $X per region allocated for local, summer events to support summer retail push (decentralised) $ X по региони, определени за местните, летни събития в подкрепа на лятото на дребно натиснете (децентрализирана) I am not saying your portfolio has to look like that, or that you have to take a combination approach, simply that it's okay if you do. Не казвам, че си портфейл трябва да изглежда така, или че трябва да вземе подход комбинация, само че няма нищо лошо, ако го направите. In fact, it's okay to take any of the approaches outlined above. В действителност, това е добре да предприеме някоя от подходи, посочени по-горе. They all have their roles and one or more will suit almost every brand. Всички те имат своята роля и една или повече ще отговарят на почти всички модели. That said, there are a few portfolio structures (or lack of) that I don't recommend. Въпреки това има няколко структури портфейл (или липсата на), че аз не препоръчвам. Fragmented Разпокъсаност This approach is very typical, and represents the starting place for many of my clients. Този подход е много типичен, и представлява отправна точка за много от моите клиенти. The basic idea is that they are choosing individual investments to work for specific situations. Основната идея е, че те избират индивидуални инвестиции, за да работят за конкретни ситуации. While that's better than making investments for no good reason, at all, it is destined to underutilise the sponsorships. Макар че е по-добре отколкото да се правят инвестиции за не добра причина, на всички, тя е предназначена да underutilise на спонсорства. Why? Защо? - If your investments are all unrelated, it means you have to leverage them all individually, which is a lot of work. Ако вашите инвестиции са свързани, това означава, че трябва да се възползвам от тях всички поотделно, което е много работа. - If your investments are all unrelated, you may be providing too many or confusing messages about your brand. Ако вашите инвестиции са свързани, може да се предлага прекалено много или объркващи послания за вашата марка. - If your investments are chosen only for a concise situation, they may or may not have any relevance across other business units, across time or other geographies, or for other objectives. Ако инвестициите се избира само за кратко ситуация, те могат или не могат да имат значение в други бизнес единици, във времето или други географски райони, или за други цели. Even if they do, it's unlikely it's being accessed, making this type of portfolio a chronic under-performer. Дори ако това е така, това е малко вероятно това е осъществява достъп до нея, което прави този вид портфейл хронично по-изпълнителя. Having a fragmented approach is a bit like having an unsolved jigsaw puzzle. Като фрагментарен подход, е малко като имат нерешени пъзел. It lacks cohesion, and without that, doesn't tell a clear, consistent story about your brand. Липсва сближаване, както и без това, не обяснява на ясен, разказ за вашата марка. A well thought-out sponsorship portfolio is that jigsaw put together, with all of the pieces interrelating between multiple business units, objectives, and target markets. Една добре обмислена спонсорство портфейл е, че мозайката, взети заедно, с всички парчета помежду между множество бизнес единици, целите и целевите пазари. Ad hoc Рекламна Временна While the fragmented portfolio is like having an unsolved jigsaw puzzle, an ad hoc portfolio is like having a pile of random puzzle pieces from a dozen different puzzles. Докато разпокъсани портфейл е като един пъзел нерешен, един специален портфейл е като да имаш куп случайни парчета пъзел от дузина различни пъзели. Not only are they not working together, they never will. Не само, че те не работят заедно, те никога не ще. Most ad hoc portfolios need a major overhaul, and the best place to start is with a zero-based audit, which will get you focused on the possibilities. Най-специални портфейли се нуждаят от основен ремонт, както и най-доброто място да започнете е с нулева основа одит, който ще те накара да се съсредоточи върху възможностите. Read more about Прочетете повече за zero-based sponsorship audits нулева основа спонсорство одити here. тук. Based on percentages На базата на процентите Every month or so, I get an email asking me what are the appropriate percentages of sponsorship spend on various categories. Всеки месец или така, получавам имейл ме пита какви са съответните проценти за спонсорство харчите за различни категории. In other words, what percentage of the sponsorship budget should be spent on sports, arts, community, etc. С други думи, какъв процент от бюджета за спонсорство трябва да бъдат похарчени за спорт, изкуство, общество, и т.н. I am all for applying rigor to the sponsorship selection process, but putting arbitrary parameters around the percentage to be spent in the various sponsorship categories is counterproductive. Аз съм изцяло за прилагане на взискателност към процеса за спонсорство подбор, но пускането на произволни параметри около процент да бъдат изразходвани в различните категории за спонсорство е вредно. This is not grant money, it's marketing money, and your goal needs to be to invest in the most effective sponsorships possible for your target markets and objectives. Това не е предоставяне на пари, това е маркетинг на пари, и целта ви трябва да бъде да инвестират по най-ефективния възможен спонсорства за целеви пазари и цели. Defensive Отбранителен This is my least favourite type of sponsorship portfolio: One that is built primarily around blocking competitors, not creating gains for your brand. Това е моят най-малко любим вид спонсорство портфолио: Един, който е изграден предимно около блокирането на конкурентите, без да се създават ползи за вашата марка. Come on, people! Хайде, хора! Play your own game! Play собствената си игра! Investing $100,000 in an event that is wrong for your brand, just to keep your competitors out is a colossal waste. Инвестиране $ 100,000 в събитие, което не е наред за вашата марка, просто да си конкуренти е огромна загуба. You may stop them from benefitting from that sponsorship, but they have literally thousands of other options, and you can't block them all. Може да ги спре да бъдат облагодетелствани от това спонсорство, но те са буквално хиляди други възможности, и не можете да ги забранят. Imagine, instead, that you could spend that $100,000 on something that was absolutely perfect for your brand, and that you created a fantastic leverage program around it. Представете си, вместо това, че бихте могли да прекарате, че 100 000 $ за нещо, което е абсолютно перфектно за вашата марка, и че сте създали фантастични програма ливъридж около него. I can guarantee that the benefit to your brand will far, far outweigh any benefit your brand may enjoy by blocking your competition. Мога да гарантирам, че ползата за вашата марка ще далеч, далеч надхвърлят някаква полза от вашата марка могат да се насладят чрез блокиране на конкуренцията. The exception to this is when you are really buying sales. Изключение от това е, когато наистина сте закупуване на продажбите. If your sponsorship of the local lawn bowls club provides you with exclusive pouring rights for soft drinks, and the profit on the litres poured is more than the cost of the sponsorship, then you're not really blocking your competition. Ако спонсорството си на местните тревата купи клуба Ви осигурява изключителни права на налива за безалкохолни напитки, а печалбата на изливат литри е по-голяма от разходите за спонсорство, тогава не сте наистина блокирането конкуренцията. You're just buying sales. Ти си просто закупуване на продажбите. One of my favourite tools for the sponsorship selection process is the Един от любимите ми инструменти за процеса на подбор спонсорство е Sponsorship Guidelines template Финансиране насоки шаблон . Download it and follow the instructions. Изтеглете го и следвайте инструкциите. In about an hour, you'll have a tool that will make your selection job easier and reduce your admin workload, and who's going to argue with that? След около един час, ще имате един инструмент, който ще направи своя избор по-лесно работа и да намалите администратор работата и кой ще спори с това? If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Ambush Marketing: In Praise of Ambushing Up Засада маркетинг: Възхвала на Ambushing Up Steps: A Sponsor's Guide to the Recovery 12 стъпки: Наръчник на спонсор за възстановяване Sponsors: Five Phrases You Should Say More Often (and a Few You Should Ban) Спонсори: Пет фрази трябва да кажете по-често (и малко то тях трябва Бан) Sponsorship Seekers: Five Phrases You Should Say More Often (and a Couple You Should Ban) Финансиране убежище: Пет фрази трябва да кажете по-често (и няколко Вие трябва Бан) Steps: A Sponsorship Seeker's Guide to the Recovery 12 стъпки: Наръчник на търсещия спонсорство към възстановяване
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Most of my blogs address issues and opportunities presented by individual sponsorships or overall approaches. It isn’t often that I address sponsorship at the portfolio level in this blog, and it’s probably about time to address portfolio structures that work, and a few that don’t. Fewer, bigger sponsorships As the importance of leveraging (aka, “activating”) your sponsorships has gone mainstream, so has the realisation of how much time and effort goes into leveraging well. Many a sponsor has looked at their vast, fragmented portfolio and thrown up their hands in exasperation, realising that they will never be able to do them all justice with the resources they have. Enter the “fewer, bigger” mindset. There has been a definite trend toward rationalising and streamlining portfolios so sponsors have fewer investments, and shifting toward larger sponsorships that can be used across many objectives, business units, and target markets. This structure can make your life a lot easier, and can certainly be effective, but unless you are very selective about what you invest in, it can lack in flexibility. Umbrella sponsorship If you’ve got a collection of related sponsorships – such as grassroots community sponsorships or music – it is often easier and more effective to strap them together under one, themed “umbrella”. This way, rather than trying to leverage dozens or even hundreds of individual investments, you leverage them as if they were one, larger investment. You are, in a sense, creating a leverageable brand. Jack Daniels does this with their live music portfolio. Ergon Energy does this with their community portfolio. And there are many, many more examples. Many of my clients arrange their portfolios into two or three “umbrellas”. Some of them have larger investments included, which can be leveraged individually and as part of the larger portfolio. Aside from economies of scale, one of the other great reasons to take an umbrella approach is that none of the individual sponsorships needs to be perfect, so long as they fit as part of the larger whole. The umbrella gives you a lot of flexibility, covering both strategic and tactical investments, investments driven by marketing, staff, local management, or any number of divisions. It can be created out of almost anything, so long as it makes sense with the theme. Another great benefit is that the umbrella provides for consistency across a longer period of time – often all year – with many opportunities for leverage focal points. Vertically integrated A vertically integrated portfolio is a type of umbrella sponsorship. Rather than a simple collection of related sponsorships, however, a vertically integrated portfolio features sponsorships in one category – one sport, for instance – from grassroots all the way to the elite or professional level. An example of this is what car manufacturer, Holden, does with their sponsorship of netball. They sponsor the Australian national team, the professional competition, and the state netball associations, who look after the grassroots players. You can check out the micro-site at http://www.holdennetballcentre.com. A vertically integrated portfolio has all of the positive attributes of an umbrella portfolio. It also offers a multi-level conduit to the target markets, providing the ability to leverage individual components of the portfolio, such as a national team or league, to target markets ranging from elite-level fans to local clubs and players. Decentralised Some companies take a decentralised approach, allowing regional or local areas, as well as different business units, control over the selection and management of their sponsorships. This works particularly well if your brand operates across a number of geographic areas, where the interests and needs of your target markets are different from one area to another. The key with making this work is to have a strategy with a firm direction and guidelines, but allow for flexibility and empowerment on the local or regional level. It also helps to provide quality training, tools, and templates, ensuring that both the mindset and method is consistent. Without that framework, this approach is destined to the ignominy of a poorly thought out, ad hoc portfolio (see below). Combination With few exceptions, most of my clients’ portfolios represent a combination of the above approaches. For instance, a portfolio could look like this: - 200+ community and cause investments (umbrella) - Professional hockey league, most teams in that league, state associations, a few tournaments (vertical integration) - Formula 1 race (big) - Pink Ribbon campaign (big) - $X per region allocated for local, summer events to support summer retail push (decentralised) I am not saying your portfolio has to look like that, or that you have to take a combination approach, simply that it’s okay if you do. In fact, it’s okay to take any of the approaches outlined above. They all have their roles and one or more will suit almost every brand. That said, there are a few portfolio structures (or lack of) that I don’t recommend. Fragmented This approach is very typical, and represents the starting place for many of my clients. The basic idea is that they are choosing individual investments to work for specific situations. While that’s better than making investments for no good reason, at all, it is destined to underutilise the sponsorships. Why? - If your investments are all unrelated, it means you have to leverage them all individually, which is a lot of work. - If your investments are all unrelated, you may be providing too many or confusing messages about your brand. - If your investments are chosen only for a concise situation, they may or may not have any relevance across other business units, across time or other geographies, or for other objectives. Even if they do, it’s unlikely it’s being accessed, making this type of portfolio a chronic under-performer. Having a fragmented approach is a bit like having an unsolved jigsaw puzzle. It lacks cohesion, and without that, doesn’t tell a clear, consistent story about your brand. A well thought-out sponsorship portfolio is that jigsaw put together, with all of the pieces interrelating between multiple business units, objectives, and target markets. Ad hoc While the fragmented portfolio is like having an unsolved jigsaw puzzle, an ad hoc portfolio is like having a pile of random puzzle pieces from a dozen different puzzles. Not only are they not working together, they never will. Most ad hoc portfolios need a major overhaul, and the best place to start is with a zero-based audit, which will get you focused on the possibilities. Read more about zero-based sponsorship audits here. Based on percentages Every month or so, I get an email asking me what are the appropriate percentages of sponsorship spend on various categories. In other words, what percentage of the sponsorship budget should be spent on sports, arts, community, etc. I am all for applying rigor to the sponsorship selection process, but putting arbitrary parameters around the percentage to be spent in the various sponsorship categories is counterproductive. This is not grant money, it’s marketing money, and your goal needs to be to invest in the most effective sponsorships possible for your target markets and objectives. Defensive This is my least favourite type of sponsorship portfolio: One that is built primarily around blocking competitors, not creating gains for your brand. Come on, people! Play your own game! Investing $100,000 in an event that is wrong for your brand, just to keep your competitors out is a colossal waste. You may stop them from benefitting from that sponsorship, but they have literally thousands of other options, and you can’t block them all. Imagine, instead, that you could spend that $100,000 on something that was absolutely perfect for your brand, and that you created a fantastic leverage program around it. I can guarantee that the benefit to your brand will far, far outweigh any benefit your brand may enjoy by blocking your competition. The exception to this is when you are really buying sales. If your sponsorship of the local lawn bowls club provides you with exclusive pouring rights for soft drinks, and the profit on the litres poured is more than the cost of the sponsorship, then you’re not really blocking your competition. You’re just buying sales. One of my favourite tools for the sponsorship selection process is the Sponsorship Guidelines template. Download it and follow the instructions. In about an hour, you’ll have a tool that will make your selection job easier and reduce your admin workload, and who’s going to argue with that?