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“Our event is so small, but we really need sponsorship. "Нашият случай е толкова малка, но ние наистина трябва спонсорство. How do we get big sponsors interested?” Как да стигнем до големите спонсори интересува? “We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” "Ние спонсор много малка организация, но своето влияние е толкова малка, как ще направи тази работа за нашата марка?" Good questions. Добър въпрос. Important questions. Важни въпроси. And questions I hear a lot. И въпроси Чувам много. Fortunately, the answer isn't really that complicated. За щастие, отговорът е не, че наистина сложно. Here's the thing – and it's equally important for both sponsors and sponsorship seekers: Ето нещо - и това е също толкова важно за спонсори, така и спонсорство убежище: It's not the size of the property that matters, Това не е размера на имота, че въпросите, it's the relevance to the sponsor's target markets. това е значението на спонсора целеви пазари. Let's just say for a moment that you're a new sponsorship or brand manager, and when you review the portfolio, you see that your company is sponsoring a depression charity in one state or city (take your pick). Нека просто кажем за момента, в който сте нов спонсорство или управителя на марката, и кога ти преглед на портфолио, виждате ли, че вашата компания е осигурител депресия благотворителност в една държава или град (да си изберете). Your first impression might be, “We're a national brand. Вашето първо впечатление може да бъде: "Ние сме национална марка. What am I supposed to do with this?” But you'd be overlooking a potentially great opportunity. А аз какво да правя с това? "Но ще бъде с изглед потенциално страхотна възможност. Why? Защо? Because although the number of people that the charity serves may be relatively limited, and the donor list the same, the proportion of your brand's national target market that is affected by depression would be substantial. Защото въпреки че броят на хората, че служи благотворителност може да бъде сравнително ограничено, както и списъка на същия донор, делът на националните цели за пазара на вашата марка, че е засегната от депресия ще бъде значителен. The question then shifts from “what do we do with this sponsorship?” to “how do we use this sponsorship to help our target markets?”. Въпросът тогава се измества от "какво ще правим с това спонсорство?" Към "как да използваме тази спонсорство да помогнем на нашите целеви пазари?". Given the amount of expertise your partner has, chances are, you could do quite a lot. Като се има предвид размера на експертиза е вашият партньор, шансовете са, бихте могли да направите много. You could provide credible advice and coping skills in your employee communications, information about how to recognise depression on your website or monthly statements or product packaging, or situational advice. Вие може да осигури надеждна съвети и умения за справяне вашия служител съобщения, информация за това как да признаят, депресия на вашия уебсайт или месечни отчети или опаковката на продукта, или ситуационно съвет. It won't matter that the information is coming from a local or state organisation, so long as it is strong and credible. Тя няма да има значение, че информацията идва от местната организация или държава, доколкото тя е силна и надеждна. You can take the same approach when sponsoring a marathon or conference or whatever. Можете да вземете същия подход при спонсорирането маратон или конференция или нещо такова. Think about what the event/property knows or has that would be useful to your larger target market. Помислете за това, което на събитието / собственост, знае или е, че би било полезно за по-големи целевия пазар. How to choose or train for your first marathon? Как да изберем или влак за първия си маратон? Industry trends from a heavy-hitting conference keynote? Промишленост тенденции от тежки удари конференция тоника? The upshot for sponsors is that you should stop worrying about the size of what you're sponsoring. Крайният резултат за спонсори е, че можете да спрете да се притеснявате за размера на това, което сте спонсорира. If it is both credible and relevant to your market, use well-selected IP (intellectual property) to make the event “bigger”. Ако тя е надеждна, така и подходящи за вашата пазара, употреба и избрани ПР (интелектуална собственост), за да направи събитието "голям". For smaller sponsorship seekers wondering how to tap major sponsors, you need to stop talking about your target market. За по-малки, търсещи убежище спонсорство се чудят как да използва основните спонсори, трябва да спрем да говорим за целевия пазар. If it's small, it is only going to be of limited interest to a major sponsor. Ако това е малка, то е само ще бъде за ограничен интерес на основен спонсор. Instead, talk about how whatever it is that you do is interesting and relevant to the sponsor's target market. Вместо това, говори за това, как каквото и да е това, което правите е интересна и подходящи за целевия пазар на спонсора. Make IP – your expertise, advice, behind-the-scenes information, or whatever – your biggest selling point. Направете ПР - вашият опит, съвети, зад кулисите информация, или каквото и - най-големият ви точка на продажба. Give the sponsor creative ideas for how they can use your IP and watch your value soar. Дайте на спонсора творчески идеи за това как те могат да използват вашия IP и гледате стойност скочат. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Scary economy dos and don'ts for sponsorship seekers Страшен икономика DOS и упътвания за спонсорство, търсещи убежище The “Designated Problems” of the Sponsorship Industry В "Определени проблеми" на спонсорство промишленост Scary economy dos and don'ts for corporate sponsors Страшен икономика DOS и упътвания за корпоративни спонсори Sponsorship burnout: Don't lose your inner consumer! Спонсорство Burnout: Не си губи вътрешната потребителя! “Last Generation Sponsorship”: The impact, the influence, and the love letters "Миналата Спонсорство поколение": Влиянието на влияние, както и любовни писма
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“Our event is so small, but we really need sponsorship. “我們的活動是如此之小,但我們真正需要的贊助. How do we get big sponsors interested?”我們如何得到大贊助商感興趣嗎?“ “We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “我們贊助一個偉大的小組織,但其範圍是如此之小,我們如何使這項工作為我們的品牌?” Good questions.好的問題. Important questions.重要的問題. And questions I hear a lot.和我聽到了很多問題. Fortunately, the answer isn't really that complicated.幸運的是,答案也不是那麼複雜. Here's the thing – and it's equally important for both sponsors and sponsorship seekers:這裡的東西 - 它的兩個同樣重要的贊助者和贊助者: It's not the size of the property that matters, 這不是大小的財產問題, it's the relevance to the sponsor's target markets. 它是相關的贊助商的目標市場. Let's just say for a moment that you're a new sponsorship or brand manager, and when you review the portfolio, you see that your company is sponsoring a depression charity in one state or city (take your pick).讓我們只說了一會兒,你是一個新的贊助商或品牌經理,當您檢閱組合,你看到這 your公司贊助一depression慈善一州或城市(以你的選擇). Your first impression might be, “We're a national brand.你的第一印象可能是,“我們是一個民族品牌. What am I supposed to do with this?” But you'd be overlooking a potentially great opportunity.那我該怎麼做的呢?“但你會忽視潛在的巨大的機會. Why?為什麼? Because although the number of people that the charity serves may be relatively limited, and the donor list the same, the proportion of your brand's national target market that is affected by depression would be substantial.因為雖然數目人們的慈善服務可能相對有限,以及捐款人名單的同時,你的品牌的比例的國家的目標市場是受蕭條將會是巨大的. The question then shifts from “what do we do with this sponsorship?” to “how do we use this sponsorship to help our target markets?”.接下來的問題轉變,由“我們做什麼與此贊助?”到“我們如何使用這個贊助,幫助我們的目標市場?”. Given the amount of expertise your partner has, chances are, you could do quite a lot.由於數量的專業你的伴侶有,機會是,你可以做了不少工作. You could provide credible advice and coping skills in your employee communications, information about how to recognise depression on your website or monthly statements or product packaging, or situational advice.你可以提供可信的意見和應對技能,你的員工通訊,信息有關如何識別抑鬱症在您的網站或月結單或產品包裝或情境的意見. It won't matter that the information is coming from a local or state organisation, so long as it is strong and credible.但是,無論該信息是來自於一個地方或國家組織,只要它是強大的和可信的. You can take the same approach when sponsoring a marathon or conference or whatever.你可以採取同一辦法,贊助馬拉松或會議或別的什麼東西. Think about what the event/property knows or has that would be useful to your larger target market.想想事件/物業知道或有這將有助於您更大的目標市場. How to choose or train for your first marathon?如何選擇或培養你的第一個馬拉松? Industry trends from a heavy-hitting conference keynote?從行業趨勢重量級會議的基調? The upshot for sponsors is that you should stop worrying about the size of what you're sponsoring.贊助商的結果是,你應該停止擔心的大小什麼你贊助. If it is both credible and relevant to your market, use well-selected IP (intellectual property) to make the event “bigger”.如果是兩個可信和有關你的市場,用好選定的IP(知識產權),使事件“做大”. For smaller sponsorship seekers wondering how to tap major sponsors, you need to stop talking about your target market.對於較小的贊助者不知道如何利用的主要贊助商,你需要停止談論你的目標市場. If it's small, it is only going to be of limited interest to a major sponsor.如果是小,它只是將是有限的利益為主要贊助商. Instead, talk about how whatever it is that you do is interesting and relevant to the sponsor's target market.相反,談論如何不管它是什麼,你做的是有趣和相關的贊助商的目標市場. Make IP – your expertise, advice, behind-the-scenes information, or whatever – your biggest selling point.使IP - 你的專業知識,建議,幕後的信息,或什麼 - 你最大的賣點. Give the sponsor creative ideas for how they can use your IP and watch your value soar.給予贊助創意為如何使用你的IP,看你的價值飆升. If you liked that post, then try these...如果你喜歡這個職位,然後嘗試這些 ... Social media dos and don'ts for sponsorship seekers社會化媒體 DOS和注意事項的贊助者 New year's resolutions for non-profits新的一年的決議,非利潤 Scary economy dos and don'ts for sponsorship seekers可怕的經濟有所為,有所不為的贊助者 Ambush marketing: In praise of ambushing up埋伏營銷:在讚揚了埋伏 The “Designated Problems” of the Sponsorship Industry “指定”問題產業的贊助