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Every day, my inbox fills with messages from people who want advice about selling sponsorship. Всеки ден ми кутия се изпълва с послания от хора, които искат съвети за продажба на спонсорство. There is nothing wrong with that – I'm happy to hear from you! Няма нищо лошо в това - аз съм щастлив да чуя от теб! The issue is that many, if not most, of those sponsorship sales efforts are destined to fail. Въпросът е, че много, ако не и повечето, от тези, спонсорство усилията за продажба, са обречени на провал. They are trying to sell the impossible. Те се опитват да продават на невъзможното ". When it comes right down to it, not everything you need money for is sponsorable. Когато става въпрос чак до него, не всичко, което се нуждаят от пари, е sponsorable. Some of the things that you have to do, because you are the kind of organisation you are – listen closely all you non-profits out there – do not have enough commercial appeal to attract sponsors. Някои от нещата, които трябва да направите, защото сте от вида на организацията и да сте - слушайте внимателно всичко, което без печалба там - не са достатъчно търговски жалбата за привличане на спонсори. I am not for one second saying that you shouldn't do those events or programs, just that seeking sponsorship for them is unlikely to be successful, so you need to shift to Plan B – a much easier and more realistic way to raise the money you need. Аз не съм за една секунда каза, че не трябва да правят тези събития или програми, само, че търси спонсорство за тях е малко вероятно да бъде успешен, така че трябва да се премине към план "Б" - една много по-лесно и по-реалистичен начин за привличане на пари която се нуждаете. There are four steps to this Plan B. Има четири стъпки за този план Б. Accept defeat Приеми поражението What often happens when an organisation plans an event is that a budget is drawn up, and whatever the shortfall is, that is the sponsorship target. Какво често се случва, когато една организация планове събитие е, че бюджетът е изготвен, и независимо от недостига е, че е спонсорство цел. You need $12,000 to break even, so that is what you must raise in sponsorship. Трябва 12 000 $ до нулевото ниво, така че е това, което трябва да повдигне в спонсорството. Unfortunately, your need and the commercial value of an event to sponsors are very rarely the same amount (and if they are, it's pure coincidence). За съжаление, вашите нужди и търговската стойност на един случай на спонсори са много рядко в същия размер (и ако е така, това е чиста случайност). It is much more likely that the amount you could realistically raise around one of your events or programs is either a lot less or a lot more than you need to run it. Тя е много по-вероятно е сумата, която реално би могла повиши около една от събития или програми, или е много по-малко или много повече, отколкото трябва да го изпълнява. Therein lays the beauty of Plan B. Read on. В това се определя красотата на план Б. четете нататък. Move away from compartmentalisation Се премине от вътрешната Imagine you have two events. Представете си, че двете събития. You need $10,000 in additional funding for each of them to make them happen. Трябва 10.000 допълнително финансиране за всеки от тях да ги направи да се случи. One is very commercially appealing and you raise the $10,000 without breaking a sweat. Един от тях е много привлекателен търговски и увеличи 10 000 щатски долара без да се скъса един пот. The other has an extremely small or niche market, doesn't have any critical mass, or maybe it is a particularly tough or dry subject, and you end up spending an inordinate amount of time trying in vain to raise the cash. Останалите е изключително малка или пазарна ниша, няма никакви критична маса, или може би това е особено трудно или суха въпрос, и вие в крайна сметка разходите един хаотичен период от време се опитва напразно да повиши пари в брой. Your board is calling in favours, you're discounting like crazy, but you never even get close to your goal. Вашият съвет се обажда в облагодетелства, вие сте дисконтиране като луди, но никога не се доближи до целта си. I hear this scenario over and over, but it is based on an inherently flawed premise: That every event or program needs to break even. Чух този сценарий отново и отново, но то се основава на един по своята същност недостатъци помещение: Това всеки случай или програма, трябва да достигне равновесие. Wrong. Грешен. Every event or program needs to meet the needs of your target market. Всяко събитие или програма трябва да отговарят на нуждите на целевия пазар. Your whole organisation needs to break even (or better). Вашият цялата организация се нуждае от почивка, дори (или по-добре). It doesn't really matter which event provides what funding. Тя не наистина въпрос, който събитие предвижда какво финансиране. Putting this arbitrary rule on how you fund the programs that meet your target markets' needs is counterproductive and unnecessary. Поставянето на този произвол от това как се финансират програми, които отговарят на нуждите на вашия целеви пазари "е обратен и ненужна. Concentrate on your most commercial properties Концентрирайте се върху най-бизнес имоти Identify your “sexiest” properties – not the ones featuring Angelina Jolie or Eric Bana (hubba hubba), the ones that have the most commercial appeal for sponsors. Определете вашия "най-секси" свойства - не тези, с участието на Анджелина Джоли или Ерик Бана (hubba hubba), тези, които имат най-комерсиалния призив за спонсори. Then, sell as much sponsorship of those events as you possibly can, generating maximum revenue for the least amount of effort. След това продават колкото спонсорството на тези събития, като евентуално може, генериране на максимални приходи за най-ниската сума на усилията. The goal is to raise significantly more sponsorship than you need to run the event, so you can shift the excess to the events and programs that need a financial boost. Целта е да се повиши значително повече от спонсорство, което трябва да тичам на събитието, за да можете да смени излишъка на мероприятия и програми, които се нуждаят от финансова подкрепа. Going back to the two events that need $10,000 each, what if you concentrated on the most commercial, raised $32,000, and used the excess to underwrite costs for other events? Да се върнем на две събития, които се нуждаят 10,000$ всеки, какво, ако се съсредоточи върху най-комерсиалния, повдигнати $ 32 000, и се използва излишъкът да поемат разходите за други събития? Some of you – largely non-profits – will probably be asking yourself whether it is ethical to sell sponsorship of one event and not spend the revenue on that event. Някои от вас - до голяма степен без печалба - вероятно ще се питат дали е етично да продаде спонсорството на едно събитие и не прекарват приходите на това събитие. The answer to that is a big, fat “yes”. Отговорът на този е голям, дебел "да". We are not talking about grants or donations, which can be earmarked to fund specific projects. Ние не говорим за безвъзмездни помощи или дарения, които могат да бъдат предназначени за финансиране на конкретни проекти. We are talking about marketing. Става дума за пускане на пазара. When you sell sponsorship, you are not selling the right to underwrite your costs; you are selling marketing opportunity, and it is worth what it's worth. Когато продавате спонсорство, не се продават правото да поемат разходите си; продава пазарна възможност, и си заслужава това, което си струва. Sponsorship is unallocated funds, and as long as you deliver whatever has been promised to the sponsor, you are free to do with it whatever you please. Финансиране не е разпределен по фондове, както и, стига да дава каквото е било обещано на спонсора, вие сте свободни да правят с нея каквото си харесва. Stop selling “lemons” Ние продаваме "лимони" Those great, but un-commercial, programs of yours need to be put on the backburner. Тези големи, но не-търговски, програми на твоя трябва да бъдат пуснати на backburner. Stop even pursuing sponsorship of them. Ние дори преследва спонсорство от тях. At best, it will require a lot of your time and still underperform. В най-добрия, то ще изисква много време и все още underperform. At worst, it will be an utter waste of time and talent, damaging your credibility with sponsors who may be good candidates for some of your other events, and making you hate your job. В най-лошия, той ще бъде един външен загуба на време и талант, повреждането доверието си със спонсори, които могат да бъдат добри кандидати за някои от другите събития, и като те мразя работата си. If there are a few decent benefits, you could add them to other sponsorship offers, providing a bit of added value, but not requiring a lot of marketing weight. Ако има няколко достойни обезщетения, бихте могли да ги добавите към други оферти за спонсорство, предоставяне на малка добавена стойност, но които не изискват много от търговията тегло. Selling sponsorship can be tough. Продажба на спонсорството може да бъде трудна. Make it easier on yourself. Направете го по-лесно на себе си. Sell what sells. Продава какво се продава. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Pet peeve #723: Sponsees charging leverage fees Пет дразня # 723: Sponsees зареждане на лоста такси The Games Sponsorship Seekers Play – Game #3: The Outrageous Renewal Игрите Финансиране убежище Play - играта # 3: Скандално Подновяване Corporate Sponsorship Lies (and What They Really Mean) Корпоративно спонсорство Lies (и какво наистина означава) Ambush Marketing Set to Rise Засада за търгуване, да се покачва Attention Non-Profits: Your Mission Statement is Irrelevant Внимание без печалба: вашата мисия е без значение
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Every day, my inbox fills with messages from people who want advice about selling sponsorship.每一天,我的郵件從收件箱充滿意見的人誰想要賣的贊助. There is nothing wrong with that – I'm happy to hear from you!沒有什麼毛病, - 我很高興聽到您的聲音! The issue is that many, if not most, of those sponsorship sales efforts are destined to fail.問題是,許多,如果不是大多數,這些贊助商的銷售努力注定要失敗的. They are trying to sell the impossible.他們正試圖出售不可能的. When it comes right down to it, not everything you need money for is sponsorable.當涉及到它的權利,而不是你需要的一切錢是sponsorable. Some of the things that you have to do, because you are the kind of organisation you are – listen closely all you non-profits out there – do not have enough commercial appeal to attract sponsors.有些事情你必須做的,因為你是你是一種組織 - 細心聆聽您的所有非利潤那裡 - 沒有足夠的商業吸引力,以吸引贊助商. I am not for one second saying that you shouldn't do those events or programs, just that seeking sponsorship for them is unlikely to be successful, so you need to shift to Plan B – a much easier and more realistic way to raise the money you need.我不是一秒鐘說你不應該做這些事件或方案,只是尋求贊助對他們來說是不可能成功的,所以你需要轉向 B計劃 - 一個更容易和更現實的途徑籌集資金你需要的. There are four steps to this Plan B.有四個步驟,這個 B計劃 Accept defeat接受失敗 What often happens when an organisation plans an event is that a budget is drawn up, and whatever the shortfall is, that is the sponsorship target.經常發生的事情時,組織計劃的事件是,預算制定,也不論是短缺,這是贊助目標. You need $12,000 to break even, so that is what you must raise in sponsorship.您需要12000美元,收支相抵,所以這就是你必須提高贊助. Unfortunately, your need and the commercial value of an event to sponsors are very rarely the same amount (and if they are, it's pure coincidence).不幸的是,你需要和商業價值的一個事件,贊助商是相同的數額很少(如果是這樣,這純粹是巧合). It is much more likely that the amount you could realistically raise around one of your events or programs is either a lot less or a lot more than you need to run it.它更可能的金額可以切實提高您的活動大約 1或方案要么是少了很多很多或比你更需要運行它. Therein lays the beauty of Plan B. Read on.其中規定的美麗的B計劃閱讀. Move away from compartmentalisation脫離 compartmentalisation Imagine you have two events.想像一下,你有兩個事件. You need $10,000 in additional funding for each of them to make them happen.您需要1萬美元的額外撥款為每個它們讓它們發生. One is very commercially appealing and you raise the $10,000 without breaking a sweat.一個是非常商業的吸引力,提高你1萬美元不灑一滴汗水. The other has an extremely small or niche market, doesn't have any critical mass, or maybe it is a particularly tough or dry subject, and you end up spending an inordinate amount of time trying in vain to raise the cash.另外有一個非常小的或利基市場,沒有任何臨界質量,也許這是一個特別棘手的問題或是乾燥主題,and你最終要花多少時間的過分妄圖籌集現金. Your board is calling in favours, you're discounting like crazy, but you never even get close to your goal.您的要求在董事會主張,你瘋狂打折,但你甚至從來沒有接近你的目標. I hear this scenario over and over, but it is based on an inherently flawed premise: That every event or program needs to break even.我聽到這種情況下一遍又一遍地,但它本質上是基於一個錯誤的前提:這每一個事件或程序需要收支平衡. Wrong.錯了. Every event or program needs to meet the needs of your target market.每個事件或程序需要滿足的需要你的目標市場. Your whole organisation needs to break even (or better).您的整個組織實現盈虧平衡(或更高). It doesn't really matter which event provides what funding.它並不真正的問題是什麼事件提供資金. Putting this arbitrary rule on how you fund the programs that meet your target markets' needs is counterproductive and unnecessary.撇開這個專制統治你如何基金的方案以滿足您的目標市場的需求是適得其反的和不必要的. Concentrate on your most commercial properties專注於您的大多數商業物業 Identify your “sexiest” properties – not the ones featuring Angelina Jolie or Eric Bana (hubba hubba), the ones that have the most commercial appeal for sponsors.確定你的“最性感”屬性 - 而不是那些具有安吉莉娜朱莉或艾瑞克巴納(哈伯瓦哈伯瓦),是那些最有商業吸引力的贊助商. Then, sell as much sponsorship of those events as you possibly can, generating maximum revenue for the least amount of effort.然後,賣出更多的贊助,這些事件可能是因為你可以產生最大收入的最低金額的努力. The goal is to raise significantly more sponsorship than you need to run the event, so you can shift the excess to the events and programs that need a financial boost.我們的目標是提高明顯比你需要更多的贊助運行事件,所以你可以轉移過剩的事件和方案,需要金融的推動. Going back to the two events that need $10,000 each, what if you concentrated on the most commercial, raised $32,000, and used the excess to underwrite costs for other events?讓我們回到這兩個事件,需要1萬元的,如果你在最集中的商業,提高了32000美元,並利用多餘的承銷費用的其他事件? Some of you – largely non-profits – will probably be asking yourself whether it is ethical to sell sponsorship of one event and not spend the revenue on that event.一些你 - 基本上不盈利 - 可能會問自己是否有道德出售贊助一項賽事,而不是花的收入就這一事件. The answer to that is a big, fat “yes”.答案到這是一個大,脂肪“是”. We are not talking about grants or donations, which can be earmarked to fund specific projects.我們不是在談論贈款或捐款,可專門用於基金的具體項目. We are talking about marketing.我們說的是市場營銷. When you sell sponsorship, you are not selling the right to underwrite your costs; you are selling marketing opportunity, and it is worth what it's worth.當你賣出的贊助,你是不賣的權利,承擔你的費用,你是賣營銷機會,是值得它的價值. Sponsorship is unallocated funds, and as long as you deliver whatever has been promised to the sponsor, you are free to do with it whatever you please.贊助是未分配的資金,只要你提供一切已答應贊助商,你可以自由地用它做什麼,請您. Stop selling “lemons”停止銷售“檸檬” Those great, but un-commercial, programs of yours need to be put on the backburner.那些偉大的,但非商業,你的方案必須放在次要地位. Stop even pursuing sponsorship of them.甚至停止追求贊助他們. At best, it will require a lot of your time and still underperform.充其量,這將需要大量的時間和仍然表現不佳. At worst, it will be an utter waste of time and talent, damaging your credibility with sponsors who may be good candidates for some of your other events, and making you hate your job.在最壞的情況,這將是一個完全浪費時間和人才,損害你的信譽與贊助商誰可能是不錯的候選您的其他一些事件,讓你討厭你的工作. If there are a few decent benefits, you could add them to other sponsorship offers, providing a bit of added value, but not requiring a lot of marketing weight.如果有幾個不錯的福利,你可以添加到其他贊助商提供,提供一點點的附加值,而且不需要很多的市場營銷權. Selling sponsorship can be tough.銷售贊助並不容易. Make it easier on yourself.更容易對自己. Sell what sells.賣什麼賣. If you liked that post, then try these...如果你喜歡這個職位,然後嘗試這些 ... My Favourite Resources for Sponsorship Professionals我最喜愛的專業人士的資源贊助 How Much Should You Pay a Sponsorship Broker?那麼,你應該支付的贊助經紀人? The “Designated Problems” of the Sponsorship Industry “指定”問題產業的贊助 Call in the Coach: How Do We Drop a Sponsor We Don't Want Anymore?呼叫的教練:我們如何降一贊助商,我們不想再? Sponsorship Rejection: The Importance of Being Gracious in Defeat贊助抑制:其重要性存在敗不餒