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Some (not all) sponsorship seekers are under some big misconceptions about the sponsors they approach. Някои (не всички) спонсорство, търсещи убежище, са по големи заблуди за спонсорите те подход. These misconceptions do nothing to advance the potential for getting a “yes”, and if a sponsor thinks you don't understand their process and their challenges, it's unlikely they'll consider your offer. Тези заблуди за да не се прави нищо предварително възможностите за получаването на "да", и ако някой мисли, че спонсорът не разбират процесите и предизвикателствата, това е малко вероятно те ще разгледаме Вашата оферта. My goal with this blog is to give you a heads up about of those misconceptions about sponsors before they hurt your chances. Моята цел с този блог е да ви дам един главите горе за тези погрешни схващания за спонсори, преди да те боли шансовете си. Most of the people who contact them are wasting their time Повечето от хората, които се свържете с тях са си губят времето “This is an opportunity not to be missed!” "Това е една възможност не трябва да се пропуска!" “Please support our very worthy cause.” "Моля, нашата подкрепа много достоен кауза." “I'd like to talk to somebody about sponsorship.” "Бих искал да говоря с някой за спонсорство." “Dear Sir/Madam…” "Уважаеми Дами и Господа ..." I could write a list of red flags as long as my arm (and I'm tall, so that's a long way)! Мога да напиша списък с червени знамена, докато ръката ми (и аз съм висок, така че това е дълъг път)! Most sponsorship seekers don't understand sponsor needs or expectations at all. Най-убежище спонсорство не разбирам спонсор нужди или очакванията на всички. They don't do their homework about the brand or the person they're contacting. Те не да си домашното за марка или лицето, което те са се свържете. Some of them just write “letters of request”, as if that's going to get a sponsor to say, “hot damn, let's send these people a big fat cheque!” A lot of them seem to be looking for free (or virtually free) money. Някои от тях просто напишете "писма на искане", като че ли, че ще ходи да се спонсор да кажа, "горещи дяволите, нека да изпрати тези хора голяма масленост чек!" Много от тях изглежда да гледа безплатно (или почти безплатно ) пари. The problem for the sponsors isn't saying no, it's the time it takes to review all of the offers, all the voicemails. Проблемът за спонсорите не казва "не", това е времето, необходимо за преглед на всички оферти, всички гласови кореспонденции. Plus, all of these terrible offers make sponsors jaded. Плюс това, всички тези ужасни предлага да спонсорира измъчен. They wish for great offers, but they assume yours will be terrible unless you prove otherwise. Те изразяват желание за много оферти, но те поемат твоя ще бъде ужасно, ако не се докаже противното. The solution: Be the exception. Решението: да бъде изключение. Do your homework. Да си домашното. Customise those proposals so that no two are the same. Персонализиране на тези предложения, така че няма две са едни и същи. Make sure every word that comes out of your mouth or your computer is about how you're going to make this work for the sponsor and how you can help them connect with their target markets. Уверете се, че всяко слово, което излиза от устата или компютърът ви е за това, как започваш да се направи тази работа за спонсор и как може да им помогнат да се свържете със своите целеви пазари. The people with the titles are often not the ones making the decisions Хората с заглавията често не са тези, вземане на решения If you are approaching the sponsorship manager, chances are, he or she isn't the one with the authority to say “yes”. Ако вие се приближавате и спонсорството мениджър, шансовете са, той или тя не е една с право да каже "да". The brand manager is generally that person. Марката мениджър е, че обикновено човек. If you are approaching the CEO, they certainly have the ability to say yes, but they usually don't. Ако вие се приближавате главен изпълнителен директор, те със сигурност имат способността да кажа "да", но те обикновено не. Unless it is a pet project, it will probably be sent down the chain to the brand or sponsorship manager. Освен ако не е домашен любимец проект, той вероятно ще бъде изпратен надолу по веригата на марката или управителя на спонсорство. The upshot of all of this is that, unless you've gone straight to the brand manager, it's going to take some time for your offer to get to the right person, and hounding your primary contact isn't going to speed it along. Крайният резултат от всичко това е, че, освен ако не сте отиде направо на бранд мениджър, той ще отнеме известно време, за оферта, за да стигнем до правилния човек, и hounding основната си контакт няма да го ускори заедно. The solution: First and most important, go straight to the brand manager (which requires some research). Решението: Първо и най-важното, за да отидете направо на бранд мениджър (което изисква някои изследвания). Second, be patient. От друга страна, бъдете търпеливи. Follow up, but don't hound. Последващи действия, но не куче. They are dealing with a lot of politics Те се занимават с много политика Within corporations, you would have to look far and wide to find someone with a personal agenda regarding direct marketing. В рамките на корпорации, вие ще трябва да гледам надлъж и нашир, за да се намери някой с личен дневен ред по отношение на директния маркетинг. The same can't be said for sponsorship. Същото не може да се каже за спонсорство. EVERYONE's got an agenda when it comes to sponsorship – what the company should sponsor, how they should use it, what matters, what doesn't, etc. Every decision about investing in or exiting a sponsorship is going to face scrutiny across a range of stakeholders from the bottom to the top of the org chart. Всеки има дневен ред, когато става дума за спонсорство - това, което фирмата трябва спонсор, за това как трябва да го използвате, което има значение, какво не и др Всяко решение за инвестиране в или излизане от спонсорство ще лицето контрол в редица заинтересовани страни от дъното към горната част на таблицата Org. Managing the expectations, critics, and bruised egos (“Ms MD, we have determined that your pet sponsorship is at odds with our brand plan and we recommend an exit”) on the way to building an effective portfolio is really tricky and not always entirely possible. Управление на очакванията, критици, насинена и его ( "Г-жа Д-р, ние сме установили, че вашите домашни любимци спонсорство е в противоречие с нашата марка план и ние препоръчваме изход") по пътя към изграждане на ефективен портфейл е много сложен и не винаги напълно е възможно. As a sponsorship seeker, some decisions are just not going to make sense – why they sponsor Event X and say “no” to you, or whatever. Като спонсорство убежище, някои решения са просто няма да имат смисъл - защо те спонсорират събитието Х и казват "не" за вас, или нещо такова. You can create an amazing offer and get your contact super-excited and it can go nowhere. Можете да създадете една невероятна оферта и си контакт супер-развълнувани и може да отида никъде. There are many reasons this can happen, but a big one that sponsorship seekers don't always understand is that whatever you offer has to run the gauntlet of internal politics, and it is likely that a lot of people with opinions, but little expertise, will weigh in. Има много причини, това може да се случи, но една голяма спонсорство, търсещи убежище, които не винаги разбират е, че каквото ви трябва да се осъществи ръкавицата на вътрешната политика, и е вероятно, че много от хората с мнение, но малко опит, ще прецени инча The solution: Sometimes there isn'ta solution. Решението: Понякога там isnt 'a разтвор. This is an area that is often out of your hands. Това е област, която е често от ръцете ви. That said, if you follow the advice, above, and create an offer that works across departments and (if possible) from the local to top level, you are more likely to appeal to the in-house critics. Това каза, ако следвате съветите по-горе, и да се създаде една оферта, която работи в отделите и (ако е възможно) от местно, така и най-високо ниво, много по-вероятно да се обжалва пред по-къща критици. They are managing too many properties Те са прекалено много за управление имоти Whether the actual management of sponsorship properties is being handled by a sponsorship manager or brand team, or some combination, an awful lot of them are handling far too many properties. Дали действително управление на спонсорство имоти се борави с тях чрез спонсорство или ръководител екип марка, или някаква комбинация, ужасно много от тях се обработват твърде много свойства. In my experience, one of two things happen: They burn out or they check out. В моя опит, един от двата варианта да се случи: Те горят или да проверим. Neither is the best situation for your fabulous proposal. Нито е най-доброто положение за баснословен Вашето предложение. The solution: Make their life easier. Решението: Направете живота им по-лесно. Make a business case that is easy for them to sell internally. Осъществяване на бизнес случай, че е лесно за тях да продава вътрешно. Provide them with creative ideas for leverage, so they don't have to – plus, it helps them to visualise the possibilities. Им предоставя творчески идеи за ливъридж, така че те не трябва да - плюс, това им помага да видят възможностите. Measurement is one of their biggest issues Измерването е един от най-големите им проблеми A lot of sponsors are struggling with how to measure the real returns of their sponsorship programs, and as costs fall under more scrutiny than ever, it becomes even more important. А много от спонсорите се борят с това как да се измери действителната възвръщаемост на своите спонсорски програми, както и разходи, попадат под контрол, повече от всякога, става все по-важна. Measuring sponsorship is absolutely not your job, but if you can ask some of the right questions and provide some insight as to how they can measure their results, you could add lot of value to the relationship and go a long way toward a renewal. Измерване спонсорство е абсолютно не си работата, но ако можете да зададете някои от правилните въпроси и да предостави някои прозрение за това как те могат да измерват резултатите от тях, бихте могли да добавите много стойност на връзката и се извърви дълъг път към подновяване. The solution: If you're going to talk measurement, you need to understand measurement. Решението: Ако ще да говоря за измерване, трябва да разбирате, за измерване. There are plenty of blogs here that address it. Има изобилие от блогове тук, че решаването му. I have also done a free video tutorial, entitled “ Аз също се извършва безплатно настойнически видео, озаглавено " Sponsorship Measurement Basics in About 10 Minutes Спонсорство Измерване Основи на около 10 минути ”. Plus, I am offering a complimentary 60-minute webinar on 26 October entitled “ Плюс това, аз съм предлага безплатен 60-минутен Webinar на 26 октомври, озаглавено " Best Practice Sponsorship Measurement Най-добрите практики Спонсорство Измерване ”. Don't miss out on this one-time offer. Да не се пропускат възможности за това време оферта.
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Some (not all) sponsorship seekers are under some big misconceptions about the sponsors they approach.一些(不是全部)的赞助者正在对一些大的赞助商,他们的做法误解. These misconceptions do nothing to advance the potential for getting a “yes”, and if a sponsor thinks you don't understand their process and their challenges, it's unlikely they'll consider your offer.这些误解,什么也不做,以提前获得的潜力“是”,如果一个赞助商认为你不明白他们的过程和他们的挑战,也不太可能会考虑你的建议. My goal with this blog is to give you a heads up about of those misconceptions about sponsors before they hurt your chances.我对这个博客的目的是给你抬起头,对有关提案的误解,才伤害你的机会. Most of the people who contact them are wasting their time大多数的人谁跟他们是在浪费自己的时间 “This is an opportunity not to be missed!” “这是不容错过的机会!” “Please support our very worthy cause.” “请支持我们非常有价值的事业.” “I'd like to talk to somebody about sponsorship.” “我想谈论的赞助人.” “Dear Sir/Madam…” “亲爱的先生/女士...” I could write a list of red flags as long as my arm (and I'm tall, so that's a long way)!我可以写一个红色标志的列表,只要我的手臂(和我长得高,所以这是一个很长的路)! Most sponsorship seekers don't understand sponsor needs or expectations at all.最不明白的赞助者赞助商的需要和期望的. They don't do their homework about the brand or the person they're contacting.他们不这样做他们对品牌或他们接触的人功课. Some of them just write “letters of request”, as if that's going to get a sponsor to say, “hot damn, let's send these people a big fat cheque!” A lot of them seem to be looking for free (or virtually free) money.有的只写“请求”的来信,仿佛那是会得到赞助商说,“热该死的,让我们把这些人一大胖子检查!”,他们不少似乎是在寻找免费的(或几乎免费)钱. The problem for the sponsors isn't saying no, it's the time it takes to review all of the offers, all the voicemails.为赞助商的问题是不是说没有,这是需要时间来审查提供了所有,所有的语音邮件. Plus, all of these terrible offers make sponsors jaded.此外,这些可怕的赞助商提供的所有使厌倦. They wish for great offers, but they assume yours will be terrible unless you prove otherwise.他们祝愿伟大的优惠,但他们认为你的将是可怕的,除非你证明情况并非如此. The solution: Be the exception. 该解决方案:是例外. Do your homework.做你的功课. Customise those proposals so that no two are the same.自定义的建议,使没有两个是相同的. Make sure every word that comes out of your mouth or your computer is about how you're going to make this work for the sponsor and how you can help them connect with their target markets.确保每一个字出自他的嘴里或您的计算机是如何让你去这对赞助商的工作,你如何能帮助他们用自己的目标市场的连接. The people with the titles are often not the ones making the decisions与职称的人往往不是那些作出的决定 If you are approaching the sponsorship manager, chances are, he or she isn't the one with the authority to say “yes”.如果你是接近赞助经理,机会是,他或她是不是有权力说“是”之一. The brand manager is generally that person.该品牌经理通常是人. If you are approaching the CEO, they certainly have the ability to say yes, but they usually don't.如果你是接近的首席执行官,他们一定有能力去说的话,但他们通常没有. Unless it is a pet project, it will probably be sent down the chain to the brand or sponsorship manager.除非它是一个宠物项目,将可能被下放到链或赞助的品牌经理. The upshot of all of this is that, unless you've gone straight to the brand manager, it's going to take some time for your offer to get to the right person, and hounding your primary contact isn't going to speed it along.所有的结果是,除非你直接进入了品牌经理,这需要一些时间为您提供获取的权利人,围攻您的主要联系是不会沿着它的速度. The solution: First and most important, go straight to the brand manager (which requires some research). 该解决方案:首先,最重要的,直接进入品牌经理(这需要一些研究). Second, be patient.第二,要有耐心. Follow up, but don't hound.跟进,但不猎犬. They are dealing with a lot of politics他们正在处理大量的政治 Within corporations, you would have to look far and wide to find someone with a personal agenda regarding direct marketing.在公司,你会找太远和广泛寻求与个人议程有关直销的人. The same can't be said for sponsorship.同样不能说的赞助. EVERYONE's got an agenda when it comes to sponsorship – what the company should sponsor, how they should use it, what matters, what doesn't, etc. Every decision about investing in or exiting a sponsorship is going to face scrutiny across a range of stakeholders from the bottom to the top of the org chart.每个人都得到了一个议程,当谈到赞助 - 公司应该赞助,他们应该如何使用它,什么事情,没有什么,等每一个有关投资或退出赞助的决定将面临全面审查的范围从底部利益相关者的组织结构图的顶部. Managing the expectations, critics, and bruised egos (“Ms MD, we have determined that your pet sponsorship is at odds with our brand plan and we recommend an exit”) on the way to building an effective portfolio is really tricky and not always entirely possible.管理的期望,批评,并自负撞伤(“小姐医师,我们有决心,你的宠物的赞助是在与我们的品牌计划的赔率,我们建议一出”的方式),以建立一个有效的投资组合是真正棘手的,而且并不总是完全可能的. As a sponsorship seeker, some decisions are just not going to make sense – why they sponsor Event X and say “no” to you, or whatever.作为赞助求职者,一些决定只是不会使感 - 为什么他们赞助事件X和说“不”给你,或者其他什么. You can create an amazing offer and get your contact super-excited and it can go nowhere.您可以创建一个惊人的提议,并得到您的联系超级兴奋,无处可去. There are many reasons this can happen, but a big one that sponsorship seekers don't always understand is that whatever you offer has to run the gauntlet of internal politics, and it is likely that a lot of people with opinions, but little expertise, will weigh in.有很多原因可能发生,但一个重要的赞助者之一,并不总是明白的是,无论你提供了运行的内部政治战书,这是一个可能与很多人的意见,但没有专业知识,重量将只有 The solution: Sometimes there isn'ta solution. 该解决方案:有时不是一个解决方案. This is an area that is often out of your hands.这是一个领域,往往是从你的手中. That said, if you follow the advice, above, and create an offer that works across departments and (if possible) from the local to top level, you are more likely to appeal to the in-house critics.也就是说,如果你遵照以上,并创建一个跨部门提供的工程和(如果可能)从地方到高层,你更可能呼吁在内部批评. They are managing too many properties他们是物业管理太多 Whether the actual management of sponsorship properties is being handled by a sponsorship manager or brand team, or some combination, an awful lot of them are handling far too many properties.无论是赞助性质的实际管理正由经理或品牌赞助球队,或一些组合,其中一个可怕的很多处理太多的属性. In my experience, one of two things happen: They burn out or they check out.根据我的经验,两种情况之一发生:他们烧出或他们检查. Neither is the best situation for your fabulous proposal.无论是您最好的神话般的建议的情况. The solution: Make their life easier. 该解决方案:请他们的生活更轻松. Make a business case that is easy for them to sell internally.为商业案例,是让他们很容易在内部销售. Provide them with creative ideas for leverage, so they don't have to – plus, it helps them to visualise the possibilities.提供与他们利用创意,让他们不必 - 加,帮助他们想像的可能性. Measurement is one of their biggest issues测量是他们最大的问题之一 A lot of sponsors are struggling with how to measure the real returns of their sponsorship programs, and as costs fall under more scrutiny than ever, it becomes even more important.赞助商很多都是如何来衡量他们的赞助方案的实际回报率,并根据其成本比以往更加审议下降挣扎,它变得更加重要. Measuring sponsorship is absolutely not your job, but if you can ask some of the right questions and provide some insight as to how they can measure their results, you could add lot of value to the relationship and go a long way toward a renewal.测量赞助是绝对不是你的工作,但如果你可以问一些问题的权利,并提供他们如何能够衡量其结果一些见解,您可以添加很多价值的关系,并一起走向一个更新很长的路要走. The solution: If you're going to talk measurement, you need to understand measurement. 该解决方案:如果你要谈的测量,您需要了解的测量. There are plenty of blogs here that address it.有博客在这里,大量的地址. I have also done a free video tutorial, entitled “我也做了免费的视频教程,题为“ Sponsorship Measurement Basics in About 10 Minutes在约10分钟测量基础知识赞助 ”. Plus, I am offering a complimentary 60-minute webinar on 26 October entitled “另外,我提供10月26日题为免费60分钟网络研讨会“ Best Practice Sponsorship Measurement最佳实践赞助测量 ”. Don't miss out on this one-time offer.不要错过这个一次性优惠了.