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I get dozens of emails and social media approaches every week from people looking for sponsorship of their website, business, television show, documentary, education, or whatever. Получавам десетки писма и социалните медии подходи всяка седмица от хора, които търсят спонсорство на сайта им, бизнеса, телевизионно шоу, документален, образование, или нещо такова. My issue with this isn't that they are contacting me – I'm happy to hear from any of you! въпроса ми с това не е, че те са ми контакт - аз съм щастлив да чуя от някой от вас! – but that so many seem to have a misguided notion of what sponsorship is. - Но, че толкова много, изглежда имат погрешно понятие за това какво е спонсорство. In the case of website, television, and documentary “sponsorship”, 99% of the examples I see aren't sponsorship at all. В случай на сайта, телевизор, и документалния филм "спонсорство", 99% от примерите виждам не са спонсорство на всички. Offering banner ads, product or logo placement, acknowledgements of support, backlinks, etc does not equate to a sponsorship, but a media buy. Предлагането на рекламен банер, продукт или лого разположение, потвърждения за подкрепа, препратки, и т.н. не са равни на спонсорство, а медиите да закупите. (And “sponsoring” the telecast of an event is not the same as sponsoring the event – it's also just a targeted media buy.) I'm not saying these investments don't have value, but it really is an entirely different animal. (А "спонсориране" на телевизията на дадено събитие не е същото като спонсориране на събитието - тя също е само целеви медии купуват.) Не казвам, че тези инвестиции не трябва стойност, но това наистина е съвсем различно животно. A sponsorship is a collection of benefits and entitlements that provide a brand with an opportunity to get a marketing result. А спонсорството е колекция от ползите и права, които осигуряват чиста възможност да се получи резултат маркетинг. The way they get that result is through leverage – proactively doing things with the benefits to achieve specific objectives. Начинът, по който те ще получат този резултат е чрез ливъридж - активно да правиш неща, с ползите за постигане на конкретни цели. Leverage could include adding value to their target markets' event or brand experiences, promotions, involving their staff, integrating with other media activities, creating social media platforms, and much much more. Ливъридж може да включва добавяне на стойност към събитието техните целеви пазари "или марка опит, промоции, включващи служители, интегриране с други медийни дейности, създаване на социални медийни платформи, и много много други. Sponsorship is mutual and about nurturing relationships, and has both the emotional weight – people really caring about what is being sponsored – and the critical mass to be a catalyst for other marketing activities. Финансиране е взаимно и за насърчаването на отношенията, и има и емоционална маса - хората наистина се грижат за това, което е спонсориран - и критичната маса, за да бъде катализатор за други маркетингови дейности. A media buy is an outbound communication strategy. А медиите да закупите е изходяща комуникационна стратегия. It is buying time or space in which to showcase a brand or brand message. Той купува време или пространство, в което да покажат дадена марка или марка съобщението. Media buys are what they are, and are not leverageable. Медията купува са това, което са, и не са leverageable. If you can't imagine a company running an ad or embarking on a PR campaign or developing a staff program or creating a social media hub around what you're selling, it's not sponsorship. Ако не можете да си представите фирма провежда рекламна или качване на ПР-кампания или развитие на персонала, програма или създаване на социални медии център около това, което продавате, това не е спонсорство. As an example, I was recently approached by someone looking for “sponsorship” of their website. Като пример, аз наскоро бе помолен от някой, който иска за "спонсорство" на уебсайта си. They were offering banner advertising, links, branding all over the site, and participation in the e-newsletter. Те бяха предлага банерна реклама, връзки, търговски марки в цяла сайт, както и участие в електронния бюлетин. That may well be a valuable investment, for the right brand, but it's not leverageable. Това може да се окаже ценна инвестиция, за правото марка, но това не е leverageable. Seriously, can you imagine any brand taking this up and then running a series of magazine ads themed around their activities on that website? Сериозно, може ли да си представите всички марки, като това се и след провеждане на поредица от тематични списание реклами около дейността им по този сайт? Embarking on a social media campaign? Наемане на социална медийна кампания? Creating a staff program? Създаване на персонала програма? Me neither. Аз също. Of course there are exceptions, but not very many. Разбира се, има изключения, но не много. And for all you little companies with great ideas, but no cash, again, that's not sponsorship. И за всичко, което малко фирми с големи идеи, но не и пари в брой, отново, това не е спонсорство. You are looking for a financial backer – an investor, silent partner, or white knight – who will provide some cash in return for (probably) an equity position. Вие търсите за финансов поддръжник - инвеститор, мълчалив партньор, или бял кон - кой ще даде малко пари в замяна на (вероятно) на собствения капитал позиция. And people looking for someone to “sponsor” their educations are looking for benefactors. И хора, които търсят някой, който да "спонсорира" тяхното образование се търсят дарители. Before your organisation looks for corporate sponsorship, you need to ensure that what you are offering really is sponsorship, and the easiest way to find out is to ask yourself whether it is leverageable or not. Преди вашата организация търси корпоративното спонсорство, което трябва да гарантира, че това, което предлагате наистина е спонсорство, и най-лесният начин да разберете е да се запитате дали е leverageable или не. If it's not leverageable, it's not sponsorship, and it's time to take a different approach. Ако това не е leverageable, това не е спонсорство, и е време да се вземат по-различен подход. If you're really selling a media buy, then those are the sales channels you need to use. Ако сте наистина продажба на медийни купуват, след това са каналите за продажба ще трябва да използвате. If what you really need is a backer, your first call should be to your accountant. Ако това, което наистина се нуждая е поддръжник, първата покана трябва да бъде да си счетоводител. Don't seek sponsorship if that's not what you're really selling, or you could waste a lot of time and effort going through a very tough process that is destined to fail. Да не се търси спонсорство, ако това не е това, което наистина продажба, или бихте могли да отпадъците много време и усилия, преминавайки през един много труден процес, който е обречена на провал. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... It's Not the Size of the Sponsorship, It's What You Do with It Това е не размерът на спонсориране, това е това, което правя с него Scary economy dos and don'ts for sponsorship seekers Страшен икономика DOS и упътвания за спонсорство, търсещи убежище Weathering the GFC: Best practice case studies from two great sponsees Ерозия на GFC: Най-добра практика при проучвания от две големи sponsees Sponzillas: How to deal with a sponsor who bullies Sponzillas: Как да се справим с хулиганите, които спонсор Steps: A Sponsorship Seeker's Guide to the Recovery 12 стъпки: Наръчник на търсещия спонсорство към възстановяване
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I get dozens of emails and social media approaches every week from people looking for sponsorship of their website, business, television show, documentary, education, or whatever.我收到幾十封電子郵件和社會媒體的辦法,每週從人們尋找贊助他們的網站,業務,電視節目,紀錄片,教育,或什麼的. My issue with this isn't that they are contacting me – I'm happy to hear from any of you!我的問題關係,這是不是他們接觸我 - 我很高興聽到任何你! – but that so many seem to have a misguided notion of what sponsorship is. - 但有這麼多似乎有一個錯誤的概念是什麼贊助. In the case of website, television, and documentary “sponsorship”, 99% of the examples I see aren't sponsorship at all.在案件網站,電視,紀錄片“贊助”,99%的例子,我看到的不是贊助的. Offering banner ads, product or logo placement, acknowledgements of support, backlinks, etc does not equate to a sponsorship, but a media buy.提供橫幅廣告,產品或標誌位置,確認支持,反向鏈接等並不等同於贊助,而是一個媒體購買. (And “sponsoring” the telecast of an event is not the same as sponsoring the event – it's also just a targeted media buy.) I'm not saying these investments don't have value, but it really is an entirely different animal. (和“贊助”的轉播一個事件是不一樣的贊助活動 - 這也只是一個有針對性的媒體購買.)我並不是說,這些投資沒有價值,但它確實是一個完全不同的動物. A sponsorship is a collection of benefits and entitlements that provide a brand with an opportunity to get a marketing result. 贊助是一個集合,津貼和福利,提供一個品牌有機會得到一個營銷的結果. The way they get that result is through leverage – proactively doing things with the benefits to achieve specific objectives.看他們得到這一結果是通過槓桿 - 主動做事的利益來實現的具體目標. Leverage could include adding value to their target markets' event or brand experiences, promotions, involving their staff, integrating with other media activities, creating social media platforms, and much much more.利用可包括增值他們的目標市場的事件或品牌體驗,促銷活動,涉及其工作人員,與其他媒體活動相結合,創造社會媒體平台,以及更多. Sponsorship is mutual and about nurturing relationships, and has both the emotional weight – people really caring about what is being sponsored – and the critical mass to be a catalyst for other marketing activities.贊助是相互的,約培育的關係,既有情感的重量 - 人們真正關心的是什麼贊助 - 和臨界質量是一個催化劑,其他營銷活動. A media buy is an outbound communication strategy. 阿媒體買的是一出站通信戰略. It is buying time or space in which to showcase a brand or brand message.這是在拖延時間或空間來展示品牌或品牌信息. Media buys are what they are, and are not leverageable.媒體購買的是什麼,並且不leverageable. If you can't imagine a company running an ad or embarking on a PR campaign or developing a staff program or creating a social media hub around what you're selling, it's not sponsorship.如果你不能想像一個公司運行的廣告或公關活動上著手或開發人員的程序或創建一個社會媒體中心圍繞什麼你賣,這不是贊助. As an example, I was recently approached by someone looking for “sponsorship” of their website.作為一個例子,最近我接觸的人尋找“贊助”的網站. They were offering banner advertising, links, branding all over the site, and participation in the e-newsletter.他們提供旗幟廣告,鏈接,品牌遍布網站,並參與電子通訊. That may well be a valuable investment, for the right brand, but it's not leverageable.這很可能是一個有價值的投資,正確的品牌,但它不是leverageable. Seriously, can you imagine any brand taking this up and then running a series of magazine ads themed around their activities on that website?說真的,你能想像任何品牌服用此註冊,然後運行的一系列雜誌廣告的主題圍繞在該網站上的活動? Embarking on a social media campaign?走上社會的媒體宣傳? Creating a staff program?創建一個工作人員計劃? Me neither.我也沒有. Of course there are exceptions, but not very many.當然也有例外,但不是很多. And for all you little companies with great ideas, but no cash, again, that's not sponsorship.和所有你的小公司與偉大的想法,但沒有現金,再次,這不是贊助. You are looking for a financial backer – an investor, silent partner, or white knight – who will provide some cash in return for (probably) an equity position.您在尋找一個金融靠山 - 一個投資者,沉默的合作夥伴,或白色騎士 - 誰提供一些現金,以換取(可能)的股權. And people looking for someone to “sponsor” their educations are looking for benefactors.而人找人“贊助”的教育正在尋找恩人. Before your organisation looks for corporate sponsorship, you need to ensure that what you are offering really is sponsorship, and the easiest way to find out is to ask yourself whether it is leverageable or not.在你的組織尋找企業贊助,你需要確保你所提供的贊助真的是,最簡單的方式找到的是要問自己是否leverageable與否. If it's not leverageable, it's not sponsorship, and it's time to take a different approach.如果它不leverageable,這不是贊助商,它的時間採取不同的方法. If you're really selling a media buy, then those are the sales channels you need to use.如果你真的賣媒體購買,那麼這些是你需要的銷售渠道使用. If what you really need is a backer, your first call should be to your accountant.如果你真正需要的是一個靠山,你的第一個電話應該是你的會計師. Don't seek sponsorship if that's not what you're really selling, or you could waste a lot of time and effort going through a very tough process that is destined to fail.不要尋求贊助,如果這不是你真的賣,或者你可以浪費了很多時間和精力去經歷一個非常艱難的過程,是注定要失敗的. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... The First Sponsor Meeting (And How Not to Make an Idiot of Yourself)第一次贊助商會議(及如何不使你自己的白痴) Introducing the Power Sponsorship Jump Start for Sponsorship Seekers在介紹電力贊助跳開始贊助求職者 Your Say: Global Sponsorship Resource Round-Up你的言論:全球贊助資源回合行動 Sponsorship White Papers Updated and Upgraded!贊助白皮書更新和升級! Recommended Sponsorship Resources from SponsorPark (and me)推薦的贊助資源從 SponsorPark(和我)