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We have a mid-high-level sponsor with two years left on their contract. Ние имаме междинен спонсор на високо ниво с две години ляво на договора си. They've just been told to cut 20% from their sponsorship budget and are now “rationalising their investments” Two days ago, they told us that they want us to let them out of the sponsorship contract. Те току-що е казал за намаляване на 20% от бюджета им за спонсорство и сега "рационализиране на своите инвестиции" Преди два дни, а те ни казаха, че искат да бъдат отдадени на договор за спонсорство. What do we do? Какво правим? I'm not a lawyer, so please don't consider this a legal opinion, but I've been around the block with this kind of question a number of times. Аз не съм адвокат, така че моля не смятат, че това правно становище, но аз бях около блока с този вид въпрос няколко пъти. Your contract may have some kind of exit clause if they start bankruptcy proceedings or cease to do business, but unless you have some more vague exit clause – like, they can exit the contract if their strategy substantially changes – you shouldn't have any legal obligation to let them out of the contract. Вашият договор може да има някакъв изход клауза, ако те започват производство по несъстоятелност или спират да правят бизнес, но ако имате някакви по-неясен изход клауза - подобни на тях, те могат да излязат на договора, ако тяхната стратегия съществено се е променило - не трябва да има всяко юридическо задължението да ги пуснете от договора. So, first step, check your contract. И така, първата стъпка, проверете договора. If you have no legal obligation to let them out of the contract, my inclination is to say “don't”. Ако нямат правно задължение да ги пуснете от договора, наклон ми е да кажа "не". There are probably other ways that your sponsor can cut back (for some ideas, see the new white paper, “ Вероятно има и други начини, които си спонсор може да намалят (за някои идеи, вижте новата бяла книга " Sponsorship in a Scary Economy Спонсорство в Scary икономиката ”), and you may see revenues fall from new and renewing sponsors, so best to hang onto what you've got. "), И вие може да видите приходи попадат от нови и подновяване на спонсори, така че най-добре да висят върху това, което имаш. That said, holding them to the letter of the contract is a bad idea. Това каза, държането им към писмото на договора е лоша идея. Don't change the basics – contract term, financial commitment, etc – but I think that you should be prepared to get flexible with benefits and pro-active in this regard. Да не променя основното - предмет на дългосрочен договор, финансов ангажимент, и т.н. - но аз мисля, че трябва да бъдат подготвени да се гъвкав, обезщетения, и про-активни в това отношение. Assuming for a moment that it is at least a moderately good target market and brand values match, underperforming sponsorships are usually caused by two things: Ако приемем за момент, че това е най-малко средно добър целевия пазар и ценностите марка мач, слабо спонсорство обикновено са причинени от две неща: - Sponsorship benefits that are uninspired and/or inappropriate for brand needs Спонсорство ползи, които са сух и / или неподходящи за нуждите марка - Lack of creative, strategic leverage activities Липса на творчески, стратегически дейности ливъридж If the sponsorship was on the chopping block, it is probably because it was underperforming. Ако спонсорство е за кълцане на блок, то е вероятно, защото е слабо. As far as I'm concerned, this is your opportunity to help them turn this underperforming sponsorship into one that really works for them. Що се отнася до Загрижен съм, това е вашата възможност да им помогне да се превърне това слабо спонсорство в едно, че наистина работи за тях. The first thing you need to do is ensure you really understand what they are trying to achieve. Първото нещо, което трябва да направите, е да сте сигурни, наистина разбират какво се опитвате да постигнете. Once you know that, work with them to rethink their leverage program – creating cost-effective ways to achieve their goals – as well as being prepared to less effective benefits for ones that will underpin these activities. След като знаете, че работата с тях, да преосмислят своята програма лост - създаване на икономически ефективни начини за постигане на целите си - както и да се подготвят по-малко ефективни ползи за тези, които ще бъдат в подкрепа на тези дейности. You can find some ideas and a brainstorming exercise in “Sponsorship in a Scary Economy”. Можете да намерите някои идеи и мозъчна атака "упражнение по" спонсорство в Scary икономика ". And good luck to you all. И добър късмет за всички вас. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Sponsorship seekers, do you know how to speak “sponsor”? Спонсорство, търсещи убежище, знаеш ли как да се говори "спонсор"? New Year's resolutions for sponsorship seekers Нова Година решения за спонсорство, търсещи убежище Overheard: The World's Worst Sponsorship Advice for Non-Profits Дочух: The World's Worst Спонсорство Съвети за без печалба The Games Sponsorship Seekers Play – Game #1: Threats Игрите Спонсорство убежище Play - Игра # 1: Заплахи Sponsorship Seekers: Five Phrases You Should Say More Often (and a Couple You Should Ban) Спонсорство убежище: Пет фрази Вие трябва да кажа, по-често (и няколко Ти Рамо Бан)
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We have a mid-high-level sponsor with two years left on their contract. They’ve just been told to cut 20% from their sponsorship budget and are now “rationalising their investments” Two days ago, they told us that they want us to let them out of the sponsorship contract. What do we do? I’m not a lawyer, so please don’t consider this a legal opinion, but I’ve been around the block with this kind of question a number of times. Your contract may have some kind of exit clause if they start bankruptcy proceedings or cease to do business, but unless you have some more vague exit clause – like, they can exit the contract if their strategy substantially changes – you shouldn’t have any legal obligation to let them out of the contract. So, first step, check your contract. If you have no legal obligation to let them out of the contract, my inclination is to say “don’t”. There are probably other ways that your sponsor can cut back (for some ideas, see the new white paper, “Sponsorship in a Scary Economy”), and you may see revenues fall from new and renewing sponsors, so best to hang onto what you’ve got. That said, holding them to the letter of the contract is a bad idea. Don’t change the basics – contract term, financial commitment, etc – but I think that you should be prepared to get flexible with benefits and pro-active in this regard. Assuming for a moment that it is at least a moderately good target market and brand values match, underperforming sponsorships are usually caused by two things: - Sponsorship benefits that are uninspired and/or inappropriate for brand needs - Lack of creative, strategic leverage activities If the sponsorship was on the chopping block, it is probably because it was underperforming. As far as I’m concerned, this is your opportunity to help them turn this underperforming sponsorship into one that really works for them. The first thing you need to do is ensure you really understand what they are trying to achieve. Once you know that, work with them to rethink their leverage program – creating cost-effective ways to achieve their goals – as well as being prepared to less effective benefits for ones that will underpin these activities. You can find some ideas and a brainstorming exercise in “Sponsorship in a Scary Economy”. And good luck to you all.