http___blog.powersponsorship.com_index.php_2009_12_sponsorship-sales-rule-1_bg__1.xml
http___blog.powersponsorship.com_index.php_2009_12_sponsorship-sales-rule-1_zh_.xml
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 2.1 2.2 2.3 2.4 3.1 3.2 4.1 4.2 5.1 6.1 6.2 6.3 6.4 7.1 7.2 7.3 7.4 7.5 7.6 7.7 8.1 9.1 9.2 9.3 9.4 9.5 9.6 9.7 9.8 9.9 9.10 10.1 10.2 10.3 10.4 10.5 10.6 10.7 10.8 10.9 10.10 10.11 10.12 11.1 12.1 12.2 12.3 12.4 12.5 12.6 13.1 13.2 14.1 14.2 14.3 14.4 15.1 15.2 15.3 15.4 15.5 15.6 15.7 15.8 16.1 17.1 17.2 17.3 17.4 17.5 17.6 17.7 17.8 18.1 18.2 19.1 19.2 19.3 19.4 19.5 19.6 20.1 20.2 21.1 22.1 23.1 24.1 25.1
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
1.1 1.2 1.3 1.4 2.1 2.2 3.1 4.1 5.1 6.1 6.2 7.1 7.2 7.3 8.1 9.1 9.2 9.3 9.4 9.5 10.1 10.2 10.3 10.4 10.5 10.6 11.1 12.1 12.2 12.3 13.1 14.1 14.2 15.1 15.2 15.3 15.4 16.1 17.1 17.2 17.3 17.4 18.1 19.1 19.2 19.3 20.1 21.1 22.1 23.1 24.1 25.1
Every day, my inbox fills with messages from people who want advice about selling sponsorship.每一天,我的收件箱填充从人谁想要卖赞助资讯与信息. There is nothing wrong with that – I'm happy to hear from you!没有什么 - 我很高兴听到你错了! The issue is that many, if not most, of those sponsorship sales efforts are destined to fail.问题是,许多,如果不是大多数,这些赞助商的销售努力注定要失败的. They are trying to sell the impossible.他们正试图出售不可能的. When it comes right down to it, not everything you need money for is sponsorable.当涉及到它的权利,而不是你需要的一切钱是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.有些事情你必须做的,因为你是像你的组织 - 细心聆听您的所有非那里利润 - 没有足够的商业吸引力,以吸引赞助商. 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.我不是一秒钟说,你不应该做那些活动或方案,只是寻求他们的赞助是不可能成功的,所以你必须转移到计划B - 这更容易和更现实的方式来筹集资金你需要的. There are four steps to this Plan B.有四个步骤,这个B计划 Accept defeat接受失败 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.经常发生的事情时,组织计划的事件是,预算制定,也不论是短缺,这是赞助目标. 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,所以这就是你必须提高赞助. 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).很遗憾,您的需要和对赞助活动的商业价值是非常罕见的相同数额(如果是这样,这纯粹是巧合). 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.它更可能的金额可以切实提高围绕您的活动或方案之一,是不是少了很多很多或比你更需要运行它. Therein lays the beauty of Plan B. Read on.其中的B计划奠定了阅读之美. Move away from compartmentalisation脱离compartmentalisation Imagine you have two events.想象一下,你有两个事件. You need $10,000 in additional funding for each of them to make them happen.您需要为每个额外拨款10,000元,使它们发生. One is very commercially appealing and you raise the $10,000 without breaking a sweat.一个是非常商业的吸引力,提高你不洒一滴汗水1万美元. 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.另外有一个非常小的或利基市场,没有任何临界质量,或者它是一个特别艰难的或干的主题,你最终花费过多的时间在徒劳地试图提高现金. Your board is calling in favours, you're discounting like crazy, but you never even get close to your goal.您的要求在董事会主张,你疯狂打折,但你甚至从来没有接近你的目标. 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.我一遍又一遍地听到这种情况,但它是一个固有的缺陷前提:这每一个事件或程序需要收支平衡. Wrong.错了. Every event or program needs to meet the needs of your target market.每个事件或程序需要以满足您的目标市场的需求. Your whole organisation needs to break even (or better).您的整个组织实现盈亏平衡(或更高). It doesn't really matter which event provides what funding.它并不真正的问题是什么事件提供资金. Putting this arbitrary rule on how you fund the programs that meet your target markets' needs is counterproductive and unnecessary.你如何把基金的方案以满足您的目标市场的需要,这是适得其反的专制统治和不必要的. Concentrate on your most commercial properties专注于您的大多数商业物业 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.确定你的“最性感”属性 - 而不是那些具有安吉莉娜朱莉或艾瑞克巴纳(哈伯瓦哈伯瓦),是那些赞助商最有商业吸引力. Then, sell as much sponsorship of those events as you possibly can, generating maximum revenue for the least amount of effort.然后,卖出更多的赞助这些活动,你可能可以产生最大的收入最少的努力. 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.我们的目标是提高明显比你需要更多的赞助运行事件,所以你可以转移过剩的事件和方案,需要金融的推动. 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?让我们回到这两个事件,需要1万元的,如果你在大多数商业集中,提高了32000美元,并用超额承保的其他活动的费用? 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.你们当中有些人 - 主要是非营利性 - 可能会问自己是否是一个道德出售赛事赞助而不是花费在该事件中的收入. The answer to that is a big, fat “yes”.该问题的答案是一大,脂肪“是”. We are not talking about grants or donations, which can be earmarked to fund specific projects.我们不是在谈论赠款或捐款,可专门用于基金的具体项目. We are talking about marketing.我们说的是市场营销. 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.当你卖出的赞助,你是不卖的权利,承担你的费用,你是卖营销机会,是值得它的价值. 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.赞助是未分配的资金,只要你提供一切已答应赞助商,你可以自由地用它做任何你请. Stop selling “lemons”停止销售“柠檬” Those great, but un-commercial, programs of yours need to be put on the backburner.那些伟大的,但非商业,对你的方案应放在次要地位上. Stop even pursuing sponsorship of them.甚至停止追求他们的赞助. At best, it will require a lot of your time and still underperform.充其量,这将需要你很多时间,仍然表现不佳. 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.在最坏的情况,这将是一个绝对的时间和人才浪费,损害您的赞助商谁可为您的其他活动的一些好的候选人的信誉,和让你讨厌你的工作. 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.如果有几个不错的福利,你可以添加到其他赞助商提供,提供的增值一点,但不需要大量的营销权. Selling sponsorship can be tough.销售赞助并不容易. Make it easier on yourself.它使你自己更容易. Sell what sells.卖什么卖. If you liked that post, then try these...如果你喜欢这个职位,然后尝试这些... Attention Non-Profits: Your Mission Statement is Irrelevant注意非利润:你的使命是无关 Are Sponsors Worth the Headache?都值得头痛赞助商? Your Say: Global Sponsorship Resource Round-Up你说:全球赞助资源综合报道 Sponsorship School for Charities - No Charge!赞助慈善学校 - 不收费! We have met the enemy of best practice sponsorship, and it is “standardisation”我们已经达到了最佳实践赞助的敌人,它是“标准化”