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I was inspired by a great question I got today, and am writing a couple of blogs on exiting sponsorships. Бях вдъхновен от големия въпрос аз имам днес и пише няколко блогове на излизане спонсорства. This one is about why you should and shouldn't exit, the next one is about how to do it well. Това е за това, защо ви трябва и не трябва да излезете, а следващата е за това как да го направя добре. Good reasons to exit a sponsorship… Добри причини да излезете от спонсорство ... - It was never a good brand or target market fit. Той никога не е била добра марка или годни целеви пазар. - It was a good fit, but your target market or objectives have changed, and it isn't anymore. Беше добра форма, но целевия пазар или целите са се променили, и то не е вече. - It was a senior executive pet project (and nothing more) and that senior executive has now moved on. Той е висш служител любим проект (и нищо повече) и че висш ръководен пост, вече е преместен. - The sponsorship has been under-used for so long, you no longer have any internal buy-in. При спонсорирането е недостатъчно използвани за толкова дълго време, вече няма никакъв вътрешен бай-ин. - You have leveraged the sponsorship in the same way for so long that it is too stale even to reinvent. Трябва ливъридж за спонсорство по същия начин, за толкова дълго време, че е твърде остаряла дори да преосмисли. - It is a less-good duplicate of something else in your portfolio. Това е по-добро копие на нещо друго в своето портфолио. - You are restructuring your sponsorship portfolio and it is inconsistent with your new approach (typically, this would be streamlining a portfolio and concentrating on only one or two focal points) Вие сте преструктурирането си спонсорство портфейл и е в противоречие с новия си подход (обикновено, това би било опростяване на портфейл и се концентрира само върху една или две фокусни точки) - The sponsee didn't deliver the contracted sponsorship benefits. В sponsee не предостави договорените обезщетения спонсорство. - The sponsee contravened the contract (ie, breached exclusivity or behaviour rules). В sponsee нарушили договора (т.е. нарушени изключителни права или правила, поведение). - The sponsee wants a significant fee increase at renewal, and you can't justify the expenditure at that level. В sponsee иска значително увеличение такса при ремонт и не може да оправдае разходите на това ниво. - You don't have the human resources to do it justice. Не е нужно на човешки ресурс за да раздава правосъдие. And bad reasons for exiting a sponsorship… И лоши причини за излизане на спонсор ... - You didn't get a return – Getting a return on your investment is all about whether you leveraged it well. Вие не получат възвръщаемост - Първи възвръщаемост на инвестициите си е всичко за това дали сте го ливъридж добре. You're buying opportunity, it's up to you to turn that into a result. Ти си купуват възможност, това е до вас да се включите, че в резултат на това. It's unfair to exit a sponsorship just because you didn't do your job. Това е несправедливо, за да излезете на спонсор, просто защото не си върши работата. - The returns aren't measurable – Rubbish. Приходите, не са измерими - боклука. You just need to fit the measurement strategy to the objectives you're measuring against. Просто трябва да отговарят на стратегията за измерване на целите си за измерване "против". For more on that, check out the tutorial, За повече информация относно това, проверка на урок “Sponsorship Measurement Basics in About 10 Minutes” "Основи Финансиране измерване за около 10 минути" . - You need to cut the budget and that sponsorship is on renewal – Rationalising a portfolio to reduce the spend is fair enough, but indiscriminately cutting sponsorships because they happen to be on renewal is folly. Трябва да се спести в бюджета и това спонсорство е за подновяване - Рационализиране на портфейл за намаляване на разходи са достатъчно честно, но безразборно рязане спонсорства, защото те се случи да бъде за подновяване е безумие. Determine their strategic worth to your brand, then decide whether to renew. Определя стратегическите си струва да си марка, а след това да реши дали да поднови. - You're new in the job and want to put your own personal stamp on the portfolio – You know how you put your own stamp on a portfolio? Вие сте нов в работата си и желаят да сложиш личен печат на портфейла - Знаеш ли как да си сложиш своя отпечатък върху портфейл? You leverage it strategically, creatively, and comprehensively, then measure it thoroughly. Можете ливъридж това стратегически, креативно, и изчерпателно след това го оценява добре. That will make you look like a star – someone with talent and vision. Това ще ви направят да изглеждате като звезда - човек с талант и визия. What you don't do is embark on change for the sake of change. Това, което не направите, е да започне промяна в името на промяната. - They increased the fee by more than expected at renewal and that ticked you off – If the offer is better and more creative, and the fee is commensurate with that, then assess it's value based on what it can do for your brand. Те се увеличават таксата с повече от очакваното при ремонт и че отмятат - Ако офертата е по-добре и по-творчески, а таксата е съизмерим с това, тогава това е оценка стойност на базата на какво може да направи за марката си. It is either worth it or not, but do the sums. Това е или си заслужава или не, но сумите. I've seen too many sponsors exit great sponsorships, simply on principle, because the fee went up by a deserved 20%. Виждал съм прекалено много спонсори излизане голямо спонсорство, просто по принцип, тъй като таксата се увеличава с една заслужена 20%. The upshot of all of this is that, just like committing to a new sponsorship, exiting should be based on strategy – your target markets, objectives, resources, and internal buy-in. Резултатът от всичко това е, че точно като ангажимент за нов спонсорски, излизане трябва да се основава на стратегия - вашите целеви пазари, цели, ресурси и вътрешни бай-ин. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Sponsornomics: Seven Sponsorship Lessons Learned from the GFC Sponsornomics: Седем Финансиране Уроците на GFC Corporate Sponsorship Lies (and What They Really Mean) Корпоративно спонсорство лъжи (и това, което наистина означава това) Webinar: Out-of-the-Box Sponsorship Leverage Made Simple Webinar: спрените от спонсорство най-Box лоста Made Simple Ambush Marketing Set to Rise Засада Маркетинг ще нарасне Sponsorship Measurement Agencies Fading into Irrelevance Финансиране за измерване агенции избледняване в ирелевантност
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I was inspired by a great question I got today, and am writing a couple of blogs on exiting sponsorships.我的靈感來自一個偉大的問題,我有今天,我寫一對夫婦的博客上退出贊助. This one is about why you should and shouldn't exit, the next one is about how to do it well.這一個是關於為什麼你應該和不應該退出,下一個是關於如何把它做好. Good reasons to exit a sponsorship… 充分的理由退出贊助... - It was never a good brand or target market fit.這是從來沒有一個良好的品牌或目標市場的合適. - It was a good fit, but your target market or objectives have changed, and it isn't anymore.這是一個不錯的選擇,但你的目標市場或目標已經改變,它已不再. - It was a senior executive pet project (and nothing more) and that senior executive has now moved on.這是一個高級行政寵物項目(僅此而已),而高級行政人員已經提出. - The sponsorship has been under-used for so long, you no longer have any internal buy-in.贊助一直未被充分利用了這麼久,你不再有任何內部買入. - You have leveraged the sponsorship in the same way for so long that it is too stale even to reinvent.您已經充分利用了相同的方式贊助了這麼久,實在是太陳舊甚至重塑. - It is a less-good duplicate of something else in your portfolio.這是一個不太好的重複你的投資組合中的其他東西. - You are restructuring your sponsorship portfolio and it is inconsistent with your new approach (typically, this would be streamlining a portfolio and concentrating on only one or two focal points)您正在重組您的贊助組合,這是不符合你的新方法(通常,這將是一個組合,並精簡集中只有一或兩個重點) - The sponsee didn't deliver the contracted sponsorship benefits.贊助方提供的合同沒有贊助效益. - The sponsee contravened the contract (ie, breached exclusivity or behaviour rules).該贊助方違反合同(即違反排他性或行為規則). - The sponsee wants a significant fee increase at renewal, and you can't justify the expenditure at that level.一個重要的贊助方希望在重建費用增加,並不能證明你的開支在這一水平. - You don't have the human resources to do it justice.您沒有足夠的人力資源做正義. And bad reasons for exiting a sponsorship… 和壞的原因退出贊助... - You didn't get a return – Getting a return on your investment is all about whether you leveraged it well.你沒有得到回報 - 獲得回報的投資是所有關於你是否槓桿很好. You're buying opportunity, it's up to you to turn that into a result.你買的機會,這是由你來扭轉這一成的結果. It's unfair to exit a sponsorship just because you didn't do your job.這是不公平的退出贊助只是因為你沒有做你的工作. - The returns aren't measurable – Rubbish.的回報是無法衡量的 - 垃圾. You just need to fit the measurement strategy to the objectives you're measuring against.你只需要測量的策略,以適應你的目標衡量反對. For more on that, check out the tutorial,欲了解更多關於這一點,看看教程, “Sponsorship Measurement Basics in About 10 Minutes” “贊助測量基礎在10分鐘左右” . - You need to cut the budget and that sponsorship is on renewal – Rationalising a portfolio to reduce the spend is fair enough, but indiscriminately cutting sponsorships because they happen to be on renewal is folly.你需要削減預算和贊助是對重建 - Rationalising一個投資組合,以減少支出是合理,但盲目削減贊助,因為他們正好是在重建是愚蠢的. Determine their strategic worth to your brand, then decide whether to renew.確定自己的戰略值得你的品牌,然後再決定是否續約. - You're new in the job and want to put your own personal stamp on the portfolio – You know how you put your own stamp on a portfolio?你是新的工作,希望把自己的個人郵票上的組合 - 你知道你把你自己的郵票上的投資組合? You leverage it strategically, creatively, and comprehensively, then measure it thoroughly.您可以利用其在戰略上,創造性地,全面,然後測量它徹底. That will make you look like a star – someone with talent and vision.這會讓你看起來像一個明星 - 一個有天賦和遠見. What you don't do is embark on change for the sake of change.你不這樣做,是走上變動而變動. - They increased the fee by more than expected at renewal and that ticked you off – If the offer is better and more creative, and the fee is commensurate with that, then assess it's value based on what it can do for your brand.他們增加的費用超過預期,而在重建勾選你了 - 如果提供更好,更創造性的,而收費是相稱的,然後評估它的價值基礎是它可以為你的品牌. It is either worth it or not, but do the sums.這是不是值得與否,但這樣做總結. I've seen too many sponsors exit great sponsorships, simply on principle, because the fee went up by a deserved 20%.我見過太多偉大的贊助商退出贊助,只是原則上,因為費用上升了一個當之無愧的20%. The upshot of all of this is that, just like committing to a new sponsorship, exiting should be based on strategy – your target markets, objectives, resources, and internal buy-in.其結果對所有這一切的是,就像犯了新的贊助,退出應以戰略 - 你的目標市場,目標,資源和內部買入. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... Stadium naming rights: The clueless, the egomaniacs, the scared, and the saints體育場館冠名權:本無能的egomaniacs,驚慌失措,和聖人 The Games Sponsorship Seekers Play – Game #3: The Outrageous Renewal奧運會贊助探索者玩 - 遊戲#3:重建的殘暴 Webinar: Out-of-the-Box Sponsorship Leverage Made Simple網絡研討會:開箱即裝即贊助槓桿化繁為簡 Ambush Marketing Set to Rise隱性市場將增長