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I 've been doing this a long time – around 24 years in all. Аз съм правил това дълго време - около 24 години във всички. I've seen good sponsors, great sponsors, old school sponsors, naïve sponsors, and lazy sponsors, but this was a new one on me: The delusional sponsor. Виждал съм добри спонсори, големи спонсори, стари спонсори училище, нелекувани спонсори и мързеливи спонсори, но това е една нова за мен: В халюцинации спонсор. Okay, here's the set up… About a month ago, Greg Bird, a star player for one of Sydney's Rugby League teams, the Cronulla Sharks, was arrested for allegedly “glassing” his American girlfriend's face, leaving her with a fractured eye socket. Добре, тук е създаден ... Преди около месец, Грег птица, звезда играч за един от ръгби лига отбор Сидни, на Cronulla акули, бе арестуван по подозрения за "стъклопакети" Американ приятелка на лицето си, оставяйки с фрактура на контакта очи. He has been charged with maliciously inflicting grievous bodily harm. Той е обвинен в злонамерено причиняване на тежка телесна повреда. While his girlfriend was still in hospital, he was apparently busy telling police that his best friend had done it. Докато приятелката му все още е в болница, той е очевидно зает казва полицията, че най-добрият му приятел го направи. His affronted – and I'm assuming “former” – best Неговата affronted - и аз съм се предположи, "бивш" - най-добрите friend has soundly refuted the allegation. приятел е солидно отхвърли това твърдение. The police put an AVO in place (AVO = apprehended violence order, AKA a restraining order) so Bird can't approach his girlfriend. Полицията сложи AVO на място (AVO = задържани цел насилие, известен още като ограничителна заповед), така че птиците не може да се обърне приятелката си. Bird and his girlfriend have refused to make statements to the police. Птици и приятелката му са отказали да направят изявления в полицията. A bad scene all the way around. А лошите сцена целия път наоколо. The Cronulla Sharks immediately stood Bird down, despite the fact that they are going into the finals looking better than they have in pretty much decades and knowing that decision could hurt their chances. В Cronulla акули веднага застана Bird надолу, въпреки факта, че те ще се търсят по-добри на финала, отколкото са в доста много десетилетия и знае, че решението може да нарани шансовете си. So far, they have handled this admirably, protecting the Sharks brand for the long haul. Досега те се справиха с тази чудесна, защита на марката акули за дълги разстояния. This move was supported by the League and virtually all of their sponsors. Този ход беше подкрепен от Лигата и почти всички техни спонсори. Note, I said “virtually”, because one of the sponsors came out yesterday in support of Bird, calling for him to play in the finals. Имайте предвид, казах "почти", защото един от спонсорите излезе вчера в подкрепа на птиците, като призова за него да играе на финала. The rationale was the old chestnut, “innocent until proven guilty”. Причината е стар кестен, "невинен до доказване на противното". Obviously, this sponsor hasn't heard of the term, “bringing the game/team/player into disrepute” – a term used in every professional playing contract in the world. Очевидно е, че този спонсор не е чувал за понятието, "с което игра / отбор / играч вреди на репутацията" - термин, използван във всеки професионален договор игра в света. The sponsor is Tynan Motors, and the spokesperson is Madeline Tynan, who is also on the board of the Sharks. Възложителят е Tynan Motors и говорител е Маделин Tynan, който също е на борда на популациите от акули. For the record, I am also a long time customer of Tynan Motors. За протокола, аз съм също дълго време клиент на Tynan Motors. As a customer, this whole thing really rubbed me the wrong way. Като клиент, всичко това наистина ме търка по грешен начин. And professionally, there is absolutely nothing to of strategic worth in taking this approach. И в професионален план, няма абсолютно нищо общо със стратегическо стойност в развитието на този подход. Idealist to the core, I sent the following e-mail: Идеалист до мозъка на костите, изпратиха следната електронна поща: To: Madeline Tynan До: Маделин Tynan From a personal standpoint, I cannot believe you are supporting Greg Bird to play with Cronulla. От личен гледна точка, не мога да повярвам, че подкрепят Грег Bird да играе с Cronulla. He [allegedly] has a history of violence, a girlfriend with a broken eye socket, and a current AVO. Той [твърди] има история на насилие, една приятелка със счупена муфа окото, и ток AVO. I have been a customer of Tynan for a long time and was on the verge of trading in and buying from you again, but you will never see another cent from me. Имам един клиент на Tynan за дълго време и е на прага на обмен и купуват от вас отново, но никога няма да видите друг процент от мен. From a professional point of view, you may think getting into the finals is worth backing this very questionable individual, but you will do your brand a lot more harm than good as a sponsor by doing this. От професионална гледна точка, може да мислиш, да влезем в финалите заслужава подкрепа тази много съмнителна индивидуални, но ще направи вашата марка много повече вреда, отколкото полза като спонсор по този начин. Whether he is proved guilty or acquitted, if he has brought himself into disrepute, which he has, he is marketing poison and you are risking your brand reputation. Дали той е оправдан или доказване на вината му, ако той се е предявен на репутацията, която има, той е маркетинг отрова и си рискува репутацията си марка. This is where the whole thing morphs from a bad decision by Tynan Motors to delusional self-interest: One hour later, Ms Tynan calls me up and abuses me. Това е мястото, където цялата morphs нещо от едно лошо решение от Tynan Motors да халюцинира личен интерес: Един час по-късно, г-жа Tynan ми се обажда и ми злоупотреби. She tells me that “her eye socket isn't even broken”. Тя ми казва, че "нейната орбита дори не е разбито". Hmm… that's a lot of credible media that seem to have got that one wrong, then. Хм ... това е един много надежден медиите, които като че ли са ли, че една погрешна, тогава. She tells me that “the girlfriend is standing by him”, implying that she wouldn't stand by him if he wasn'ta good guy. Тя ми казва, че "приятелката сто от него", което означава, че тя няма да се кандидатира от него, ако той wasn'ta добър човек. Uh… that's not vindication, that's just frightening and sad. Ъ-ъ ... това не е доказателство, че е просто страшно и тъжно. When I was able to squeeze a word in edgewise – not easy – to tell her that she was risking her brand with this strategy, she told me I didn't know what I was talking about. Когато аз бях в състояние да изтръгне дума в настрана - не лесно - да си кажа, че тя е била да рискуват си марка с тази стратегия, тя ми каза, аз не знам какво си говорим. It degraded into a delusional, one-sided rant and I finally had to hang up the phone. Той влошени в халюцинации, едностранно тирада и накрая трябваше да затвори телефона. I sat at my desk just shaking my head thinking, “she doesn't get this at all”. Седнах на бюрото ми просто разклащане главата ми мислене ", казва тя не се получи това на всички". He allegedly got drunk, bashed his girlfriend, tried to pin it on his best mate, and is apparently refusing to cooperate with police. Той твърди се напи, bashed приятелката си, опитах се да го закрепване на най-добрите си половинки, и е очевидно отказва да сътрудничи с полицията. Forgetting for a moment the personal issues at stake, where is the marketing value in a guy like that? Забравяйки за момент на лични въпроси, когато е пазарната стойност на един човек като този? I get that Ms Tynan personally seems to like the guy, and everyone is entitled to their own opinion, but how far should a sponsor go? Аз се, че г-жа Tynan лично изглежда като човек, и всеки има право на собствени мнения, но до каква степен трябва спонсор отиде? How controversial should a corporate sponsor get with their brand? Как трябва да спорни един корпоративен спонсор се с тяхната марка? How much should they risk their relationships with customers? Колко трябва да те рискуват отношенията си с клиентите? That last question really is the crux of it, because the approach a sponsor should take in a controversy is the one that reflects the values of their target markets, leaving only two real choices: Този последен въпрос наистина е загадка за него, тъй като се обърне към спонсора трябва да предприеме в един спор е тази, която отразява ценностите на своите целеви пазари, оставяйки само два реални възможности за избор: - If the controversy is divisive, a sponsor's best option is not to take a stand and to let the law, team, league, or whomever sort it out and back the decisions that are made. While it is true that some controversies may shrink the marketing opportunities for the sponsor, backing the authorities' management process will not risk the sponsor's brand. Ако спорът е разединение, най-добър вариант спонсор не е да се заеме позиция и да позволи на закон, отбор, лига, или когото тя подреди вън и обратно решенията, които се правят. Макар да е вярно, че някои спорове може да се свие на пазара възможности за възложителя, подкрепа на властите процеса на управление на риска няма да спонсорите марката. - If the target market falls very heavily on one side versus the other, then taking a stand in controversy is an option. Ако целта пазар е много силно на една страна спрямо друга, а след това като един щанд в полемика е опция. You could risk alienating some of your market, but you also could deepen your relationship with the rest of the market. Може риск отчуждаване някои от пазарите, но вие също може да задълбочи отношенията си с останалата част от пазара. The depth of emotion that people have invested should also be taken into consideration. Дълбочината на емоцията, че хората са инвестирали, трябва да се вземат под внимание. For instance, the degree of outrage people have against someone who has allegedly committed a serious crime against a woman probably outweighs the ambition of a dedicated fan to finish the season well. Така например, от степента на недоволство хора са срещу някой, който се твърди, че е извършил тежко престъпление срещу жена вероятно надхвърля амбицията на специален вентилатор да завърши сезона добре. Some sponsors may decide that they are going to take some kind of ethical or moral stance, but more often than not, they are the type of company that attracts customers who will share that view, making it both an ethical and strategic decision. Някои спонсори могат да решат, че те ще предприемат някакви етични или морални позиции, но по-често, отколкото не, те са от вида на дружеството, която привлича клиенти, които ще споделят това мнение, което я прави едновременно етичен и стратегически решения. If you are a regular reader of this blog, you would know that I don't shy away from sponsors taking a stand on controversy, if it reflects the values and priorities of the brand's target markets. Ако сте редовен читател на този блог, вие ще знаете, че аз не се плашим от спонсори, като една позиция по спора, ако то отразява ценностите и приоритетите на марката целеви пазари. For instance, I suggested that there might be some Beijing Olympic sponsors that would get more mileage by walking away from their sponsorships than staying in them, if that reflected the values of their core target markets. Например, аз предложих, че може да има някои Пекинските олимпийски спонсори, които ще получат повече километри пеша далеч от спонсорства от престоя им, ако това отразява стойността на техните основни целеви пазари. As for Tynan, the message boards prove interesting. Що се отнася до Tynan, съобщението дъски окаже интересно. Although people who care enough to find a board and comment are divided in their opinions about whether Bird should finish the season, there is a definite bias towards “don't let him play”, and those comments show a lot of emotional investment. Въпреки че хората, които се интересуват достатъчно, за да намерите съвет и коментар са разделени в мнението си дали птиците трябва да завърши сезона, има определени пристрастия към "Не позволявай го играе", и тези мнения показват много емоционална инвестиция. And plenty of people have commented specifically on Tynan's position already. И много хора са коментирани конкретно върху позицията Tynan вече. A small selection: Малък избор: “ Obviously that particular sponsor [Tynan Motors] doesn't want to sell anymore cars to woman then?” "Очевидно е, че специално спонсор [Tynan Motors] не иска да продава повече коли на жената след това?" “I'll never even walk into Tynan Motors again, let alone buy another car there” "Никога няма дори разходка в Tynan Motors отново, да не говорим купи друга кола там" “ Maybe they [Tynan Motors] can replace the air bags with a schooner glass.” "Може би те [Tynan Motors] могат да заменят въздушни възглавници с шхуна стъкло." I wish them luck. Пожелавам им късмет. I think they're going to need it. Мисля, че те ще се нуждаят. April 09 Update – Former Cronulla Sharks star Greg Bird has been found guilty of smashing a glass into his girlfriend's face and blaming the attack on his flatmate. 27-ми април, 09 година Update - Бивш Cronulla Акулите звезда Грег Bird е признат за виновен за съкрушителен чаша в лицето на приятелката си и обвинява атаката на неговия съквартирант. Magistrate Roger Clisdell has found that the 24-year-old footballer, who now plays in France, recklessly wounded Katie Milligan at his Cronulla flat in August 2008. The court has also found Bird guilty of false accusation, after he blamed his flatmate, Brett Watson, for the attack. Магистрат Роджър Clisdell е установено, че 24-годишният футболист, който сега играе във Франция, по непредпазливост ранени Кейти Милиган му Cronulla апартамент в август 2008 година. Съдът също така е намерена птица с невярно обвинение, след като той обвини си съквартирант, Брет Уотсън, за нападението. It was later revealed Watson was playing golf at the time. По-късно се разкри Уотсън играе голф по това време. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Stealth Sponsorship is a Really Bad Idea Стелт спонсориране е наистина лоша идея Dear Senator Kerry, corporate sponsorship is NOT a waste of money… or is it? Уважаеми сенатор Кери, корпоративни спонсорство НЕ са загуба на пари ... или е то? The Games Sponsorship Seekers Play – Game #1: Threats Игрите Финансиране убежище Play - играта # 1: Заплахи The Games Sponsorship Seekers Play – Game #2: Nickel and Diming Игрите Финансиране убежище Play - играта # 2: Никел и Diming TARP funding not to be used for corporate sponsorship??? Бреза финансиране не трябва да се използва за корпоративни спонсорство??
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I’ve been doing this a long time – around 24 years in all. I’ve seen good sponsors, great sponsors, old school sponsors, naïve sponsors, and lazy sponsors, but this was a new one on me: The delusional sponsor. Okay, here’s the set up… About a month ago, Greg Bird, a star player for one of Sydney’s Rugby League teams, the Cronulla Sharks, was arrested for allegedly “glassing” his American girlfriend’s face, leaving her with a fractured eye socket. He has been charged with maliciously inflicting grievous bodily harm. While his girlfriend was still in hospital, he was apparently busy telling police that his best friend had done it. His affronted – and I’m assuming “former” – best friend has soundly refuted the allegation. The police put an AVO in place (AVO = apprehended violence order, AKA a restraining order) so Bird can’t approach his girlfriend. Bird and his girlfriend have refused to make statements to the police. A bad scene all the way around. The Cronulla Sharks immediately stood Bird down, despite the fact that they are going into the finals looking better than they have in pretty much decades and knowing that decision could hurt their chances. So far, they have handled this admirably, protecting the Sharks brand for the long haul. This move was supported by the League and virtually all of their sponsors. Note, I said “virtually”, because one of the sponsors came out yesterday in support of Bird, calling for him to play in the finals. The rationale was the old chestnut, “innocent until proven guilty”. Obviously, this sponsor hasn’t heard of the term, “bringing the game/team/player into disrepute” – a term used in every professional playing contract in the world. The sponsor is Tynan Motors, and the spokesperson is Madeline Tynan, who is also on the board of the Sharks. For the record, I am also a long time customer of Tynan Motors. As a customer, this whole thing really rubbed me the wrong way. And professionally, there is absolutely nothing to of strategic worth in taking this approach. Idealist to the core, I sent the following e-mail: To: Madeline Tynan From a personal standpoint, I cannot believe you are supporting Greg Bird to play with Cronulla. He [allegedly] has a history of violence, a girlfriend with a broken eye socket, and a current AVO. I have been a customer of Tynan for a long time and was on the verge of trading in and buying from you again, but you will never see another cent from me. From a professional point of view, you may think getting into the finals is worth backing this very questionable individual, but you will do your brand a lot more harm than good as a sponsor by doing this. Whether he is proved guilty or acquitted, if he has brought himself into disrepute, which he has, he is marketing poison and you are risking your brand reputation. This is where the whole thing morphs from a bad decision by Tynan Motors to delusional self-interest: One hour later, Ms Tynan calls me up and abuses me. She tells me that “her eye socket isn’t even broken”. Hmm… that’s a lot of credible media that seem to have got that one wrong, then. She tells me that “the girlfriend is standing by him”, implying that she wouldn’t stand by him if he wasn’t a good guy. Uh… that’s not vindication, that’s just frightening and sad. When I was able to squeeze a word in edgewise – not easy – to tell her that she was risking her brand with this strategy, she told me I didn’t know what I was talking about. It degraded into a delusional, one-sided rant and I finally had to hang up the phone. I sat at my desk just shaking my head thinking, “she doesn’t get this at all”. He allegedly got drunk, bashed his girlfriend, tried to pin it on his best mate, and is apparently refusing to cooperate with police. Forgetting for a moment the personal issues at stake, where is the marketing value in a guy like that? I get that Ms Tynan personally seems to like the guy, and everyone is entitled to their own opinion, but how far should a sponsor go? How controversial should a corporate sponsor get with their brand? How much should they risk their relationships with customers? That last question really is the crux of it, because the approach a sponsor should take in a controversy is the one that reflects the values of their target markets, leaving only two real choices: - If the controversy is divisive, a sponsor’s best option is not to take a stand and to let the law, team, league, or whomever sort it out and back the decisions that are made. While it is true that some controversies may shrink the marketing opportunities for the sponsor, backing the authorities’ management process will not risk the sponsor’s brand. - If the target market falls very heavily on one side versus the other, then taking a stand in controversy is an option. You could risk alienating some of your market, but you also could deepen your relationship with the rest of the market. The depth of emotion that people have invested should also be taken into consideration. For instance, the degree of outrage people have against someone who has allegedly committed a serious crime against a woman probably outweighs the ambition of a dedicated fan to finish the season well. Some sponsors may decide that they are going to take some kind of ethical or moral stance, but more often than not, they are the type of company that attracts customers who will share that view, making it both an ethical and strategic decision. If you are a regular reader of this blog, you would know that I don’t shy away from sponsors taking a stand on controversy, if it reflects the values and priorities of the brand’s target markets. For instance, I suggested that there might be some Beijing Olympic sponsors that would get more mileage by walking away from their sponsorships than staying in them, if that reflected the values of their core target markets. As for Tynan, the message boards prove interesting. Although people who care enough to find a board and comment are divided in their opinions about whether Bird should finish the season, there is a definite bias towards “don’t let him play”, and those comments show a lot of emotional investment. And plenty of people have commented specifically on Tynan’s position already. A small selection: “Obviously that particular sponsor [Tynan Motors] doesn’t want to sell anymore cars to woman then?” “I’ll never even walk into Tynan Motors again, let alone buy another car there” “Maybe they [Tynan Motors] can replace the air bags with a schooner glass.” I wish them luck. I think they’re going to need it. 27 April 09 Update – Former Cronulla Sharks star Greg Bird has been found guilty of smashing a glass into his girlfriend’s face and blaming the attack on his flatmate. Magistrate Roger Clisdell has found that the 24-year-old footballer, who now plays in France, recklessly wounded Katie Milligan at his Cronulla flat in August 2008. The court has also found Bird guilty of false accusation, after he blamed his flatmate, Brett Watson, for the attack. It was later revealed Watson was playing golf at the time.