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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.我的灵感来自一个伟大的问题,我有今天,我写了关于退出赞助博客夫妇. This one is about why you should and shouldn't exit, the next one is about how to do it well.这一个是关于为什么你应该和不应该退出,下一个是关于如何把它做好. Good reasons to exit a sponsorship… 充分的理由退出赞助... - It was never a good brand or target market fit.这是从来没有一个良好的品牌或目标市场的合适. - It was a good fit, but your target market or objectives have changed, and it isn't anymore.这是一个不错的选择,但你的目标市场或目标已经改变,它已不再. - It was a senior executive pet project (and nothing more) and that senior executive has now moved on.这是一个高级行政宠物项目(仅此而已),而高级行政人员已经提出. - The sponsorship has been under-used for so long, you no longer have any internal buy-in.赞助已被主管用了这么久,你不再有任何内部买入. - You have leveraged the sponsorship in the same way for so long that it is too stale even to reinvent.您已经利用同样的方式在这么久,实在是太陈旧甚至重塑赞助. - It is a less-good duplicate of something else in your portfolio.这是一个不太好的事情重复投资组合中的其他人. - 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)您正在重组您的赞助组合,这是你的新方法(通常,这将是一个组合,并精简仅在一个或两个重点集中)不一致 - The sponsee didn't deliver the contracted sponsorship benefits.赞助方提供的合同没有赞助效益. - The sponsee contravened the contract (ie, breached exclusivity or behaviour rules).该赞助方违反合同(即违反排他性或行为规则). - The sponsee wants a significant fee increase at renewal, and you can't justify the expenditure at that level.该赞助方希望在重建的重大费增加,并不能证明你在该级别的开支. - You don't have the human resources to do it justice.您没有足够的人力资源做正义. And bad reasons for exiting a sponsorship… 和坏的原因退出赞助... - You didn't get a return – Getting a return on your investment is all about whether you leveraged it well.你没有得到回报 - 获得更大的投资回报是所有关于你是否杠杆很好. You're buying opportunity, it's up to you to turn that into a result.你买的机会,这是由你来扭转这一成的结果. It's unfair to exit a sponsorship just because you didn't do your job.这是不公平的退出赞助只是因为你没有做你的工作. - The returns aren't measurable – Rubbish.的回报是无法衡量的 - 垃圾. You just need to fit the measurement strategy to the objectives you're measuring against.你只需要测量的策略,以适应你的目标衡量反对. For more on that, check out the tutorial,如需更多,请查看教程, “Sponsorship Measurement Basics in About 10 Minutes” “赞助约10分钟测量基础知识” . - 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.你需要削减预算和赞助的重建是 - Rationalising一个投资组合,以减少支出是合理,但盲目削减赞助,因为他们正好是在重建是愚蠢的. Determine their strategic worth to your brand, then decide whether to renew.确定自己的战略值得你的品牌,然后再决定是否续约. - 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?你在新的工作,并希望把自己的个人投资组合邮票 - 你知道如何把自己的投资组合邮票? You leverage it strategically, creatively, and comprehensively, then measure it thoroughly.您可以利用其在战略上,创造性地,全面,然后测量它彻底. That will make you look like a star – someone with talent and vision.这会让你看起来像个明星 - 有天赋和远见的人. What you don't do is embark on change for the sake of change.你不这样做,是走上为改变而改变. - 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.他们增加了比预期更多的费用,并在重建勾选你离开 - 如果提供更好,更创造性的,而费用是相称,然后评估它的价值是什么可以为您的品牌基础. It is either worth it or not, but do the sums.这是不是值得与否,但这样做总结. I've seen too many sponsors exit great sponsorships, simply on principle, because the fee went up by a deserved 20%.我见过太多伟大的赞助商退出赞助,只是原则上,因为费用上升了一个当之无愧的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.所有这一切的结果是,就像犯了新的赞助,退出应以战略 - 你的目标市场,目标,资源和内部买入. If you liked that post, then try these...如果您喜欢这个职位,然后尝试这些... Sponsors: What If You Could Start Over?赞助商:如果你可以重新开始? 12 Steps: A Sponsor's Guide to the Recovery 12个步骤:赞助商的恢复指南 Sponsors in a Tiger Trap: What Happens when a Crossover Superstar Falls from Grace在老虎陷阱赞助商:什么时发生交叉巨星坠落格雷斯 Corporate Sponsorship Lies (and What They Really Mean)企业赞助谎言(什么他们真正的意思) The Games Sponsorship Seekers Play – Game #1: Threats奥运会赞助探索者播放 - 游戏#1:威胁