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Looking at the title, I think I probably should have been more specific. Търси в заглавието, мисля, че вероятно е трябвало да бъде по-конкретен. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time. Искам да кажа, има десетки начини да излезете от спонсорство, включително казва партньорът ви да се "пълнени", като ги berating за собствените си недостатъци, или просто не отговаря на някое от своите разговори в подновяване време. While you can take the approach that it's your money, so you can do what you want, behaving badly is not recommended. Въпреки че можете да предприемат подход, който тя е вашето пари, така че можете да направите това, което искаш, се държи лошо не се препоръчва. So, perhaps a better title for this blog should be: Така че, може би по-добро заглавие за този блог трябва да бъде: “How to Exit a Sponsorship so that Lightning Does Not Strike You Down for all the Bad Karma You Create” "Как да излезете от спонсорство, така че Светкавица Не Strike You Down за всички Bad Карма създавате" I agree. Съгласен съм. It's a little wordy, but it is more accurate. Това е малко многословен, но е по-точен. Absolutes "Абсолю" There are a few things you absolutely must do when you exit. Има няколко неща, които абсолютно трябва да направите, когато излезете. Tell them early Кажете им рано If you know you're not going to renew, you need to tell the sponsee as soon as you know. Ако знаеш, че няма да поднови, ще трябва да каже на sponsee веднага след като си знам. Don't waffle. Не гофрети. Tell them the decision has been made, but you wanted to give them as much notice as possible, so they can work on getting a new sponsor to replace the revenue. Кажи им, че решението е било извършено, но ти искаше да им даде толкова информация е възможно, така че те могат да работят за подготовка за нов спонсор на мястото на приходи. Don't give them hope if there isn't any Да не им дадем надежда, ако там не е кой If there is no way it will be renewed, don't tell them it's “unlikely”. Ако няма начин то ще бъде подновено, не ги кажа, че е "малко вероятно". They will get their hopes up that they can beat the odds, rather than getting on with replacing the money you won't be providing next year. Те ще получат своите надежди, че може да победи на коефициент, а не се качва на замяна с парите, които няма да се предоставя на следващата година. Tell them why Кажете им, защо If you are not renewing because of some failing on their part, you need to tell them. Ако не сте подновяване, защото на някои не е на тяхна страна, трябва да ги кажа. Put it as nicely as you can, but do tell them. Сложете го, както добре, колкото можете, но не ги кажа. You might say something like, Може да се каже нещо подобно, “You need to know that a big part of the reason we're not renewing is that we never hear from you between one sales cycle and another. "Вие трябва да знаете, че голяма част от причината, ние не сме за подновяване е, че ние никога чуя от теб между една цикъла на продажби и други. We don't feel like you care about our brand and our needs, aside from the revenue we provide. Ние не се чувствам като те е грижа за нашата марка и нашите нужди, встрани от приходите, които предлагаме. It's too late to salvage this relationship, but you should consider revisiting your approach before you lose any more sponsors.” Вече е твърде късно за спасяване на тези отношения, но трябва да помислите за равносметка вашия подход, преди да загубят повече спонсори. On the other hand, if your departure is not their fault, you also need to make that clear – even if the failure was yours. От друга страна, ако си служба не е по тяхна вина, вие също трябва да направи това ясно - дори ако повредата е твоя. For instance, if it was a bad fit from the start (hello, chairman's choice!) or you didn't get enough internal buy-in to mount a strong leverage program, you need to own up. Например, ако той е лош годни от самото начало (ехо, председател на избор!) Или не сте получили достатъчно вътрешния вход за монтиране на силна програма за ливъридж, трябва да се признават. That doesn't mean you will change your mind. Това не значи, че ще промени мнението си. It just creates some transparency in the decision-making process. Тя просто създава някаква прозрачност при вземането на решения. Offer a reference Оферта препратка If the sponsee was a good partner, and it just didn't work for your brand, offer to go referee for them. Ако sponsee е добър партньор, и той просто не е работа за вашата марка, предложи да отида рефер за тях. Write a letter and give permission for the sponsee to provide your contact details to prospective sponsors. Напиши писмо и да даде разрешение за sponsee да предоставят данните си за контакт с потенциални спонсори. It's a little thing for you to do that could make a big difference to them. Това е малко нещо да направя за вас, че може да направи голяма разлика за тях. Joint press release Съвместно съобщение за пресата If the sponsee was a good partner, I would also strongly suggest that you issue a joint press release, to be located on both websites. Ако sponsee е добър партньор, бих силно препоръчваме да издаде съвместното съобщение за пресата, който се намира на двата сайта. It doesn't need to be War & Peace. Не е необходимо да се война и мир. Just state the facts and the strategic reasons for going your separate ways. Просто държавата фактите и стратегически причини за заминаване си по различни пътища. Ensure you have a quote or two from both sides and say plenty of nice things about each other. Уверете се, че има оферта или две от двете страни и да кажа много хубави неща един за друг. Optional По избор Here are a few things you could also do, depending on the type of relationship you have had. Ето няколко неща, които биха могли да правят, в зависимост от вида на връзката сте имали. For instance, if you've been a major sponsor for ages, and you know your departure is going to be devastating, you may want to go above and beyond what is required of an exiting sponsor. Например, ако сте били основен спонсор за играчи, а вие знаете заминаване ще бъде пагубна, може да искате да отидете по-горе и след това какво е необходимо на излизане спонсор. Same if your investment has made up the lion's share of their sponsorship revenue. Също, ако вашата инвестиция е съставена лъвския пай от спонсорството си приходи. And, frankly, you may want to look at these options when exiting charitable and community organisations. И, честно казано, може да искате да погледнете на тези опции, когато излизате благотворителни и обществени организации. Educate Обучение If you think your partner may struggle to replace the funds you've been providing due, at least in part, to their outdated skills, one option is that you could provide a small stipend to cover the cost of a workshop or conference. Ако смятате, че вашият партньор може да се борят да замени средства сте били предоставяне дължи, поне отчасти, на техните остарели умения, една от възможностите е, че може да осигури малка заплата за покриване на разходите за работна среща или конференция. It may seem like an odd step, but it's not really that uncommon. Тя може да изглежда като странно стъпка, но това не е чак толкова необичайно. Every year, I have several sponsorship seekers in my workshops that have had their tuition covered by sponsors as part of an exit package. Всяка година, имам няколко търсещи спонсорство в моя сервизите, които са имали обучение, обхванати от спонсори, като част от пакет за излизане. Feedback is that they are more confident and more successful after sprucing up their skills, and for a few hundred dollars (maybe a thousand or so for a conference), it's a small investment in the financial well-being of an organisation that was a valued partner to your brand. Обратната връзка е, че те са по-уверени и по-успешно след sprucing си умения, както и за няколко стотин долара (може би хиляди, или за конференция), това е малка инвестиция във финансовия благосъстоянието на една организация, която е ценен партньор на вашата марка. Consulting/coaching Consulting / треньор Along the same lines, you could provide a stipend to cover a limited consulting or coaching package, so they have some expert help getting their offer together. В този смисъл, може да осигури стипендия за покриване на ограничен консултации или консултации пакет, така че те имат някои експертни помощ при подготовката им предлагаме заедно. This would be most appropriate if you're exiting a larger sponsorship, or one that makes up a lot of their sponsorship income. Това би било най-подходящо, ако сте излизане от големи спонсорство, или този, който прави се много от себе си за спонсорство доход. Again, this may seem unusual, but I've had a lot of sponsors who have provided my coaching services as an exit gesture. Отново, това може да изглежда необичайно, но аз съм имал много спонсори, които са предоставили ми треньор услуги за излизане жест. And now, I'm getting enquiries about the И сега, аз съм се запитвания за new Jump Start package нови Направо Старт пакет to fill the same need. за запълване на същата нужда. That said, there's no pressure to hire me for any of this. Това заяви, че няма натиск да ме наемат за това. The basic idea is that you can help them pay for the specific advice they need to get themselves going in a strategic, confident way. Основната идея е, че може да им помогне плати за конкретен съвет те се нуждаят, за да се развиват в стратегическо, уверено. It should cost you no more than a few thousand dollars, which will be a small fraction of the sponsorship you've just exited. Тя трябва да ви струва не повече от няколко хиляди долара, което ще бъде малка част от спонсорство току-що сте излезли. Step-down year Стъпка надолу година The last option I'm going to give you is to sign on for one additional year at a much reduced level and price. Последният вариант аз ще ви дам, е да подпише за още една година на много по-ниско ниво и цена. Generally, I don't recommend this option, but there are times and relationships where it will feel like the right thing to do. Като цяло, аз не препоръчвам този вариант, но има моменти и отношения, където ще се чувстват като правилното нещо да направя. The basic idea is that you will move out of the dominant sponsorship position, allowing them a clean slate to seek sponsorship at that level, while still providing them with some revenue during the transition. Основната идея е, че ще излязат на господстващото положение за спонсорство, което им позволява на чисто да се търси спонсорство на това ниво, като същевременно им предоставя някои приходи по време на прехода. This is an option you should only use very sparsely, if at all. Това е опция, вие трябва да използват много рядко, ако изобщо. What not to do Какво да не правим While I have done all of the above in various combinations over the years, there are a few things I really don't want you to do. Въпреки че съм направил всичко по-горе в различни комбинации през годините, има няколко неща, които наистина не искам да правя. Cave in Пещерата в If you've made a strategic decision and have been open about it, don't cave in and sponsor them again, no matter how dire the situation. Ако сте направили стратегическо решение и са отворени за него, не пещерата и да ги спонсор отново, без значение колко отчаяно положението. I've seen sponsors give a sponsee over a year's notice that they won't renew for an event sponsorship, then step back in a month before the event because either they felt bad or were trying to do the “white knight” thing. Виждал съм спонсори дават над sponsee предизвестие от една година, че няма да поднови за събитията за спонсорство, след което отстъпи в последния месец преди събитието, защото или са се почувствали зле, или се опитват да направят "бял кон" нещо. The upshot was to create confusion and not give themselves nearly enough time to leverage the sponsorship – turn the opportunity into a result for their brand – before the event. Резултатът беше да се създаде объркване и да не се дават почти достатъчно време с цел увеличаване на спонсорство - показване на възможност в резултат на тяхната марка - преди събитието. If you make a decision and exit nicely, you need to stick to that decision. Ако вземането на решение и изход добре, трябва да се придържаме към това решение. Badmouth Смейте да говорите лошо Don't ever badmouth a partner. Никога не смейте да говорите лошо партньор. Even if you have privately told them that there were a lot of problems, making their future revenue harder to get is punitive and unnecessary. Дори и да има частна им казал, че има много проблеми, като бъдещите им приходи, по-трудно, за да е наказателен характер и ненужна. That's about it. Това е за него. I hope these past couple of blogs on exiting have been helpful! Надявам се през последните няколко блогове на излизане са полезни! If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Free Sponsorship White Papers, Templates, and Cheat Sheets Безплатно Финансиране бели книги, шаблони и мамят листове Sponsors in a Tiger Trap: What Happens when a Crossover Superstar Falls from Grace Спонсори в Тайгър Трап: Какво се случва, когато Crossover Superstar водопад от Грейс How the World Cup Ambushed Itself Как за Световната купа самия себе си засада Pet peeve #723: Sponsees charging leverage fees Пет дразня # 723: Sponsees зареждане ливъридж такси Vodafone & The New Zealand Warriors: Now That's What I'm Talking About! Vodafone & The New Warriors Зеландия: Сега, това, което аз говоря!
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Looking at the title, I think I probably should have been more specific. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time. While you can take the approach that it’s your money, so you can do what you want, behaving badly is not recommended. So, perhaps a better title for this blog should be: “How to Exit a Sponsorship so that Lightning Does Not Strike You Down for all the Bad Karma You Create” I agree. It’s a little wordy, but it is more accurate. Absolutes There are a few things you absolutely must do when you exit. Tell them early If you know you’re not going to renew, you need to tell the sponsee as soon as you know. Don’t waffle. Tell them the decision has been made, but you wanted to give them as much notice as possible, so they can work on getting a new sponsor to replace the revenue. Don’t give them hope if there isn’t any If there is no way it will be renewed, don’t tell them it’s “unlikely”. They will get their hopes up that they can beat the odds, rather than getting on with replacing the money you won’t be providing next year. Tell them why If you are not renewing because of some failing on their part, you need to tell them. Put it as nicely as you can, but do tell them. You might say something like, “You need to know that a big part of the reason we’re not renewing is that we never hear from you between one sales cycle and another. We don’t feel like you care about our brand and our needs, aside from the revenue we provide. It’s too late to salvage this relationship, but you should consider revisiting your approach before you lose any more sponsors.” On the other hand, if your departure is not their fault, you also need to make that clear – even if the failure was yours. For instance, if it was a bad fit from the start (hello, chairman’s choice!) or you didn’t get enough internal buy-in to mount a strong leverage program, you need to own up. That doesn’t mean you will change your mind. It just creates some transparency in the decision-making process. Offer a reference If the sponsee was a good partner, and it just didn’t work for your brand, offer to go referee for them. Write a letter and give permission for the sponsee to provide your contact details to prospective sponsors. It’s a little thing for you to do that could make a big difference to them. Joint press release If the sponsee was a good partner, I would also strongly suggest that you issue a joint press release, to be located on both websites. It doesn’t need to be War & Peace. Just state the facts and the strategic reasons for going your separate ways. Ensure you have a quote or two from both sides and say plenty of nice things about each other. Optional Here are a few things you could also do, depending on the type of relationship you have had. For instance, if you’ve been a major sponsor for ages, and you know your departure is going to be devastating, you may want to go above and beyond what is required of an exiting sponsor. Same if your investment has made up the lion’s share of their sponsorship revenue. And, frankly, you may want to look at these options when exiting charitable and community organisations. Educate If you think your partner may struggle to replace the funds you’ve been providing due, at least in part, to their outdated skills, one option is that you could provide a small stipend to cover the cost of a workshop or conference. It may seem like an odd step, but it’s not really that uncommon. Every year, I have several sponsorship seekers in my workshops that have had their tuition covered by sponsors as part of an exit package. Feedback is that they are more confident and more successful after sprucing up their skills, and for a few hundred dollars (maybe a thousand or so for a conference), it’s a small investment in the financial well-being of an organisation that was a valued partner to your brand. Consulting/coaching Along the same lines, you could provide a stipend to cover a limited consulting or coaching package, so they have some expert help getting their offer together. This would be most appropriate if you’re exiting a larger sponsorship, or one that makes up a lot of their sponsorship income. Again, this may seem unusual, but I’ve had a lot of sponsors who have provided my coaching services as an exit gesture. And now, I’m getting enquiries about the new Jump Start package to fill the same need. That said, there’s no pressure to hire me for any of this. The basic idea is that you can help them pay for the specific advice they need to get themselves going in a strategic, confident way. It should cost you no more than a few thousand dollars, which will be a small fraction of the sponsorship you’ve just exited. Step-down year The last option I’m going to give you is to sign on for one additional year at a much reduced level and price. Generally, I don’t recommend this option, but there are times and relationships where it will feel like the right thing to do. The basic idea is that you will move out of the dominant sponsorship position, allowing them a clean slate to seek sponsorship at that level, while still providing them with some revenue during the transition. This is an option you should only use very sparsely, if at all. What not to do While I have done all of the above in various combinations over the years, there are a few things I really don’t want you to do. Cave in If you’ve made a strategic decision and have been open about it, don’t cave in and sponsor them again, no matter how dire the situation. I’ve seen sponsors give a sponsee over a year’s notice that they won’t renew for an event sponsorship, then step back in a month before the event because either they felt bad or were trying to do the “white knight” thing. The upshot was to create confusion and not give themselves nearly enough time to leverage the sponsorship – turn the opportunity into a result for their brand – before the event. If you make a decision and exit nicely, you need to stick to that decision. Badmouth Don’t ever badmouth a partner. Even if you have privately told them that there were a lot of problems, making their future revenue harder to get is punitive and unnecessary. That’s about it. I hope these past couple of blogs on exiting have been helpful! If you liked that post, then try these... Olympic Ambush Marketing Analysis – Part 4: We Own You It’s Sponsorship Measurement Week at Power Sponsorship! Sponsorship, How Do I Love Thee? Let Me Count the Ways… 10% of Webinar Proceeds to Benefit Victims of Queensland Floods