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I get dozens of emails and social media approaches every week from people looking for sponsorship of their website, business, television show, documentary, education, or whatever. Получавам десетки писма и социалните медии подходи всяка седмица от хора, които търсят спонсорство на сайта им, бизнеса, телевизионно шоу, документален, образование, или нещо такова. My issue with this isn't that they are contacting me – I'm happy to hear from any of you! въпроса ми с това не е, че те са ми контакт - аз съм щастлив да чуя от някой от вас! – but that so many seem to have a misguided notion of what sponsorship is. - Но, че толкова много, изглежда имат погрешно понятие за това какво е спонсорство. In the case of website, television, and documentary “sponsorship”, 99% of the examples I see aren't sponsorship at all. В случай на сайта, телевизор, и документалния филм "спонсорство", 99% от примерите виждам не са спонсорство на всички. Offering banner ads, product or logo placement, acknowledgements of support, backlinks, etc does not equate to a sponsorship, but a media buy. Предлагането на рекламен банер, продукт или лого разположение, потвърждения за подкрепа, препратки, и т.н. не са равни на спонсорство, а медиите да закупите. (And “sponsoring” the telecast of an event is not the same as sponsoring the event – it's also just a targeted media buy.) I'm not saying these investments don't have value, but it really is an entirely different animal. (А "спонсориране" на телевизията на дадено събитие не е същото като спонсориране на събитието - тя също е само целеви медии купуват.) Не казвам, че тези инвестиции не трябва стойност, но това наистина е съвсем различно животно. A sponsorship is a collection of benefits and entitlements that provide a brand with an opportunity to get a marketing result. А спонсорството е колекция от ползите и права, които осигуряват чиста възможност да се получи резултат маркетинг. The way they get that result is through leverage – proactively doing things with the benefits to achieve specific objectives. Начинът, по който те ще получат този резултат е чрез ливъридж - активно да правиш неща, с ползите за постигане на конкретни цели. Leverage could include adding value to their target markets' event or brand experiences, promotions, involving their staff, integrating with other media activities, creating social media platforms, and much much more. Ливъридж може да включва добавяне на стойност към събитието техните целеви пазари "или марка опит, промоции, включващи служители, интегриране с други медийни дейности, създаване на социални медийни платформи, и много много други. Sponsorship is mutual and about nurturing relationships, and has both the emotional weight – people really caring about what is being sponsored – and the critical mass to be a catalyst for other marketing activities. Финансиране е взаимно и за насърчаването на отношенията, и има и емоционална маса - хората наистина се грижат за това, което е спонсориран - и критичната маса, за да бъде катализатор за други маркетингови дейности. A media buy is an outbound communication strategy. А медиите да закупите е изходяща комуникационна стратегия. It is buying time or space in which to showcase a brand or brand message. Той купува време или пространство, в което да покажат дадена марка или марка съобщението. Media buys are what they are, and are not leverageable. Медията купува са това, което са, и не са leverageable. If you can't imagine a company running an ad or embarking on a PR campaign or developing a staff program or creating a social media hub around what you're selling, it's not sponsorship. Ако не можете да си представите фирма провежда рекламна или качване на ПР-кампания или развитие на персонала, програма или създаване на социални медии център около това, което продавате, това не е спонсорство. As an example, I was recently approached by someone looking for “sponsorship” of their website. Като пример, аз наскоро бе помолен от някой, който иска за "спонсорство" на уебсайта си. They were offering banner advertising, links, branding all over the site, and participation in the e-newsletter. Те бяха предлага банерна реклама, връзки, търговски марки в цяла сайт, както и участие в електронния бюлетин. That may well be a valuable investment, for the right brand, but it's not leverageable. Това може да се окаже ценна инвестиция, за правото марка, но това не е leverageable. Seriously, can you imagine any brand taking this up and then running a series of magazine ads themed around their activities on that website? Сериозно, може ли да си представите всички марки, като това се и след провеждане на поредица от тематични списание реклами около дейността им по този сайт? Embarking on a social media campaign? Наемане на социална медийна кампания? Creating a staff program? Създаване на персонала програма? Me neither. Аз също. Of course there are exceptions, but not very many. Разбира се, има изключения, но не много. And for all you little companies with great ideas, but no cash, again, that's not sponsorship. И за всичко, което малко фирми с големи идеи, но не и пари в брой, отново, това не е спонсорство. You are looking for a financial backer – an investor, silent partner, or white knight – who will provide some cash in return for (probably) an equity position. Вие търсите за финансов поддръжник - инвеститор, мълчалив партньор, или бял кон - кой ще даде малко пари в замяна на (вероятно) на собствения капитал позиция. And people looking for someone to “sponsor” their educations are looking for benefactors. И хора, които търсят някой, който да "спонсорира" тяхното образование се търсят дарители. Before your organisation looks for corporate sponsorship, you need to ensure that what you are offering really is sponsorship, and the easiest way to find out is to ask yourself whether it is leverageable or not. Преди вашата организация търси корпоративното спонсорство, което трябва да гарантира, че това, което предлагате наистина е спонсорство, и най-лесният начин да разберете е да се запитате дали е leverageable или не. If it's not leverageable, it's not sponsorship, and it's time to take a different approach. Ако това не е leverageable, това не е спонсорство, и е време да се вземат по-различен подход. If you're really selling a media buy, then those are the sales channels you need to use. Ако сте наистина продажба на медийни купуват, след това са каналите за продажба ще трябва да използвате. If what you really need is a backer, your first call should be to your accountant. Ако това, което наистина се нуждая е поддръжник, първата покана трябва да бъде да си счетоводител. Don't seek sponsorship if that's not what you're really selling, or you could waste a lot of time and effort going through a very tough process that is destined to fail. Да не се търси спонсорство, ако това не е това, което наистина продажба, или бихте могли да отпадъците много време и усилия, преминавайки през един много труден процес, който е обречена на провал. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... It's Not the Size of the Sponsorship, It's What You Do with It Това е не размерът на спонсориране, това е това, което правя с него Scary economy dos and don'ts for sponsorship seekers Страшен икономика DOS и упътвания за спонсорство, търсещи убежище Weathering the GFC: Best practice case studies from two great sponsees Ерозия на GFC: Най-добра практика при проучвания от две големи sponsees Sponzillas: How to deal with a sponsor who bullies Sponzillas: Как да се справим с хулиганите, които спонсор Steps: A Sponsorship Seeker's Guide to the Recovery 12 стъпки: Наръчник на търсещия спонсорство към възстановяване
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I get dozens of emails and social media approaches every week from people looking for sponsorship of their website, business, television show, documentary, education, or whatever. My issue with this isn’t that they are contacting me – I’m happy to hear from any of you! – but that so many seem to have a misguided notion of what sponsorship is. In the case of website, television, and documentary “sponsorship”, 99% of the examples I see aren’t sponsorship at all. Offering banner ads, product or logo placement, acknowledgements of support, backlinks, etc does not equate to a sponsorship, but a media buy. (And “sponsoring” the telecast of an event is not the same as sponsoring the event – it’s also just a targeted media buy.) I’m not saying these investments don’t have value, but it really is an entirely different animal. A sponsorship is a collection of benefits and entitlements that provide a brand with an opportunity to get a marketing result. The way they get that result is through leverage – proactively doing things with the benefits to achieve specific objectives. Leverage could include adding value to their target markets’ event or brand experiences, promotions, involving their staff, integrating with other media activities, creating social media platforms, and much much more. Sponsorship is mutual and about nurturing relationships, and has both the emotional weight – people really caring about what is being sponsored – and the critical mass to be a catalyst for other marketing activities. A media buy is an outbound communication strategy. It is buying time or space in which to showcase a brand or brand message. Media buys are what they are, and are not leverageable. If you can’t imagine a company running an ad or embarking on a PR campaign or developing a staff program or creating a social media hub around what you’re selling, it’s not sponsorship. As an example, I was recently approached by someone looking for “sponsorship” of their website. They were offering banner advertising, links, branding all over the site, and participation in the e-newsletter. That may well be a valuable investment, for the right brand, but it’s not leverageable. Seriously, can you imagine any brand taking this up and then running a series of magazine ads themed around their activities on that website? Embarking on a social media campaign? Creating a staff program? Me neither. Of course there are exceptions, but not very many. And for all you little companies with great ideas, but no cash, again, that’s not sponsorship. You are looking for a financial backer – an investor, silent partner, or white knight – who will provide some cash in return for (probably) an equity position. And people looking for someone to “sponsor” their educations are looking for benefactors. Before your organisation looks for corporate sponsorship, you need to ensure that what you are offering really is sponsorship, and the easiest way to find out is to ask yourself whether it is leverageable or not. If it’s not leverageable, it’s not sponsorship, and it’s time to take a different approach. If you’re really selling a media buy, then those are the sales channels you need to use. If what you really need is a backer, your first call should be to your accountant. Don’t seek sponsorship if that’s not what you’re really selling, or you could waste a lot of time and effort going through a very tough process that is destined to fail.