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In my recent run of workshops, keynotes, and in-house training, I have started using a new word around sponsorship – “privilege”. В последните ми тече на семинари, Keynotes, и по-къща за обучение, съм започнал с помощта на нова дума около спонсорството - "привилегия". At one point, I was trying to convey the critical importance of putting your target markets first when developing a leverage plan, when I blurted out something like this: В един момент аз се опитвах да изрази критичното значение на въвеждането си целеви пазари-напред при разработване на ливъридж план, когато изтървал нещо като това: Sponsorship provides you with the privilege to connect with people in a meaningful way through something they already care about. Финансиране ви дава привилегията да се свържете с хората по смислен начин, чрез нещо, което вече е грижа. Your choice, as a sponsor, is whether you are going to respect or abuse that privilege. Вашият избор, като спонсор, е дали вие ще зачитат или злоупотреба с тази привилегия. Now, I'm not usually someone that struggles for words, but when the word “privilege” came out, I couldn't help but be surprised that I hadn't thought of it before. Сега, аз не съм някой, който обикновено се бори за думи, но когато думата "привилегия" излезе, аз не можех да не се учудваме, че не бях мислил за това преди. Sponsorship is a privilege. Финансиране е привилегия. (Smack self on forehead.) Obviously. (Smack самостоятелно на челото.) Очевидно. Framing sponsorship as a privilege – and leverage as a choice between respect and abuse – brings an additional degree of clarity about what does and does not constitute best practice sponsorship. Рамкиране спонсорство като привилегия - и лоста за избор между уважение и злоупотреби - носи допълнителна степен на яснота за това какво прави и не представляват най-добрите практики за спонсорство. With that in mind, here are my top five ways that sponsors abuse the privilege. С това се има предвид, тук са моите топ пет начина, че спонсорите злоупотребяват с привилегията. Blah, blah, blah… Дрън, дрън, дрън ... Okay, don't get me wrong here, but sometimes sponsors just need to shut the heck up. Добре, не ме разбирайте погрешно тук, но понякога просто трябва да се спонсори затвори по дяволите нагоре. In any given sponsorship, the target market is the most important party, their main concern is whatever it is that you're sponsoring, and your brand is the third wheel. През определен за спонсорство, на целевия пазар е най-важната страна, тяхната основна грижа е това, което тя е, че сте осигурител, а вашата марка е на трето колело. That's your starting place: Interloper. Това е вашето начално място: натрапник. If you want to shift your brand into the position of being a welcome part of that experience, being a pest is not the way to do it. Ако искате да смените вашата марка в работно положение е желана част от този опит, като това е борба, не е начинът да го направя. Instead, sacrifice some of the volume and add meaningful value to the experience. Вместо това жертва част от силата на звука и добавяне на стойност към смислен опит. Sacrifice repetition ad infinitum and focus on sharing the fan experience. Жертвата безкрайно повторение на рекламата и насочена към споделянето на вентилатора опит. Sacrifice visibility and create collaborative fan experiences. Жертвата видимост и да се създаде съвместна опит фен. Show the fans that you are in this with them, don't yell at them and expect them to listen. Покажи на феновете, че сте в това с тях, не викай тях и очакват те да се слуша. Hey, over here! Хей, тук! Look at me! Погледни ме! LOOK AT ME! Погледни ме! I believe interruption signage should be banned. Вярвам, че прекъсването означения трябва да бъдат забранени. There is all this debate in America about whether athletes should wear logos on their playing jerseys or not and how that diminishes the game. Там е всичко на този дебат в Америка дали състезатели трябва да носят емблеми на тяхната игра потници или не, и как това намалява игра. Honestly, I think that outrage is misplaced. Честно казано, мисля, че недоволството е неоправдан. Whether there are logos on a jersey or not is unlikely to diminish the fan experience. Независимо дали има лого на фланелка или не, е малко вероятно да намали опит фен. The strategic worth of those logos is up for debate, but they don't make it harder to follow the progress of a play anymore than having a big team logo or design does. Стратегическата стойност на тези знаци е за дебат, но те не правят по-трудно да се проследи напредъка на една игра повече, отколкото едно голямо лого на екипа или дизайн прави. What does diminish the fan experience is interruption signage – moving, flashing, or electronically-inserted signage, particularly signage in the line of site of the field or court, that is specifically created to divert the audience's attention from the experience they're trying to have and onto a sponsor's logo or message. Какво означава намаляване на опит фен е прекъсване означения - преместване, проблясване, или по електронен път-добавя означения, по-специално обозначение на линията на мястото на полето, съд, който е специално създаден, за да отвлече вниманието на публиката от опита се опитват да има и върху логото на спонсор или съобщение. If you've ever been at a basketball game or been watching a rugby game and you're trying to follow a crucial play on the other side, but the signage in the background is also moving, you know what I mean. Ако някога сте били на баскетболен мач или са гледали един ръгби мач и се опитвате да следват една от решаващо значение играе от другата страна, но означения във фонов режим е също така се движат, знаеш ли какво имам предвид. Put yourself in the audience's shoes… would you really rather watch a game where the background was lit up and moving? Поставете се в обувките на публиката ... би наистина по-скоро гледам игра, в която на фона бе осветена и се движат? Does that make your experience better or worse? Това прави ли ви за добро или лошо? Then ask yourself, is diminishing my target markets' experience good for my brand? След това се запитайте, намалява опит добро за моята търговска марка ми целевите пазари? Will it make them love my brand more? Ще ги обичам моята търговска марка повече? You know the answer is “no”. Вие знаете, че отговорът е "не". Be part of our “brand story” Станете част от нашата "чиста история" Sponsors have learned a lot from experiential marketing, but this little phrase is one I wish we hadn't. Спонсори са научили много от опита за търговия, но тази малка фраза е един Иска ми се да не е такъв. Here's the thing, unless you are Apple or Harley Davidson, nobody wants to be part of your “brand story”. Ето нещо, освен ако не сте Apple или Харлей Дейвидсън, никой не иска да бъде част от вашата "марка история". Your target markets have their own stories. Вашият целеви пазари имат свои собствени истории. Your goal is to make your brand the natural choice for that target market – to be part of their story. Вашата цел е да направи вашата марка в естествен избор за тази цел на пазара - да бъде част от тяхната история. Creating experiential events, installations, road shows, etc, as part of your leverage program, can be a good thing, but more often than not, they are build on a premise of “come meet our brand”, not “here's something for you”. Създаване на преживяване събития, инсталации, автомобилния показва и т.н., като част от вашия ливъридж програма, може да бъде нещо добро, но по-често, отколкото не, те са построени върху предпоставката на "дойде отговарят на нашите" марка, а не "Ето нещо за теб ". If you're going down this track, make it primarily about the fans, not your brand. Ако не става по този път, правят преди всичко за феновете, а не на вашата марка. You want to engage with the fans in a meaningful way, not have them wandering around your “experience” just to kill time until something interesting happens. Искаш ли да се ангажира с феновете по смислен начин, а не са ги скитащи около "опит" само за да убие времето до нещо интересно се случва. You could win this fabulous prize Можете да спечелите в тази страхотна награда SMS your details and go into a draw to win… SMS вашите данни и отивам в наравно с победа ... Collect three proofs of purchase and go into a draw to win… Събиране на три доказателства за закупуването и отивам в наравно с победа ... Register on our website and go into a draw to win… Регистрирайте се на нашия сайт и отивам в наравно с победа ... We've all seen this type of leverage. Ние всички наблюдавани този тип ливъридж. Heck, we've probably all run them at one time or another. По дяволите, ние сме може би всички ги пуска по един или друг момент. I have. Имам. The problem is, they don't tend to work very well. Проблемът е, че не са склонни да работят много добре. Breaking down the mechanics, you are basically asking someone to do some work on your behalf, provide contact details to you, and possibly buy your product, in order to go into a draw to win one big prize that they really don't think they have a chance of winning. Разрушаването на механика, че вие сте основен иска някой да направи някои работи от ваше име, предоставят данни за контакт за вас, и евентуално купуват продукта си, за да отидат в един изготвя да спечели една голяма награда, че те наистина не мисля, че имат шанс за победа. It's true that some prizes are more compelling than others, and it is possible to get big participant numbers, but my experience is that is not the norm. Вярно е, че някои награди са по-наложителни от други, и е възможно да се получи голям брой участници, но моят опит е, че не е в норма. Whether you intend it to be or not, this approach is inherently selfish, and your increasingly cynical consumers can see that. Независимо дали възнамерявате да бъде или не, този подход в своята същност е егоистично, и си все по-цинични потребителите може да видите това. Best practice sponsors subscribe to the idea that sponsorship should be win-win-win. Най-спонсори на практика се абонирате за идеята, че спонсорство трябва да бъдат печеливши за всички. That is, the sponsor wins, the property wins, and the target market wins, with small meaningful wins for all or most of a target market, not the chance to win one thing for one person. Това означава, че спонсор победи, собственост победи, победи и целевия пазар, с малки значими победи на всички или повечето от целия пазар, а не възможност да спечелят едно нещо за един човек. Those “wins” can be functional, emotional, or a combination of both. Тези "победи" може да бъде функционално, емоционални, или комбинация от двете. Do this, and your target markets will see that you do understand the experience and are taking steps to amplify the good stuff or fix the bad stuff. Направи това, и си целеви пазари ще се види, че ти разбирам опита и се предприемат стъпки за усилване на добри неща или да определи лоши неща. That is the ultimate in respecting the event experience. Това е най-добрата в спазване на събитието опит. It's complicated Това е сложна Leverage programs should definitely be multi-faceted. Лоста програми определено трябва да се многопластов. What they should not be is complicated. Това, което не трябва да се е сложно. Following on from point 4, your interaction with target markets should be as simple as possible. Като следствие от точка 4, вашите отношения с целеви пазари трябва да бъдат възможно най-прости. Don't make people go through more steps or jump through more hoops than absolutely necessary to get their third “win”. Да не се накарат хората да мине през повече стъпки или скочи през обръчите повече от абсолютно необходимото, за да им трета "победа". Don't make them part with personal information unless absolutely necessary. Не ги правят част с лична информация, освен ако не е абсолютно необходимо. Your goal is to change people's perceptions and change their behaviours. Вашата цел е да промени възприятията на хората и промяна на тяхното поведение. Email addresses are not generally requisite for that. E-mail адреси по принцип не са предпоставка за това. Keep it clean. Пазете я чиста. Keep it streamlined. Дръжте го опростени. Make it easy. Направете го лесно. Without doubt, some of these things abuse the privilege more than others, simply because they are more invasive, but the undercurrent is the same for all of them. Без съмнение, някои от тези неща, злоупотребяват с привилегията повече от останалите, просто защото те са по-агресивни, но скрито е еднакъв за всички тях. That undercurrent is brand selfishness. Това е съвсем скрит егоизъм. Brand needs are not most important, when it comes to sponsorship, target market needs are. Марка нужди, които не са най-важни, когато става въпрос за спонсорство, се нуждае от целевия пазар са. I'm not saying brand needs are unimportant, but if you don't understand, respect, and meet the needs of your target markets, they won't help you meet your brand needs. Не казвам, че марката нужди са маловажно, но ако не разбирате, уважение, и отговарят на нуждите на своите целеви пазари, те няма да ви помогне да отговарят на марката си нужди. It's as simple as that. Това е толкова просто. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... New Book: Call for best practice sponsorship case studies Нови книги: Покана за представяне на най-добрите проучвания практика спонсорство случай Brand managers take heed: Brand story vs customer story Марка мениджъри внимавайте: Марка история срещу историята на клиенти Sponsorship White Papers Updated and Upgraded! Финансиране бели книги променен и обновен! Call in the Coach: Can I use the Law of Attraction to get a corporate sponsor ? Обадете се в автобуса: Мога ли да използвам Закона за привличането да се получи корпоративен спонсор? My Top 10 Corporate Sponsorship Blogs of 2009 Моят Топ 10 корпоративните блогове спонсориране на 2009 г.
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In my recent run of workshops, keynotes, and in-house training, I have started using a new word around sponsorship – “privilege”.在我最近運行研討會,主題演講,並在內部培訓,我已開始使用一個新詞左右的贊助 - “特權”. At one point, I was trying to convey the critical importance of putting your target markets first when developing a leverage plan, when I blurted out something like this:有一次,我要表達的關鍵重要性,把你的目標市場時首先開發利用計劃,當我脫口而出這句話: Sponsorship provides you with the privilege to connect with people in a meaningful way through something they already care about. 贊助商為您提供的特權 ,就可以與人進行有意義的東西,他們已經通過關心. Your choice, as a sponsor, is whether you are going to respect or abuse that privilege. 您的選擇,作為贊助商,是你是否要尊重或濫用特權. Now, I'm not usually someone that struggles for words, but when the word “privilege” came out, I couldn't help but be surprised that I hadn't thought of it before.現在,我通常不會有人說,鬥爭的話,但是當這個詞的“特權”出來,我不禁感到驚訝,我沒有想到過. Sponsorship is a privilege.贊助是一種特權. (Smack self on forehead.) Obviously. (拍擊自己的額頭.)很明顯. Framing sponsorship as a privilege – and leverage as a choice between respect and abuse – brings an additional degree of clarity about what does and does not constitute best practice sponsorship.成幀贊助作為一種特權 - 作為一個選擇和利用之間的尊重和虐待 - 帶來了額外的程度並不清楚是什麼,並不構成最佳做法的贊助. With that in mind, here are my top five ways that sponsors abuse the privilege.考慮到這一點,這裡是我的贊助商前五位的方式濫用特權. Blah, blah, blah…等等,等等,等等... Okay, don't get me wrong here, but sometimes sponsors just need to shut the heck up.好了,不要誤會我在這裡,但有時贊助商只需要關閉的挫折感了. In any given sponsorship, the target market is the most important party, their main concern is whatever it is that you're sponsoring, and your brand is the third wheel.在任何特定的贊助下,目標市場是最重要一方,其主要關注的是什麼那就是你贊助,你的品牌是第三輪. That's your starting place: Interloper.這就是你的起點:闖入者. If you want to shift your brand into the position of being a welcome part of that experience, being a pest is not the way to do it.如果你想轉移你的品牌地位將被歡迎的一部分,這一經驗,作為一個害蟲是不是做它的方式. Instead, sacrifice some of the volume and add meaningful value to the experience.相反,犧牲一些有意義的數量和增加價值的經驗. Sacrifice repetition ad infinitum and focus on sharing the fan experience.祭祀無限量地重複,重點交流風扇的經驗. Sacrifice visibility and create collaborative fan experiences.犧牲的可視性和協作創造風扇經驗. Show the fans that you are in this with them, don't yell at them and expect them to listen.展覽的球迷,你是在這方面與他們,不要罵他們,希望他們聽. Hey, over here!嘿,在這兒! Look at me!看看我吧! LOOK AT ME!看我! I believe interruption signage should be banned.我相信中斷標誌應被禁止. There is all this debate in America about whether athletes should wear logos on their playing jerseys or not and how that diminishes the game.有這一切的辯論,美國是否運動員必須穿著標誌的球衣上他們的上場與否以及如何削弱了比賽. Honestly, I think that outrage is misplaced.老實說,我覺得憤怒是不必要的. Whether there are logos on a jersey or not is unlikely to diminish the fan experience.是否有一個標誌的球衣,那是不可能減少風扇的經驗. The strategic worth of those logos is up for debate, but they don't make it harder to follow the progress of a play anymore than having a big team logo or design does.戰略價值的標誌,是為辯論,但他們不使其難以按照進度一再玩除了要有一個大的團隊標識或設計一樣. What does diminish the fan experience is interruption signage – moving, flashing, or electronically-inserted signage, particularly signage in the line of site of the field or court, that is specifically created to divert the audience's attention from the experience they're trying to have and onto a sponsor's logo or message.什麼是減少風扇的經驗是中斷標誌 - 移動,閃爍,或以電子方式插入的標誌,特別是在標誌線現場實地或法院,特別是建立以轉移觀眾的注意力從他們的經驗,試圖已經和上一個贊助商的標誌或消息. If you've ever been at a basketball game or been watching a rugby game and you're trying to follow a crucial play on the other side, but the signage in the background is also moving, you know what I mean.如果你曾經被控制在籃球比賽或已觀看橄欖球比賽,你要遵循一個關鍵的發揮在另一邊,但標誌在後台也是移動,你知道我的意思. Put yourself in the audience's shoes… would you really rather watch a game where the background was lit up and moving?把自己在觀眾的鞋子...你真的想觀看一場球賽,而其中的背景是亮起來了? Does that make your experience better or worse?這是否讓您體驗更好或更壞? Then ask yourself, is diminishing my target markets' experience good for my brand?然後問自己,我的目標是減少市場的經驗對我很好的品牌? Will it make them love my brand more?會不會使他們更愛我的品牌? You know the answer is “no”.你知道答案是“沒有”. Be part of our “brand story”是我們的一部分“品牌故事” Sponsors have learned a lot from experiential marketing, but this little phrase is one I wish we hadn't.贊助商已經學到了很多東西從體驗營銷,但是這句話是一小我希望我們沒有. Here's the thing, unless you are Apple or Harley Davidson, nobody wants to be part of your “brand story”.這裡的東西,除非你是蘋果和哈雷戴維森,沒有人希望成為你的一部分,“品牌故事”. Your target markets have their own stories.您的目標市場有他們自己的故事. Your goal is to make your brand the natural choice for that target market – to be part of their story.你的目標是讓你的品牌自然選擇的目標市場 - 將他們的故事的一部分. Creating experiential events, installations, road shows, etc, as part of your leverage program, can be a good thing, but more often than not, they are build on a premise of “come meet our brand”, not “here's something for you”.創建體驗活動,設施,路演等,作為部分的槓桿作用程序,可以是一件好事,但往往不是,他們是建立在一個前提“來滿足我們的品牌”,而不是“這裡的東西給你“. If you're going down this track, make it primarily about the fans, not your brand.如果你打算沿著這條軌道,使關心的主要是球迷,不是你的品牌. You want to engage with the fans in a meaningful way, not have them wandering around your “experience” just to kill time until something interesting happens.你想與球迷進行有意義的方式,而不是讓他們遊蕩在你的“經驗”只是為了消磨時間,直到一些有趣的事情. You could win this fabulous prize你可以贏得這場精彩獎品 SMS your details and go into a draw to win…短信您的資料,進入平局贏得 ... Collect three proofs of purchase and go into a draw to win…收集3證明購買,進入平局贏得 ... Register on our website and go into a draw to win…我們的網站上註冊並進入平局贏得 ... We've all seen this type of leverage.我們都看到過這種類型的槓桿作用. Heck, we've probably all run them at one time or another.哎呀,我們可能都在同一時間運行它們或另一個. I have.我有. The problem is, they don't tend to work very well.問題是,他們不傾向於很好地工作. Breaking down the mechanics, you are basically asking someone to do some work on your behalf, provide contact details to you, and possibly buy your product, in order to go into a draw to win one big prize that they really don't think they have a chance of winning.打破力學,你基本上是要求人做一些工作,你的名義,向你提供聯絡資料,並可能購買你的產品,為了進入平局贏得一個大獎,他們真的不認為他們有機會獲勝. It's true that some prizes are more compelling than others, and it is possible to get big participant numbers, but my experience is that is not the norm.的確,一些獎品比別人更引人注目,並有可能獲得大的參與者數目,但我的經驗是,不規範. Whether you intend it to be or not, this approach is inherently selfish, and your increasingly cynical consumers can see that.無論你想讓它是或不是,這種方法本質上是自私的,你越來越憤世嫉俗的消費者可以看到. Best practice sponsors subscribe to the idea that sponsorship should be win-win-win.提案國同意的最佳做法的想法,贊助應是雙贏局面. That is, the sponsor wins, the property wins, and the target market wins, with small meaningful wins for all or most of a target market, not the chance to win one thing for one person.也就是說,贊助商贏了,贏的財產,並贏得了目標市場,與小有意義贏得全部或大部分目標市場,而不是機會贏取一件事一人. Those “wins” can be functional, emotional, or a combination of both.那些“獲勝”,可功能,情感,或兩者並用. Do this, and your target markets will see that you do understand the experience and are taking steps to amplify the good stuff or fix the bad stuff.做到這一點,你的目標市場將看到,你也知道的經驗,並正在採取步驟,以健全的好東西或修復壞的東西. That is the ultimate in respecting the event experience.這是該事件最終在尊重經驗. It's complicated這是複雜的 Leverage programs should definitely be multi-faceted.槓桿的方案,這絕對是多方面的. What they should not be is complicated.他們不應該是複雜的. Following on from point 4, your interaction with target markets should be as simple as possible.從第4點以下,你的目標市場的互動與應盡可能簡單. Don't make people go through more steps or jump through more hoops than absolutely necessary to get their third “win”.不要使人們經過更多的步驟或通過更箍跳比絕對有必要讓他們的第三個“雙贏”. Don't make them part with personal information unless absolutely necessary.不要讓他們的部分個人信息,除非絕對必要的. Your goal is to change people's perceptions and change their behaviours.你的目標是改變人們的觀念,改變他們的行為. Email addresses are not generally requisite for that.電子郵件地址一般不必要的了. Keep it clean.保持清潔. Keep it streamlined.保持精簡. Make it easy.可以很容易. Without doubt, some of these things abuse the privilege more than others, simply because they are more invasive, but the undercurrent is the same for all of them.毫無疑問,這些東西有些濫用特權比別人多,只是因為他們更侵略性,但暗流是相同的全部. That undercurrent is brand selfishness.這暗流是品牌的自私. Brand needs are not most important, when it comes to sponsorship, target market needs are.品牌需要的不是最重要的是,當涉及到贊助,目標市場的需要. I'm not saying brand needs are unimportant, but if you don't understand, respect, and meet the needs of your target markets, they won't help you meet your brand needs.我不是說品牌需要不重要,但是如果你不理解,尊重和滿足需要您的目標市場,他們不會幫助您滿足您的品牌需求. It's as simple as that.它是那麼簡單的. If you liked that post, then try these...如果你喜歡這個職位,然後嘗試這些 ... The Myth of “Sponsorship Objectives” and Why Sponsorship is like Sculpture神話的“贊助目標”,為什麼贊助像雕塑 We have met the enemy of best practice sponsorship, and it is “standardisation”我們遇到了敵人的最佳做法的贊助,這是“標準化” Pet Peeve #228: Disrespectful Sponsorship忌諱#228:不尊重贊助 My Top Five Priorities for Sponsorship Selection我的五大優先選擇的贊助 I'm Speaking and Doing Workshops at Scandinavian Sponsorship Conference - 18-20 May我是說和做工作坊在斯堪的納維亞贊助會議 - 5月18日至20日