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I've recently been involved in a lively discussion on LinkedIn about the value of online sponsorship submission forms. Аз бях наскоро участва в открит дебат на LinkedIn за стойността на онлайн формуляри спонсорство представяне. The response has been divided, to say the least. Отговорът е разделен, т.е. най-малко. Some people advocate their use, citing two main reasons: Някои хора адвокат тяхната употреба, позовавайки се на две основни причини: - It allows for an apples-to-apples comparison of properties. Тя дава възможност за едно ябълки до ябълки сравнение на имотите. - It is a faster way of vetting sponsorships than going through stacks of unsolicited proposals and request letters. Това е бърз начин за проверка спонсорства от става чрез стекове на нежелани предложения и искания букви. I am not a fan of these forms in any way, although I can understand why they have appeal. Аз не съм фен на тези форми по никакъв начин, въпреки че аз мога да разбера защо те са решение. On the surface, it absolutely looks like a time-saver and an objective assessment tool. На пръв поглед, тя изглежда абсолютно времето защита и на обективна оценка на инструментите. If you look a bit deeper, however, there are some fatal flaws in this premise. Ако се вгледате малко по-дълбоко, обаче, има няколко фатални пропуски в това помещение. Sponsorships are not apples Спонсорства не са ябълки As for making apples-to-apples comparisons, every sponsorship is so different, it would be impossible to compare them unless distilled into the most basic of commodities. Що се отнася до вземане на ябълки до ябълки сравнения, всеки спонсорство е толкова различна, че ще бъде невъзможно да ги сравни, освен дестилирана в най-основните от стоки. How much exposure, tickets, hospitality, etc for how much money? Колко експозиция, билети, гостоприемство и т.н. за колко пари? Sponsorship simply isn'ta commodity industry, it's a creative ideas industry. Финансиране просто isnt 'a стока индустрия, това е една креативна индустрия идеи. Imagine if ad agencies had to pitch for business using an online form! Представете си, ако рекламните агенции трябва да терени за бизнес чрез онлайн формуляр! Sponsorship comes in all shapes and sizes, all degrees of engagement and creativity. Финансиране идва във всички форми и размери, всички степени на ангажираност и творчество. The huge sponsorship will tens of millions of impressions may look good on a form, but offer very little real value against the objectives of a mature brand. Огромният спонсорство ще десетки милиони импресии може да изглежда добре във форма, но предлагат много малко реална стойност спрямо целите на зряла марка. They may be totally disengaged. Те могат да бъдат напълно изключено. They may be a nightmare to work with. Те могат да бъдат един кошмар да се работи. You can also make enormous returns from small sponsorships that are leveraged creatively, but for a sponsor to see that potential, the property needs to be able to showcase the creative leverage ideas that will create that return. Можете също така да направи огромна възвръщаемост от малки спонсорства, които използват ливъридж творчески, но и за спонсорите, за да видите този потенциал, имотът трябва да бъде в състояние да покажат на творческите идеи на лоста, че ще създаде тази декларация. Some of the least “sexy” sponsorships could provide the best return, and vice versa. Някои от най-"секси" спонсорство може да осигури най-добра възвръщаемост, и обратно. None of that – positive or negative – will come out in a form. Нито един от които - положителни или отрицателни - ще излезе във форма. The value isn't in what you get, it's what you do with it Стойността не е в това, което получавате, е това, което правиш с него When you invest in sponsorship, you are investing in opportunity. Когато инвестират в спонсорството, вие инвестирате в възможности. It is leverage (aka “activation”) that provides the results. Това е лост (известен още като "активизиране"), която предоставя резултатите. The best sponsorship seekers are providing those creative ideas for leverage in their proposals, making it very easy for a sponsor to see how they can make it work for their brands. Най-доброто убежище за спонсорство са осигуряване на тези творчески идеи за ливъридж в техните предложения, което го прави много лесен за спонсори, за да видите как те могат да работи за своите марки. Old school sponsorship seekers tell sponsors what they're about, list the benefits, and in effect, say “you figure it out”. Стара убежище училище спонсорство кажа спонсори това, което за дата, списъкът на обезщетения, и в сила, да кажем "да го разбера". That “figuring out” of what's in it for you takes a long time, but that's exactly what sponsors set themselves up for when they use sponsorship submission forms. Това "фигуриращ" за това какво е ползата за вас отнема много време, но това е точно това, което спонсорите да се установят в случаите, когато те използват форми спонсорство представяне. If you really want to figure out which of those proposals submitted through a form will work for your brand, you need to go through the process of idea development. Ако наистина искате да разбера кои от тези предложения, подадени чрез формуляр ще работи за вашата марка, трябва да мине през процеса на идеята за развитие. This takes a lot more time than reviewing the ideas that great properties will provide to you, if you give them the chance. Това отнема много повече време от преразглеждане на идеята, че голямо имоти ще осигури за вас, ако им се даде шанс. And if a sponsor isn't prepared to go through the process of “how could we make this work for our brand”, then they are making decisions about who to sponsor or further consider and who not to based on least common denominator mechanisms. И ако спонсор не е готов да мине през процеса на "Как бихме могли да направим този за нашата марка", а след това те се вземат решения за това кой да спонсорира или по-нататъшно разглеждане и които не се основават на най-малко общи механизми знаменател. My recommendation: Sponsorship guidelines Моята препоръка: Финансиране насоки Rather than creating walls, how about sponsors just being more open and specific about your needs. Вместо да се създават стените, какво ще кажеш за спонсори просто са по-отворени и специфични за вашите нужди. And no, including the line “we only select sponsorships which meet out needs” does not count. И не, включително и ред "може само изберете спонсорства, които отговарят на нуждите вън" не се брои. You have to tell the sponsorship seekers what you need. Трябва да кажа на спонсорство, търсещи убежище, което ви трябва. - Create a set of sponsorship guidelines and make it really easy for seekers to get them. Създаване на набор от насоки за спонсорство и да го направи много лесно за търсещи убежище, да ги вземем. - Put them online, but don't bury them six links deep on your website. Сложете ги в мрежата, но не ги погребат шест връзки дълбоко на вашия сайт. - Ensure your voicemail says, “if you want to submit a proposal, please understand we only consider properties that meet our needs, as outlined in the sponsorship guidelines you can find xyz”. Гарантиране на вашата гласова поща казва: "Ако искате да внесе предложение, моля, приемете, ние отчитаме само имоти, които отговарят на нашите нужди, както е посочено в спонсорството насоки можете да намерите XYZ". - Ensure every point of entry for sponsorship requests has access to electronic copy. Осигуряване на всеки входен пункт за спонсорство искания има достъп до електронно копие. This includes brand managers, regional managers, sales managers, and senior executives (who often say “yes” just so they don't have to say “no” – this gives them an out). Това включва бранд мениджърите, регионални мениджъри, мениджъри по продажбите, както и ръководния персонал (които често казват "да", така че те просто не трябва да се каже "не" - това им дава един изход). - Ensure your switchboard knows that if someone calls asking to “speak to someone about sponsorship”, they should direct them to your sponsorship guidelines online. Да си осигурите табло знае, че ако някой се обади с молба да "говори с някого за спонсорство", те трябва да ги насочи към спонсорство насоки онлайн. - Finally, make it absolutely clear you're serious. На последно място, да я направи абсолютно ясно сте сериозни. The first sign a proposal doesn't comply, send an email telling them that the proposal wasn't compliant and if they want to be considered, they need to follow your sponsorship guidelines. Първият знак предложение не отговаря на изискванията, изпратете имейл им кажете, че предложението не е съвместимо и ако искат да се смята, те трябва да следват насоките за спонсорство. Anecdotally, the number of proposals you get will drop by around 60-75% and the quality of those proposals will rise dramatically. Anecdotally, броят на предложенията ще получите, ще падне с около 60-75% и качеството на тези предложения ще се увеличи драстично. They will be more comprehensive, creative, and objective-driven. Те ще бъдат по-всеобхватни, творчески, и обективни задвижване. I get a lot of love letters from sponsors about how sponsorship guidelines have made their lives easier. Имам много на любовни писма от спонсори за това как спонсорство насоки са направили живота им по-лесно. Get your free, Махни си свободен, comprehensive sponsorship guidelines template цялостна насоки спонсорство шаблон . If you use a template as a starting point, creating sponsorship guidelines takes maybe an hour. Ако използвате шаблона като отправна точка, създаване на насоки за спонсорство се може би един час. You will probably have to get sign-off, which can take a bit of time and fine-tuning, but my experience is that you could have them on your website and in the hands of all of your proposal touch points (electronically), such as brand management, local and regional management, senior managements (usually their assistants), and more – within about two weeks. Вие вероятно ще трябва да се подпише компенсации, което може да отнеме малко време и фина настройка, но моят опит е, че можете да ги има на своя уебсайт и в ръцете на всичките си точки предложение допир (по електронен път), като като марка за управление, местно и регионално управление, висши ръководства (обикновено техните асистенти), както и повече - в рамките на около две седмици. Even smaller sponsors can benefit from having good sponsorship guidelines. Дори и по-малки спонсори могат да се възползват от насоките за добри като спонсорство. They may not have the massive workload that comes along with hundreds or thousands of proposals a month, but they still want good proposals that are about their needs. Те не могат да имат значително работата, която идва заедно със стотици или хиляди предложения един месец, но те все още искат добри предложения, които са за техните нужди. I know many smaller and mid-sized companies that are very happy with the reduction in workload, and especially the higher quality of proposals, that they get. Знам, че много малки и средни фирми, които са много доволни от намаляване на работното напрежение, и особено на по-високо качество на предложенията, че те ще получат. I even know of several companies that have guidelines for smaller sponsorships (eg, for investments under $2000) that are not as demanding as their guidelines for larger sponsorships, but still require a degree of strategic benefits and ideas. Аз дори знам от няколко компании, които имат насоки за по-малки спонсорства (например, за инвестиции, под $ 2000), че не са толкова взискателни и техните насоки за по-големи спонсорства, но все още изискват определена степен на стратегическите ползи и идеи. What about sponsorship seekers? Какво ще кажеш за спонсорство за убежище? My strong advice to sponsorship seekers is to ignore those forms and go straight to the brand manager. Моята силна съвети на спонсорство, търсещи убежище е да се игнорира тези форми и отиват директно на бранд мениджър. Don't pitch. Не терена. Contact them having done your homework and seek to fill in the blanks so you can create a customised, creative proposal with great ideas for them to leverage. Свържете се с тях като направи си домашното и се стреми да попълни бланка за да можете да създадете потребителски, творчески предложения с големи идеи за тях да се наберат. If they tell you that you have to submit via the form, they have just told you “no” and basically didn't want to do it themselves. Ако ви кажа, че е необходимо да представите чрез форма, те са просто ти казах "не" и в общи линии не искат да го правят сами. Go ahead and submit, but the ultimate decision will rest with the brand manager, and if s/he's just given you the flick, it's highly unlikely to be “yes”. Давай напред и да представи, но крайното решение ще е на бранд мениджър и ако той / тя просто ви е дал едно движение, това е много малко вероятно да бъде "да". For more on reading the signs, I recommend my blog, За повече информация относно четенето на знаци, аз препоръчвам моя блог, “Six Signs a Sponsor Is Just Not That into You” "Шест подписва спонсор е просто не е в теб" . For the whole process of offer development and sales, I suggest my book, За целия процес на развитие предлагат и продажби, предлагам моята книга, The Sponsorship Seeker's Toolkit 3rd Edition Убежище Toolkit трето издание за спонсорство . The upshot Крайният резултат The upshot for all concerned is that sponsorship submission forms are a false economy. Крайният резултат за всички заинтересовани страни е, че форми спонсорство представяне са фалшиви икономика. They work only in an environment that rewards old school thinking and constrain the creative process that is part and parcel with gaining the best returns at the least possible spend. Те работят само в една среда, която възнаграждава старото училище мислене и ограничава творческия процес, който е неразделна част с получаване на най-добрата възвръщаемост на възможно най-малко разходи. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Scary economy dos and don'ts for sponsorship seekers Страшен икономика DOS и упътвания за спонсорство, търсещи убежище 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? How Not to be Ambushed Как да не се засада Should I hire a valuation service? Трябва ли да наемат услугите стойност? If not, how do I get to the right price? Ако не, как да стигнем до реалната цена? Brand managers take heed: Brand story vs customer story Марка мениджъри внимавайте: Марка история срещу историята на клиенти
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I've recently been involved in a lively discussion on LinkedIn about the value of online sponsorship submission forms.我最近参与了对LinkedIn有关申请表格的在线赞助价值热烈的讨论. The response has been divided, to say the least.他们的反应分歧,至少可以这样说. Some people advocate their use, citing two main reasons:有些人主张其使用,理由主要有两个原因: - It allows for an apples-to-apples comparison of properties.它允许一个苹果对苹果的性能比较. - It is a faster way of vetting sponsorships than going through stacks of unsolicited proposals and request letters.它是不是通过审批的不请自来的建议和请求书栈更快的方式去赞助. I am not a fan of these forms in any way, although I can understand why they have appeal.我不是以任何方式这些形式风扇,虽然我可以理解他们为何提出上诉. On the surface, it absolutely looks like a time-saver and an objective assessment tool.从表面上看,它绝对看起来像一个节省时间和客观的评估工具. If you look a bit deeper, however, there are some fatal flaws in this premise.如果你看看深一点,然而,在这个前提下有一些致命的缺陷. Sponsorships are not apples赞助不是苹果 As for making apples-to-apples comparisons, every sponsorship is so different, it would be impossible to compare them unless distilled into the most basic of commodities.为使苹果对苹果的比较,每一个赞助商是如此不同,它是不可能的,除非它们进行比较提炼成最基础的商品. How much exposure, tickets, hospitality, etc for how much money?多少曝光,门票,酒店等,供多少钱? Sponsorship simply isn'ta commodity industry, it's a creative ideas industry.赞助根本不是一个商品行业,这是一个行业的创意. Imagine if ad agencies had to pitch for business using an online form!试想一下,如果广告公司已经为商业摊位使用在线表格! Sponsorship comes in all shapes and sizes, all degrees of engagement and creativity.赞助来自于各种形状和大小,所有的参与度和创造力. The huge sponsorship will tens of millions of impressions may look good on a form, but offer very little real value against the objectives of a mature brand.巨大的赞助将数以千万计的印象可能在窗体上好看,但提供很少对一个成熟的品牌目标的真正价值. They may be totally disengaged.他们可能是完全脱离接触. They may be a nightmare to work with.他们可能是一个恶梦工作. You can also make enormous returns from small sponsorships that are leveraged creatively, but for a sponsor to see that potential, the property needs to be able to showcase the creative leverage ideas that will create that return.你也可以从顷杠杆创造性小赞助巨大的回报,但对于赞助商看到这种潜力,该房子需要能够展示的creative ideas杠杆创造的是will return. Some of the least “sexy” sponsorships could provide the best return, and vice versa.最不“性感”赞助一些能够提供最好的回报,反之亦然. None of that – positive or negative – will come out in a form.这些都不 - 积极或消极的 - 会出来的形式. The value isn't in what you get, it's what you do with it该值是不是在你得到什么,它就是你用它做 When you invest in sponsorship, you are investing in opportunity.当您的赞助投资,你投资的机会. It is leverage (aka “activation”) that provides the results.这是杠杆(又名“激活”),它提供的结果. The best sponsorship seekers are providing those creative ideas for leverage in their proposals, making it very easy for a sponsor to see how they can make it work for their brands.最好的赞助者正在为他们的建议利用这些创意,使它很容易为一个赞助商,看看他们如何才能使自己的品牌工作. Old school sponsorship seekers tell sponsors what they're about, list the benefits, and in effect, say “you figure it out”.旧学校赞助商的赞助者告诉他们什么是对,名单的好处,实际上,说:“你算出它.” That “figuring out” of what's in it for you takes a long time, but that's exactly what sponsors set themselves up for when they use sponsorship submission forms.那个“在搞清楚什么是你需要很长的时间,但是这也正是赞助商为赞助商时,他们用自己的形式提交了”. If you really want to figure out which of those proposals submitted through a form will work for your brand, you need to go through the process of idea development.如果你真的想弄清楚哪些通过表单提交的工作为您的品牌将这些建议,你需要去通过思想的发展过程. This takes a lot more time than reviewing the ideas that great properties will provide to you, if you give them the chance.这需要更多的想法,除了检讨伟大属性将提供给您的时间,如果你给他们机会. And if a sponsor isn't prepared to go through the process of “how could we make this work for our brand”, then they are making decisions about who to sponsor or further consider and who not to based on least common denominator mechanisms.如果赞助商不准备经过的过程“我们怎能让这为我们的品牌”的工作,那么,他们正在对谁赞助或进一步考虑,谁不进行决策的最小公分母机制. My recommendation: Sponsorship guidelines我的建议:赞助指引 Rather than creating walls, how about sponsors just being more open and specific about your needs.而不是创建的墙壁,又如何赞助商只是更开放,更具体的关于您的需求. And no, including the line “we only select sponsorships which meet out needs” does not count.不,包括路线,“我们只选择了赞助,以满足需求”不计数. You have to tell the sponsorship seekers what you need.你要告诉你所需要的赞助者. - Create a set of sponsorship guidelines and make it really easy for seekers to get them.创建一组赞助的指引,使之很容易让他们为求职者. - Put them online, but don't bury them six links deep on your website.把他们在网上,但是没有埋葬其中6个在你的网站的链接深度. - Ensure your voicemail says, “if you want to submit a proposal, please understand we only consider properties that meet our needs, as outlined in the sponsorship guidelines you can find xyz”.确保您的语音邮件说,“如果你要提交一项建议,请明白,我们只考虑满足我们的需要的属性,如赞助指引概述你可以找到某某”. - Ensure every point of entry for sponsorship requests has access to electronic copy.确保每一个赞助请求的入口点已获得电子副本. This includes brand managers, regional managers, sales managers, and senior executives (who often say “yes” just so they don't have to say “no” – this gives them an out).这包括品牌经理,区域经理,销售经理和高级管理人员(谁常说“是”只是让他们没有说“不” - 这给了他们一出). - Ensure your switchboard knows that if someone calls asking to “speak to someone about sponsorship”, they should direct them to your sponsorship guidelines online.确保您的总机都知道,如果有人来电要求“谈谈关于赞助人”,他们应该向您的赞助指引线上. - Finally, make it absolutely clear you're serious.最后,让你一目了然严重. The first sign a proposal doesn't comply, send an email telling them that the proposal wasn't compliant and if they want to be considered, they need to follow your sponsorship guidelines.第一个签署一项建议不符合,发送一封电子邮件,告诉他们,建议不兼容,如果他们想被考虑,他们需要您的赞助遵循的准则. Anecdotally, the number of proposals you get will drop by around 60-75% and the quality of those proposals will rise dramatically.闲谈中,你得到一些建议将下降约60-75%,而这些提案的质量将大幅上升. They will be more comprehensive, creative, and objective-driven.他们将更加全面,创新,客观驱动. I get a lot of love letters from sponsors about how sponsorship guidelines have made their lives easier.我从赞助商的指引,如何使他们的生活更容易赞助了很多的情书. Get your free,得到你的自由, comprehensive sponsorship guidelines template全面赞助指引模板 . If you use a template as a starting point, creating sponsorship guidelines takes maybe an hour.如果您使用模板作为起点,创造赞助准则可能需要一个小时. You will probably have to get sign-off, which can take a bit of time and fine-tuning, but my experience is that you could have them on your website and in the hands of all of your proposal touch points (electronically), such as brand management, local and regional management, senior managements (usually their assistants), and more – within about two weeks.您可能不得不为获得注册过,可以采取一些时间和精细的调整,但我的经验是,你could的网站上有他们和你的proposal的接触点(电子),all手握这作为品牌管理,地方和区域管理,高级管理人员(通常是他们的助手),等等 - 在大约两个星期. Even smaller sponsors can benefit from having good sponsorship guidelines.即使是小的赞助商能够受益于具有良好的赞助指引. They may not have the massive workload that comes along with hundreds or thousands of proposals a month, but they still want good proposals that are about their needs.他们可能没有大规模的工作量来的数百或数千建议沿一个月,但他们仍然希望他们的需求,大约是好的建议. I know many smaller and mid-sized companies that are very happy with the reduction in workload, and especially the higher quality of proposals, that they get.我知道许多规模较小的中型公司正在与减少的工作量非常高兴,尤其是提案质量较高,他们得到的. I even know of several companies that have guidelines for smaller sponsorships (eg, for investments under $2000) that are not as demanding as their guidelines for larger sponsorships, but still require a degree of strategic benefits and ideas.我什至知道有较小的赞助(如2000美元的投资,准则几家公司)是一样的大赞助商的准则不要求,但仍需要一个战略利益和思想的程度. What about sponsorship seekers?那么赞助者? My strong advice to sponsorship seekers is to ignore those forms and go straight to the brand manager.我强烈的意见,赞助者是忽略这些形式,直接向品牌经理. Don't pitch.不要球场. Contact them having done your homework and seek to fill in the blanks so you can create a customised, creative proposal with great ideas for them to leverage.跟他们做了你的功课,并寻求在填补空白,以便您可以创建一个定制的,为他们的伟大思想,利用创意的建议. If they tell you that you have to submit via the form, they have just told you “no” and basically didn't want to do it themselves.如果他们告诉你,你必须提交通过的形式,他们只是告诉你“不”,根本不想自己做. Go ahead and submit, but the ultimate decision will rest with the brand manager, and if s/he's just given you the flick, it's highly unlikely to be “yes”.来吧并提交,但最终的决定将其余的品牌经理,如果她/他只是给你轻弹,这是极不可能是“有”. For more on reading the signs, I recommend my blog,如需阅读更多的迹象,我建议我的博客, “Six Signs a Sponsor Is Just Not That into You” “六签署了赞助商是只要把你不是” . For the whole process of offer development and sales, I suggest my book,为了提供开发和销售的全过程,我建议我的书, The Sponsorship Seeker's Toolkit 3rd Edition 赞助导引头的工具包第3版 . The upshot其结果 The upshot for all concerned is that sponsorship submission forms are a false economy.对于所有关心结果是,赞助形式提交虚假的经济. They work only in an environment that rewards old school thinking and constrain the creative process that is part and parcel with gaining the best returns at the least possible spend.他们只能在旧的环境,奖励学校和制约的创造性思维过程的一部分,是与争取在尽可能不花最好的回报的一部分. If you liked that post, then try these...如果你喜欢这个职位,然后尝试这些... My Top Five Priorities for Sponsorship Selection我的五大优先选择的赞助 Community engagement, cause sponsorship, and CSR社会参与,事业赞助,与企业社会责任 Yes, Virginia… People Do Know Sponsorship is a Commercial Arrangement是的,弗吉尼亚...人们只知道是一个赞助商的安排 Six Signs a Sponsor is Just Not That into You六签署了赞助商是不那么喜欢你 The Games Sponsorship Seekers Play – Game #3: The Outrageous Renewal奥运会赞助探索者玩 - 游戏#3:岂有此理重建