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Just three little resolutions for much better results in 2009: Само три малки решения за много по-добри резултати през 2009 г.: Audit your portfolio Одит си портфейл I'ma big fan of sponsorship portfolio audits at any time, but now – when ensuring that ever dollar you spent is spent wisely and results maximised – it's more important than I can remember in my 24-year career. Аз съм голям фен на портфейла одити спонсорство по всяко време, но сега - когато се гарантира, че някога сте прекарали долара се харчат разумно и резултатите минимизиран - това е по-важно, отколкото аз мога да си спомня в моята 24-годишна кариера. Auditing is really about stripping your portfolio back to basics: Одит е наистина за източване на вашия портфейл върне към основите: - Is it relevant and resonant to our target market(s)? Има ли значение и резонанс в нашия целеви пазар (и)? - Can we use it to achieve at least five separate overall marketing objectives? Можем ли да го използвате, за да се постигне най-малко пет отделни общите цели на маркетинга? - Have we committed to thorough and creative leverage? Имаме ангажимент към задълбочен и творчески лоста? - Are we getting the benefits we need to create the best possible leverage plan? Дали ние получаване на обезщетения трябва да създадем най-добрия възможен план на лоста? - Are we actively measuring results against our objectives? Дали ние активно измерване на резултатите от нашите цели? - Do we have strong internal buy-in? Имаме ли силно вътрешно такса за участие? Has this investment run its course? Има инвестиции управлява своя курс? You will divide your portfolio into no-hopers (they don't work and never will), keepers (they're working well now), and fixer-uppers (lots of potential, but need work). Ще разделя портфейла на не-hopers (те не работят и никога няма), собственици (те работят и сега), и фиксаж-горните части (много потенциал, но се нуждаят от работа). Your forward plan will probably involve some exits, but please do it as kindly as you can. Вашият план напред вероятно ще включва някои изходи, но моля, направете го любезно, колкото можете. It will probably also require some renegotiations, which are definitely doable within the bounds of a contract. Това вероятно ще изисква също така някои предоговаряне, които определено са изпълними в рамките на границите на даден договор. Most importantly, it will require really committing to making the most of what you decide to keep. Най-важното е, че ще изисква действително ангажимент за постигане на най това, което реши да запази. That's your responsibility, as a sponsor. Това е вашата отговорност, като спонсор. If you don't truly commit to great leverage, you are wasting opportunity and have only yourselves to blame. Ако не сте наистина се ангажират с голям ливъридж, се губи възможността и имат само себе си да виня. If you want more on auditing, there are additional insights and instructions in the new, free white paper, Ако искате повече за одит, има допълнителни прозрения и инструкции в нов, свободен бяла хартия, “Sponsorship in a Scary Economy” "Финансиране в Страшен икономика" . Involve your stakeholders Включване на вашата страна Not involving a broad range of internal stakeholders is the biggest mistake most sponsors make. Не, включващи широк спектър от вътрешни заинтересовани страни е най-голямата грешка, най-спонсори правят. It's the only way to ensure thorough, creative, and budget-friendly leverage. Това е единственият начин да се осигури пълно, творчески и бюджет-приятелски ливъридж. Taking one of the key principles of best practice sponsorship – that sponsorship should be used as a catalyst to make existing marketing activities more effective, not supported by major incremental activity – can only happen if you have both buy-in and active participation of key people across your organisation. Като един от основните принципи на най-добрите практики за спонсорство - че спонсорство трябва да се използва като катализатор, за да съществуващата търговска дейност по-ефективно, не се поддържат от големи единични дейност - може да се случи, ако имате и двете бай-ин и активното участие на ключови фигури във вашата организация. Your sales team run – and pay for – retail and sales promotions all the time. Вашият екип по продажбите стартират - и плащат за - на дребно и увеличаване на продажби през цялото време. Do you want to spend incremental money to run a promotion yourself (possibly in competition with your own sales team)? Искате ли да похарчите допълнителни пари, за да тече промоция себе си (вероятно в конкуренция със собствения си екип по продажбите)? Or is it a better idea involve them and encourage them to use a key sponsorship as an anchor on one of their upcoming promotions? Или е по-добра идея да ги включват и да ги насърчават да използват един ключ за спонсорство като котва на един от техните предстоящи промоции? Your loyalty team adds value to your best customers all the time. Вашият екип лоялност добавя стойност към най-добрите си клиенти през цялото време. Don't you think your sponsorships could provide some amazing benefits to pass along? Да не мислите, че спонсорство може да даде някои невероятни ползи мине покрай? Are they doing that now? Те правят това сега? Really embracing it? Наистина това възприемане? What about staff? Ами персонал? Your HR team are always looking for employee engagement, motivation, retention, and attraction strategies. Вашият ВП отбор са винаги търси служител ангажираност, мотивация, задържане и привличане стратегии. Sponsors who report a high degree of staff involvement in sponsorships also report increases in all of those areas. Спонсори, които съобщават за висока степен на персонала, участие в спонсорства и доклад увеличава във всички тези области. The list could go on and on, but you need to take on board this one thing: It will never happen unless key decision-makers or decision-influencers are part of your sponsorship “team”. Списъкът може да отидем и на, но трябва да се вземат на борда си едно нещо: никога не ще се случи, освен ако ключовите вземащите решения или решения Influencers са част от спонсорство "екип". They need to have input into sponsorship decisions, the benefits negotiation (you won't know what they need unless they're involved), and especially leverage planning. Те трябва да са вход за спонсорство решения, ползите договаряне (няма да знаете какво имат нужда, освен ако те са включени), и по-специално на лоста за планиране. We're marketers. Ние сме търговци. Let's communicate! Да се съобщава! Use sponsorship guidelines (and save a lot of time) Използвайте спонсорство насоки (и спести много време) I'm pretty sure this has been on my list of sponsor resolutions every year since I started doing resolution lists. Аз съм сигурен, че това е в моя списък на спонсора резолюции всяка година, тъй като аз започнах резолюция списъци. Why? Защо? Because it is super-easy and will make your life a lot easier. Тъй като това е супер-лесно и ще направят живота ви много по-лесно. Sponsorship guidelines are an embodiment of what you need from a partner. Финансиране насоки са въплъщение на това, което ви трябва от една партньор. You can download a Можете да изтеглите free sponsorship guidelines template безплатно насоки спонсорство шаблон here. тук. If you spend 30-60 minutes customising it, you will have a tool that you can use on your website to let potential sponsorship seekers know exactly what you need and expect from a partner. Ако прекарвате 30-60 минути по него, ще имате един инструмент, който можете да използвате на Вашия уебсайт, за да потенциала търсещи спонсорство знам точно какво имате нужда и очаквате от един партньор. Ensure that every person that gets approached for sponsorship, including your senior executives, also has access to a copy and that your voicemail directs people to the guidelines prior to discussing sponsorship. Гарантира, че всяко лице, което получава подхожда за спонсорство, включително и вашите висши ръководители, също така има достъп до копие и гласовата поща насочва хората към насоките преди обсъждането спонсорство. Anecdotally, the use of sponsorship guidelines will reduce the number of approaches you get by 60-75%, and the quality of proposals you get will significantly rise. Anecdotally, използването на спонсорство насоки ще доведе до намаляване на броя на подходите получава от 60-75%, а качеството на предложенията получават значително ще се увеличава. They'll know what you want, so you will receive many more customised, objective-driven proposals. Те ще знаете какво искате, така че ще получава много повече по поръчка, целта задвижване предложения. As a bonus, you can use the sponsorship guidelines with your current partners, to ensure they know exactly what you're trying to achieve. Като бонус, можете да използвате за спонсорство насоки с настоящите си партньори, за да се гарантира, че те знаят точно какво се опитвате да постигнете. It's a great starting point for renegotiations. Това е чудесен изходен пункт за предоговаряне. Good luck in 2009! Успех през 2009 г.! If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Weathering the GFC: Best practice case studies from two great sponsees Изветряне на GFC: Най-добър проучвания практика случая от две големи sponsees Sponsorship Seekers: Five Phrases You Should Say More Often (and a Couple You Should Ban) Финансиране убежище: Пет фрази Вие трябва да кажа, по-често (и няколко Ти Рамо Бан) Five Things a Sponsorship Seeker Must Bring to a Sponsor Meeting Пет неща, които Seeker Финансиране трябва да доведа до един спонсор събрание Pet Peeve #228: Disrespectful Sponsorship Пет дразня # 228: неуважително Спонсорство The Myth of “Sponsorship Objectives” and Why Sponsorship is like Sculpture Митът за "Спонсорство цели" и защо спонсориране е като скулптура
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Just three little resolutions for much better results in 2009: Audit your portfolio I’m a big fan of sponsorship portfolio audits at any time, but now – when ensuring that ever dollar you spent is spent wisely and results maximised – it’s more important than I can remember in my 24-year career. Auditing is really about stripping your portfolio back to basics: - Is it relevant and resonant to our target market(s)? - Can we use it to achieve at least five separate overall marketing objectives? - Have we committed to thorough and creative leverage? - Are we getting the benefits we need to create the best possible leverage plan? - Are we actively measuring results against our objectives? - Do we have strong internal buy-in? Has this investment run its course? You will divide your portfolio into no-hopers (they don’t work and never will), keepers (they’re working well now), and fixer-uppers (lots of potential, but need work). Your forward plan will probably involve some exits, but please do it as kindly as you can. It will probably also require some renegotiations, which are definitely doable within the bounds of a contract. Most importantly, it will require really committing to making the most of what you decide to keep. That’s your responsibility, as a sponsor. If you don’t truly commit to great leverage, you are wasting opportunity and have only yourselves to blame. If you want more on auditing, there are additional insights and instructions in the new, free white paper, “Sponsorship in a Scary Economy”. Involve your stakeholders Not involving a broad range of internal stakeholders is the biggest mistake most sponsors make. It’s the only way to ensure thorough, creative, and budget-friendly leverage. Taking one of the key principles of best practice sponsorship – that sponsorship should be used as a catalyst to make existing marketing activities more effective, not supported by major incremental activity – can only happen if you have both buy-in and active participation of key people across your organisation. Your sales team run – and pay for – retail and sales promotions all the time. Do you want to spend incremental money to run a promotion yourself (possibly in competition with your own sales team)? Or is it a better idea involve them and encourage them to use a key sponsorship as an anchor on one of their upcoming promotions? Your loyalty team adds value to your best customers all the time. Don’t you think your sponsorships could provide some amazing benefits to pass along? Are they doing that now? Really embracing it? What about staff? Your HR team are always looking for employee engagement, motivation, retention, and attraction strategies. Sponsors who report a high degree of staff involvement in sponsorships also report increases in all of those areas. The list could go on and on, but you need to take on board this one thing: It will never happen unless key decision-makers or decision-influencers are part of your sponsorship “team”. They need to have input into sponsorship decisions, the benefits negotiation (you won’t know what they need unless they’re involved), and especially leverage planning. We’re marketers. Let’s communicate! Use sponsorship guidelines (and save a lot of time) I’m pretty sure this has been on my list of sponsor resolutions every year since I started doing resolution lists. Why? Because it is super-easy and will make your life a lot easier. Sponsorship guidelines are an embodiment of what you need from a partner. You can download a free sponsorship guidelines template here. If you spend 30-60 minutes customising it, you will have a tool that you can use on your website to let potential sponsorship seekers know exactly what you need and expect from a partner. Ensure that every person that gets approached for sponsorship, including your senior executives, also has access to a copy and that your voicemail directs people to the guidelines prior to discussing sponsorship. Anecdotally, the use of sponsorship guidelines will reduce the number of approaches you get by 60-75%, and the quality of proposals you get will significantly rise. They’ll know what you want, so you will receive many more customised, objective-driven proposals. As a bonus, you can use the sponsorship guidelines with your current partners, to ensure they know exactly what you’re trying to achieve. It’s a great starting point for renegotiations. Good luck in 2009! If you liked that post, then try these... Weathering the GFC: Best practice case studies from two great sponsees Ambush Marketing: In Praise of Ambushing Up Think an Online Form Will Make Sponsorship Selection Easier? Think Again! Newspaper Blurring Logos in Sports Photos: The Silver Lining