Everywhere you look, you see top ten lists this time of year.不論你看，你看前十名名單每年的這個時候。 So, I figured, what the heck.所以，我想，怎麼會。 Here are the most popular posts, based on feedback, tweets, pings, comment, etc. I hope you enjoy reading them as much as I enjoyed writing them!這裡有最熱門的職位，根據反饋，鳴叫，坪，評論等，我希望你喜歡讀它們像我喜歡寫他們！

Like these blogs? 這樣的博客？ Please, share them with your colleagues! 請與你的同事分享他們！

You can also let me know if you have any suggestions for 2010 –您也可以讓我知道如果你有任何的建議為 2010 - kimsblog@powersponsorship.com kimsblog@powersponsorship.com . 。 I look forward to hearing from you!我期待著聽到您的聲音！

10. 10。 What I Learned about Sponsorship from my Boxing Coach 我了解我的拳擊教練贊助

After close to a month off, I was back in the boxing gym yesterday and wow, am I sore today.經過近一個月的時候，我又回到了昨天的拳擊健身房和哇，我今天酸痛。 Actually, it's not the muscles I use for punching that are sore, it's the back muscles I use for recoiling after a punch and getting ready for the next one.其實，這不是我的肌肉是用於沖壓疼痛，這是我的背部肌肉使用反沖後，沖床，準備為下一個。 I was explaining this to a friend and used a line my coach has said to me countless times:我在解釋這是一個朋友，用一條線我的教練對我說了無數次：

It's not how hard you hit. 這不是你有多難打。 It's how accurate you are and how fast you can hit them again. 它是如何準確的你是和你多快可以打一遍。

As I said the words, I realised how pertinent that concept is for sponsorship (but without the hitting).正如我說過的話，我意識到這一概念是如何相關的贊助（但沒有擊中）。

Best practice sponsorship is built around the idea of win-win-win.最佳實踐的贊助是建立在思想雙贏局面。 The third “win” is for the target markets.第三個“雙贏”是為目標市場。 The goal with best practice sponsorship is that a large proportion of the target markets should receive small, meaningful benefits through a sponsorship, not just the chance for one person to receive a giant prize…我們的目標是與最佳實踐的贊助，大部分的目標市場應該得到小，通過贊助有意義的好處，而不僅僅是一個人的機會獲得一個巨大的獎金 ... [more] [更多]

9. 9。 Corporate Sponsorship Lies (and What They Really Mean) 企業贊助謊言（和他們真正的平均數）

This industry is full of little white lies.這個行業充滿了善意的謊言。 Sponsors and sponsorship seekers alike are guilty of telling them – some because you want to be nice, others to deflect blame.贊助商和贊助者都告訴他們是有罪的 - 有些是因為你想成為好，別人來轉移責任。 Whatever the reason, it's not helping anyone.不管什麼原因，它不能幫助任何人。 So, consider this your primer on the real meaning behind some of the industry's most common little white lies.因此，考慮這是你真正意義上的引物背後一些業界最常見的善意的謊言。

THE LIE “We aren't renewing because we didn't get a good return” 的謊言 “我們不延續，因為我們並沒有得到很好的回報”

THE TRUTH: “We leveraged and/or selected the sponsorship so poorly that we didn't get a good return” 真相：“我們利用和/或選擇了贊助很差，所以我們沒有得到良好的回報”

THE FIX: Stop passing the buck and take responsibility for it going wrong. 解決：停止推卸責任和承擔責任為它去錯了。 That's the only way you're going to be able to learn from it and do it better next time.這是唯一的方式你將能夠從中吸取教訓，下次做的更好。

It's not a sponsorship seeker's job to get you a return.這不是一個贊助求職者的工作讓你回報。 It's their job to provide you with the raw materials – the benefits and target markets – so that you can leverage it to get a good return.這是他們的工作為您提供的原料 - 的利益和目標市場 - 這樣你可以利用它來獲得良好的回報。 If you selected poorly, that's not their fault.如果您選擇不當，這不是他們的錯。 If you agreed to a package with benefits that aren't appropriate to your needs, that's not their fault.如果你同意了包的福利是不適合您的需要，這不是他們的錯。 And if you didn't leverage well, that is also not their fault…如果你沒有利用好，這亦是不是他們的錯 ... [more] [更多]

8. 8。 It's Not the Size of the Sponsorship, It's What You Do with It 這不是大小的贊助，這是你用它做什麼

“Our event is so small, but we really need sponsorship. “我們的活動是如此之小，但我們真正需要的贊助。 How do we get big sponsors interested?”我們如何得到大贊助商感興趣嗎？“

“We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “我們贊助一個偉大的小組織，但其範圍是如此之小，我們如何使這項工作為我們的品牌？”

Good questions.好的問題。 Important questions.重要的問題。 And questions I hear a lot.和我聽到了很多問題。 Fortunately, the answer isn't really that complicated.幸運的是，答案也不是那麼複雜。 Here's the thing – and it's equally important for both sponsors and sponsorship seekers:這裡的東西 - 它的兩個同樣重要的贊助者和贊助者：

It's not the size of the property that matters, 這不是大小的財產問題，
it's the relevance to the sponsor's target markets. 它是相關的贊助商的目標市場。

Let's just say for a moment that you're a new sponsorship or brand manager, and when you review the portfolio, you see that your company is sponsoring a depression charity in one state or city (take your pick).讓我們只說一下，你是一個新的贊助商或品牌經理，當您檢閱組合，您會看到您的公司正在贊助一場衰退慈善一州或城市（以你的選擇）。 Your first impression might be, “We're a national brand.你的第一印象可能是，“我們是一個民族品牌。 What am I supposed to do with this?” But you'd be overlooking a potentially great opportunity…那我該怎麼做的呢？“但你會忽視潛在的巨大的機會 ... [more] [更多]

7. 7。 For Maximum Impact, Forget the Event, Concentrate on the Event Experience 最大的作用，忘記事件，集中事件的經驗

Sponsors, have you ever lamented that some of the events you sponsor only last a day, a weekend, or a week?贊助商，你曾經感嘆，一些贊助商的活動，您只持續一天，一個週末，還是一個星期？ Wondered how you were ever going to leverage enough or establish enough relevance to justify the investment in that short timeframe?你永遠不知道如何去利用不足或建立足夠的相關證明投資在這短短的時間？ Have you ever felt hamstrung by the limitations of the event or your sponsorship level?你有沒有感到無能為力的局限性事件或您的贊助水平？

Sponsorship seekers, do you wonder how you're going to sell enough sponsorship to an event or program that only attracts a few hundred or a few thousand attendees?贊助者，你不知道你要賣出足夠的贊助的事件或方案，只有吸引了幾百個或幾千個參加者？ How to juggle all of your sponsors' various agendas within the scope of your event without overcommercialising it?如何兼顧所有你的贊助商的各項議程，在您的活動範圍沒有 overcommercialising呢？

Here's the trick: Stop talking about the event and concentrate on the event experience.這裡的竅門：停止談論事件，並集中於事件的經驗。 (Geez, did I give it away in the title?) （吉茲，我沒有給它走在標題？）

The event – and I'm using that term generically to refer to whatever you are sponsoring or selling sponsorship of – is usually finite.這次活動 - 我用這個詞來指籠統無論你是贊助或出售贊助 - 通常是有限的。 It happens in a particular place during a particular timeframe with x number of people there and, depending on what it is, possibly a larger audience participating via the media.它發生在一個特定地點在一個特定的時間內與 x人數那裡，這取決於它是什麼，可能是一個更大的觀眾通過媒體參與。 It's limited, often crowded and cluttered, and to stand out, many sponsors resort to being loud and annoying, rather than meaningful and relevant…這是有限的，往往是擁擠和混亂，並脫穎而出，許多提案國訴諸被響亮和惱人的，而不是有意義的和相關的... [more] [更多]

6. 6。 Sponsorship Sales Rule #1: Sell What Sells, Not What You Need Money For 贊助銷售規則＃1：賣什麼賣，不是你所需要錢

Every day, my inbox fills with messages from people who want advice about selling sponsorship.每一天，我的郵件從收件箱充滿意見的人誰想要賣的贊助。 There is nothing wrong with that – I'm happy to hear from you!沒有什麼毛病， - 我很高興聽到您的聲音！ The issue is that many, if not most, of those sponsorship sales efforts are destined to fail.問題是，許多，如果不是大多數，這些贊助商的銷售努力注定要失敗的。 They are trying to sell the impossible.他們正試圖出售不可能的。

When it comes right down to it, not everything you need money for is sponsorable.當涉及到它的權利，而不是你需要的一切錢是sponsorable。 Some of the things that you have to do, because you are the kind of organisation you are – listen closely all you non-profits out there – do not have enough commercial appeal to attract sponsors.有些事情你必須做的，因為你是你是一種組織 - 細心聆聽您的所有非利潤那裡 - 沒有足夠的商業吸引力，以吸引贊助商。

I am not for one second saying that you shouldn't do those events or programs, just that seeking sponsorship for them is unlikely to be successful, so you need to shift to Plan B – a much easier and more realistic way to raise the money you need…我不是一秒鐘說你不應該做這些事件或方案，只是尋求贊助對他們來說是不可能成功的，所以你需要轉向 B計劃 - 一個更容易和更現實的途徑籌集資金你需要... [ [ more更多 ] ]

5. 5。 12 Steps: A Sponsorship Seeker's Guide to the Recovery 12個步驟：贊助導引頭的恢復指南

I did “我做“ 12 Steps: A sponsor's guide to the recovery 12個步驟：一個贊助商的引導到恢復 ” and it seemed to have struck a chord, so here is the other side. “它似乎引起了共鳴，所以這裡是另一邊。

As noted in the previous blog, our industry is looking up.正如在以前的博客，我們的行業是仰視而生。 There is some breathing room.有一些喘息空間。 In some places, the economy is on the upswing.在一些地方，經濟正處於上升階段。 In others, sponsors shifting out of their holding patterns, adjusting to the current economic conditions, and realising that sponsorship is still a very valuable marketing tool.在另一些國家，贊助商移出其持有的模式，調整當前的經濟狀況，並認識到贊助仍然是一個非常有價值的營銷工具。

For sponsorship seekers, this is great news.對於贊助者，這是一件大好事。 But before you go all giddy with excitement, you need to know that sponsors are going to be smarter, more sophisticated, and more demanding than they have ever been.但在此之前全力以赴頭暈與興奮，你需要知道，贊助商將要更聰明，更複雜，更要求比以前任何時候為。 The bar is set high, and if you want to be part of this recovery, you need to have an approach and skills that are at that level.酒吧是集高，如果你想成為這個復甦的一部分，你需要有一種方法和技巧，在這一級。

So with a reverent nod to the practical steps pioneered by Alcoholics Anonymous and other recovery organisations, I have created a 12 Step Guide to the Recovery for Sponsorship Seekers…於是一點頭，以虔誠的實際步驟首創嗜酒和其他康復機構，我創建了一個 12個步驟指南，以恢復為贊助求職者 ... [more] [更多]

4. 4。 12 Steps: A Sponsor's Guide to the Recovery 12個步驟：贊助商的恢復指南

When the global economy stopped sputtering and tumbled into a full-blown recession, the sponsorship industry took its biggest hit in my 24-year career.當全球經濟下滑將停止濺射和一個成熟的經濟衰退，行業的贊助了其最大的打擊，我24年的職業生涯。

• Some sponsors stopped all new investments.一些贊助商停止所有新的投資。
• Some sponsors dropped every sponsorship they could.一些贊助商的贊助，他們可以每下降。
• Some sponsors dropped every sponsorship they should have dropped years ago.一些贊助商的贊助，他們應該每下降下降年前。
• Some sponsors decided to go “stealth”, underplaying their investments so as not to look ostentatious.一些贊助商決定“隱形”，輕描淡寫的投資，不看炫耀。
• Some sponsors halted, or at least minimised, leverage spending.一些贊助商停止，或者至少最小化，槓桿開支。
• Some sponsors re-evaluated everything and started fresh.一些贊助商重新評估，並開始新的一切。
• Some sponsors stayed the course.一些贊助商下榻的過程。

Although I'ma bigger fan of some of these strategies than others, whatever your company decided to do, I'm sure it was driven by some combination of necessity and politics…雖然我是一個更大的風扇這些戰略的一些比其他人，不管你的公司決定這樣做，我敢肯定它是驅動相結合的必要性和一些政治... [more] [更多]

3. 3。 My Favourite Resources for Sponsorship Professionals 我最喜愛的專業人士的資源贊助

My blog is usually full of advice, a few opinions on hot industry topics.我的博客通常是充滿了意見，就一些熱點行業話題的意見。 What I'd like to do this time is provide a list of some of the resources and tools I rely on to get good information on corporate sponsorship.我想這樣做的時候是提供一個清單的一些資源和工具，我依靠獲得良好的信息對企業的贊助。

ABI/Inform Full-Text Online ABI公司/通知全文在線

This is an essential (and free) resource for people in this industry.這是一個重要的（而且免費）的資源在這個行業的人。 I could not be effective in my job without it.我不能在我的工作沒有有效的。 You can enter – Google-style – keywords and it will search the full text of articles on thousands of business publications around the world and bring you back the whole articles.您可以輸入 - 谷歌風格 - 將搜索關鍵字和它的全文文章，成千上萬的商業出版物在世界各地，讓你背負著整個文章。 You can mark the ones that are interesting to you and e-mail them to yourself.你可以標記的那些有趣的是你和電子郵件給自己。 The kind of things you will find…該種的東西你會發現 ... [more] [更多]

2. 2。 The “Designated Problems” of the Sponsorship Industry “指定”問題產業的贊助

I was recently reading an article in a decidedly non-business magazine.我最近讀了一篇文章，一個決定性的非商業雜誌。 It was about “designated problems”, and the premise was that people who may have a whole host of emotional or physical issues sometime focus on just one of them and miss the underlying causes altogether.這是有關“指定問題”，而前提是，人們誰可能有一大堆的情緒或身體的問題集中在某個時候只是其中一個根本原因，並完全錯過了。 An example would be a person who is focusing relentlessly on her insomnia and missing (or ignoring) the anxiety and depression disorders that are behind it.一個例子是一個無情的人誰是集中在她的失眠和失踪（或忽略）的焦慮和抑鬱症的疾病，它後面。

As I was reading the article, I thought how this whole idea related to the sponsorship industry.正如我在閱讀文章時，我以為整個構思如何相關行業的贊助。 Both sponsors and sponsorship seekers hang onto their “designated problems” while overlooking or conveniently ignoring the real issues.贊助商和贊助者都掛到他們的“指定問題”，而忽略或忽視了真正的方便問題。 And while any given organisation may have their own version of a “designated problem”, there are two that I'm seeing over and over.雖然任何一個組織可能有自己版本的“指定”的問題，有兩個我看到遍地。

The “designated problem” for sponsors “指定”的問題，為贊助商

Without any question, the most prevalent “designated problem” for sponsors is measurement.如果沒有任何問題，最普遍的“指定”的問題，贊助商是衡量標準。 They search for formulas, they hire logo counters, they do reports all about the mechanism of various sponsorships and then complain that the problem with sponsorship is that it's impossible to accurately measure the results.他們尋找的公式，他們聘請的標誌櫃檯，他們報告中的所有有關機制的各種贊助，然後抱怨說，問題出在贊助是，它無法準確測量的結果。

Here's the thing: Measurement is not the problem.這裡的東西：測量是沒有問題的。 Leverage is the problem.槓桿就是問題所在。 If sponsors took a best practice approach with their leverage programs, measurement would be easy…如果贊助商採取了與他們的最佳實踐方法利用方案，測量是容易的... [more] [更多]

1. 1。 Six Signs a Sponsor is Just Not That into You 六簽署了贊助商是不那麼喜歡你

Okay, so I'm sitting on the couch watching the fun chick-flick, “He's Just Not That Into You” while my husband is out with his buddies.好吧，我坐在沙發上觀看的樂趣小雞，甩尾，“他其實沒那麼喜歡你”，而我的丈夫是出了他的好朋友。 I'm loving it.我愛它。 Too rare.太罕見。

As usual, I can't stop thinking about sponsorship.像往常一樣，我不能停止思考的贊助。 So, I think to myself, there are a few signs that sponsorship seekers consistently miss that could tell them that a sponsor just isn't that into them.所以，我覺得對自己說，有一些跡象表明，贊助者始終懷念那些可以告訴他們，只是一個贊助商是不是為他們。 So, brace yourself for the cold, hard truth about how to read the signs so you can let it go, and move on to something more fruitful.因此，支撐自己的冷，硬真相如何閱讀的跡象，因此您可以讓他走了，然後繼續前進的東西更富有成效。

They tell you to “just send in a proposal” 他們告訴你“只是送一”的建議

This is a sponsor saying “leave me alone”, without being rude.這是一個贊助商說：“給我一個人”，而不粗魯。

In actual fact, it's unintentionally cruel, because it gets the sponsorship seeker's hopes up, when they have little or no realistic chance at a deal.實際上，它是無意的殘酷，因為它得到了贊助求職者的希望了，但是當他們很少或根本沒有機會在現實的交易。 Why do I say that?為什麼這樣說呢？ Because if the sponsor was interested, they would want to keep talking to you – ensuring that you know everything you need to know in order to create a great proposal for them…因為如果贊助商很感興趣，他們希望繼續和你聊天 - 確保你知道你需要知道的一切，以創造一個偉大的建議，為他們 ... [more] [更多]