This ugly little game takes place when a sponsor pays a fair fee for a sponsorship, but then encounters one after another additional costs – some small, some larger – bringing the sum total of the investment to a level that is no longer commensurate with the benefits provided. Ta grdi mali Igra se odvija, ko naročnik plača pošteno plačilo za sponzorstvo, potem pa naleti na enega za drugim dodatne stroške - nekaj manjših, nekatere večje - s čimer se je skupni znesek naložb na ravni, ki je ni več sorazmeren s koristmi pod pogojem. I've outlined some of the classics below. Sem izpostavila nekatere klasike spodaj.

Charging the sponsor a “leverage fee” on top of the sponsorship fee Polnjenje sponzor "pristojbina vzvod" na vrhu sponzorstva pristojbine

First off, it is the sponsor's job to leverage the sponsorship, and pay for it. Najprej je sponzorja delo za spodbuditev sponzorstva, in plačati za to. Second, and most important, what this “fee” provides for has nothing to do with leverage. Drugič, in najbolj pomembno, kaj je to "pristojbina", določa, da nima nič opraviti s finančnega vzvoda. It is virtually always used to pay for some of the harder costs of what has already been promised in the proposal, such as paying for production of sponsor signage and putting sponsor logos onto event signage. To je skoraj vedno uporablja za plačilo nekaterih bolj stroškov, kar je že bilo obljubljeno v predlogu, kot je plačilo za proizvodnjo in dajanje oznak sponzor sponzor logotipi na dogodek signalizacije. Sponsors, don't fall for this. Sponzorji, ne sodijo v to. Tell the partner flat out that you will not be paying a leverage fee. Povej partner stanovanje, da vam ne bo vzvod plačilo takse. Further, tell the sponsee that if they want to revisit the sponsorship fee so that all benefit delivery costs are covered, they are free to do that, and you will re-evaluate your position once you've reviewed the new offer. Nadalje, povej sponsee, da če želijo ponovno sponzorstva pristojbino, tako da so zajeti vsi stroški dobave koristi, so prosto za to, in boste ponovno ocenijo svoj položaj, ko ste pregledali novo ponudbo.

Charging additional license fees if you want to do more with the IP Polnjenje dodatne licenčnine, če želite narediti več z IP

So, a sponsor negotiates lots of access to event/team/whatever intellectual property. Torej, veliko sponzor pogaja za dostop do dogodka / team / ne glede intelektualne lastnine. This is a great idea, as it offers a huge number of marketing opportunities and flexibility, provided you don't breach any of the rules set forth. To je dobra ideja, saj ponuja veliko število tržnih priložnosti in prilagodljivost, če vam ne krši katero koli od pravil, določenih. Sometimes, however, the sponsee will decide that you're being too creative and thorough and go back for another bite of the cherry, claiming that you are going beyond “standard usage”. Včasih pa bo sponsee odloči, da si preveč kreativno in temeljito in vrniti za drugo ugriz od češnje, trdijo, da greš naprej "standard navada".

Sponsors, unless there was a specific restriction on the amount you can use the IP provided, tell the sponsee to get over themselves and that they should be happy to have a proactive partner who is so willing to showcase their event (and the value it can have to sponsors). Sponzorji, razen če ni bilo posebnih omejitev na znesek, ki ga lahko uporabljate pod pogojem, IP, povej sponsee priti čez sebe in da bi morali biti srečni, da imajo proaktiven partner, ki je pripravljen tako, da predstavijo svoj dogodek (in vrednost, ki jo lahko morajo sponzorji).

If you did sign a contract with some limitation on the amount you can use IP, you've really created a rod for your own back. Če si podpisati pogodbo z nekaj omejitev na znesek, ki ga lahko uporabite IP, ste res ustvarili palica za svoj hrbet. Yes, there will be rules on what you can do, so that your creative doesn't diminish the sponsee's brand, but aside from that, you should be able to use it as fully as you want. Ja, bo pravila o tem, kaj lahko storite, da vaše ustvarjalne ne zmanjšuje sponsee blagovno znamko, vendar se razveljavi od tega, bi morali biti sposobni uporabiti kot celoti, kot želite.

Charging sponsors if they elect to extend or expand the program Polnjenje sponzorji, če se odločijo za razširitev ali razširiti program

As an example, you sponsor a series of professional development workshops run by an association and taking place in eight cities. Kot primer, si sponzor vrsto delavnice za poklicni razvoj, ki jih vodijo in združenja, ki poteka v osmih mestih. It is going so well for the association that they decide to add two more cities to the program – then they turn around and ask for more money from you. To se dogaja tako dobro za združenja, ki se odloči, da bo dodala še dva mesta za program - potem se obrnil in ga prosite za več denarja od tebe. I know there will be arguments about it, but I think this is wrong. Vem, da bodo trditve o tem, vendar mislim, da je to narobe.

If you sponsor a series, you sponsor the series – not individual workshops in eight cities. Če ste sponzor niz, si sponzor serije - ne posameznih delavnicah v osmih mestih. If demand warrants that the series is extended by your partner, they should not be expecting that you pay for their decision to make it bigger. Če se jamči, da je povpraševanje se serija podaljša za vaš partner, jih ne sme pričakoval, da boste plačali za svojo odločitev, da bo večji. Frankly, your leverage program – how you get a result from the marketing opportunity – is unlikely to be much different with the addition of 60-odd additional participants. Iskreno, vaš vzvoda program - kako dobiš rezultat od tržnega priložnost - ni verjetno, da se zelo razlikuje z dodatkom 60-ak dodatne udeležence.

Charging a sponsor to participate in event research Polnjenje sponzor za sodelovanje v primeru raziskav

This one kills me. Tale me ubija.

Let's say an event decides to do some market research, which is a very good idea. Recimo, če odloči, da bo naredil nekaj tržnih raziskav, kar je zelo dobra ideja. They then decide that this would be a good way to squeeze another grand or two out of their sponsors by offering them the opportunity to include a question or two on the survey. Nato odloči, da bi bil to dober način za stiskanje drugi grand ali dva od njihove sponzorje, ki jih jim ponudi priložnost, da se vključi vprašanje ali dva na ankete.

The basic premise of best practice sponsorship is that sponsors are not trying to connect with an event or program, but to their target markets, using the event as a conduit. Osnovni predpostavki, najboljše prakse, sponzorstva je, da sponzorji ne poskuša povezati z dogodkom ali program, vendar na svoje ciljne trge, z uporabo dogodek kot vhodi. And the more a sponsor knows about that target market, and their experience with that event or program, the more able they will be to create great leverage programs. In bolj sponzorja ve, da je ciljni trg, in njihove izkušnje s tem dogodek ali program, bolj se bodo sposobni ustvariti velik vpliv programov. Getting access to audience research should be a threshold right for sponsors, and larger sponsors should have questions included on that research. Kako do občinstva raziskave bi morale biti prag za pravico do sponzorjev, in večjih sponzorjev je treba vključiti na vsa vprašanja, da so raziskave.

If you are a sponsor, you may or may not be prepared to go along with these, but at least you should be aware that you're being gamed by an organisation that has shown itself to put greed ahead of partnership. Če ste sponzorja, se lahko ali ne sme biti pripravljena iti skupaj s temi, ampak vsaj morate zavedati, da ste se vi gamed z organizacijo, ki je pokazala, da bo dal pohlepu pred partnerstva. I just hate that, and when it happens to my clients, I always advise them to call the sponsee on it – to tell them they are taking advantage of the relationship, and that's not what a healthy partnership is all about. Sovražim, da sem, in ko se zgodi, da moje stranke, vedno sem jim svetoval, da pokličete sponsee na njem - in jim poveste, da izkoriščajo razmerja, in to ni tisto, kar zdravo partnerstvo je vse okoli.

I also believe that sponsors should keep this kind of treatment firmly in mind at renewal time. Verjamem tudi, da bi sponzorji hraniti ta vrsta zdravljenja trdno v mislih na čas obnovitve. If it was painful enough, don't even consider renewing, and be sure you tell the CEO of the organisation why. Če je bilo dovolj boleče, sploh ne upošteva obnavljanja in se prepričajte, da ste povedal direktor organizacije, zakaj. If you still see scope for working together, tell them firmly that their new proposal must include all costs. Če še vedno vidite možnosti za skupno delo, jim povedati svoje prepričanje, da mora nov predlog vključuje vse stroške.

Sponsorship seekers, please take this as a warning about how not to treat your sponsors. Sponzorstva azil, si vzemite to kot opozorilo o tem, kako ne za zdravljenje sponzorje. They don't have all the money in the world, they are not an endless font of money, they're not suckers, they do talk to other sponsors, and they do know when you're taking advantage. Nimajo vsi denarja na svetu, niso neskončne pisavo denarja, oni ne zgube, oni delati govoriti z drugimi sponzorji, in oni vedo, ko ste izkoristili. Is that really the reputation you want? Je to res ugled hočeš?

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