I've worked with a number of corporate clients recently, as they've been negotiating major partnerships with teams and sportspeople. Ja sam radio s brojnim korporativnim klijentima u posljednje vrijeme, kao oni 'bio glavni pregovara partnerstva s momčadi i sportaši. They have all embarked on these sponsorships backed by strong strategy and have been prepared to leverage the investments across their marketing and business channels. Oni svi su krenuli na ove sponzorstva potpomognuti jakim strategije, te su spremni iskoristiti ulaganja preko svojih poslovnih i marketinških kanala.

Sounds good, right? Zvuči dobro, zar ne? On closer examination of the proposal, however, every one of them required an additional investment in the six-figures (sometimes well into the six figures) to sponsor the sports organisation's community foundation. Na bliže ispitivanja prijedlog, međutim, svaki od njih potrebna dodatna ulaganja u šest likova (ponekad dobro u šest ličnosti) sponzorirati sportske organizacije zajednice temelj. The properties called it “leverage”, but all they offered were a few logos on things, and not one was even remotely interested in customising the offer, so it delivered on the sponsor's community objectives. Svojstva nazvao ga je "moć", ali svi oni su ponudili nekoliko logotipe na stvari, a ne jedan je čak daleko zainteresiran ugađanja ponudi, tako da se isporučuju na sponzora zajednice ciljeva.

I have no problem with teams putting funds into their community programs. Ja nemam problema sa timovima stavljanja sredstva u njihovoj zajednici programe. Clearly, this is good for the team and the community and the right thing to do. Jasno, ovo je dobar za momčad i zajednice i prava stvar za učiniti. My problem is when teams and sportspeople provide a sponsorship proposal, get a sponsor on the hook, then try to bolt on this extra chunk of revenue, attempting to disguise it as a leverage opportunity. Moj problem je kada se ekipe i sportaši daju sponzorstvo prijedlog, dobiti sponzora na udicu, a zatim pokušati vijak na ovaj dodatni komad prihoda, nastoji se maskirati se kao iskoristiti priliku. It's not. It's not. It's just a revenue grab – an attempt to get sponsors to fund a program that makes only the sports organisation look like a hero. To je samo zgrabite prihoda - pokušati doći do sponzora financirati program koji čini samo izgledaju kao sportska organizacija heroj.

And let's not forget that any company big enough to be taking on a major sporting sponsorship is likely to have their own community program – meeting the needs of their customers and communities in a way that is right for their brand. I neka ne zaboravimo da bilo koja tvrtka dovoljno velik da se na uzimanje velikih sportskih jamstvo je vjerojatno da će imati svoje vlastite zajednice program - susret potrebama svojih klijenata i zajednice na način koji je pravo za svoje marke. In that case, what's better, spending $350,000 for a bit of visibility on a team's community program, or spending $350,000 to extend and amplify your own community program? U tom slučaju, ono što je bolje, potrošnja 350.000 $ za malo vidljivost na tim zajednicu programa, ili potrošnju 350,000 dolara da proširi i pojača svoje vlastite zajednice program? I know what I'd do. Ja znam što bih učiniti.

So, what's the answer? Dakle, što je odgovor? I believe sporting organisations should just name a figure – whatever figure they think is fair for the whole compliment of strategic, customised benefits they are providing. Vjerujem da sportske organizacije trebaju samo ime lik - lik što god misle da je sajam za cijelu kompliment strateškog, koristi prilagođene su pružanje. That way, a sponsor can make a strategic marketing decision about the best use of their marketing funds, not be mentally dividing it into “the strategic part” and “the non-strategic part”. Na taj način, sponzor može napraviti strateškog marketinga odluku o najboljem korištenje njihovih marketinških sredstava, ne može biti psihički ga dijeli u "strateški dio" i "ne-strateški dio". It would be a straight cost-benefit analysis. Bilo bi ravno cost-benefit analiza.

If sporting organisations want to derive some community revenue from their sponsors,  they really need to raise their games (pun intended). Ako sportske organizacije žele izvesti neke zajednice prihode od svojih sponzora, oni stvarno trebaju da podignu svoje igre (igra riječima namjeravan). They could… Oni su mogli ...

• Shunt some of the money into the foundation. Shunt neki novac u zakladu. If they've done a good job of offering creative, strategic benefits, the value of the sponsorships will rise and there should be plenty of profit to accommodate some of the revenue going into that program. Ako ste se učinio dobar posao, ponuditi kreativne, strateške prednosti, vrijednost sponzorstva će rasti i tu bi trebao biti mnogo dobiti za smještaj neke od prihoda ide u taj program.
• Incorporate some community benefits into the overall sponsorship offer, ensuring that those benefits have strategic value to the sponsor. Uključiti neke prednosti zajednice u ukupnom jamstvo ponude, čime se osigurava da oni imaju koristi strateška vrijednost sponzor. This means no more hitting up sponsors to fund a program that has virtually nothing to do with them. To znači da nema više udaranja do sponzori financirati program koji je gotovo ništa s njima.
• Encourage sponsors to develop leverage programs that have a fundraising spin, with the money raised going to the foundation. Poticati sponzori razviti poluge programe koji imaju spin prikupljanje sredstava, uz novac podigao ide temelj.
• Work closely with the sponsor's community sponsorship team to develop mutually beneficial programs. Blisko surađivati s tim sponzora sponzorstvo Zajednice za razvoj obostrano korisne programe. This would include integrating the team's community work with some of the sponsor's, and vice-versa. To će uključivati integriranje tima rad u zajednici s nekim od sponzora, i obrnuto.

For sponsors faced with this kind of proposal from an organisation you really want to sponsor, you can do two things: Za sponzori suočio sa ovaj rod od prijedloga iz organizacije doista želite sponzorirati, to možete učiniti dvije stvari:

1. Make your community agenda clear to the property, and try to work with them to develop a community angle to the sponsorship that works for both parties and your target markets. Napravite svoju zajednicu jasan dnevni red za imovinu, i pokušati raditi s njima na razvoju zajednice kuta do sponzorstva koja radi za obje strane i ciljanog tržišta.
2. If that doesn't work, you need to consider the community part of the investment just a cost of doing business with that organisation. Ako to ne radi, morat ćete razmotriti zajednici dio investicija samo troškove poslovanja s tom organizacijom. Stop trying to justify the cost against a feeble set of benefits that don't provide value. Prestanite pokušavati opravdati trošak protiv slabih niz pogodnosti koje ne daju vrijednost. Instead, just add that figure to the overall sponsorship cost and make your decision about the sponsorship based on the total required investment. Umjesto toga, samo dodati da je lik na ukupnu cijenu i jamstvo da svoju odluku o sponzorstvu na temelju ukupno potrebne investicije. It's really all you can do. To stvarno je sve što možete učiniti.