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korpora�n� patron�tblog

J� br�t tucet of elektronick� po�ta a spole�ensk� media bl�it se ka�d� t�den dle lid hled�t do patron�t of jejich tkaniva, obchod, televize ukazovat, dokument�rn�, instrukt�, �i jak�koliv. M� ��slo s tato isn’t aby ona ar dotyk mne – I’m ��astn� a� k dostat dopis od jak�koli z tebe! – kdyby ne asi tolik mnoho zd�t se a� k m�t jeden sv�stl pon�t� of jak� patron�t is.

Do �len ur�it� bedna of tkaniva, televize, a dokument�rn� “sponsorship”, 99% of �len ur�it� p��klad Aha aren’t patron�t v celek. Nab�dka korouhev reklamy, plod �i embl�m rozm�st�n�, pod�kovan� of podep��t, backlinks, etc does ne �init rovn�m a� k jeden patron�t, aby ne jeden media koupit. (a “sponsoring” �len ur�it� televizn� p�enos of neur�. �len p��hoda is ne �len ur�it� t�� a�koliv kmotr �len ur�it� p��hoda – it’s rovn� spravedliv� jeden c�l media buy.) I’m ne r�en� tezaury investice don’t m�t barevn� t�n, aby ne ono ve skute�nosti is neur�. �len �ist� neobvykl� �ivo�ich.

JEDEN patron�t is jeden inkaso of dobrodin� a entitlements aby darovat jeden cejch s neur�. �len p��le�itost a� k br�t jeden nakupy kon�it. �len ur�it� cesta ona br�t aby kon�it is docela p�ka – proactively jedn�n� majetek j�t s duchem �asu dobrodin� a� k dos�hnout specifick� c�l. P�ka could obsahovat oddavan� se barevn� t�n a� k jejich c�l trhy p��hoda �i cejch podstoupit, agitace, obsahovat jejich h�l, integrace s druh� media �innost, pro boha spole�ensk� media n�stupi�t�, a mnoho mnoho v�ce. Patron�t is vz�jemn� a kolem vychov�n� n�vaznost, a 3sg.pr�z.od have oba �len ur�it� citov� v�ha – lid ve skute�nosti caring kolem jak� is bytost kmotr – a �len ur�it� kritick� hlavn� ��st a� k b�t jeden katalyzovat do druh� nakupy �innost.

JEDEN media koupit is neur�. �len outbound komunikace strategie. Ono is buying �as �i prostor do kdo a� k vitrina jeden cejch �i cejch poselstvi. Media buys ar jak� ona ar, a ar ne leverageable. -li tebe can’t domn�vat se jeden host� b�h neur�. �len inzer�t �i nalodit d�le jeden PR akce �i rozv�jen� jeden h�l pl�n �i pro boha jeden spole�ensk� media n�boj asi jak� you’re prod�van�, it’s ne patron�t.

A�koliv neur�. �len p��klad, J� was v posledn� dob� bl�it se do n�kdo hled�t do “sponsorship” of jejich tkaniva. Ona byli nab�dka korouhev inzerovan�, golfov� h�i�t�, cejch u konce �len ur�it� poloha, a participace �len ur�it� e- informa�n� bulletin. Aby moci dob�e b�t jeden cenn� v�ci investice, do �len ur�it� dobr� cejch, aby ne it’s ne leverageable. V�n�, poc�novat tebe domn�vat se jak�koliv cejch dobyt� tato autobus a n�kdy b�h jeden �ada of c�vka s filmem reklamy ko�en asi jejich �innost d�le aby tkaniva? Nalodit d�le jeden spole�ensk� media akce? Pro boha jeden h�l pl�n? Mne ��dn�.

Ov�em tam ar krom�, aby ne ne dokonal� mnoho.

A a�koliv tebe kr�tk� druh s celek idea, aby ne ne dostat hotov�, zas, that’s ne patron�t. Tebe ar hled�t do jeden finan�n� machinace ochr�nce – neur�. �len dosadit, ml��c� druh, �i b�ly ryt�� – kdo v�le darovat n�jak� klepla ho pepka dopravit do ( nejsp�e) neur�. �len apela�n� pr�vo hodnost. A lid hled�t do n�kdo a� k “sponsor” jejich instrukt� ar hled�t do dobrodinec.

D��ve tv�j organisace hled�t do korpora�n� patron�t, tebe pot�ebovat a� k pojistit aby jak� tebe ar nab�dka ve skute�nosti is patron�t, a �len ur�it� easiest cesta a� k objevit is a� k pt�t se ty s�m ker� ono is leverageable �i ne. -li it’s ne leverageable, it’s ne patron�t, a it’s �as a� k br�t jeden neobvykl� bl�it se.

-li you’re ve skute�nosti prod�van� jeden media koupit, n�kdy those ar �len ur�it� prodeji br�zdit tebe pot�ebovat a� k cvi�en�. -li jak� tebe ve skute�nosti pot�ebovat is jeden ochr�nce, tv�j nejd��ve �erpat po�adovat b�t a� k tv�j ��etn�. Don’t hledat patron�t -li that’s ne jak� you’re ve skute�nosti prod�van�, �i tebe could zpusto�it mno�stv� of �as a snaha existuj�c� docela jeden dokonal� hou�evnat� b�h to jest ur�it k a� k b�t ve �tychu.

Rozv�jen� tv�j patron�t nab�dka a patron�t prodeji ar dva dokonal� dobr� p�edm�ty  closely �l�nek, a dohromady, �len ur�it� identifikovat a� k bonus tv�j patron�t d�chod. A� k �init tezaury p�edm�ty spravedlnost, my pot�ebovat v�ce �as ne� �len ur�it� korouhev 60-90 detailn� webinar, asi tolik m�t broken ono do dva webinars aby pr�ce nu�e dobr� dohromady. Tebe ar rovn� v�tat a� k evidovat do spravedliv� jeden.

Do �pln� informace d�le oba of tezaury webinars, cvaknout v rozhlase registrace �l�nek, pod, �izav�d�n� �len ur�it� mandlovat PDF bro�ura.

21 �ervenec – Nejl�pe Cvi�it Nab�dka Rozvoj: Kdo a� k c�l, jak� a� k nab�dka

Tato 90- detailn�, aktivn� webinar v�le br�t tebe docela �len ur�it� mysli a b�h do rozv�jen� compelling, barevn� t�n- bal��ek karet nab�dka aby v�le dob�t dosud neprojeven� kmotrov� pozornost a diferencovat tebe dle �len ur�it� konkurence. Tam is ne chr�nit jeden dosud neprojeven� kmotr v�le ��ci “yes”, aby ne using tezaury metoda v�le d�le�it� bonus tv�j mo�nosti. Tato is jeden bezvadn� poru�en� komu Nejl�pe Cvi�it Patron�t Prodeji d�le 4 D�stojn�. N�m�t obsahovat:

• Pro boha jeden dob�e- c�l uhodit barevn� pruh
• Prioritising: Kdo ar tv�j nej�etn�j�� nad�jn� hledat
• Prosp�ch �len ur�it� informovat o hl�en� tebe pot�ebovat a� k jmenovat jeden celek nab�dka
• Kdy a� k dotyk �len ur�it� kmotr a jak� a� k ��ci
• �len ur�it� kritick� d�le�itost of prosp�ch a� k �len ur�it� dobr� idea
• �len ur�it� tvo�iv� nab�dka rozvoj b�h. bankovka Tato b�h v�le b�t doru�itel do bedna- u�en� brloh, d�t mo�nost pod�ln�k a� k vid�t neur�. �len nab�dka vyvolat
• Pro boha jeden dobrodin� barevn� pruh aby pr�ce

4 D�stojn� – Nejl�pe Cvi�it Patron�t Prodeji: Krou�en� tv�j patron�t blouznivec do d�chod

Tato 90- detailn�, aktivn� webinar v�le ukazovat tebe jak? a� k formalizovan� tv�j nab�dka, br�t ono vpravo osoba, ov��ov�n�, vyjednat, a bl�zk� �len ur�it� ��st. Tato webinar is �len ur�it� bezvadn� poru�en� komu �len ur�it� Nab�dka Rozvoj webinar d�le 21 �ervenec, clona n�m�t jako takov�:

• Jak� musit b�t obsahovat do tv�j nab�dka
• Nab�dka “extras” aby poc�novat d�lat jeden dobr� d�lat rozd�l ( a jak� a� k vyhnout se)
• �len�n� tv�j nab�dka do maximum dopad
• D�l�n� ono bezstarostn� do �len ur�it� kmotr a� k prodat �len ur�it� nab�dka dom�c�
• Oce�ov�n� tv�j nab�dka bezvadn�
• Kryt� tv�j tvo�iv� idea
• Prosp�ch tv�j nab�dka vpravo osoba ( a kdo a� k vyhnout se)
• Musit- v�d�t vyjedn�v�n� h�l dr�ba, podvodn�k, a jak� tebe po�adovat nikdy �init
• Cenn� v�ci do- druh patron�t
• Formalising �len ur�it� souhlas

Oba webinars ar nab�dka dvakr�t, a� k p�izp�sobit neobvykl� �as oblast. Pod ar n�jak� indikativ �as. B�t p��jemn� jist� a� k �ek �len ur�it� �as a datle do tv�j kraj. J� doporu�ithttp:/everytimezone.com/. B�t p��jemn� b�t d�kazem tv�j d�vat p�ednost sch�ze kdy tebe evidovat.

Ono objevil s m�lo tucet do jist� m�ry �eny do oran�ov� n�co velm� mal�ho- d�msk� �aty s ne z�ejm� cejch l��it �len ur�it� Nizozemsko nejd��ve boubelat� sirka. “Dutch podp�ra�i, ona �ekl. FIFA bezvadn� domn�n� jindy, n�kdy did spravedliv� kolem �len ur�it� nejhloup�� majetek ona could m�t plat�.

Jak� FIFA po�adovat m�t plat�

• Br�t jejich drah� megalomania pod kompetenc�.
• Archiv jejich eyes v �len ur�it� chrom� pokusit se a� k “ambush” �len ur�it� Sv�t ��e s jeden bu�en�- dopad, nejd��ve- generace dohlednost drap�k.
• B�t si v�dom aby 36 do jist� m�ry d�v�e sed�n� dohromady do oran�ov� d�msk� �aty is ne existuj�c� a� k po�kozen� �len ur�it� kmotr, podrobn� -li ona mn�l jsem plat� jeden blaho n�mezdn� of leveraging jejich d�kladn� investice. (ono was Budweiser, aby ne kolik of tebe v�d�l aby?)
• Informovat �len ur�it� hlasatel rozch�zet se v n�zorech d�vat d�raz na je.

-li ona ve skute�nosti pot�eboval a� k b�t tvrd�, ona could rovn� m�t denunciant �len ur�it� �eny aby -li ona dopravit je�to �i jeden podobn� br�t- autobus, ona cht�l bych ne b�t dovolil dve�e a� k budouc� hr��.

Jak� FIFA skute�n� did…

• Odkl�dat �len ur�it� �eny, dr�et a ot�zka je do �ty�i hodina.
• Zatknout �len ur�it� n��eln�k do contravention of anti- z�loha legislativa.
• D�lat Bavorsko Pivo a jejich modele jeden celosv�tov� p�echodn�.

Blaho d�le tebe, FIFA! You’ve b�t �patn� od �aludku neur�. �len lhostejn�, kosmetick� z�loha do �len ur�it� nejv�t�� mimo patron�t pov�dka of �len ur�it� Sv�t ��e.

Skute�n�, FIFA’s odezva was asi tolik predictable ( a�koliv ar celek �len ur�it� mnohostrann� Sv�t ��e organis�tor a �len ur�it� IOC) aby Bavorsko was nejsp�e bankovnictv� d�le FIFA a� k �init celek �len ur�it� t�k� vyor�v�n� �epy do je! Po celou dobu, Nike is b�h bujn� s dra�ice obr�zkov� termin�l aby skute�n� is pro boha nakupy barevn� t�n do je a p�emo�iteln� �len ur�it� efektivnost of Adidas’ patron�t.

Probudit se, organis�tor! It’s �as a� k zastavit bydli�t� v rozhlase lhostejn� a d�t na p�et�es kladkostroj �len ur�it� dobr� ��slo do z�loha nakupy. Kdy �len ur�it� ICC (Cricket’s celosv�tov� hlavn� body spole�enstvo) objevil existuj�c� docela fans’ basa a podb�zet mimo jejich Koka- Kola, ono ud�lal Cvr�ek Sv�t ��e kmotr, Pepsi, vypadat jako jeden zkazit hra. Kdy organis�tor of �lov�k vy��� hodnosti p��hoda d�lat fans b�t �patn� od �aludku jejich TERA- bl�za naruby, ono d�la oba �len ur�it� organis�tor a �len ur�it� kmotrov� hled�t mal� a m�t v �myslu.

Pro� �init organis�tor �init tato? Pon�vad� p�i nejmen��m ono hled�t do t�e m�ry they’re jedn�n� n�co. Jak� they’re ne jedn�n�, jakkoli, is zastaven� �len ur�it� tak n�jak z�loha aby zranit jejich kmotrov�. A� k �init aby cht�l bych na��dit je a� k p�ipustit aby ona can’t dohl�et na ono, ozn�mit jejich kmotrov� aby celek p�ka is jejich nejl�pe brannost, a a� k pr�ce a b�t ohebn� s those kmotrov� a� k n�lez p�ka idea to posta�� pr�ce k��em �len ur�it� �ist� p��hoda podstoupit.

�init J� cenit tato v�le jakkoli st�t se? Ne, pon�vad� bytost pedantick�, �avle- drn�et is easier.

I’ve v posledn� dob� been obsahovat do jeden o�iven� debata d�le LinkedIn kolem �len ur�it� barevn� t�n of online patron�t pokora brloh. �len ur�it� citlivost p��stroje 3sg.pr�z.od have been d�lit, a� k ��ci �len ur�it� nejmen��.

N�jak� lid advok�t jejich cvi�en�, citing dva hlavn� rozv�dec domlouvat:

1. Ono dovoli do neur�. �len jablko- a� k- jablko porovn�n� of properties.
2. Ono is jeden b�t p�ipevn�n cesta of kontrola patron�ty ne� existuj�c� docela narovnuje na hromadu of nevy��dan� nab�dka a dotaz abecedn� znak.

J� am ani za m�k fanda of tezaury brloh do jakkoli, a�koliv Dovedu dov�dat se pro� ona m�t odvolat se. Na povrchu, ono absolutn� hled�t do t�e m�ry jeden �as- zachr�nce a neur�. �len c�l odhad jet. -li tebe hled�t kousek prohloubit, jakkoli, tam ar n�jak� osudn� form�ln� chyba do tato d�m s p��slu�enstv�m.

Patron�ty ar ne jablko

Co se t��e d�l�n� jablko- a� k- jablko porovn�n�, ka�d� patron�t is asi tolik neobvykl�, ono cht�l bych b�t nemo�n� a� k srovnej je jestli�e ne destila�n� p��stroj do �len ur�it� nej�etn�j�� bazick� of artikl. Kolik expozice, cedulka, pohostinstv�, etc do kolik pen�ze? Patron�t prosto isnt’ jeden artikl p�le, its’ jeden tvo�iv� idea p�le. Domn�vat se -li inzer�t p�soben� mn�l jsem a� k dl�dit do obchod using neur�. �len online brloh!

Patron�t ale jd�te celkem tvar a velikost, celek akademick� hodnost of boj a tvo�iv�. �len ur�it� ohromn� patron�t v�le �as of milion of dojem moci hled�t blaho d�le jeden brloh, aby ne nab�dka dokonal� kr�tk� fyzick� barevn� t�n proti �len ur�it� c�l of jeden zral� cejch. Ona mo�e b�t celek vyprostit. Ona mo�e b�t jeden no�n� m�ra to work with. 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. Some of the least “sexy” sponsorships could provide the best return, and vice versa. None of that – positive or negative – will come out in a form.

The value isn’t in what you get, it’s what you do with it

When you invest in sponsorship, you are investing in opportunity. It is leverage (aka “activation”) that provides the results. 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.

Old school sponsorship seekers tell sponsors what they’re about, list the benefits, and in effect, say “you figure it out”. 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.

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. This takes a lot more time than reviewing the ideas that great properties will provide to you, if you give them the chance. 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.

My recommendation: Sponsorship guidelines

Rather than creating walls, how about sponsors  just being more open and specific about your needs. And no, including the line “we only select sponsorships which meet out needs” does not count. You have to tell the sponsorship seekers what you need.

• Create a set of sponsorship guidelines and make it really easy for seekers to get them.
• Put them online, but don’t bury them six links deep on your website.
• 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”.
• Ensure every point of entry for sponsorship requests has access to electronic copy. 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).
• Ensure your switchboard knows that if someone calls asking to “speak to someone about sponsorship”, they should direct them to your sponsorship guidelines online.
• Finally, make it absolutely clear you’re serious. 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.

Anecdotally, the number of proposals you get will drop by around 60-75% and the quality of those proposals will rise dramatically. They will be more comprehensive, creative, and objective-driven. I get a lot of love letters from sponsors about how sponsorship guidelines have made their lives easier.

Get your free, comprehensive sponsorship guidelines template.

If you use a template as a starting point, creating sponsorship guidelines takes maybe an hour. 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.

Even smaller sponsors can benefit from having good sponsorship guidelines. 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. 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. 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.

What about sponsorship seekers?

My strong advice to sponsorship seekers is to ignore those forms and go straight to the brand manager. Don’t pitch. 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. 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. 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”.

For more on reading the signs, I recommend my blog, “Six Signs a Sponsor Is Just Not That into You”.

For the whole process of offer development and sales, I suggest my book, The Sponsorship Seeker’s Toolkit 3rd Edition.

The upshot

The upshot for all concerned is that sponsorship submission forms are a false economy. 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.

By very, very popular demand, I’ve created a ten-minute tutorial about how to create a sponsorship proposal that will make your offer stand out, increase your value to potential sponsors, and dramatically shorten your odds for a “yes”.

This is actually tutorial #3 for the Power Sponsorship YouTube Channel. Check it out for:

• Sponsorship Proposal Basics in About 10 Minutes
• Ambush Marketing Basics in About 10 Minutes
• Sponsorship Measurement Basics in About 10 Minutes

(Noticing a theme, here?)

I hope you enjoy them all. To kick you off, here is Sponsorship Proposal Basics in About 10 Minutes.