塑造一個(gè)贊助商眼中的良好的節(jié)事形象

1、感覺決定一切 Perception is realityo在參加你的活動(dòng)之前，公眾和贊助商對(duì)你的活動(dòng)的感覺對(duì)他們來講就是現(xiàn)實(shí)。oWhat the public and sponsors think of your event-often before they even attend it-becomes reality of them.o當(dāng)你開始拉贊助的時(shí)候，給贊助商留下一個(gè)良好的第一印象是非常重要的。oIt is extremely important that a potential sponsor has a good impression of your event before y

2、ou set foot in the door to sell sponsorshipo良好的第一印象就是關(guān)鍵。oFirst impressions are everything.o公關(guān)部長在一個(gè)活動(dòng)中的職位是最重要的職位之一。oOne of the most important positions on an events staff is that of public relations(PR) director. 主旨 Keynoteso與媒體新聞界共同合作，他們會(huì)為你建立良好的公眾形象。oWork with the news side of the media to develop a

3、 positive image of your evento策劃一個(gè)良好有效的促銷活動(dòng)，這能讓人們對(duì)你的活動(dòng)產(chǎn)生積極的看法。oDevelop effective promotions to give people a positive perceptiono設(shè)計(jì)令人印象深刻的輔助材料，這將提供一個(gè)良好的第一印象oCreate impressive collateral materials that will give a good first impressiono讓你所做的慈善營銷更加有效oMake your cause-related marketing more effective 媒體

4、的重要性 Media-importanceo媒體是一個(gè)處于您的贊助商，潛在的贊助商，你的志愿者，社區(qū)領(lǐng)袖，政府官員和其他人之間的媒介，很多的觀眾能夠在報(bào)紙，電視，或者是網(wǎng)絡(luò)上看到你，了解你。othe media are an intermediary between your event and the many audiences that are important to you-your sponsors, potential sponsors, your volunteers, community leaders, government officials, and others wh

5、o read or hear about you in the newspapers, on radio and television, and now on the Web.o新聞報(bào)道通常被人們認(rèn)為是沒有偏見的，因此，人們會(huì)更注重新聞故事，而不是您的廣告和其他營銷手段。oNews copy is generally perceived to be unbiased. Therefore people will pay much more attention to news stories than to your ads and other marketing devices.o媒體對(duì)你的活

6、動(dòng)做出了什么樣的報(bào)道，會(huì)直接影響人們對(duì)你的活動(dòng)的看法和認(rèn)識(shí)，這樣可以讓他們對(duì)活動(dòng)有更深刻的了解，從而更好地去支持活動(dòng)組辦方。oWhat members of the media write and say about you will directly influence the publics awareness of your event, lead to a better understanding of your operations, and ultimately, to better support of your organization. 媒體案例Media-exampleso

7、“在介紹今年的文化亮點(diǎn)” (愛爾蘭高威藝術(shù)節(jié))o“Introducing the cultural highlight of the year” (Galway Arts Festival in Ireland)o“總結(jié)：陽光節(jié)的入場人數(shù)在上升” (休斯敦國際藝術(shù)節(jié))o“Its a Wrap: Festival Ends on Sunny Note as Attendance Figures Climb” (Houston International Festival)o“神奇食品博覽會(huì)” (北達(dá)科他的紅河谷街法戈博覽會(huì))o“Fantastic Food Fair” (Red River Va

8、lley Street Fair in Fargo, North Dakoda)o“倫敦大游行” (英國)o “London Gets a Giant Parade” (England) 媒體如何幫助你獲得成功Media-the media can help youo通過媒體的正面消息接觸到觀眾和贊助商oReach current attendees and sponsors with a reinforcingmessage.o給潛在贊助商良好的第一印象oCreate a positive first impression with prospective sponsors.o是市場營銷和廣

9、告計(jì)劃的補(bǔ)充oComplementyour marketing and advertising programso留住目前的贊助商保持關(guān)系oKeep your current sponsorso通過專家來提升你的組織的名譽(yù)oExpand your organizations reputation for expertiseo通過媒體宣傳中的出色的資料來建立你的良好形象o Establish your image with excellent materials in the form of article reprints. 媒體要如何抓住編輯的注意 Media-how to grab the

10、 editors attentiono新聞故事必須的新的而且獨(dú)特的oThe news stories must be news and uniqueo它們必須是實(shí)時(shí)的oThey must be timelyo它們應(yīng)該關(guān)注于人oThey should focus on peopleo它們必須是要讓多數(shù)人喜歡，并且想要了解的內(nèi)容oThey must be about something that many people want to know about 宣傳材料的重要性 Collateral Materials-importanceo 宣傳材料的質(zhì)量決定了您的活動(dòng)在潛在的贊助商眼中的形象和感知

11、。o The quality of collateral materials determines the image and perceived value of your event in the eyes of a potential sponsor.o 您需要做的是拉到更多好的贊助商，因此你制作的宣傳冊的價(jià)值遠(yuǎn)遠(yuǎn)高于它的制作成本。o All you need to do is to sell one more good sponsorship, and the brochure is more than paid for. 宣傳資料的內(nèi)容Collateral Materials-con

12、tento 一張節(jié)事活動(dòng)宣傳頁上應(yīng)該有的內(nèi)容o A page of Festival facts, giving o 對(duì)事件的簡短描述 a short description of the event o 日期 dates o 地點(diǎn) location o 參加者 attendance o 使命 mission statement o 組織結(jié)構(gòu) organizational structure o 贊助商的級(jí)別類別的表格 a list of sponsors, sponsorship levels and categories o 招待機(jī)會(huì) hospitality opportunities o

13、 活動(dòng)票子 tickets to the event 波特蘭玫瑰節(jié)宣傳資料 Collateral Materials-the Portland Rose Festivalo它結(jié)合了所有的高品質(zhì)的贊助邀請(qǐng)?zhí)撞托枰脑兀篒t combines all the elements needed for a high-quality sponsorship solicitation package: o 這是在（美國）西北部評(píng)價(jià)最高的節(jié)日 o Most highly rated festival in the Northwest o 是世界公認(rèn)的十大節(jié)慶活動(dòng)之一，也是美國大巡游行投票的前五名 o Re

14、cognized as one of the top ten festivals in the world; parade voted among the top five in the United States o 優(yōu)秀的，多樣的事件游行，航空展，車大賽，藝術(shù)和手工藝，玫瑰秀，海濱節(jié)等 o Excellent, diverse events-parade, air show, CART race, arts and crafts, rose show, waterfront festival, and many more o 表明節(jié)事對(duì)社區(qū)帶來的經(jīng)濟(jì)效益的信息 o Economic imp

15、act information that shows the value of the Festival to the community. 視頻Collateral Materials-videoo 一個(gè)專業(yè)的視頻演示，是你的活動(dòng)的重要的銷售工具o A professionally produced video presentation can be a great sales tool for your event.o 先確保從當(dāng)?shù)仉娨暸_(tái)或視頻公司提供免費(fèi)服務(wù)作為實(shí)物贊助o First secure an in-kind sponsorship from a local televisio

16、n station or video company to produce it for you gratis.o 請(qǐng)一個(gè)被贊助商認(rèn)為是著名播音員的播音員為你做宣傳o Get an announcer to do the narration for you, a person whom the sponsor will recognize as an on-air talent.公益慈善營銷 Cause-Related Marketingo A commercial partnership between a charity and a company, that involves assoc

17、iating a charitys logo with a brand, product or service. This can encourage sales of the product as well as raising funds for the charity.o 一個(gè)慈善團(tuán)體和一個(gè)公司之間建立商業(yè)伙伴關(guān)系，這樣可以將慈善團(tuán)體的標(biāo)志和公司品牌、產(chǎn)品或服務(wù)聯(lián)系在一起。這可以提高公司的產(chǎn)品銷售,同時(shí)也能籌集資金,用于慈善事業(yè)。o Consumers are increasingly supportive of promotions that raise money for good

18、causes, and this is especially so if the chosen charity is one that is relevant to target consumers.o 消費(fèi)者越來越多地去支持為善事籌集資金的促銷活動(dòng)，尤其當(dāng)所選擇的慈善機(jī)構(gòu)與目標(biāo)消費(fèi)者有關(guān)的時(shí)候。o 慈善協(xié)會(huì)也可以為一個(gè)產(chǎn)品建立較強(qiáng)的社區(qū)價(jià)值，合作關(guān)系越長則這種價(jià)值越高。o Association with a charity can also build strong social / community values to a product, and the longer the partnership goes on the stronger these values becomeo 隨著越來越多的圍繞著一些特別的慈善問題，如：環(huán)境保護(hù)、關(guān)心兒童、和平、犯罪預(yù)防和其他重要的問題的組織的成立，贊助商們正在尋找這些組織與消費(fèi)者忠誠度之間的天