Sponsorship can be divided into four stages: planning, negotiation, implementation and feedback.
First, the planning stage.
First of all, the goal of planning should be clear: convince the other party to establish a cooperative relationship with you. How to convince? This is the crux of the problem. In my opinion, the whole persuasion process is based on two foundations, that is, after analyzing the advantages and disadvantages of both sides, a cooperation plan that benefits both sides is put forward. The author suggests thinking like this:
(1) What does the other party need?
Although the demands are different, in the final analysis, it is clear that the other party hopes to produce publicity benefits through cooperation, which in turn will bring economic benefits; I hope that the investment of 1 yuan will bring him 10 yuan and even more, and there are some complicated sponsorship activities. )
(2) What are our advantages and how can we bring them into play?
This is the answer to the last question, and it is also the basis for persuading the other party to cooperate with you instead of him.
(3) Combine the two, analyze the basis of cooperation between the two parties, and put forward a cooperation plan that can make the other party's publicity benefit play a role, that is, a plan.
Of course, before making a plan, we must first investigate and study according to the above ideas, find feasible partners, and try our best to be targeted.
In the process of finding partners, we need to pay special attention to our own advantages and the convergence of each other. Compared with school activities, it has advantages in publicity; Each department also has its own characteristics, such as the computer department going to a computer manufacturer; Physical Education Department joins sports equipment, Music Department and Foreign Languages Department, because there are many girls, go to beauty salons, fashion makeup and other businesses, and theoretically the success rate is higher. In addition, the activity itself has its own characteristics, such as the cooperation between the Putonghua contest and the bookstore, which will have a more "counterpart" feeling than the song and dance evening. This, of course, is also an important condition to convince the other party.
When making a planning book, we must pay attention to self-orientation, that is, we must emphasize equal partnership: you provide financial resources, I provide manpower, and we will do it together; I get your support to make the activity go smoothly, and you get an advertisement in the activity, which is a win-win situation. Therefore, the author suggests that self-positioning should not be too arrogant, but it should not be too low and too "cheap", because sponsorship is essentially cooperation.
This requires us to be as objective and rigorous as possible in the planning book, and to highlight the publicity methods and implementation details as much as possible. In addition, you must be honest about what you can do, what you can't do, what advantages you have, and how to give full play to these advantages ... It is clear at a glance, don't write a blank check, and try to make the merchants feel responsible, experienced and considerate of him after reading your plan.
Generally, the campus planning book consists of several parts: activity introduction, activity arrangement, publicity method, publicity benefit, budget and so on. As for how to write a planning book, I think it is just like writing a composition. You can sort out your thoughts and put them into words. There is no fixed universal model. I suggest that when writing a plan book, I should think like this: My goal is to persuade the other party to cooperate with me, so what materials should be prepared and how should the materials be organized? Everything revolves around how to persuade the other party most effectively, because the ultimate criterion for measuring a plan is whether it achieves the expected goal of persuading the other party.
We should pay special attention to the budget. The author's opinion is that it should be as clear and detailed as possible, and it should be clear at a glance how much cash and goods are needed, where the cash is spent and what the goods are for. Try to leave an impression on the other party: it is not a wild price, but a basic requirement to ensure the smooth progress of the activity; Every penny you spend is sincere cooperation.
Second, the negotiation stage.
If the planning stage is "showing love", then the negotiation stage should be "determining the relationship". Therefore, the focus of this stage is to resolve each other's doubts, discuss the details of cooperation, and finally determine the specific cooperation model.
First of all, we should pay attention to some etiquette details, such as (1) dressing neatly and trying to be steady, giving each other a hint: I respect you; I am capable and experienced; (2) Don't be late, let the other party see that I am punctual, I am trustworthy and it is right to cooperate with me; (3) There are no bad habits such as picking your nose, picking your ears and crossing your legs. You must pay great attention to swearing, especially when the two sides meet for the first time. Of course, this requires us to develop good habits at ordinary times.
Secondly, we should make full use of pronunciation, intonation, tone, speech speed and gestures to convince each other. Note: Only by convincing yourself in advance can you convince others. Of course, this involves a grasp of "degree", otherwise, going too far is counterproductive. How to grasp the problem of "degree", if the other party has been transferred now, you can mention it again appropriately; If the other party shows a little impatience, enough is enough. The writing of the plan book, either simply listed or repeatedly emphasized, will vary from person to person.
So, how to observe? The author believes that observing facial expressions, especially eyes, is the most effective. Having dinner with a friend and changing VCD, the friend looked up and glanced at it, which was captured by the author. The author tries to find out that she likes this singer, at least this song, or that she has a "story" with this song. Afterwards, the author's guess was confirmed. Some people say that paying attention everywhere is knowledge. If we regard interpersonal communication as a science, then the shortcut to this science is precisely: prudence. Of course, there is also a problem of "degree", that is, "stare" rather than "stare", otherwise it will annoy each other and embarrass both sides. How to grasp this "degree" is still the old method, observe each other's reaction and respond flexibly.
These are some problems that should be paid attention to in the process of communication. In fact, the important task at this stage is to discuss the details of cooperation with each other, and the real goal is to establish a cooperative relationship.
Of course, the premise is to be sincere. What can be done and how to do it should be clear and detailed. It is particularly important to note that things that are not sure can not be promised at will, because these bargaining will be the basis of the terms of the agreement. Once the contract is signed, it will be in black and white, and it will bear legal responsibility.
In the process of negotiation, we should emphasize the way of publicity, that is, what you can do and how to implement it, rather than exaggerating the benefits of publicity. Because advertising is an investment, investment means taking certain risks. There are two meanings here: first, the publicity benefit is not equal to the economic benefit, and the judgment of advantages and disadvantages should be completed by the other party; Secondly, the benefits of publicity are ultimately realized through publicity, so what kind of publicity methods to prepare and how to implement them are what we should emphasize from beginning to end, which is actually to eliminate the worries of the other party and guide the other party to make favorable judgments.
Budget is the top priority of negotiation. If the price can be adjusted, you should make concessions so as to avoid penny wise and pound foolish. If you can't give in, you should pay special attention to your speaking skills. There was once a merchant who was very interested in cooperation, just waiting for the author to make concessions on funds, and the funds listed by the author were very real and there was no room for adjustment. The author has three meanings:
(1) Our prices are very real, and they are basically used for publicity. We are sincere.
(2) Both parties should cooperate sincerely. If you insist on other requirements in terms of price, it is a sign of your lack of sincerity in cooperation (note: this is probably what you mean, but you can't say that, otherwise it will be unbearable for you; But the meaning must be clearly expressed, otherwise the purpose of accurate expression will not be achieved; However, after the other party really understands what you mean, it will still feel uncomfortable, so be sure to add the third sentence);
(3) It is our common goal to do the activities well together, and the necessary funds cannot be "cut corners"; Our price is very real, so we shouldn't spend time bargaining, but we should discuss how to ensure the best activities, which is more beneficial to both sides (in fact, the details of cooperation have been discussed, and the author just wants to distract the topic). As a result, the other manager agreed to cooperate on the spot. In fact, the whole process of active negotiation is actually a process of trying to figure out each other's psychology and resolving contradictions one by one.
Finally, I emphasize that in the whole negotiation process, we must really consider the issue from the perspective of the other side's interests. The reason is simple: only when the other person realizes that you are considerate of him and he can benefit from the activity, will he be willing to invest and you will get funding. This is the key to the whole process.
Third, the implementation stage.
In the imagination of many students, sponsorship is limited to the first two steps, thinking that getting the money is over. Actually this is a misunderstanding. Signing a contract to get the money is only the beginning of cooperation. The real work has just begun, such as implementing the terms of the agreement and providing feedback.
In my opinion, the implementation of the terms of the agreement is not only a matter of attitude, but also a matter of nature, which determines whether the two sides cooperate or cheat and be deceived. If it is the former, win-win; If it is the latter, it seems to be a win and a loss, but it is actually a "double loss." Often fraudsters are "once bitten, twice shy", while fraudsters "pick up a sesame seed and lose a watermelon".
For example, the author once screwed up one thing for Master Kong Company, and the other party invested nearly 20,000 yuan and lost five or six thousand yuan. Arguably, the other party never dared to cooperate with me again, but when Richie Jen Laifuzhou, the image spokesperson of Master Kong's iced black tea, the company director first thought of inviting me to take charge of the publicity project of Rongcheng University. "The funds are at your disposal, and the goods are at your disposal." The author didn't accept the invitation for various reasons, which is another story. The question is why the other party continues to trust me more. The reason is simple: the activity is not smooth, mainly caused by various objective factors (including bad weather), and in this whole process, the author is responsible, and his performance makes them satisfied, so it does not affect the next cooperation. Being able to do bad things well can best reflect a person's comprehensive quality. The key lies not only in your ability to do things, but also in whether you have a sense of responsibility.
How to carry out the work well, I think the best way is to communicate frequently, discuss together and put it into practice. There is also the question of positive feedback.
Fourth, the feedback stage.
Answer a question first: Why give feedback?
First of all, ask for feedback, which will spur you to put your promises in place and do your work well;
Secondly, from the perspective of study and exercise, only feedback and more communication with merchants can sum up experience, learn lessons and improve.
Third, advertising is investment, and investment is risky. Because of subjective and objective reasons, it is impossible for anyone to make businesses 100% satisfied (not to mention some businesses have high expectations). Then in the feedback process, discuss with the merchants what the problem is and whether there are any remedial measures ... Generally speaking, as long as your work is really in place or even basically in place, the merchants will generally not be too embarrassed for the students. What businesses hate most is that they are hard and soft before taking money, and then disappear after taking money; What businessmen fear most is the feeling of being cheated, especially the feeling of being cheated by "student babies", which may make them feel worse after paying a few dollars in Bidiu.
In addition, there is a "salary" for feedback. First, good service can attract "repeat customers"; Second, these "repeat customers" are often willing to introduce others to you. It is conceivable that the success rate of such cooperation is extremely high; Thirdly, if you are good at communication, you can discuss other like-minded topics, which can often establish good interpersonal relationships, and the other party is often an elder with rich life experience, from which you can learn a lot about being a man. In my opinion, this is more important than anything else. What's more, once the other party trusts you and appreciates you, they will fully support you. For example, the manager of Zhongrong Glasses has been allocating all the publicity budget of the Normal University area to the author for several years, and said that "the funds are limited. If Jason Chung needs it, I will definitely support you. " This incident touched the author very much. It can be said that Zhongrong's advertisements have more or less my personal gratitude.
Finally, make a summary. The key to sponsorship is "bold but cautious and thick-skinned".
Courage-surmounting the psychological barrier of interacting with strangers.
Be careful-you can learn by paying attention everywhere.
Thick skin-skin is like a cocoon on the hand, and it gets thicker and thicker as it grinds. For example, the reason why the author dares to bite off more than one can chew is because of the result of long-term tempering-thick skin.
A mobile phone dealer told reporters that college students have great consumption potential. Using various activities organized by student cadres to publicize students can not only save a lot of advertising expenses, but also save a lot of trouble in examination and approval procedures.
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