What is advertising sponsorship? Advertising sponsorship is to use a certain event as a fulcrum to obtain financial and in-kind support from enterprises in the form of naming, hosting, co-organizing, acknowledgment, designated products, etc., and then receiving certain advertising and news media publicity in return. to conduct business operations. At present, the market for advertising sponsorship is very large and developing very fast, and there are also many people who make a living from this business. Not only nationwide, but in Beijing alone, this industry is growing every day and the number of people is expanding every day. Every day, several film and television dramas start filming, countless meetings and activities are held, and countless trainings are held. With so many activities to be carried out, it is necessary to seek advertising sponsorship and find sponsors, co-organizers and sponsors. If you want to attract advertising sponsorship, you need salespeople to do it. People who know how to poop are popular and drink hot food, and there are many people who can buy houses and cars. If you don't know how to poop, you won't be able to survive. Therefore, this industry is also an industry with a high elimination rate, and there are many openings and closings every day. Because this industry has a low starting point, is easy to enter, and develops rapidly, employees generally lack experience. They are like headless flies flying around every day, which not only wastes their own time and energy, but also interferes with the work of the company. Therefore, some affect the image of the industry, some put "Do not disturb advertisements" in newspapers, and some units openly display the three preventions of "fire prevention, theft prevention, and advertisement prevention". People who advertise are annoying. Recruiting advertising sponsorship is a sophisticated art, involving various fields such as salesmanship, psychology, eloquence, public relations, negotiation, advertising, interpersonal relations, planning, etc., and it contains endless mysteries. Advertising sponsorship is different from sales promotion. Sales promotion is a product that everyone can see and touch. Promotion of insurance is also a concept that everyone generally agrees with. When it comes to advertising and sponsorship, there is nothing. What is sold to others is just a plan, and an operator can create a dream. Secondly, the two targets are different. An ordinary salesman faces ordinary people, some ordinary workers. , farmers, citizens, housewives and other all kinds of people. When it comes to advertising sponsorship, the person you face is an expert, a successful person, such as the CEO and department manager of an enterprise. If you don't have strong skills, strong public relations skills, communication skills, marketing skills, and psychological quality, it will be difficult to get the other party to pay you willingly. It is full of knowledge and wisdom, and it is an art that is more difficult than selling. It can be said that if you learn the art of soliciting advertising sponsorship, you will learn the art of soliciting all other businesses. Don’t fight an unprepared battle – how to prepare before war (1) Why we need to make full preparations. Before operating a project, we should not be busy soliciting advertising sponsorships. There is a very important task to pay attention to. What task? Preparation. When it comes to preparation, many people frown upon it, I know. But many people don't do it. Some of us were not prepared, or were not prepared at all, so we rushed into battle. As a result, one of us would die, two of us would die, and a bunch of us would die. Come. Why is this happening? Just not ready. Good preparation is the beginning of success, and bad results are bad preparation. Preparation for soliciting advertising sponsorship is very important. Preparation for anything is very important. Many people do not perform well and get poor results because they are not well prepared. Sometimes my assistant and I go out to discuss business. On the way back, my assistant will say to me: Teacher Zhang, why did you respond so quickly today? If it were me who asked the question just now, I would really be caught off guard and not know how to answer it. I told him: It’s not that I’m smarter than you or react faster than you. But I am more prepared than you are. Before the visit, I conducted a comprehensive investigation of the customer's situation, conducted careful research, and made various assumptions and exercises on the questions they might raise. It can be said that today’s results are due to past efforts. Every effort I made in the past will be reflected in my performance today. If you are truly prepared, you will be able to take your time on the table and answer questions fluently, and you will not be confused and confused. You will reduce a lot of trouble and save a lot of time during the operation. "A sharpened knife will make it easier to chop firewood!" Please remember this sentence.

So, what exactly are we preparing for advertising sponsorship? Where to prepare? (2) Prepare an adequate directory. As a salesperson, it is the most basic and very important to have an adequate directory. If you want to become a gold medal salesperson, mastering a large number of directories is indispensable. I found that those salespeople who can't get ads have a common problem: they don't have many potential customers. The reason why gold medal salesmen are able to continuously attract advertisements and sponsorships is first of all because they have a large list of potential customers. Whoever owns end customers owns wealth. "Connections are money connections, and resources are financial resources." This is the most popular saying in the shopping mall. Why do some salesmen have no customers? On the one hand, it is because the salesman is lazy and unwilling to develop; on the other hand, it is because he does not know how to develop and does not usually do a good job of collecting and organizing in this area. It is conceivable that if a salesperson does not have a customer, it is impossible for you to attract advertisements or sponsorships or to increase the company's business. This is called "it is difficult for a clever woman to make a meal without straw"! Therefore, the work of developing customers is the top priority, which is as important as negotiation and contract signing. Only when you find customers can you be useful and have a place to perform. So, how to find and develop customers? 1. Where are your customers? First of all, you need to know, what is your target market? What is your customer scope? How to find these customers? For example, A-level, B-level, C-level... You should list them in your notebook, do the key ones first, and spend 80% of your time on A-level customers. For example: I used to solicit sponsorships, advertise, and do special topics in a legal newspaper. My clients were: public security agencies, wealthy agencies, agencies that often advertised and wanted to be famous, and agencies that did not do well and had problems. , units that are linked to "law", bosses who are willing to make friends with reporters, private enterprises, etc. Where are your customers? Please think about it carefully. 2. Methods to find customers. Secondly, after you have clarified the direction and scope of your business, you need to know how to find these customers. Here are some commonly used methods: consult various compiled materials. These compiled information include statistical information, directory information, newspaper information, etc. Statistical data refers to statistical survey reports of relevant national departments, statistical survey data published in newspapers and periodicals by industry associations or competent departments, survey statistical data published by industry groups, etc. Directory information refers to various customer directories (including existing customers, old customers, lost customers), classmate directories, member directories, association directories, staff directories, celebrity directories, telephone yellow pages, company yearbooks, corporate yearbooks, etc. Find ads in the Yellow Pages. Check out industry publications at the library. Search online. The Internet is a cornucopia of information. It has all the information you need. Especially for some larger companies, the relevant information you need can be found on their web pages. Whether the found information is relevant depends on the search keywords you entered. For example, if I want to provide training for advertising personnel, where are my customers? One such aspect is advertising agencies. So how to find them? I went online and clicked "Beijing Advertising Agency", and I could immediately find the list of all advertising agencies in Beijing and related information online. …Then I copy and paste the name, address, phone number, contact person, etc. on a document and print it out. The Internet can broaden your horizons. You must be good at using it and make full use of it. Pay attention to collecting advertising reports in various media. Units that often advertise and make reports in the media indicate that they have the need to advertise and expand their popularity, or that their enterprises have relatively good economic benefits. Some local or industry newspapers and magazines, television media, and street sign advertisements contain a large amount of information and materials. You should pay attention to collecting them at ordinary times. Some can be cut and pasted, and some should be recorded in time, including the address and phone number of the company, as well as some key points and insights you thought of at the time. Write them down. "A good memory is not as good as a bad pen." ". Through introductions from friends, family, classmates, and colleagues. It would be better if you can be introduced by some friends with real power.

Not to mention that you can't do this in big cities like Beijing, Shanghai, and Guangzhou. Even in some small cities, if you walk or squeeze into a bus, you won't be able to cover a few units in a day. If you want to drive, don't be stingy with the car money. You get an order and everything is in it, everything is there. Summary: The more prepared and detailed you are, the better your results will be. Don't neglect this aspect. Please remember this sentence: good preparation is the beginning of success! Part 2: Warm-up exercise before the interview - How to meet with clients to solicit advertising sponsorship is like fighting a war. Before the soldiers and horses arrive, food and grass go first. After the food, grass and equipment are in place, the artillery fire of the army, navy and air force will launch a fierce attack on the target. The same is true for soliciting advertising sponsorships. We must also be fully prepared. Just now we have fully prepared the "food, grass and equipment" for soliciting advertising sponsorships. The target market is also very clear. Next we must focus on our best advantages. With their own troops and the most advanced artillery fire, they launched a large-scale three-dimensional carpet-like bombing on the target market. Now is the 21st century, and we are fighting a modern war. Since it is a modern war, it is not just a single-arms battle. It must include conventional weapons, the latest modern weapons, and nuclear weapons, especially nuclear weapons. Pay attention to the use of electronic warfare and information warfare, so as to win wars under modern conditions. In terms of advertising sponsorship, what exactly are conventional weapons? Modern weapons? nuclear weapon? What are information warfare and electronic warfare? What methods and weapons should be used to launch a fierce attack on the target market? one. Ways to make an appointment: direct visit; phone call; fax; letter; conference announcement; text message; email; website. "Direct visits, phone calls, faxes, and letters" are all conventional weapons; conference announcements are generally methods used only for large projects; "sending text messages, emails, and the Internet" are called electronic warfare and information warfare. Here, we will focus on several methods: Fax - it is best to limit it to 1-2, and at most 3. Because a roll of fax paper costs more than ten or twenty yuan. If it is too much, the customer will be annoyed and unwilling to accept it or read it. Text messages--When sending text messages, I heard you can only have a maximum of 70 characters. We must play the role of these 70 words and design and consider them well. Here I will tell you a trick: when sending text messages, type your company’s website address. You can say something like this: "For details, please click: 3W something." That's it. Don't underestimate this, it can save you a lot of time and money, save you a lot of phone bills and fax fees, and the effect is good. Use electronic warfare, send messages, and send text messages. Swish, swish, swish... Bulk sending can send hundreds or thousands of units in one second. Now there is a company like this that specializes in sending text messages and e-mails for business people, saving time, money and high efficiency. There is also mass sending software on the market, which can be purchased for a few hundred dollars. Among the above methods, they are generally used comprehensively. The most commonly used mode now is: "telephone email website" is the most advanced. This is our modern weapon, not "telephone fax", because places like Beijing, Guangzhou, and Shanghai In big cities, companies that can afford to provide money basically have computers and networks like this. Therefore, this method saves the most time, money and effort, and has the best effect. 2. The mode of appointment: casting a net - following up - confirming casting a net - what is casting a net? In layman's terms, it means posting to a large area of ??the target market. The purpose of casting a net is to send a message. Send accurate information about our projects to potential customers. Please note: our net must be cast wide, wide, and wide, because we only know that there may be "fish" in a certain place, but we don't know where the specific "fish" is, so we must cast " "Fish come in at once, and our net must be wide open so that we can catch all the fish without missing a beat." What kind of tools are used to cast the net? We have introduced 6 types above. Here we focus on the method of casting a net over the phone. How does a phone call cast a net? My approach is generally this: There are two methods. (1). If you have the number of the leader in your hand, call him directly. You can say: Hello, Mr. Li, hello! I have an important fax, please take it.

If it's valuable, I believe you will find time to understand it even if you don't have time. For example, if you come here and you can make millions immediately, would you say you don’t have time? For example,…. Are you right? "I'm not interested in this, you can find other companies." Response: Mr. Zhang, I understand your mood very well. It’s normal to feel disinterested when you don’t fully understand the project (or idea). If you don't understand it, you'll be interested, but it will be strange. I believe that after you really understand this project, you may be interested. If you are not interested, it doesn't matter. Just understand a piece of information. Now is the information age. Information is wealth. Maybe the information is not what you imagined. Maybe you can get unexpected gains from this information. Anyway, there is no harm in knowing a piece of information, anyway