Sponsorship

First, the search feature of partnerships is a specific function, to share in project organization, association or even a business. Not to be confused with corporate philanthropy, which is not so far… Partnership agreements also developed a sales contract must contain a counterpart for both parties. So that everyone is benefiting.

On one side source of income, skills, equipment, or service. The answer to this or that aid is usually a notice on the assistance or service exchange. Generally it can facilitate the promotion, development, financing of an event… a project. The demand for partnerships are not made in any way, we choose forcing the partner is able to provide us what we lack, and that we may be able to bring something.

I was responsible for the audiovisual association partnership “Visual Prod” for a year. My role was to find the combination of funds (money), capital investment (equipment photo and video), but also investments / contributions in kind (goodies. ..). Our association: Visual Prod is a junior company in charge of tracing the life of the school by photos and videos. Whether student parties, conferences with business, graduations, or even more abstract productions of internal promotion. The association has paid its benefits and good visibility (is seen by lots of students). The advantage is that we can in exchange for aid (see financial, material …) to allow certain companies to be seen in a context having nothing to do with the publicity and notoriety to promote and to heart of a target student.

Also, I would say that research on both, he must learn to put in their place to offer them what they expect in return for what is expected. It can be dazzling as the resulting scale of a company, purchase equipment photo is not much, when the finances associative output very heavy.

Martin de Beaune

Social media

The social media are new communication tool opened up by the development of new technologies, the large increase in the rate of household computer equipment and the very high Internet usage. The social in “social media” is important because it represents the strong desire to assert itself on the net and “belonging. ” The group membership is a great motivator to do things in a group of individuals… When you know how to handle! It is probably the future means of sharing on the web.

Particularly fast and efficient (a very large target button allows easy segmentation + big addiction to these new means of communication), businesses have understood the challenge of this new tool. Development prospects are enormous: eventually we will probably consolidate on a single platform, a huge range of services. And it has already begun, the assimilative capacity of social media is extremely high, and they distribute: deliver applications, sell tickets, attract the tastes of individuals, promote such a product, brand or event will be soon not  a problem for community manager. The efficient future is to capture and take advantage of the opportunities our new “world” technology.

It will also have more speed, capacity… as it is now possible to connect anywhere via their mobile phone to access internet via simplified pages. So it’s paradise to Orwell’s 1984. A sort of telescreen, still upon us, ready to follow our movements, and will do even more.

Because of course the evolution of these new tools is consistent with the development of new jobs: for community managers, especially among companies that understand the stakes and development capabilities in this sector. This is a new battlefield for the company where: 1) it is good to its advertising, it touches a maximum of people (with selections on the tastes and expectations) 2) There is good and it will become necessary to develop the image of his company (if only to defend themselves in case of problems Cf.NESTLE / But also take a step ahead) 3) They can make savings after initial expenses (investment) in terms of community management, businesses will gain money. It costs nothing to develop its communication on Facebook.

From the point of individuals, social media (Facebook, Twitter…) are a mixture of web messaging, interactive forums, instant messaging, sharing photos and information system.

However, it was seen that there is already abuse the use of Facebook in particular. For example issues shares on topics particularly painful as the racism against black, red, or whatever. Still on specific topics. A man in France, after being attacked and undermined by people, managed to get the name of one of her attackers through the police and license plate. Without the ability to do anything… for lack of evidence. He decides to get a look on the Facebook account of her attacker who had the bad idea to get in public share. Once there, he falls from the clouds, seeing the articles of the type that brags about going downtown with friends to type and fight. A screenshot of him was enough to send him a trial and be crowned with success.

Another story: it is not necessarily very smart to share all its information on this platform. For example, completely fill address and indicate the dates of his vacation. An invitation to burglars somehow. It is easy for some hacker to manifest itself through small Internet programs that retrieve all kinds of information.

Also, from my point of view, this desire to share all bulimic every detail of his life shows a disorder in society in general. Not necessarily new, nor necessarily very serious (as a consequence I mean). But that pushes people to develop the worst aspects of their personality and that of course is extremely time-consuming.

Martin de Beaune

Advertising

Advertising can be seen in different ways: as an art expression, but also as a tool. Ads and information are different, and have distinguished goals: when advertising communicate biased message that goal is to change the behaviour, information only inform.

• The form: not objective, unilateral, wants to influence not only inform. Information are sales pitch.
• The content: publicity campaign messages are brief, concise and selective. The main goal is to catch the attention.

An enterprise can use a lot of ways to communicate: mass media (TV, radio, press, posters), or more original ways: events, design, press relation, the internet, and streets marketing… Advertising works on prejudice, views, opinions and attitude.

There are different stages in the operation of advertising: cognitive stages (brand awareness), emotional (to love the brand) and conative (to buy). However, there is no direct relationship between advertising and sales or turnover. Because advertising works over time, we must give him time to settle, to create standards and conventions (up to the dictatorship of behavior).

When we look ads, we note that the leading brands are taking fewer risks in their advertising creations. As if they wanted a blocking effect to stay the market leader and freeze positions (consolidation). Challenger brands are trying to promote change. They have more to gain than to lose (persuasion).

• Thus, in the approach to leadership, the message is formatted, creativity and degree of freedom is low. The approach is quantitative: what is important is not the creation but the investment, maximizing OTS (opportunity to see). This is not the quality of advertising that will the effectiveness of advertising, but its hype.
• On the other hand, in the approach of a challenger, creative advertising is strong. But creativity is an opportunity for the brand: it is not there to be creative for fun (is that is good mage or not?) (seduction).

There are many ways to respond to a target or at least get his attention. An advertisement may use emotional / rational perception aspects, emphasizing a sense of guilt or indifference. It is also possible to make them work by proposing a direct or indirect readability of the message, picture… Or to dream about the reality or imaginary. You can talk to the child or adult in every person… Advertising is primarily a creation.

Commercial advertising communicates about the product, its main objective is to sell more than loyalty. And his targets are rather external, it is the type of oldest pub. Corporate advertising communicates about the company and the brand image and reputation it is communicating more about the company targets to internal and external (internal first).

The particular means of capturing the attention differently is to use media to a captive audience, or intrusive forms of advertising (means = painful telemarketing, phoning, selling door to door and street-marketing). Catchy advertising (the breakdown of traditional advertising codes, seductive advertising, the disobedience, the teasing) is also very effective.

Martin de Beaune

IEG and sponsorship

IEG is the leading provider of consulting, valuation, measurement, research and training to the global sponsorship industry. They help sponsors, properties, and agencies who are involved in the sponsorship industry. Because of their unique role in the middle of sponsorship transactions, they see both the buy-side and the sell-side, IEG is able to have a complete look at the industry.

IEG hosts the website sponsorship.com, an online resource that connects one to blogs, news, jobs, forums, and reports. Most interesting are the articles in their news category, where they keep everyone up to date on new information regarding market trends and companies new ventures in sponsorship.

So why do companies become sponsors? Companies spend more money in sponsorship as a platform to raise its profile and connect with consumers. The whole idea is to raise awareness, giving consumers a chance to realize a clear brand identity.

The role that sponsorship plays in the US is quite substantial. With little funding from the government or grants, most of the capital for an event is raised through the ticket sales, donations, and sponsors. The arts is typically the category that grows the least as far as what is spent through sponsorship during the year. The arts sector took a heavy hit following the recession of 2008, a time when two of the arts largest sponsor categories, automotive and financial services, started to fall. With many of these companies slowly regaining momentum, the arts are expected to see slight improvement as spending increases.

The losses that many arts organizations faced caused them to position themselves as marketing partners, instead of just an organization that would otherwise be the beneficiary of donated dollars. This cultural shift to creating partnership is changing the industry, where the objectives are  now both business to business and business to consumer.

Social Media

Social media are really important part of communication today and culture must exist there.   Today almost every museum and cultural event have a fan page on a facebook or blog on a twitter.  I think it is good way of promotion and communication for institution of culture.  Institution of culture need more availability. Social media is the best and free means of communication nowadays.  I very often go to same cultural event, because my friends invite me on some event on a facebook.  I think if I didn’t had account on a facebook, I wouldn’t  know about many events in my city.

Agnieszka Dobrzańska