{"id":2814,"date":"2017-12-12T11:04:47","date_gmt":"2017-12-12T10:04:47","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/mba\/?p=2814"},"modified":"2020-06-22T19:25:22","modified_gmt":"2020-06-22T17:25:22","slug":"relacion-patrocinio-exitosa","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/mba\/relacion-patrocinio-exitosa\/","title":{"rendered":"C\u00f3mo lograr una relaci\u00f3n de patrocinio de forma exitosa"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-486952661\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/mba\/relacion-patrocinio-exitosa\/\" data-essbisPostTitle=\"C\u00f3mo lograr una relaci\u00f3n de patrocinio de forma exitosa\" data-essbisHoverContainer=\"\"><p><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-large wp-image-2815\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa-1024x563.jpg\" alt=\"como lograr una relacion de patrocinio exitosa\" width=\"1024\" height=\"563\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa-1024x563.jpg 1024w, https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa-300x165.jpg 300w, https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa-768x422.jpg 768w, https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa-1624x894.jpg 1624w, https:\/\/blogs.imf-formacion.com\/blog\/mba\/wp-content\/uploads\/2017\/12\/relacion-patrocinio-exitosa-812x447.jpg 812w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p>A estas alturas tenemos casi gastada aquella frase de \u201cse acab\u00f3 el<strong> patrocinio<\/strong> de pegatina\u201d, refiri\u00e9ndonos a que ya no basta con la presencia del logotipo de las <a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/marketing-deportivo-master\">empresas<\/a> en los diferentes soportes que el<strong> patrocinado<\/strong> ofrece, sean camisetas, vallas, banners o lo que sea.<\/p>\n<h2>La relaci\u00f3n entre patrocinante y patrocinado<\/h2>\n<p>Hoy en d\u00eda las empresas demandan retorno m\u00e1s all\u00e1 de la valoraci\u00f3n de la repercusi\u00f3n en medios y, dentro de lo posible y de los sectores de los que estemos hablando, conversiones, leads, ventas, clientes\u2026<\/p>\n<p>Pero as\u00ed como nosotros como organizadores de eventos, como clubes, como instituciones, como deportistas, tenemos la obligaci\u00f3n de dar todo lo que tenemos para que la empresa que nos acompa\u00f1a obtenga el mayor retorno, es muy importante que sean ellas tambi\u00e9n las que pongan a nuestra disposici\u00f3n mucho m\u00e1s que recursos econ\u00f3micos.<\/p>\n<h2>Patrocinio de eventos<\/h2>\n<p>Hay muchas ocasiones en las que los eventos tambi\u00e9n se benefician de la imagen que tienen las marcas que los patrocinan. Algunas m\u00e1s que otras, claro est\u00e1, pero en general un evento con muchos <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/mba\/patrocinio-deportivo-3-respuestas-para-hacerlo-efectivo\/\">patrocinadores<\/a> importantes nos da la sensaci\u00f3n de confianza, de seguridad. Y no es una cuesti\u00f3n banal, sino que tiene mucha l\u00f3gica.<\/p>\n<p>Es de esperar que las grandes empresas y marcas dediquen su presupuesto y tiempo a formar buenos equipos de trabajo, que son los que a la postre tomar\u00e1n la decisi\u00f3n de acercarse a un evento o a otro. De esta manera, ser\u00eda de esperar tambi\u00e9n que esos eventos seleccionados, m\u00e1s all\u00e1 de la afinidad con su p\u00fablico objetivo o estrategia, sean serios y de calidad.<\/p>\n<h2>Menos patrocinios, m\u00e1s partners<\/h2>\n<p>Por eso es que la relaci\u00f3n no deber\u00eda terminarse en un paquete de buenas contraprestaciones a cambio \u00fanicamente de una cuant\u00eda econ\u00f3mica. Una marca que trabaja bien su imagen puede y debe servir de altavoz para la iniciativa que patrocine, y eso tambi\u00e9n es importante para el destinatario de los fondos.<\/p>\n<p>Campa\u00f1as en sus medios de comunicaci\u00f3n y redes sociales, en sus comunicaciones internas, presencia dentro de sus campa\u00f1as, presentaciones en sus oficinas y espacios, entre muchas otras acciones, son importantes y tambi\u00e9n forman parte de la activaci\u00f3n del patrocinio. De hecho, estoy convencido de que un patrocinio bien activado es aquel que contempla acciones a ambos lados de la relaci\u00f3n, no s\u00f3lo poniendo un stand en el evento o un logotipo en la camiseta.<\/p>\n<p>Es por eso que en mis \u00faltimas propuestas de patrocinio, siempre me veo tentado de poner \u201cPropuesta de partnership\u201d, a riesgo, eso s\u00ed, de que me critiquen por usar anglicismos \u201ccon el idioma tan rico que tenemos\u201d \ud83d\ude09<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/mba\/relacion-patrocinio-exitosa\/\" data-essbisPostTitle=\"C\u00f3mo lograr una relaci\u00f3n de patrocinio de forma exitosa\" data-essbisHoverContainer=\"\">","protected":false},"author":8,"featured_media":2815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[211],"tags":[183,2829,2899,2898,258,270,2897,2896,1461],"class_list":["post-2814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-deportivo","tag-empresas","tag-eventos","tag-eventos-deportivos","tag-logotipo","tag-marcas","tag-marketing","tag-patrocinado","tag-patrocinador","tag-posicionamiento"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.3 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo lograr una relaci\u00f3n de patrocinio de forma exitosa<\/title>\n<meta name=\"description\" content=\"Hoy en d\u00eda en un acuerdo de patrocinio las empresas demandan retorno m\u00e1s all\u00e1 de 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