{"id":1600,"date":"2016-02-12T10:38:00","date_gmt":"2016-02-12T10:38:00","guid":{"rendered":"http:\/\/gersdorff-research.dk\/?p=1600"},"modified":"2020-12-27T10:38:41","modified_gmt":"2020-12-27T10:38:41","slug":"passer-sponsoratet-til-din-virksomheds-dna","status":"publish","type":"post","link":"http:\/\/gersdorff-research.dk\/index.php\/2016\/02\/12\/passer-sponsoratet-til-din-virksomheds-dna\/","title":{"rendered":"Passer sponsoratet til din virksomheds DNA?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Som annonc\u00f8r&nbsp;er det vigtigt at vide, hvad man&nbsp;g\u00e5r ind til, n\u00e5r man indg\u00e5r et samarbejde med en rettighedshaver. Ofte har annonc\u00f8rer ikke det <em>fulde<\/em> indblik, og det kan der v\u00e6re flere \u00e5rsager til. Men ofte mangler rettighedshavere, uagtet om det er inden for sport, kultur eller humanit\u00e6rt arbejde at kunne dokumentere, hvilke v\u00e6rdier deres rettighed bringer i spil, hvis der indg\u00e5es et samarbejde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sponsorater har som kommerciel platform potentiale til at opbygge et brands identitet, og det er netop et brands styrke, der bidrager markant&nbsp;til salget, og dermed muligg\u00f8r&nbsp;en v\u00e6kst i salget p\u00e5 langt sigt.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Et brands identitet og styrke bidrager markant til salget og muligg\u00f8r langtsigtet v\u00e6kst<\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e5r en annonc\u00f8r&nbsp;p\u00e5t\u00e6nker at indg\u00e5 et sponsorat, s\u00e5 er det derfor ogs\u00e5 vigtigt med en indsigt i, hvilke v\u00e6rdier det p\u00e5g\u00e6ldende sponsorat st\u00e5r for, s\u00e5ledes man som marketingdirekt\u00f8r kan forsikre sig, det er de rigtige v\u00e6rdier, som ens brand bliver sat i forbindelse med i forbrugerens bevidsthed. Det samme g\u00f8r sig naturligvis g\u00e6ldende, selvom annonc\u00f8ren&nbsp;allerede har indg\u00e5et et sponsorat. Markedsanalyser kan give indsigt i, om annonc\u00f8rens eksisterende sponsorat eller det nye sponsorat underst\u00f8tter de brandv\u00e6rdier, som annonc\u00f8ren&nbsp;selv \u00f8nsker at st\u00e5 for &#8211; alts\u00e5 om det nye sponsorat eller det eksisterende sponsorat er med til at styrke virksomhedens brand identitet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Med denne indsigt i hvilke brandv\u00e6rdier virksomheden&nbsp;selv st\u00e5r for og tilsvarende for sponsoraterne, kan marketingdirekt\u00f8ren bedre tr\u00e6ffe beslutning om, hvilke sponsorater der er relevante, og dermed passer til virksomhedens DNA.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>En f\u00e6lles v\u00e6rdiplatform skaber merv\u00e6rdi for b\u00e5de annonc\u00f8r og rettighedshaver<\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Mange sponsorater blev tidligere indg\u00e5et (og det sker helt sikkert ogs\u00e5 stadig i dag), fordi &#8220;direkt\u00f8ren&#8221; havde en personlig interesse i en&nbsp;sportsklub eller kulturinstitution, og dette har&nbsp;ofte ikke v\u00e6ret i overensstemmelse med virksomhedens&nbsp;marketingstrategi og aktiveringsplaner. Men&nbsp;flere og flere marketingfolk kommer til at indg\u00e5 sponsorater og partnerskaber, hvor v\u00e6rdif\u00e6lleskaber stikker dybere end blot eksponeringer, men form\u00e5r at skabe mersalg og merv\u00e6rdi for s\u00e5vel sponsor og rettighed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Med SponsorOptimizer er det muligt for annonc\u00f8rer at gennemf\u00f8re en v\u00e6rdibaseret udv\u00e6lgelse af sponsorater og&nbsp;partnerskaber. Med andre ord kan marketingdirekt\u00f8ren&nbsp;f\u00e5 dokumenteret, hvilke af de 150 st\u00f8rste danske sponsorater inden for sport, kultur og humanit\u00e6rt arbejde, der leverer det bedste v\u00e6rdimatch, n\u00e5r han eller hun&nbsp;\u00f8nsker at indg\u00e5 en sponsoraftale.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gersdorff Research st\u00e5r bag SponsorOptimizer, der er et&nbsp;strategisk analysev\u00e6rkt\u00f8j, der sikrer, at sponsoratet passer til virksomhedens DNA.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Du kan l\u00e6se mere om&nbsp;<strong>SponsorOptimizer<\/strong>&nbsp;<a href=\"https:\/\/www.sponsoroptimizer.dk\/\" rel=\"noreferrer noopener\" target=\"_blank\">her<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Claus Gersdorff<\/strong>&nbsp;har med sine mere end 20 \u00e5rs erfaring inden for analyse-branchen fungeret som r\u00e5dgiver for&nbsp;en lang r\u00e6kke virksomheder og organisationer s\u00e5vel nationalt som internationalt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Gersdorff Research<\/strong>&nbsp;blev etableret i 2007 af Claus Gersdorff. Virksomheden er en uafh\u00e6ngig analyse- og konsulentvirksomhed, der hj\u00e6lper virksomheder og organisationer med at skabe merv\u00e6rdi ved at tr\u00e6ffe de rigtige forretnings-m\u00e6ssige beslutninger. Vores r\u00e5dgivning er baseret p\u00e5 en solid forretnings-forst\u00e5else, og vi tror p\u00e5, at vejen til succes bliver skabt gennem st\u00f8rre viden om og indsigt i det marked, virksomheden opererer i, og den m\u00e5lgruppe virksomheden henvender sig til.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SponsorOptimizer<\/strong>&nbsp;er udviklet af Claus Gersdorff og blev lanceret p\u00e5 det danske marked i januar 2015.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Som annonc\u00f8r&nbsp;er det vigtigt at vide, hvad man&nbsp;g\u00e5r ind til, n\u00e5r man indg\u00e5r et samarbejde med en rettighedshaver. Ofte har annonc\u00f8rer ikke det fulde indblik, og det kan der v\u00e6re flere \u00e5rsager til. Men ofte mangler rettighedshavere, uagtet om det er inden for sport, kultur eller humanit\u00e6rt arbejde at kunne dokumentere, hvilke v\u00e6rdier deres rettighed [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[7],"tags":[],"class_list":["post-1600","post","type-post","status-publish","format-standard","hentry","category-sponsor"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Passer sponsoratet til din virksomheds DNA? - Marketing og sponsor analyser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gersdorff-research.dk\/index.php\/2016\/02\/12\/passer-sponsoratet-til-din-virksomheds-dna\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Passer sponsoratet til din virksomheds DNA? - Marketing og sponsor analyser\" \/>\n<meta property=\"og:description\" content=\"Som annonc\u00f8r&nbsp;er det vigtigt at vide, hvad man&nbsp;g\u00e5r ind til, n\u00e5r man indg\u00e5r et samarbejde med en rettighedshaver. 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