{"id":278313,"date":"2025-03-19T16:21:48","date_gmt":"2025-03-19T15:21:48","guid":{"rendered":"https:\/\/rtrsports.com\/jak-dziala-sponsoring\/"},"modified":"2025-07-10T15:41:30","modified_gmt":"2025-07-10T13:41:30","slug":"jak-dziala-sponsoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/how-does-sponsorship-work\/","title":{"rendered":"Jak dzia\u0142a sponsoring?"},"content":{"rendered":"

\"Jak<\/strong><\/h2>\n

Po co b\u0142aga\u0107 o uwag\u0119, skoro mo\u017cna by\u0107 wielbionym przez klienta?<\/h2>\n

Nie ma sensu przerywa\u0107 i b\u0142aga\u0107 kogo\u015b o uwag\u0119, gdy Twoja marka mo\u017ce by\u0107 osadzona w czym\u015b, co klienci naprawd\u0119 chc\u0105 ogl\u0105da\u0107 i co im si\u0119 podoba. Dok\u0142adnie tak dzia\u0142a sponsoring; jest to pot\u0119\u017cna strategia marketingowa<\/strong> wykorzystywana przez wiele firm, od ma\u0142ych start-up\u00f3w po globalne przedsi\u0119biorstwa. Niezale\u017cnie od tego, czy jest to sponsoring rzeczowy<\/strong>, wsparcie finansowe, bycie sponsorem dru\u017cyny sportowej<\/strong> czy wsp\u00f3\u0142praca ze sponsorami medialnymi<\/strong>, te mo\u017cliwo\u015bci sponsoringu<\/strong> zapewniaj\u0105 wyj\u0105tkowy zasi\u0119g i wp\u0142yw<\/p>\n

Co wi\u0119cej, reklama po przeszkodzeniu w tym, co widzowie zdecydowali si\u0119 zrobi\u0107 (np. ogl\u0105daj\u0105c film), pokazuje im produkty i us\u0142ugi, kt\u00f3rych w wi\u0119kszo\u015bci przypadk\u00f3w nie potrzebuj\u0105 i nie szukaj\u0105.<\/p>\n

Reklama i \u015bwiadomo\u015b\u0107 marki<\/strong><\/h2>\n

Mo\u017cna by powiedzie\u0107, \u017ce to dobre dla \u015bwiadomo\u015bci marki… ale czy jeste\u015b pewien, \u017ce te ci\u0105g\u0142e przerwy nie wywo\u0142aj\u0105 niech\u0119ci u ludzi, kt\u00f3rym reklamodawcy bez ko\u0144ca wciskaj\u0105 polisy ubezpieczeniowe, ciastka, samochody, pakiety wakacyjne i us\u0142ugi pogrzebowe? (sp\u00f3jrz na t\u0119 reklam\u0119, je\u015bli mi nie wierzysz) www.youtube.com\/watch?v=XxDD_qvFqvM<\/a> <\/strong>
\nDzi\u0119ki sponsoringowi <\/strong>zwi\u0105zek marki z odbiorcami wydaje si\u0119 bardziej autentyczny i mniej wymuszony ni\u017c w przypadku tradycyjnej reklamy. Kluczem jest tutaj znalezienie odpowiedniego partnera sponsorskiego<\/strong>, niezale\u017cnie od tego, czy jest to sponsor finansowy, oficjalny sponsor<\/strong>, czy nawet sponsor got\u00f3wkowy<\/strong>.<\/p>\n

Zasada 3%<\/strong><\/h2>\n

Zasada ta m\u00f3wi, \u017ce tylko 3% widz\u00f3w jest gotowych do zakupu https:\/\/stickybranding.com\/3-rule-engage-customers-before-they-need-your-services\/.<\/strong><\/p>\n

Je\u015bli wi\u0119c tylko 3% os\u00f3b ogl\u0105daj\u0105cych nasz\u0105 reklam\u0119 szuka naszego produktu, 97% os\u00f3b nie uwa\u017ca reklamy za istotn\u0105; nie s\u0105 zainteresowani i by\u0107 mo\u017ce wstan\u0105 i p\u00f3jd\u0105 wypi\u0107 szklank\u0119 wody, zadzwoni\u0107 lub przejrze\u0107 swoje media spo\u0142eczno\u015bciowe. Dlatego wa\u017cne jest, aby stworzy\u0107 umow\u0119 sponsorsk\u0105, kt\u00f3ra sprawi, \u017ce Twoja marka b\u0119dzie na pierwszym miejscu dla pozosta\u0142ych 97% ludzi. Niezale\u017cnie od tego, czy dzieje si\u0119 to w spo\u0142eczno\u015bci lokalnej<\/strong>, poprzez relacje w mediach<\/strong>, czy w wyniku sponsoringu sportowego<\/strong>, Twoja marka odniesie korzy\u015bci.<\/p>\n

Mog\u0119?<\/strong><\/h2>\n

Czy kiedykolwiek zastanawia\u0142e\u015b si\u0119 nad tym, \u017ce wchodz\u0105c do czyjego\u015b mieszkania, grzecznie jest zapuka\u0107 do drzwi i zapyta\u0107 o pozwolenie? I \u017ce im mniej inwazyjny jeste\u015b, tym lepiej<\/a>?<\/p>\n

Oczywi\u015bcie tak nie dzia\u0142a reklama<\/strong> i dlatego d\u0142uga historia mi\u0142osna mi\u0119dzy publiczno\u015bci\u0105 a reklamami dobieg\u0142a ko\u0144ca. Nawet stosunkowo m\u0142oda bran\u017ca reklamy cyfrowej<\/strong> jest w tarapatach<\/strong> i dlatego najsprytniejsze firmy szukaj\u0105 wi\u0119kszej wydajno\u015bci r\u00f3wnie\u017c po tej stronie. www.thedrum.com\/news\/2018\/03\/06\/marc-pritchard-says-pg-will-soon-have-slashed-wasted-digital-media-spend-50
\n<\/strong>To jest miejsce, w kt\u00f3rym strategiczna propozycja sponsoringu wchodzi do gry. Niezale\u017cnie od tego, czy jest to sponsoring sportowy, czy zwi\u0105zany z muzyk\u0105 i sztuk\u0105, korzy\u015bci ze sponsoringu powinny by\u0107 zgodne z planem marketingowym i prowadzi\u0107 do zwi\u0119kszenia ekspozycji i rozpoznawalno\u015bci marki, odchodz\u0105c od reklamy skupiaj\u0105cej si\u0119 wy\u0142\u0105cznie na sprzeda\u017cy. Celem jest nie tylko zwi\u0119kszenie \u015bwiadomo\u015bci marki <\/strong>, ale tak\u017ce stworzenie pozytywnych skojarze\u0144 z mark\u0105, kt\u00f3re b\u0119d\u0105 trwa\u0142e.
\n<\/strong><\/p>\n

Jak mo\u017cemy zaradzi\u0107 tej sytuacji?<\/strong><\/h2>\n

Jak mo\u017cemy komunikowa\u0107 si\u0119 skutecznie<\/strong> i wydajnie bez marnowania czasu, pieni\u0119dzy i wysi\u0142ku?<\/p>\n

Umie\u015b\u0107my nasze logo tam, gdzie skupia si\u0119 100% uwagi konsument\u00f3w<\/strong>! To prosty proces, \u0142atwy do zrozumienia: umieszczamy nasz\u0105 mark\u0119 w programie, kt\u00f3ry uwielbiaj\u0105 ogl\u0105da\u0107. Mo\u017ce to oznacza\u0107 dru\u017cyny sportowe<\/strong>, wsp\u00f3\u0142prac\u0119 z partnerami promocyjnymi<\/strong>, a nawet przestrzenie cyfrowe, w kt\u00f3rych sponsorzy cyfrowi<\/strong> odgrywaj\u0105 znacz\u0105c\u0105 rol\u0119.<\/p>\n

Je\u015bli to zrobimy, widzowie po\u0142\u0105cz\u0105 t\u0119 mark\u0119 z czym\u015b, co lubi\u0105, a to, b\u0119d\u0105c kojarzonym<\/strong> z programem, kt\u00f3ry jest dla nich istotny, b\u0119dzie postrzegane jako pozytywne.<\/p>\n

B\u0119dziemy pokazywa\u0107 tylko mark\u0119 i nie b\u0119dziemy pr\u00f3bowa\u0107 niczego sprzedawa\u0107 (wiemy r\u00f3wnie\u017c, \u017ce tylko 3 na 100 os\u00f3b jest gotowych do zakupu).
\nW ten spos\u00f3b zbudujemy relacj\u0119 z naszym celem, a w odpowiednim czasie wynagrodzi nas swoj\u0105 preferencj\u0105 dla naszej marki.
\nCelem jest utrzymanie naszej marki na pierwszym miejscu i docenienie jej do czasu, gdy b\u0119d\u0105 jej potrzebowa\u0107.<\/p>\n

W rzeczywisto\u015bci zaanga\u017cujemy nasz cel, nie przerywaj\u0105c mu , zanim<\/strong> b\u0119dzie nas potrzebowa\u0142; damy si\u0119 pozna\u0107 bez bycia natr\u0119tnym. Z czasem nasi potencjalni klienci dostrzeg\u0105 nas w przyjemnych chwilach i staniemy si\u0119 najpierw cz\u0142onkami rodziny, a nast\u0119pnie ulubionymi, a\u017c nasza marka stanie si\u0119 ich wyborem, gdy b\u0119d\u0105 mieli potrzeb\u0119 zaspokojenia. I zaspokoj\u0105 t\u0119 potrzeb\u0119, wybieraj\u0105c nasze produkty zamiast produkt\u00f3w konkurencji.<\/p>\n

Za\u0142\u00f3\u017cmy, \u017ce masz znajomego, kt\u00f3ry sprzedaje odzie\u017c, a dzi\u015b potrzebujesz koszuli. Jestem pewien, \u017ce jest wysoce prawdopodobne, \u017ce p\u00f3jdziesz do sklepu swojego przyjaciela, zanim rozwa\u017cysz alternatywy<\/p>\n

Podsumowuj\u0105c<\/strong><\/h2>\n

Dzi\u0119ki sponsoringowi b\u0119dziesz rozpoznawany i kojarzony z czym\u015b, co docenia Twoja grupa docelowa. Docelowy odbiorca zapami\u0119ta Twoj\u0105 mark\u0119, gdy b\u0119dzie chcia\u0142 kupi\u0107 towary lub us\u0142ugi, kt\u00f3re Twoja firma produkuje lub dostarcza.
\nTo w\u0142a\u015bnie w tym miejscu sponsoring dzia\u0142a na rzecz stworzenia przewagi handlowej i pozytywnych korzy\u015bci dla marek. Nie wspominaj\u0105c o pozytywnym skojarzeniu, kt\u00f3re pojawia si\u0119 w umys\u0142ach konsument\u00f3w, skutecznie obni\u017caj\u0105c mechanizmy obronne konsument\u00f3w.
\nW ten spos\u00f3b nie tylko zwr\u00f3cisz si\u0119 do 3% os\u00f3b, kt\u00f3re maj\u0105 piln\u0105 potrzeb\u0119, ale tak\u017ce porozmawiasz ze wszystkimi lud\u017ami, kt\u00f3rzy potencjalnie b\u0119d\u0105 Ci\u0119 potrzebowa\u0107 w przysz\u0142o\u015bci.<\/p>\n

Dzi\u0119ki spons<\/strong> oringowi zbudujesz relacj\u0119<\/strong> opart\u0105 na wsp\u00f3lnej pasji, kt\u00f3ra prowadzi do zaufania do marek i produkt\u00f3w, co ostatecznie zaowocuje zwi\u0119kszon\u0105 sprzeda\u017c\u0105: tak w\u0142a\u015bnie dzia\u0142a sponsoring.<\/p>\n

Klikaj\u0105c ten link, mo\u017cna zapozna\u0107 si\u0119 z interesuj\u0105cymi badaniami, kt\u00f3re pog\u0142\u0119biaj\u0105 zwi\u0105zek mi\u0119dzy sponsoringiem a zachowaniami zakupowymi<\/a><\/strong>.<\/p>\n

Wewn\u0105trz artyku\u0142u znajduje si\u0119 r\u00f3wnie\u017c link do pobrania streszczenia badania.<\/p>\n

Ekspert ds. sponsoringu mo\u017ce pom\u00f3c w u\u0142atwieniu tej emocjonalnej wi\u0119zi i kszta\u0142towaniu publicznego postrzegania marki zar\u00f3wno poprzez indywidualne wydarzenia, jak i szersze programy sponsorskie. W ten spos\u00f3b sponsoring pomaga wype\u0142ni\u0107 luk\u0119 mi\u0119dzy mark\u0105 a jej docelowymi odbiorcami, oferuj\u0105c bardziej spersonalizowane po\u0142\u0105czenie ni\u017c tradycyjna reklama i inne formy marketingu.<\/p>\n

Wyb\u00f3r odpowiedniego sponsoringu, kt\u00f3ry jest zgodny z wcze\u015bniejszymi udanymi wydarzeniami i to\u017csamo\u015bci\u0105 marki, mo\u017ce spowodowa\u0107 wyk\u0142adniczy wzrost warto\u015bci marki. Niezale\u017cnie od tego, czy s\u0105 to targi bran\u017cowe, lokalny festiwal muzyczny czy wydarzenie sportowe, s\u0105 to \u015bwietne okazje do ekspozycji marki. Media, osoby maj\u0105ce wp\u0142yw na media spo\u0142eczno\u015bciowe i partnerzy promocyjni r\u00f3wnie\u017c odgrywaj\u0105 wa\u017cn\u0105 rol\u0119 w zwi\u0119kszaniu zasi\u0119gu marki.<\/p>\n

Jak powiedzieli\u015bmy wcze\u015bniej, za\u0142\u00f3\u017cmy, \u017ce masz przyjaciela, kt\u00f3ry sprzedaje odzie\u017c, a dzi\u015b potrzebujesz koszuli. Jestem pewien, \u017ce jest wysoce prawdopodobne, \u017ce p\u00f3jdziesz do sklepu swojego przyjaciela, zanim rozwa\u017cysz alternatywy. Jest to podobne do tego, jak sponsoring jawi si\u0119 odbiorcom. Jest to rozszerzenie marki, relacja biznesowa, kt\u00f3ra kultywuje zaufanie i lojalno\u015b\u0107 na rynku docelowym.
\nJe\u015bli chcesz uzyska\u0107 wi\u0119cej informacji na temat sponsoringu, przeczytaj Aktywacja sponsoringu, <\/a><\/strong>i skontaktuj si\u0119 z nami pod adresem e-mail: info@rtrsports.com.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Po co b\u0142aga\u0107 o uwag\u0119, skoro mo\u017cna by\u0107 wielbionym przez klienta? Nie ma sensu przerywa\u0107 i b\u0142aga\u0107 kogo\u015b o uwag\u0119, gdy Twoja marka mo\u017ce by\u0107 osadzona w czym\u015b, co klienci naprawd\u0119 chc\u0105 ogl\u0105da\u0107 i co im si\u0119 podoba. Dok\u0142adnie tak dzia\u0142a sponsoring; jest to pot\u0119\u017cna strategia marketingowa wykorzystywana przez wiele firm, od ma\u0142ych start-up\u00f3w po […]<\/p>\n","protected":false},"author":14,"featured_media":177267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20211],"tags":[],"class_list":["post-278313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak dzia\u0142a sponsoring w sporcie?<\/title>\n<meta name=\"description\" content=\"Zastanawiasz si\u0119, jak dzia\u0142a sponsoring w sporcie? 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