{"id":273764,"date":"2024-12-06T12:54:11","date_gmt":"2024-12-06T11:54:11","guid":{"rendered":"https:\/\/rtrsports.com\/sponsorlukta-sarmal-etkisi-medya-sponsorlar-icin-nasil-yeni-gorunurluk-yaratir\/"},"modified":"2025-04-22T13:54:29","modified_gmt":"2025-04-22T11:54:29","slug":"sponsorlukta-sarmal-etkisi-medya-sponsorlar-icin-nasil-yeni-gorunurluk-yaratir","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/sponsorlukta-sarmal-etkisi-medya-sponsorlar-icin-nasil-yeni-gorunurluk-yaratir\/","title":{"rendered":"Sponsorlukta sarmal etkisi: medya sponsorlar i\u00e7in nas\u0131l yeni g\u00f6r\u00fcn\u00fcrl\u00fck yarat\u0131r?"},"content":{"rendered":"<p>Gen\u00e7 Ayrton Senna, Oxfordshire, Witney&#8217;deki Toleman fabrikas\u0131na girdi\u011finde y\u0131l 1984&#8217;t\u00fcr. B\u00fcy\u00fck kafesli pencerelerden i\u00e7eri giren \u0131\u015f\u0131kla ayd\u0131nlanan TG184, at\u00f6lyenin birinci kat\u0131nda t\u00fcm ihti\u015fam\u0131yla durmakta ve montaj\u0131n\u0131 hen\u00fcz bitirmi\u015f olan teknisyenler taraf\u0131ndan \u00e7evrelenmektedir. K\u00fc\u00e7\u00fck, kompakt &#8211; o zaman\u0131n otomobillerinde oldu\u011fu gibi, ilgin\u00e7 bir \u00e7ift kanatl\u0131 kanad\u0131 var ve o zaman i\u00e7in ola\u011fan\u00fcst\u00fc bir ad\u0131m olan agresif ve yenilik\u00e7i bir turbo motorla donat\u0131lm\u0131\u015f. Kanatlarda, burunda ve yanlarda, sadece boyan\u0131n verebilece\u011fi \u00e7ekicilikle boyanm\u0131\u015f, o sezonun sponsorlar\u0131n\u0131n b\u00fcy\u00fck markalar\u0131 var: Candy, Segafredo, Sergio Tacchini, Magirus. Beyaz, mavi, k\u0131rm\u0131z\u0131. \u00c7ok g\u00fczel.<\/p>\n<p>Bu, d\u00fcnyan\u0131n bir\u00e7ok \u00fclkesinde k\u0131sa s\u00fcrede ilk 10&#8217;a giren ve hem k\u00f6t\u00fcleyenler hem de hayranlar\u0131 aras\u0131nda \u00e7ok ses getirmeyi ba\u015faran pop\u00fcler Netflix dizisi &#8216;Senna&#8217;dan bir sahne. Oynat\u0131c\u0131daki &#8216;duraklatma&#8217; d\u00fc\u011fmesi bize harika oldu\u011fu kadar \u00f6nemli hususlar\u0131n da habercisi olan hareketsiz bir g\u00f6r\u00fcnt\u00fc veriyor. Bunlardan ilki \u015fu: Dizideki otomobilin 40 ya\u015f\u0131n\u0131 a\u015ft\u0131\u011f\u0131 do\u011fru olsa da, bu marka i\u00e7in yaratt\u0131\u011f\u0131 etki canl\u0131 ve iyi durumda ve milyonlarca ki\u015fi taraf\u0131ndan izleniyor.<\/p>\n<h2>\u015eimdi ve burada g\u00f6r\u00fcn\u00fcrl\u00fck ve \u00e7ok boyutlu sponsorluk<\/h2>\n<p>Bu sayfalarda bir\u00e7ok kez g\u00f6r\u00fcn\u00fcrl\u00fck, marka te\u015fhiri ve marka fark\u0131ndal\u0131\u011f\u0131 hakk\u0131nda konu\u015ftuk. T\u00fcm bu \u00f6nemli konular\u0131 aktivasyon d\u00fcnyas\u0131 ile s\u0131k s\u0131k kar\u015f\u0131la\u015ft\u0131rd\u0131k &#8211; ya da daha do\u011frusu yan yana getirdik. \u0130\u015fte tam da bu iki taraftan &#8216;buzda\u011f\u0131 sponsorlu\u011fu&#8217; kavram\u0131m\u0131z do\u011fdu; g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn en d\u0131\u015f k\u0131sm\u0131, \u00e7\u0131plak g\u00f6zle g\u00f6r\u00fclen k\u0131sm\u0131, asl\u0131nda marka te\u015fhirinden \u00e7ok daha uzak ama projenin ya\u015fam\u0131 i\u00e7in temel olan \u00e7ok daha geni\u015f bir aktivasyon d\u00fcnyas\u0131 taraf\u0131ndan destekleniyor. T\u00fcm bu konular, belirtildi\u011fi gibi, merkezi olmaya devam ediyor, ancak art\u0131k g\u00f6recele\u015ftirilmeleri gerekiyor. G\u00f6r\u00fcn\u00fcrl\u00fckten, te\u015fhirden bahsetti\u011fimizde bunu &#8216;burada ve \u015fimdi&#8217; olarak konu\u015fuyoruz ve giderek daha merkezi hale gelen bir hususu, yani sponsorlu\u011fun \u00e7ok boyutlulu\u011funu ihmal ediyoruz.<\/p>\n<p>Bug\u00fcn sponsorlu\u011fu zaman i\u00e7inde \u00f6nemli bir boyutu olan bir ara\u00e7 olarak g\u00f6rmeye ba\u015flamak \u00f6nemlidir. Elbette, devam eden bir sezon ve yar\u0131\u015f\u0131 burada ve \u015fimdi izleyen seyirciler var, ancak markam\u0131z tarihe ge\u00e7ecek bir foto\u011frafta, hayranlar\u0131n k\u00fct\u00fcphanelerine girecek bir belgeselde veya bir filmde veya bir TV dizisinde yer ald\u0131\u011f\u0131nda ne olur? Ve yine: markam\u0131z bir video oyununun grafiklerine girerse, bir koleksiyon par\u00e7as\u0131 haline gelen bir model \u00fczerinde g\u00f6sterilirse ne olur? Temel olarak, sponsor zaman bariyerini a\u015fmay\u0131 ve sponsorluk s\u00f6zle\u015fmesinin \u00f6tesine ge\u00e7meyi ba\u015fard\u0131\u011f\u0131nda ne olur?<\/p>\n<h2>Sponsorlukta sarmal etkisi: de\u011fer yaratarak ilerlemek<\/h2>\n<p>&#8216;Pervane etkisi&#8217;ni, sponsor olunan sporun ya da nesnenin pop\u00fclaritesi, sponsorlu\u011fun de\u011ferini do\u011fal s\u00f6zle\u015fme s\u00fcresinin \u00f6tesine iten bir hareket yaratt\u0131\u011f\u0131nda tetiklenen dinamik olarak tan\u0131ml\u0131yoruz. Segafredo ya da Candy&#8217;nin Ayrton Senna&#8217;n\u0131n arabas\u0131yla ilgili olarak bu makalenin ba\u015f\u0131nda ortaya koydu\u011fu \u00f6rnek, elbette tek \u00f6rnek olmasa da, uygun bir \u00f6rnektir.<\/p>\n<p>Bu &#8216;pervane etkisini&#8217; karakterize eden unsurlar nelerdir?<\/p>\n<ul>\n<li>Sponsor olunan sporun ve spor tesisinin belirli bir s\u00fcre boyunca pop\u00fclerli\u011fi<\/li>\n<li>Spor tesisi taraf\u0131ndan saha i\u00e7inde veya d\u0131\u015f\u0131nda elde edilen ola\u011fan\u00fcst\u00fc sonu\u00e7lar<\/li>\n<li>Modern ve sa\u011flam bir medya ekosistemi<\/li>\n<li>Sponsor i\u00e7in yeni de\u011fer yarat\u0131lmas\u0131<\/li>\n<\/ul>\n<p>Pop\u00fclerlik ve sonu\u00e7lar pervanenin yak\u0131t\u0131d\u0131r, onun ilerlemesini sa\u011flayan \u015feydir. Sezgiseldir: bunlar medya sisteminin devreye girmesi i\u00e7in gelecekte yeterli ilginin olu\u015fmas\u0131n\u0131n nedenleridir.<\/p>\n<h2>De\u011fi\u015fen medya, de\u011fi\u015fen spor, de\u011fi\u015fen sponsorluk<\/h2>\n<p>Ayrton 1984 Toleman&#8217;\u0131na t\u0131rmand\u0131\u011f\u0131nda, spor ve spor pazarlamas\u0131n\u0131n manzaras\u0131 son derece farkl\u0131yd\u0131. D\u00fcnyan\u0131n kendisi de son derece farkl\u0131d\u0131r ve medyan\u0131n k\u00fckreyen egemenli\u011fi hen\u00fcz t\u00fcm ola\u011fan\u00fcst\u00fc g\u00fcr\u00fclt\u00fcs\u00fcyle kendini hissettirmemi\u015ftir. K\u0131sacas\u0131, hi\u00e7 kimse o araban\u0131n \u00f6nce bir belgeselde, sonra bir filmde yer alaca\u011f\u0131n\u0131, daha sonra da d\u00fcnyay\u0131 dola\u015f\u0131p 40 y\u0131l sonra hala sahnenin ortas\u0131nda duraca\u011f\u0131n\u0131 ve bir efsane haline gelece\u011fini d\u00fc\u015f\u00fcnm\u00fcyor.<\/p>\n<p>\u0130nternet, Pay per View, iste\u011fe ba\u011fl\u0131 sistemler, medya pazar\u0131n\u0131n k\u00fcreselle\u015fmesi ve k\u00fclt\u00fcrel konsolidasyon s\u00fcreci zaman a\u00e7\u0131s\u0131ndan olduk\u00e7a yeni olsa da, hayatlar\u0131m\u0131z\u0131 e\u015fi benzeri g\u00f6r\u00fclmemi\u015f bir \u015fekilde de\u011fi\u015ftirdi. \u0130nan\u0131l\u0131r gibi de\u011fil ama giderek daha da g\u00fc\u00e7lenen bu g\u00fc\u00e7l\u00fc medya devi 30 ya\u015f\u0131nda bile de\u011fil.<\/p>\n<p>Belgesel dizileri, video oyunlar\u0131, podcast&#8217;ler ve \u00f6zel kanallar, spor deneyiminin zaman boyutunu seyreltebildikleri i\u00e7in sporu derinlemesine d\u00f6n\u00fc\u015ft\u00fcrm\u00fc\u015ft\u00fcr. Esasen izleyici ile spor i\u00e7eri\u011fi aras\u0131ndaki temas noktas\u0131n\u0131 uzatarak spor \u00fcr\u00fcn\u00fcyle ve dolay\u0131s\u0131yla markalarla olan deneyimi radikal bir \u015fekilde d\u00f6n\u00fc\u015ft\u00fcrd\u00fcler. Medya ve k\u00fclt\u00fcr \u00fcr\u00fcnlerinin ola\u011fan\u00fcst\u00fc bollu\u011fu ve say\u0131lar\u0131n\u0131n giderek artmas\u0131, sarmal etkisini ve dolay\u0131s\u0131yla sponsorun elde etti\u011fi &#8216;yeni&#8217; de\u011feri artt\u0131rmaktad\u0131r.<\/p>\n<h2>&#8216;Uzun kuyruk&#8217; ve &#8216;pervane etkisi&#8217; aras\u0131ndaki fark<\/h2>\n<p>Burada bu &#8216;sarmal etkinin&#8217; basit uzun sponsorluk kuyru\u011fundan farkl\u0131 oldu\u011funu vurgulamak \u00f6nemlidir.<\/p>\n<p>\u0130kincisi, sponsorlu\u011fun iyili\u011finin ve bili\u015fsel ve duygusal ayg\u0131tlar\u0131m\u0131z \u00fczerindeki olumlu rol\u00fcn\u00fcn psikolojik bir etkisidir. Bir Manchester United taraftar\u0131 olarak K\u0131rm\u0131z\u0131 \u015eeytanlar&#8217;\u0131n galibiyet y\u0131llar\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcmde, K\u0131rm\u0131z\u0131 \u015eeytanlar&#8217;\u0131n formalar\u0131nda yer alan SHARP markas\u0131 akl\u0131ma geliyor. Benzer \u015fekilde, Valentino Rossi veya Max Biaggi&#8217;nin m\u00fccadelelerini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcmde akl\u0131ma Gauloises veya Camel markalar\u0131 geliyor. Ancak, bu sponsor markalar t\u00fcketici olarak benim \u00fczerimde benzer bir konumland\u0131rmaya sahip olmaktan mutluluk duysalar da, bu olumlu hat\u0131ra ve an\u0131msama marka i\u00e7in ger\u00e7ek ama \u00f6l\u00e7\u00fclebilir olmayan bir de\u011fer yarat\u0131yor<\/p>\n<p>Aksine, pervane etkisi son derece pragmatik, somut ve \u00f6l\u00e7\u00fclebilirdir; zira markan\u0131n, sponsorlu\u011fun t\u00fcm olumlu s\u00fcrecine yeniden maruz kalan geni\u015f ve \u00e7apraz bir kitleye yeni bir te\u015fhiri s\u00f6z konusudur. &#8216;Senna&#8217; serisindeki otomobilin sadece bir sim\u00fclakr oldu\u011fu do\u011fru olsa da, izleyici\/t\u00fcketici \u00fczerindeki etkisi kesinlikle do\u011fru ve ger\u00e7ekten de \u00e7ok g\u00fc\u00e7l\u00fcd\u00fcr. K\u0131sacas\u0131, Michael Jordan&#8217;\u0131n Chicago Bulls hanedanl\u0131\u011f\u0131n\u0131 konu alan Netflix dizisi &#8216;The Last Dance&#8217; yay\u0131nland\u0131ktan sonra Air Jordan 1 sat\u0131\u015flar\u0131n\u0131n b\u00fcy\u00fck bir art\u0131\u015f g\u00f6stermesi ya da Mars&#8217;\u0131n hala Maradona&#8217;n\u0131n Napoli formas\u0131 giydi\u011fi say\u0131s\u0131z hat\u0131ra e\u015fyas\u0131ndan faydalanmas\u0131 tesad\u00fcf de\u011fildir.<\/p>\n<h2>\u0130yi sponsorluk sonsuza dek s\u00fcrer<\/h2>\n<p>Bu &#8216;pervane etkisi&#8217; \u00f6ng\u00f6r\u00fclebilir mi? K\u0131smen evet, ancak \u00f6nceki paragraflardan birinde g\u00f6rd\u00fc\u011f\u00fcm\u00fcz gibi, istisnai olma karakteri bir \u00f6n ko\u015fuldur.<\/p>\n<p>\u0130yi bir sponsorlu\u011fun sonsuza kadar s\u00fcrece\u011fi do\u011fru olsa da, sadece en g\u00fc\u00e7l\u00fc tak\u0131ma veya sporcuya sponsor olmak ve onlar\u0131n \u015fampiyonlu\u011fu kazanmas\u0131n\u0131 beklemek yeterli de\u011fildir. Kazanmak her zaman yard\u0131mc\u0131 olur, bu do\u011fru, ancak genellikle mazlumlar\u0131n, a\u015fa\u011f\u0131dan gelen b\u00fcy\u00fck zaferlerin hikayeleri daha s\u0131cak ve co\u015fkuyla aktar\u0131l\u0131r. Yalan s\u00f6yleyemezsiniz: \u015fans, y\u00fckselen yetenekleri g\u00f6rebilme yetene\u011fi, disiplinin bilgisi temel bile\u015fenlerdir. Senna&#8217;ya d\u00f6necek olursak, hi\u00e7 kimse yetenekli Brezilyal\u0131n\u0131n t\u00fcm zamanlar\u0131n en b\u00fcy\u00fck s\u00fcr\u00fcc\u00fcs\u00fc olaca\u011f\u0131n\u0131 tahmin edemezdi belki ama Formula Ford&#8217;dan bu yana onun ba\u015far\u0131lar\u0131n\u0131 takip edenler kesinlikle ola\u011fan\u00fcst\u00fc bir \u015fey izlediklerinden emindi.<\/p>\n<p>Kesin olan \u015fu ki, sporun b\u00fcy\u00fcyen medya g\u00fcndeminde ve ileti\u015fim ekosisteminde \u00f6nemli bir rol oynad\u0131\u011f\u0131 g\u00fcn\u00fcm\u00fcz d\u00fcnyas\u0131nda, bunun ger\u00e7ekle\u015fmesi i\u00e7in f\u0131rsatlar s\u00fcrekli art\u0131yor ve bu da sponsorlar\u0131n, ajanslar\u0131n ve spor tesislerinin art\u0131k g\u00f6rmezden gelemeyece\u011fi bir \u015fey. Ve ger\u00e7ekten de bug\u00fcn iyi bir \u015fekilde kullan\u0131lmal\u0131d\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen\u00e7 Ayrton Senna, Oxfordshire, Witney&#8217;deki Toleman fabrikas\u0131na girdi\u011finde y\u0131l 1984&#8217;t\u00fcr. B\u00fcy\u00fck kafesli pencerelerden i\u00e7eri giren \u0131\u015f\u0131kla ayd\u0131nlanan TG184, at\u00f6lyenin birinci kat\u0131nda t\u00fcm ihti\u015fam\u0131yla durmakta ve montaj\u0131n\u0131 hen\u00fcz bitirmi\u015f olan teknisyenler taraf\u0131ndan \u00e7evrelenmektedir. K\u00fc\u00e7\u00fck, kompakt &#8211; o zaman\u0131n otomobillerinde oldu\u011fu gibi, ilgin\u00e7 bir \u00e7ift kanatl\u0131 kanad\u0131 var ve o zaman i\u00e7in ola\u011fan\u00fcst\u00fc bir ad\u0131m olan agresif [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":273737,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20198],"tags":[],"class_list":["post-273764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sponsorlukta pervane etkisi: medya ve yeni g\u00f6r\u00fcn\u00fcrl\u00fck<\/title>\n<meta name=\"description\" content=\"&#039;Pervane etkisini&#039;, 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