BT-ul obligatoriu in parteneriatele media
Am scris recent despre parteneriate media – ce presupun, cum se stabilesc – si despre BT am vorbit mai demult privindu-l in relatia client-agentie/furnizor de servicii. Astazi insa, datorita si multor lucruri vazute si a experientelor avute, constat ca subiectul bunului de tipar – BT – trebuie analizat si in ceea ce priveste parteneriatele media.
Primim la PRwave multe propuneri – si la fel si noi, la agentie, am realizat pentru clientii nostri parteneriate media, atunci cand a fost cazul.
Fiecare partener media, sponsor, organizatori etc., toti au logo-ul lor cu elementele lor specifice. Regulile de utilizare variaza de la organizatie la alta – unele logo-uri au stabilit neaparat procentul de spatiu liber obligatoriu necesar in jurul logo-ului etc.
Inainte de a face insa public un material, acesta trebuie sa aiba BT-ul tuturor celor implicati. De la organizator la sponsori si parteneri media, toti trebuie sa isi dea bunul de tipar pe acel material (vorbim de machete si alte materiale pe care apare logo-ul). Asa cum spuneam si in articolul cu privire la BT-ul in relatia client-agentie, acest OK final reprezinta de fapt si un ajutor pentru cei care trimit un material. Ulterior se poate consemna faptul ca a fost primit, in scris, acel BT.
Dincolo de acest aspect insa, evitati situatii in care un partener media sau alta institutie implicata in acel eveniment constata ca are logo-ul schimbat. Da, mi s-a intamplat sa vad ca logo-ul nu a fost dimensionat astfel incat sa intre intr-un rand cu ceilalti, ci a fost comprimat, modificandu-se aspectul lui. Iar acesta este doar un exemplu si il ofer din experienta mea, desi am o sumedenie de alte povesti auzite de la prieteni. Daca as fi primit acel afis, as fi putut preciza ca a fost modificat logo-ul si situatia cu siguranta s-ar fi putut rezolva. Asa el a fost deja printat si utilizat.
Regula de aur asadar este sa trimiteti materialele pentru BT. Ganditi-va si la faptul ca daca faceti o greseala in utilizarea logo-ului pentru un partener pe care vi-l doriti pe timp mai lung, pentru mai multe evenimente, atunci s-ar putea sa nu mai aveti sanse de colaborare. Un partener media dezamagit, mai ales cand este mare/relevant, se va gandi de mai multe ori daca va mai raspunde pozitiv unei colaborari.
Luati-va 2 zile ca timp pentru a primi acest BT de la toti partenerii. Da, nu toti raspund imediat, este nevoie uneori sa reveniti cu e-mail-uri/telefoane, dar trebuie sa primiti aceste BT-uri.
Evident ca succesul unui parteneriat media nu este dat doar de obtinerea BT-urilor pe materiale. Insa acesta este un factor care ajuta la realizarea unor colaborari de succes pe termen lung.
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