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Summary
Summary
As switched-on sponsors continue to evolve their sponsorship programs, other sponsors are falling behind - not because they are less intelligent, but because their approach and tools have not kept pace with recent big changes in sponsorship. It isn't about awareness or exposure any more. In an era of unprecedented consumer power, sponsorship is the single most potent marketing tool you have to create and foster relationships and relevance with your target markets.
The Sponsor's Toolkit and the accompanying CD provides a no-nonsense approach to harnessing the power of sponsorship for your brand. This Toolkit thoroughly covers all aspects of sponsorship, providing you with the tools, techniques, resources, and streetwise advice to make your sponsorships really deliver for all of your stakeholders.
Who will benefit from this book? Anyone involved in achieving corporate marketing objectives, including: brand management, marketing, sponsorship, loyalty marketing, information technology, business development, promotions, trade relations, advertising, business-to-business, public relations, corporate affairs and media.
Anne-Marie Grey and Kim Skildum-Reid met in 1996, when both served on the board of the Australasian Sponsorship Marketing Association. In addition to their own pursuits, they have been working together since then, developing and presenting a series workshops for both sponsors and sponsorship seekers around the world. Their first book, The Sponsorship Seeker's Toolkit, was published in May 1999 to rave reviews and continued strong sales. It is considered by many to be the definitive guide for sponsorship seekers.
Author Notes
Anne-Marie Grey is Director of Grey O'Keefe and Associates, specialists in developing alliances between cultural, sporting, non-profit organizations and the private sector. She is currently developing corporate partnerships for Share Our Strength, a leading anti-hunger organization, and leads Smart Marketing Sponsorship Workshop with Kim Skildum-Reid.Kim Skildum-Reid is widely recognised as one of the top corporate sponsorship consultants in the Asia-Pacific area, with 17 years experience across the US, Europe, Asia, and Australia/New Zealand.Over the better part of a decade, she worked for numerous Fortune 500 companies in the US on their sponsorships of blue chip properties as diverse as the Superbowl, US Open Golf, and the International Chili Society Cook-Offs, as well as dozens of major professional sporting organisations and national concert tours. Kim moved to Australia in September 1992, and in January 1994 she started her own consultancy, Skildum-Reid Consulting, specialising in corporate-side sponsorship strategy. Her clients are some of the top sponsors in Australasia, and have included Lion Nathan Australia, Toyota, Qantas, ANZ Bank, Australia Post, Cable & Wireless Optus, City of Sydney, Dunlop Tyres, Ansett Australia, Volvo, NEC, Lion Breweries, ABN AMRO, Peters Ice Cream, James Hardie Industries, Canberra Milk, AAPT, Queensland Main Roads, Vic Roads, Orix Australia, George Weston Foods, and Daewoo.In June 2001, Kim entered into a strategic alliance with Clemenger Communications, part of the global BBDO advertising agency group, to provide sponsorship expertise and training to their agencies and clients across Australasia, in addition to her own busy consultancy. In August 1997, Kim retired after four years as President of the Australasian Sponsorship Marketing Association, Inc., an organisation of which she was a founder. During her presidency, Kim lead the growth of the organisation from 30 to one of the strongest and most active sponsorship associations in the world. Kim is recognised around the world as a dynamic and insightful speaker. She also writes, with many dozens of articles to her credit, and provides expert commentary on sponsorship to organisations such as CNN, CNBC Asia, ABC, and the Canadian Broadcast Corporation, among others. In 1999, she retired from the prestigious position of sponsorship columnist for Professional Marketing magazine, Australia's largest circulation marketing publication.
Table of Contents
| Forewords |
| About the authors |
| Introduction |
| Acknowledgments |
| How to use this book |
| Part 1 Preparation |
| Chapter 1 Internal planning |
| The approach Understanding the objectives you want to achieve |
| Creating a Sponsorship Team |
| Choosing the best management structure |
| Sponsorship manager job description template |
| Sponsorship policy |
| Chapter 2 Sponsorship Strategy Understanding |
| Your target markets |
| Research Audience profile questionnaire |
| Sponsorship impact questionnaire |
| Determining brand needs |
| Budget Putting your strategy together |
| You can lead a horse to water... |
| Chapter 3 Working with a consultant |
| Part 2 Selection and negotiation |
| Chapter 4 Understanding your options Equivalent opportunity cost |
| Chapter 5 Getting the right proposals |
| Tell sponsorship seekers what you need |
| Proposal guidelines template |
| Proposal guidelines letter |
| Be proactive |
| Proposal request letter |
| Chapter 6 Evaluating proposals |
| The 5-and-2 rule |
| Matching unique attributes |
| Understanding the sponsor's capabilities |
| Proposal evaluation criteria |
| 'Let's meet' letter template |
| Saying 'No' |
| Rejection letter template |
| Chapter 7 Negotiation Understanding your position |
| Negotiation checklist |
| Inventory of assets |
| Different approaches |
| Negotiation issues |
| Negotiating with a broker |
| Chapter 8 Contracts Contract checklist Sponsorship agreement pro forma |
| Part 3 Maximisation and management |
| Chapter 9 Maximisation Using |
| Your Sponsorship Team |
| Brainstorm brief template |
| Leverage activities |
| Media promotions worksheet |
| New product launch |
| Keeping a sponsorship fresh |
| Chapter 10 Sponsorship management |
| Implementation plan |
| Implementation plan template |
| Managing the relationship |
| Reporting template |
| Subcontractors |
| Subcontractor brief template |
| Chapter 11 Salvaging a bad situation |
| Chapter 12 Quantification Defining objectives |
| Quantification mechanisms |
| Media evaluation |
| Chapter 13 Portfolio management |
| Auditing Balancing |
| Umbrella sponsorship |
| Managing across brands and regions |
| Exit strategies |
| Part 4 Ambush marketing |
| Chapter 14 What is ambush marketing? |
| Chapter 15 How to prevent an ambush |
| Chapter 16 How to ambush |
| Ambush checklist |
| Conclusion |
| Part 5 Appendix |
| Appendix 1 Glossary |
| Appendix 2 Resources |
| Appendix 3 Sponsorship agreement pro forma |
| Index |