Free PDF The Corporate Sponsorship Toolkit, by Kim Skildum-Reid
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The Corporate Sponsorship Toolkit, by Kim Skildum-Reid
Free PDF The Corporate Sponsorship Toolkit, by Kim Skildum-Reid
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Sponsorship is a privilege—don't abuse it. When you use sponsorship to build a brand, you are using the most powerful marketing tool you have. Why? Because you have the privilege of connecting with people and building relationships with them through something they have already decided they care about. Get it right and your results will skyrocket. Get it wrong and you could easily damage your brand. This comprehensive manual for corporate sponsorship will guide you through the mindset, strategies, and tactics to develop amazing, best-practice sponsorships that add value to people’s event experiences and nurture your connection with those target markets, building preference, loyalty, and advocacy for real impact on your bottom line. This toolkit is packed with straightforward tools, techniques, templates, checklists, and resources—many of which are also provided on the included CD-ROM—to assist novices, seasoned professionals, and senior executives alike in getting the most from their sponsorship investments, doing it cost-effectively, and measuring the results.
- Sales Rank: #1106299 in Books
- Brand: Brand: Freya Press
- Published on: 2012-06-29
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x .63" w x 8.00" l, 1.30 pounds
- Binding: Paperback
- 264 pages
- Used Book in Good Condition
Review
"This book is a delight. Kim has used all the experience she’s gained over many years in the sponsorship business to provide a complete toolkit for anyone working in the industry—whether you are a sponsor, a sponsee or working in an agency. Kim’s style is straight-talking and you’ll find yourself laughing at her directness. Anyone who can’t make their sponsorships more successful after reading this is in the wrong business. It’s a must-read—buy it now."
--Karen Earl, Chairman, European Sponsorship Association, www.sponsorship.org
"The Corporate Sponsorship Toolkit is a fascinating and insightful read that makes you see the world of sponsorships in a different light. Kim is at the forefront of understanding the formula for sponsorship success and her insights will give you a distinguishable advantage in the marketplace."
--Brian Gainor, Partnership Activation, www.partnershipactivation.com, @BrianGainor
"Entertaining and highly applicable to marketers and sponsorship professionals anywhere in the world, The Corporate Sponsorship Toolkit is packed with inspiring success stories, along with one or two train wrecks (so you know what NOT to do). It provides clear, concise and creative ways to navigate the sometimes treacherous waters of acquisition, internal buy-in, leverage and measurement—ultimately landing you on the beautiful shore of best-practice sponsorship. This book is a hands-on, must-read for any sponsor ready to advance to the next level."
--Josefine Hadell, Swedish Sponsorship Association, www.sefs.se
About the Author
Kim Skildum-Reid is one of the sponsorship industry’s most influential thought leaders. Her inspired yet practical approach and refreshing, irreverent style have won her legions of fans for her books, industry-leading blog, white papers, and media contributions. She is co-author of the number one industry bestseller, The Sponsorship Seeker’s Toolkit. Her white paper, “Last Generation Sponsorship,” has been downloaded well over 600,000 times, and reprinted countless times in many industry magazines, and in eight languages. Her blog is one of the most popular, oft-quoted in the industry. She provides content and commentary to business and industry media around the world, including Harvard Business Review, CNN, CNBC, Bloomberg, Marketing News (US), Marketing Africa, Marketing Russia, Sponsor magazine (Netherlands), Brand Republic (UK), National Business Review, (New Zealand), Adnews (Australia), Marketing (Australia), South China Morning Post, China Business Review, Australian Financial Review, and many more.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Better than an MBA in Marketing!
By Angela Bushman
Skildum-Reid demonstrates once again why she is the premiere voice in the industry with this tome filled with practical, step-by-step information and tools for building brand love through sponsorship.
Having spent more than two decades in sponsorship and experiential marketing, I've crossed paths with hundreds of sponsors, properties and professionals, none with the depth and breadth and knowledge of Skildum-Reid. Her insights, clarity and straightforward delivery make this book a must-read for beginners and pros alike, not only in sponsorship, but in marketing in general.
Because sponsorship is the most integrated of all marketing platforms, you'll learn more from this book than you will in an MBA-level marketing course. Get schooled in objectives, infrastructure, strategy, leverage, negotiations, measurement, ambush prevention and literally everything you need to know to build your most successful sponsorship in this book, complete with questionnaires, worksheets and checklists. You'll want to keep this book on your desk and refer to it over and over!
5 of 5 people found the following review helpful.
A toolkit anyone can use for brand promotion
By Tracey T
The author of The Corporate Sponsorship Toolkit definitely has a passion for this topic! Her experience shows as you read in a stepwise process how to utilize sponsorhip in the most effective way. The toolkit was very thorough in not only walking you through the process of aquiring sponsorship, but great examples of her ideas along the way. This book also walks you through the value of sponsorship by allowing you to measure it. It is so important to find the right partner to market your brand, how to negotiate with that sponsor, and the legalities that surround the deal. The author stresses not only the importance of a great fit, but how to attain it. I also found the templates and tools made available easy to understand and very thorough. I definately recommend this book.
2 of 2 people found the following review helpful.
Sponsorship Sellers - Read This Too! By Chuck O'Connor, National Cherry Festival (Traverse City, MI, USA)
By Chuck O
Kudos to Kim! As a 25 year veteran sponsorship seller I'd say that a sponsor decision-maker who understands Kim's analysis is a sponsor I want work with. This is not light reading, but her writing attitude keeps you engaged. Stay on board for the full ride because The Corporate Sponsorship Toolkit is jam-packed with essential and practical recommendations for successful sponsor-partnerships. A couple of important takeaways confirmed for me: 1) Sponsors should do away with gatekeeper functions like online sponsorship submission sites and brokers. Rather, establish and post on your websites comprehensive sponsorship guidelines that already have internal company buy-in, so you don't miss great opportunities. Sellers will respond. 2) Best results come from a focus on target market needs! That's how companies will change perception and, more importantly, behaviors. Pay attention to the importance of psychographical match-ups with target markets - this is where experiential marketing really shines. 3) Activation - enhance the experience. This is where the real value is. Toolkit will help sponsoring companies structure and evaluate both their overall sponsorship portfolio (the macro view), as well as drill down into how to expedite `last-generation' sponsorship best practices for maximum leveraging, effectiveness, and results. Bottom line - everyone wins when sponsoring companies have this level of understanding of how to use sponsorship `to help people fall in love with their brands'.
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