Welcome to Power Sponsorship!

I’m Kim Skildum-Reid and I’m a corporate sponsorship strategist, trainer, speaker, and author. I truly love best practice sponsorship, and helping my clients and the industry get the most from this amazing marketing medium is my mission.

This website is overflowing with resources for industry professionals, so have a good look around. You’ll also find plenty of information on what my team and I can do for your brand or organisation – consulting, training, strategy sessions, coaching, and more – and the results you can expect to achieve. I look forward to hearing from you!

 

How to Respond to Sponsorship Spam

OMG, I get a lot of sponsorship spam. I bet I average a dozen or more spamsorship emails a day, and they all say virtually the same thing: Greetings! (No name, because that would mean they’d have to do some actual work.) We need money for blah-di-blah (usually with a side order of either sizzle or neediness) Date by which we need the money (which is invariably within a month or two) We can put your brand here and here and here (never actually naming your brand) Please give us the money Gmail address (because having a domain – and the associated professionalism – would take $7 and five minutes) And if they’re getting really fancy, they […] Read More

Selling Multi-Brand Sponsorship: The Cheat Sheet

I wrote a post a few months ago about negotiating and managing multi-brand sponsorship. Then, just this past week, I stumbled across a 2013 post by Oxfam, showcasing the best performers in their Behind the Brands Scorecard. That is, in and of itself, really interesting and should be read, but they also created an immensely useful infographic for understanding what companies own what brands in the consumer foods space. You’ll see that ten giant companies – which Oxfam estimates cumulatively sell US $1.1 billion a day – own almost every major food brand we see in our grocery stores. The infographic is over 18 months old and may be a little out of date, but would […] Read More

Why I’m Retiring the Sponsorship Guidelines Database

In 2013, we compiled a comprehensive listing of links to the sponsorship guidelines for many hundreds of corporate sponsors around the world. This took a lot of time and effort, but we did it because I believed it would be an invaluable resource for sponsorship seekers. Fast forward 18 months… Every week, I get an email from my website, telling me about all of the new broken links. Invariably, these are links from my database of sponsorship guidelines. Upon investigation, these links are going dead because – despite the very clear warning that spamming hundreds of these companies with generic proposals will not net you any sponsorship – that’s exactly what’s been happening. This is why we […] Read More

Sponsorship Sales Enemy #1: Succeeding in Spite of Yourself

I recently spoke with a sponsorship seeker who was looking for some “fine tuning” of their already very successful sponsorship program. They were brimming with confidence, and based on the amount of sponsorship raised for their previous event, it’s easy to see why. But when I had a look at what they were offering, two things became abundantly clear: Here’s the thing… it is possible to be successful at selling sponsorship, even if you are really crap at it, but only if you “own” the category or niche. Whether that’s sustainable for any length of time depends on which of two categories you fit in… First mover You have a fantastic idea for a truly innovative […] Read More

How to Create a “Balanced” Sponsorship Portfolio

The other day, I had someone ask me how to ensure a sponsor’s sponsorship portfolio was “balanced” across sponsorship categories. Her concern was how to ensure that there was an even spread of sponsorship across sports vs charities vs community, etc, particularly given that sports sponsorship tends to be more costly. Oh, the alarm bells all of that set off! Now, there are a lot of ways to balance a sponsorship portfolio, but balancing categories isn’t one of them. When building (or auditing) a sponsorship portfolio, it’s all about what sponsorships are most relevant to your target markets, and will be leverageable for the greatest benefit to the brand. Those can fall into any category, […] Read More

The New Swear Words of Sponsorship

Years ago – like, seriously, twenty years ago – I did a presentation at a major conference where I called “exposure” and “awareness” the two swear words of sponsorship. After that, I used it in a few workshops and some writing, but somehow the concept stuck. Even now, I still have people quoting it back to me as a concept that changed their approach way back when. I’m very happy that, aside from some idiot logo-counting “measurement” agencies, our industry appears to have moved a long, long way past considering exposure and awareness as an important factor in sponsorship results. Yay! The downside? We now have a few new swear words of sponsorship. This particular raft […] Read More