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!

 

Sponsorship Leverage Trick: The Aerosmith Technique

The year was 1986, and Aerosmith were over – has-beens, ten years past their prime. That was, until old-school (old-skool??) hip-hop group, Run-DMC sampled one of their hits and they teamed up to make one of the best videos of a generation. That crazy combination reinvented and rejuvenated Aerosmith back into the stratosphere – literally, in the case of “Armageddon”. It also catapulted hip-hop into the mainstream, where it’s been ever since. What does this have to do with sponsorship? Well, nothing… if all of your investments are working. On the other hand, if you’ve got some old, tired, ill-fitting sponsorships – sponsorships that have run their course, sponsorships you never should have had – […] Read More

Four Other Reasons You Might Need a Sponsorship Consultant

The normal role of a sponsorship consultant is to offer expert strategic advice, generally based on a reasonably long history of doing good work for good clients. That’s certainly what I do most of the time. There are, however, other reasons you may want a sponsorship consultant – reasons that are a bit outside the norm, but every bit as strategic. I thought I might run through a few very useful – but somewhat different - ways to use a sponsorship consultant. Delivering bad news Come on, do you really want to be the one to tell the CEO that sponsorship of her pet project is a narcissistic crap-heap? I didn’t think so. Sometimes, everyone but […] Read More

How Do You Sell Sponsorship to an Old-School Sponsor?

There is no question in my mind that the Global Financial Crisis was great for our industry. Note, I said “great”, not “easy”. It was great because it dramatically increased the sophistication level of sponsors, as they had to deal with a new level of accountability. What we are seeing now is that, generally, sponsors are ahead of sponsorship seekers in sophistication. As a result, much of this blog and The Sponsorship Seeker’s Toolkit have been focused on helping those sponsorship seekers to effectively sell and service this new era of sponsors. There are also a lot of sponsorship seekers who “get it” – more every day – and when they come across a potential […] Read More

How Do You Get a Fire-Sale Sponsor to Renew at a Realistic Level?

You shouldn’t have. You know you shouldn’t have. But you did. You sold a sponsorship at way below market value because time was getting short and so was your budget. Most sponsors won’t take up a fire-sale sponsorship. They know that their results come not from the sponsorship itself, but from the leverage they do around it. That takes time, so they don’t invest when they don’t have enough time – no matter how cheap. The sponsors who do take up fire-sale sponsors tend not to be very sophisticated and they expect the property to deliver their results, and can be some of the worst sponzillas around. That’s not the worst outcome of a fire-sale […] Read More

Introducing The Sponsorship Seeker’s Toolkit Fourth Edition!

If you follow this blog or my social media stuff at all, you know that a lot of the past year has been about writing and production of the Fourth Edition of the industry bestseller, The Sponsorship Seeker’s Toolkit. What started as an intended 20% rewrite quickly blew out to about 50%, with lots of new content on social media, new tools and techniques, and dozens upon dozens of amazing new case studies of sponsorship being done as well as it can be done. Whew! It’s now available through Amazon worldwide, as well as many other booksellers. You’ll notice a huge variation in price, so do shop around. In some regions, buying from Amazon and […] Read More

Sponsorship Benefits Every Sponsor Should Want

Sponsorship is an amazingly creative medium. Unfortunately, most sponsors still lack the imagination to really harness it. Either that or they are so deep in a rut that they can’t even see they’re going in the wrong direction. They negotiate the same types of sponsorship, and for the same boring benefits, over and over again. They buy logos and tickets and stock-standard hospitality, with the overriding assumption – and point of comparison – that it’s largely a commodity business and more is better. WRONG! Go ahead and negotiate some of those commodity benefits, but understand that’s not where your real marketing opportunity lays. Instead, concentrate your efforts on getting the type of benefit that can […] Read More