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!

 

Should We Break Up Sponsorship Sales and Servicing Roles?

This is a question I’ve had with increasing frequency the past few years from (usually) larger sponsorship seeking organisations. And the answer is… sort of. Selling sponsorship is different than most sales The thinking behind breaking up these roles is often rooted in the belief that sponsorship sales requires a specific set of skills. They want someone out there selling who can pitch the assets – a negotiator, a closer, someone who can sell ice to Eskimos… a shark. They want that person selling all the time, not doing the day-to-day sponsorship servicing work. On the surface, this would seem like a perfectly legitimate breakdown of responsibilities, but the reality is that sponsorship sales bears […] Read More

Sponsorship Seekers: How to Get Free Advice from a Consultant (and How Not To)

It’s been a long time since I first addressed this subject. Back then, I would have thought that the increasing sophistication across the industry would have made this advice obsolete by now. But with the ubiquity and ease of so many messaging platforms, sponsorship consultants are being casually bombarded for free advice more than ever. Don’t get me wrong, I love it when people call or message me for a bit of ad hoc advice. I really enjoy it. I know a lot of other sponsorship consultants do, as well. It makes me think on my feet, even on days when I’m not in “strategy mode”. Plus, I just like being helpful. But, if you’re going to contact […] Read More

My Only AU/NZ Sponsorship Workshops for 2018 are in Sydney this July

Best practice sponsorship in 2018 is disruptive, constructive, seductive, and collaborative. But above all, it has meaning for brands, fans, and communities. This July, I’m going to be teaching both sponsors and sponsorship seekers how to harness that meaning, using the trends, tech, and passion that make sponsorship the most powerful tool in the marketing toolbox. Sponsors, learn to… Find the creative leverage ideas that will drive your results and reduce your budget Re-engineer underperforming sponsorships Integrate big data, virtual reality, and other cutting-edge tech Increase internal buy-in Get huge results from smaller investments Structure your portfolio for maximum power and efficiency Measure and communicate your real results Sponsorship seekers, learn to… Structure your offers […] Read More

How to Increase Sponsorship Revenue: Getting Creative with Benefits [Infographic]

After writing my recent blog, How to Increase Sponsorship Revenue: Getting Creative with Benefits, I realised that there was a great way to visually convey the power of creative benefits, ended up with the infographic below. If you click on it, you’ll be taken to a full-sized version. This is a powerful illustration of how getting creative with the benefits you offer around your sponsorships increases your revenue potential exponentially, because it isn’t about cutting the same pie into smaller and smaller pieces, then trying to get more money for them. No, it’s about making the entire pie bigger. For all of the rationale, check out the blog linked above. For a very pretty illustration of how those […] Read More

How to Increase Sponsorship Revenue: Getting Creative with Benefits

You want more sponsorship revenue. Everyone does. The problem is that you only have so many benefits to offer, so if you want more money, you have to figure out a way to divvy up your benefits pie into smaller pieces, while simultaneously charging more for them. Common sense dictates that this won’t work, and it doesn’t. But that doesn’t stop management and boards from continuing to increase sponsorship targets, and expecting financial miracles. What we’re talking about are “hygiene benefits” – the basic benefits that have historically formed the backbone of a sponsorship offer: Logos and/or ads on things Tickets to things Hospitality Official designation And, depending on the type of property you’re selling, […] Read More

What Should a Sponsor Do If a Rightsholder Doesn’t Deliver Contracted Benefits?

I recently worked with a sponsor that had a major sponsorship with a professional sporting body, but when the rightsholder failed to deliver many of the biggest benefits – the benefits the sponsorship was bought and sold on – the whole thing fell in a heap. Most of us who have been in the industry for some time have had to deal with at least a few rightsholders that really don’t hold up their end of the bargain. These range from minor annoyances to catastrophic, if core elements of the contracted benefits aren’t delivered. In this blog, I’m going to offer some options for dealing with these situations, as well as some advice for avoiding […] Read More