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
Kim Skildum-Reid's Sponsorship Blog
I'm Kim Skildum-Reid. I've been doing sponsorship for a long time, and I really love it. I'm also never short of an opinion, idea, story, or rant, so the fact that I have a blog is a good thing. Otherwise, my friends and family would bear the brunt of it, and most of them really couldn't give a rat's bum.
Most of this blog is about sponsorship, or occasionally some other aspect of marketing. In addition to current blogs posted in date order, you can also search using the topic list to the right. If you need a big running start, check out Best of Kim's Blogs for curated lists of blogs on hot topics.
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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
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
I’ve spent a bit of time over the past year or so covering the traits you want and don’t want in sponsorship managers, but as important as it is to have the right people in the job, it’s even more important to have the right organisational approach to sponsorship. Below, I’ve listed my take on the eight most critical organisational traits of successful rightsholders. These are the gears that transfer the power of your properties into a compelling sponsorship opportunity. Miss any of them, and hitting financial targets gets more difficult. Senior management with a clue Seeking sponsorship is HARD, and trying to do it when your board or senior management doesn’t understand what’s involved […] Read More
Last year, I wrote a blog entitled, “8 Traits of a Great Corporate Sponsorship Manager”. I think that gives a good rundown on the type of sponsorship or brand manager you should want running your sponsorship portfolio. But, there is another side to this: The traits you don’t want in a corporate sponsorship manager, or in a brand manager who is managing sponsorship. Some of these could be fixable, while others are more intrinsic. In either case, if a sponsorship or brand manager has them, your sponsorship portfolio is destined to underperform , and the more of these toxic traits your manager has, the worse your results will be. Empire-builder Sponsorship is a sexy portfolio […] Read More
I work with some amazing, committed sponsorship professionals, spanning industries and on both sides of the equation. But as smart and experienced as these professionals are, I’m often surprised at how little they understand about the other side. When collaboration is key to best practice sponsorship, this tunnel vision isn’t helpful. So, I thought I’d shine a light on the challenges and politics around something that we do every day: Sponsorship renewals. Below, I’ve given points of view from the CMO and Brand Manager on the sponsor’s side, and the Executive Director and Marketing & Development Manager with the sponsee. It hasn’t been a great relationship, and it’s time for renewal. Although this example is gleaned […] Read More
How complicated can evaluating sponsorship proposals be? I mean, you just look at the back page for the price, and if you don’t fall of your chair, maybe read the executive summary. If that blows you away, then maybe read the rest of it… right??? Wrong. Although a massive number of sponsorship proposals are evaluated exactly like that, sponsors are doing themselves a disservice if this is the approach. That doesn’t mean you need to read all of every single proposal, even if you know it’s not a fit. Evaluating in a strategic way is actually less work than going old school, but it does take a specific approach. Check out the infographic below for […] Read More
I originally wrote this white paper around ten years ago, and it’s been one of my most popular white papers ever since. But a lot has changed in ten years, so I went back to the drawing board and rewrote the whole thing from scratch. It’s totally up-to-date, much more comprehensive, and about ten times longer (which wasn’t difficult!). So, please enjoy the brand new version of Top Ten Tips for Sponsorship Seekers. Download Top Ten Tips for Sponsorship Seekers As with all of my materials, they are copyright, and that copyright is vigorously enforced. You are welcome to share this blog, which includes the download link, or link to the White Papers and […] Read More
This is another total rewrite of a very popular blog from a few years ago, and while the advice from back then still holds, my top five priorities for sponsorship selection have changed over the years. So, for all of you sponsors still looking for bargains on same-old same-old benefits, for all you sponsors focusing on reach instead of meaning, this is for you. Internal buy-in When you invest in sponsorship, you’re investing in opportunity. It’s what you do with it – the leverage activities you undertake – that will provide you with results. The most efficient and effective way to leverage a sponsorship is to integrate it across activities that are already budgeted. Alternatively, […] Read More
Raising the bar for this industry has been one of my biggest goals since I started in this industry decades ago. Between the blogs, books, and speaking engagements, I offer a lot of advice, and really love doing it. This also means that I field a ton of industry questions. (If you want to see what my inbox looks like in a given week, check out this blog!) In the videos below, I’m addressing the twenty questions I get most often. Some are big, overarching questions about sponsorship. Others are tricky little buggers that stymie even seasoned veterans. I’ve broken these down into two parts. The first is primarily for sponsorship seekers, and the second is […] Read More