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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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

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

8 Must-Have Organisational Traits for Successful Sponsorship Seeking

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

8 Toxic Traits a Corporate Sponsorship Manager Shouldn’t Have

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

Four Perspectives, One (Ugly) Sponsorship Renewal

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

Dos and Don’ts of Sponsorship Proposal Assessment [Infographic]

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

Updated: Top Ten Tips for Sponsorship Seekers

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