I’m asked all the time what separates truly amazing, best practice sponsors from the also-rans. And although the specific strategies and techniques could fill a book – specifically, The Corporate Sponsorship Toolkit – I’ve distilled the basic differences between great sponsors and also-rans down to nine. The nine things great sponsors get right are in the infographic below. Clearly, nobody is going to be able to fit everything you need to know to elevate your approach to best practice in one infographic, but it’s a starting place. If you read this and realise you’re missing some, or even all, of these components in your sponsorship approach, you need to make changes and you need to make […] 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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If I had to hazard a guess, I’d say almost all of us has at least one multi-tool. I’ve got a much-loved, 20-year old Gerber that lives in the house, and is pressed into duty anytime I can’t be arsed going outside and unlocking the tool shed… which is a lot. I’ve done and fixed all manner of things with that one tool, and am constantly figuring out new ways to use it. If I could only have one tool, my Gerber would be it. What I want you to think about is how you can apply that thinking to sponsorship, and start identifying properties that can provide the kind of flexibility and broad-ranging usefulness […] Read More
My AU/NZ workshops have sold out for three years running, and get rave reviews across-the-board. Participants have flown in from across the region, Asia, North America, and the Middle East. So, you could certainly do a lot worse than spending a jam-packed, inspiring, and really fun day or two with me, learning how to make best practice sponsorship work for you. For 2017, I’m offering workshops for both sponsors and sponsorship seekers: Wellington, NZ Sponsorship seekers – 14-15 June 2017 Sponsors – 16 June 2017 Sydney, AU Sponsorship seekers – 19-20 June 2017 Sponsors – 21 June 2017 IMPORTANT: In 2018, I’ll only be doing one set of sponsorship workshops in this region – probably Melbourne – as I’m going […] Read More
Around mid-2016, I wrote a similar blog for corporate sponsors, giving them the hallmarks of each generation of sponsorship, how that is affecting their results, and what to do about it. Just like sponsors, a sponsorship seeker’s generation can have a profound effect on how much sponsorship you raise and retain. Your approach will tell a sponsor… If you’re struggling, chances are it’s because your skills or organisational approach aren’t up to date. This isn’t the end of the world, and it’s not actually difficult to shift to best practice. But before you can power up your sponsorship, you are going to need to rewire – how much or how little will depend on which […] Read More
Most sponsorship proposals are awful. They’re uncustomised and often arranged in levels; They’re self-centred, having absolutely nothing to do with the sponsor, their brand, target markets, or objectives; They don’t make a complete business case; And they’re structured so poorly that it’s actually difficult to make sense of them. If you’re guilty of even one of these things, selling sponsorship is going to be monumentally more difficult for you. I’ve got lots of resources for addressing these issues listed at the bottom of this article, but I wanted to let you in on a trick I’ve been teaching in my sponsorship workshops for the past few years that I really haven’t covered here before: A great sponsorship proposal […] Read More
I’ve blogged on and on about the big issues that affect our industry; about the critical factors that drive sponsorship results. But sometimes, it’s not the big mistakes that trip sponsors up. Sometimes it’s just getting one or two things wrong that undoes every other great thing you try to do. It’s the weak link that will cause the whole system to fail. Below, I’ve outlined eight mistakes. Do any one of these, and your sponsorship results will suffer. Do a few, and you’ll be lucky to get any results against your objectives at all. Put decision-making into one person’s hands I don’t care how much of a genius brand or sponsorship manager you may […] Read More
I get emails all the time from people who read my blogs or watch my tutorials. Most have specific questions or just want to thank me for the information. But all too often, I get emails from someone who has read a couple of blogs – with all of the details and angles and advice – and their heads have exploded. They say, “I’m a beginner. Surely, I won’t be expected to do all of this?!” And I’m thinking, “All of this?? What you’re referring to is about 1% of what is expected of a sponsorship seeker!” I get one-line emails saying, “How do I get sponsorship?” When I refer them to The Sponsorship Seeker’s Toolkit […] Read More
Great corporate sponsorship managers (and brand managers with substantial sponsorship portfolios) need a specific set of traits to be effective. If a manager has all of these traits, the sponsorship portfolio will be integrated across multiple channels, cost far less to leverage, and perform far better against objectives. Without these traits, the portfolio is destined to cost more and deliver less. For a quick rundown of those key traits, check out the infographic below. For a more in-depth analysis of what goes into a great corporate sponsorship manager, and how to fix or balance any deficiencies, see 8 Traits of a Great Corporate Sponsorship Manager. Need more assistance? For all you need to know […] Read More
I’ve published a few sponsorship hacks over the years. Most of them have to do with a process shortcut – something to streamline or speed up a time-intensive part of your job. But this one is different. This is about a mindset shortcut – a way of thinking about sponsorship so you take the most direct route to getting great sponsorship returns. In the early days of sponsorship, the thinking went something like this… “If we connect our brand strongly enough with this property we sponsor, all the people who love that museum/event/team/whatever will transfer some of that love to us.” Yeah, that doesn’t happen. There’s no research that supports it, but we don’t even […] Read More
You’ve done the homework and you’re on the cusp of actually talking to the sponsor. What to do… what to do… Well, what most sponsorship seekers do is totally lose their mind. They get so excited about actually getting an audience with a sponsor that the first thing they do is launch into an extended, hyperactive tirade about how great their property is. They totally miss that the sponsor’s eyes glazed over after about thirty seconds. You should never go into an initial sponsor meeting or phone call thinking you’re there to pitch. You’re not. Your first interaction with a potential sponsor is primarily about three things: That process is not difficult, but it does […] Read More