how-to Archives - Power Sponsorship

The First Sponsor Meeting (and How Not to Make an Idiot of Yourself)

The first meeting with a sponsor is both the most important, and the easiest to screw up. Sponsors know what they want to hear, they know the red flags, and if you get it wrong, you could foul a potential deal, and not even know why. This is a complete rewrite of a very popular blog I first wrote years ago, updating it to reflect the most modern take on sponsorship. It outlines the requirements and pitfalls that every rightsholder needs to know, , in order to make it through this very tricky phase of a sponsorship sale. Know the real goal You’re selling sponsorship, so you’d think the goal of your first meeting with […] Read More

2019 Sponsorship Workshops in Australia & New Zealand

Meaning is sponsorship’s superpower Meaning – to brands, customers, fans, and communities – is what makes sponsorship the most powerful marketing media there is, and knowing how to harness that meaning is the difference between amazing sponsorship results and disappointment. Industry leader and bestselling author, Kim Skildum-Reid, will teach both sponsors and sponsorship seekers how to use the trends, tech, and passion that make sponsorship so powerful, distilling all of the key skills and strategies into an achievable process. For 2019, workshops will be held in the following cities: Christchurch – 1-2 July for sponsorship seekers, 3 July for sponsors Melbourne – 16-17 July for sponsorship seekers, 18 July for sponsors Interested? You’ve got a […] 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. Objectivity Companies can often be insular places, and sometimes, you just need an outside viewpoint. A good example of this is when doing a sponsorship audit. Without objectivity, your portfolio audit may concentrate […] Read More

What Should a Rightsholder Include in a Year-End Sponsorship ROI Report?

Nothing. Measuring sponsorship is not your job. You’re probably thinking to yourself, “If I can’t prove what the sponsorship delivered, then they won’t renew”. And to an extent, you’re right. If the sponsor doesn’t know what they accomplished, they’re not going to renew. But it’s not your responsibility to measure returns, and more to the point, it’s impossible. In this rewrite of a vintage blog, I’m going to show you why, and what you should do instead. Rightsholders can’t measure results The only organisation that can measure the returns against a sponsor’s objectives is the sponsor. When a sponsor invests in sponsorship, they are investing in opportunity, not results. It’s the sponsor’s leverage program that […] Read More

How Do Sponsors Evaluate Sponsorship Proposals?

Sponsorship proposal evaluation comes down to two major factors: What you offer; and who you submit it to. These are the factors that will tell a sponsor whether what you’re offering is right for them, whether you’ll be easy to work with, and whether you have the skills and approach that will allow today’s modern sponsors to make the most of what you’re offering. In this blog, I’m going to address both of these critical factors. Your proposal Both the structure and content of your proposal will tell a sponsor a lot about whether, and to what degree, your offer is worth consideration. Most sponsors will evaluate a sponsorship proposals on these factors, in roughly […] Read More

Valuing Contra vs Cash Sponsorship

This is another of my vintage blogs, reworked and updated to reflect changes in best practice, and new angles. How to value contra, otherwise known as in-kind, sponsorship is a question I get almost every day. What is most interesting is how differently sponsors and sponsorship seekers view contra, and they both overcomplicate what is really quite a simple equation. Sponsorship seekers take contra for granted. Well, okay… most sponsorship seekers take contra for granted. The attitude is, “those airline seats would be empty anyway, so why do we have to put a value on them?” Newsflash: If you didn’t get those seats through contra, you would have to pay someone for them, so they […] Read More

The Problem with Sponsorship Levels

This is a total rewrite of one of my most popular blogs. For years, this blog has sat squarely in the top five, and according to analytics, virtually everyone gets here because they’ve done a search on something like, “How to create sponsorship levels”. The problem is, sponsors hate levels. Gold-silver-bronze, or whatever cutesy, “creative” names you’ve put on them, sponsors see a proposal full of set packages, arranged by size, and they know you don’t get it. They think you’re unsophisticated. They think you’re inflexible. They may even think you’re lazy. And they know for sure that you either don’t know or don’t care what they are trying to accomplish, because if you did, you’d […] Read More

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

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

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