The Sponsor's Toolkit [Paperback]

Anne-Marie Grey (Author), Kim Skildum-Reid (Author)

Book Description

Publication Date: September 30, 2001

As switched-on sponsors continue to evolve their sponsorship programs, other sponsors are falling behind - not because they are less intelligent, but because their approach and tools have not kept pace with recent big changes in sponsorship. It isn't about awareness or exposure any more. In an era of unprecedented consumer power, sponsorship is the single most potent marketing tool you have to create and foster relationships and relevance with your target markets.

The Sponsor's Toolkit and the accompanying CD provides a no-nonsense approach to harnessing the power of sponsorship for your brand. This Toolkit thoroughly covers all aspects of sponsorship, providing you with the tools, techniques, resources, and streetwise advice to make your sponsorships really deliver for all of your stakeholders.

Who will benefit from this book? Anyone involved in achieving corporate marketing objectives, including: brand management, marketing, sponsorship, loyalty marketing, information technology, business development, promotions, trade relations, advertising, business-to-business, public relations, corporate affairs and media.

Anne-Marie Grey and Kim Skildum-Reid met in 1996, when both served on the board of the Australasian Sponsorship Marketing Association. In addition to their own pursuits, they have been working together since then, developing and presenting a series workshops for both sponsors and sponsorship seekers around the world. Their first book, The Sponsorship Seeker's Toolkit, was published in May 1999 to rave reviews and continued strong sales. It is considered by many to be the definitive guide for sponsorship seekers.

Reviews
'This book starts by giving you a sense of your organisation's level of expertise. Then it goes on to provide practical and constructive advice for everyone who should be involved in the process. It is loaded with examples of how you can improve. I have found some of the steps described within the book an invaluable tool to get everyone in the organisation on board with sponsorship and help to realise its potential as a truly effective marketing vehicle.'
Donald McBain, Sponsorship & Communications Director, Lion Nathan Australia

'The Sponsor's Toolkit provides the recommendations, guidelines and key concepts for developing a successful sponsorship program. It is an ideal sourcebook for helping sponsors select and manage sponsorships to achieve their marketing goals.'
Rob Hennin, Regional Director - Brand Management and Marketing Services, Visa International - Asia Pacific

'The results achieved around recent major events have raised the bar for sponsors all over the world. Unfortunately, many sponsors still believe that sponsorship is about signage and hospitality. The Sponsor's Toolkit outlines how sponsors - small or large - can achieve even greater outcomes with creative ideas and lateral thinking.'
Terry Hearity, Sponsorship Manager, Australia Post

Editorial Reviews

Review

Contains a gold mine of information about the role of sponsorships in your company's marketing mix. True to its name. -- Canadian Professional Sales Association, April 2002

About the Author

Anne-Marie Grey is Director of Grey O'Keefe and Associates, specialists in developing alliances between cultural, sporting, non-profit organizations and the private sector. She is currently developing corporate partnerships for Share Our Strength, a leading anti-hunger organization, and leads Smart Marketing Sponsorship Workshop with Kim Skildum-Reid.

Kim Skildum-Reid is widely recognised as one of the top corporate sponsorship consultants in the Asia-Pacific area, with 17 years experience across the US, Europe, Asia, and Australia/New Zealand.

Over the better part of a decade, she worked for numerous Fortune 500 companies in the US on their sponsorships of blue chip properties as diverse as the Superbowl, US Open Golf, and the International Chili Society Cook-Offs, as well as dozens of major professional sporting organisations and national concert tours.

Kim moved to Australia in September 1992, and in January 1994 she started her own consultancy, Skildum-Reid Consulting, specialising in corporate-side sponsorship strategy. Her clients are some of the top sponsors in Australasia, and have included Lion Nathan Australia, Toyota, Qantas, ANZ Bank, Australia Post, Cable & Wireless Optus, City of Sydney, Dunlop Tyres, Ansett Australia, Volvo, NEC, Lion Breweries, ABN AMRO, Peters Ice Cream, James Hardie Industries, Canberra Milk, AAPT, Queensland Main Roads, Vic Roads, Orix Australia, George Weston Foods, and Daewoo.

In June 2001, Kim entered into a strategic alliance with Clemenger Communications, part of the global BBDO advertising agency group, to provide sponsorship expertise and training to their agencies and clients across Australasia, in addition to her own busy consultancy. In August 1997, Kim retired after four years as President of the Australasian Sponsorship Marketing Association, Inc., an organisation of which she was a founder. During her presidency, Kim lead the growth of the organisation from 30 to one of the strongest and most active sponsorship associations in the world.

Kim is recognised around the world as a dynamic and insightful speaker. She also writes, with many dozens of articles to her credit, and provides expert commentary on sponsorship to organisations such as CNN, CNBC Asia, ABC, and the Canadian Broadcast Corporation, among others. In 1999, she retired from the prestigious position of sponsorship columnist for Professional Marketing magazine, Australia's largest circulation marketing publication.

Product Details

• Paperback: 200 pages
• Publisher: McGraw-Hill Book Company Australia; 1 edition (September 30, 2001)
• Language: English
• ISBN-10: 0074710656
• ISBN-13: 978-0074710654
• Product Dimensions: 9.2 x 7.8 x 0.6 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #1,072,967 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars The Sponsor's Toolkit, July 11, 2007

By 

D. Dorchak (Las Vegas, Nevada United States) - See all my reviews
(REAL NAME)   

This review is from: The Sponsor's Toolkit (Paperback)

I thoroughly enjoyed reading this book. It was packed full of very precise, useful information and the included CD-ROM was a terrific bonus! I especially enjoyed the straight forward approach that the book presents. Sponsorship has evolved and our company's views about sponsorship need to as well. This book provided us with the information and tools that we need to move our corporate sponsorship program into the twenty first century.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Indispensible!, July 11, 2007

By 

J.L. Simms "J.L. Simms" (USA) - See all my reviews

This review is from: The Sponsor's Toolkit (Paperback)

This book was indispensable! It helped me understand how wise corporate sponsors determine who gets accepted for a sponsorship! If you are having difficulty obtaining a corporate sponsor, I would highly recommend reading this book. Understanding how businesses make their sponsorship decisions gives you an edge over your competition. I am now better prepared to pitch my presentation and have high hopes of landing a great sponsor! The cards are now stacked in my favor.

5.0 out of 5 stars My new bible, February 7, 2003

By A Customer

This review is from: The Sponsor's Toolkit (Paperback)

This book is outstanding. It has totally revolutionised the way we approach our investment in sponsorship. I had never realised we were so backward until I read this book and it made so much sense. We are now in the process of renegotiating many of our sponsorships to get better results for the brand, not just put our logo in front of people.

The tools and checklists that are included in the book and on the CD-ROM have made changing our approach much easier. They work on all sizes and types of sponsorship. We have even customised some of them for our regional marketing people so that they can do a better job on the smaller sponsorships that they invest in.

I highly recommend this book to anyone interested in sponsorship.