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The Sponsor's Toolkit Anne-Marie Grey

The Sponsor's Toolkit By Anne-Marie Grey

The Sponsor's Toolkit by Anne-Marie Grey


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Summary

Offers an approach to harnessing the power of sponsorship for your brand. This work covers the various aspects of sponsorship, providing you with the tools, techniques, resources, and streetwise advice to make your sponsorships deliver for all of your stakeholders. It can be helpful for those involved in achieving corporate marketing objectives.

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The Sponsor's Toolkit Summary

The Sponsor's Toolkit by Anne-Marie Grey

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.

About Anne-Marie Grey

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.

Table of Contents

Forewords

About the authors

Introduction

Acknowledgments

How to use this book

Part 1 Preparation
Chapter 1 Internal planning
The approach
Understanding the objectives you want to achieve
Creating a Sponsorship Team
Choosing the best management structure
Sponsorship manager job description template
Sponsorship policy
Chapter 2 Sponsorship Strategy
Understanding your target markets
Research
Audience profile questionnaire
Sponsorship impact questionnaire
Determining brand needs
Budget
Putting your strategy together
You can lead a horse to water...
Chapter 3 Working with a consultant

Part 2 Selection and negotiation
Chapter 4 Understanding your options
Equivalent opportunity cost
Chapter 5 Getting the right proposals
Tell sponsorship seekers what you need
Proposal guidelines template
Proposal guidelines letter
Be proactive
Proposal request letter
Chapter 6 Evaluating proposals
The 5-and-2 rule
Matching unique attributes
Understanding the sponsor's capabilities
Proposal evaluation criteria
'Let's meet' letter template
Saying 'No'
Rejection letter template
Chapter 7 Negotiation
Understanding your position
Negotiation checklist
Inventory of assets
Different approaches
Negotiation issues
Negotiating with a broker
Chapter 8 Contracts
Contract checklist
Sponsorship agreement pro forma

Part 3 Maximisation and management
Chapter 9 Maximisation
Using your Sponsorship Team
Brainstorm brief template
Leverage activities
Media promotions worksheet
New product launch
Keeping a sponsorship fresh
Chapter 10 Sponsorship management
Implementation plan
Implementation plan template
Managing the relationship
Reporting template
Subcontractors
Subcontractor brief template
Chapter 11 Salvaging a bad situation
Chapter 12 Quantification
Defining objectives
Quantification mechanisms
Media evaluation
Chapter 13 Portfolio management
Auditing
Balancing
Umbrella sponsorship
Managing across brands and regions
Exit strategies

Part 4 Ambush marketing
Chapter 14 What is ambush marketing?
Chapter 15 How to prevent an ambush
Chapter 16 How to ambush
Ambush checklist
Conclusion

Part 5 Appendix
Appendix 1 Glossary
Appendix 2 Resources
Appendix 3 Sponsorship agreement pro forma

Index

Additional information

CIN0074710656VG
9780074710654
0074710656
The Sponsor's Toolkit by Anne-Marie Grey
Used - Very Good
Paperback
McGraw-Hill Education
2001-09-30
200
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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