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.
'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
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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.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
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Book Description 2001. Paperback. Book Condition: New. 1st. Paperback. 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 .Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 200 pages. 0.520. Bookseller Inventory # 9780074710654
Book Description McGraw-Hill Book Company Austr, 2001. Paperback. Book Condition: New. Bookseller Inventory # P110074710656
Book Description McGraw-Hill Book Company Australia, 2001. Paperback. Book Condition: New. 1. Bookseller Inventory # DADAX0074710656
Book Description McGraw-Hill Book Company Australia. PAPERBACK. Book Condition: New. 0074710656 New Condition. Bookseller Inventory # NEW6.0034853
Book Description 2001. Paperback. Book Condition: New. 1st. Paperback. 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 an.Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. 200 pages. 0.520. Bookseller Inventory # 9780074710654
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800747106541.0