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The Sponsor's Toolkit [Paperback]

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

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Product details

Paperback: 200 pages
Publisher: McGraw-Hill Professional; Pap/Cdr edition (1 April 2002)
Language English
ISBN-10: 0074710656
ISBN-13: 978-0074710654
Product Dimensions: 23.4 x 19.8 x 1.5 cm
Amazon Bestsellers Rank: 1,206,602 in Books (See Top 100 in Books)

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More About the Authors

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Kim Skildum-Reid

Anne-Marie Grey

Product Description

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 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.

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Amazon.com: 5.0 out of 5 stars (3 customer reviews)

1 of 1 people found the following review helpful:

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

By D. Dorchak - Published on Amazon.com

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!, 11 July 2007

By J.L. Simms "J.L. Simms" - Published on Amazon.com

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, 8 Feb 2003

By A Customer - Published on Amazon.com

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.

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