Sponsor"s Toolkit
- Grey, Anne-Marie
- Editorial McGraw-Hill
- 200 páginas
- Idioma: Inglés
- ISBN: 0074710656 ISBN-13: 9780074710654
- 1 edición (31/10/2001)
- Entrega de 1 a 15 días contra reembolso por agencia urgente*
Covering almost all aspects of sponsorship, this toolkit provides you with the tools, techniques, resources, and advice to help your sponsorships deliver for your stakeholders. It is useful for those involved in achieving corporate marketing objectives, including: brand management, marketing, sponsorship, loyalty marketing, promotions, and others.
Ahorra Con Agapea
"Compra "Sponsor"s Toolkit" junto a "Hipatia de Alejandría":
Tabla de Contenidos
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
Biografía autor/es
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.
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