There is a lot to cover on in-house training, so we have broken it into a few sections:
By anyone’s estimation, sponsorship is a fast-changing industry, but the last few years have seen this change accelerate to the point where the industry bears little resemblance to sponsorship of just five years ago.
Corporate sponsors
There is a huge opportunity to create meaningful bonds with your current and potential customers, and sponsorship is the perfect medium for creating those bonds. If you're going to do it, it means leaving all of your preconceived notions about what sponsorship is about and the benefits of doing it behind, and embracing a whole new level of sophistication and creativity. Best practice sponsors are in the minority, so there is still plenty of space to stake your claim on this new marketing heartland. But don't delay. The opportunity to get ahead of the pack won't be around forever.
Sponsorship seekers
Corporate sponsors are expecting better, more cost-effective, and more measurable results and are seeking out sponsees who have the approach, skills, and professionalism to help them achieve those goals. Sponsorship training with Kim Skildum-Reid is a fast track to gaining the mindset, practical skills, and organisational buy-in to raise and retain more sponsorship in this increasingly sophisticated market..
Structuring
a program to meet your needs
Whether you need to modernize the skills of your sponsorship staff, enlighten a broad array of internal stakeholders, improve the skills of your partners, or work through specific strategic challenges, there is a format that will work for you.
Depending upon your needs, we can combine any or all of the following options:
Intensive skill-building
These one- or two-day sessions cover not only the principles of modern sponsorship, but the practical skills, tools, and processes so that you can benefit from this forward thinking, yet sensible approach throughout your company or organisation. Also included are many case studies from around the world.
Intensive skill-building sessions are most appropriate for frontline sponsorship, marketing, and brand management staff.
Stakeholder training
Stakeholder training is something that is done mainly by corporate sponsors, as getting that buy-in is the backbone of strong leverage and measurement. Generally running from 2-4 hours, this session is designed to improve the understanding and facilitate integration of sponsorship across your organisation, minimising incremental leverage funding while dramatically improving returns.
Who should attend? In short, anyone who could benefit from the unique power of sponsorship. This session could include representatives from brand management, sales, regional management, corporate and public relations, loyalty marketing, human relations, information technology, and research. Many Power Sponsorship clients also invite their key outside agencies.
Strategy facilitation
If you have specific challenges to address, we can develop a highly customised program that will help your team develop a winning strategy. Before developing your session, we take the time to understand your brand and the challenges at hand, as well as doing in-depth research on ideas and precedent from around the world.
Virtually any sponsorship challenge can benefit from a facilitated team session, including areas such as leverage program development, negotiation planning, offer development, and ambush prevention.
Strategy input
If you need more in-depth strategy input than is possible during a facilitation session, we can arrange a half- or full-day working session with Kim Skildum-Reid.
Whether your goal is to overhaul or simply fine-tune your approach, she will arrive fully briefed and prepared to provide input and insight into how you can address your challenges and get the most from your sponsorship strategy.
Partner up-skilling
One of the highest leverage activities that any sponsor or sponsorship seeker can undertake is to skill-up their partnerss. A half- or full-day session can provide them with far better skills and the ability to be a much more responsive partner to you and get better results for themselves. As these skills are transferable across all of their other partners, it is also a great added value to your relationship.
We have successfully trained groups of partners ranging from five to forty, so you are free to invite as many of your partners as you want.
Proprietary training programs
In addition to in-house sponsorship training, we are also available to develop proprietary training programs, with the content developed specifically for and owned by your company. These can be a very high impact investment, particularly for companies that want to take a modern and unified approach to sponsorship across multiple offices and regions.
If you would like to discuss a proprietary sponsorship training program, drop us a line on workshops@powersponsorship.com or (61-2) 9559 6444.
Depending on whether you need in-depth skill-building or a more general session for a broad group of stakeholders, we can tailor a training program to meet your needs. Of course, we will take into account your organisation’s level of expertise when developing your training session and can develop courses for every level from beginners to advanced.
All sessions include a wide range of case studies and examples from around the world. Some of the topics we cover are outlined below. Your workshop(s) can cover any or all of these, or any other topics that are pertinent to your business.
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Modern sponsorship basics
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Sponsorship leverage
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- The unique power of sponsorship
- Growth and trends
- The difference between bad, good, and great sponsorship
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- The sponsors' responsibility, the sponsorship seeker's responsibility
- Taking the catalyst approach
- Creativity, resourcefulness, and throwing out the rulebook (AKA, getting to the big ideas)
- Gaining internal support
- Funding leverage appropriately
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Sponsorship's changing role
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Sponsorship measurement
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- The new drivers of great sponsorship - and it's not brand needs
- The new model of sponsorship
- Its place in your marketing mix
- Changing your organisational approach
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- Measurement options that work
- Measurement options that don't work
- Benchmarking
- Using your internal resources
- Best-practice sponsorship research
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Preparing yourself for success
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Renewals
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- Policy and strategy development
- The best resources, systems, and tools
- Increasing your organisational skill base
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- Assessing partner performance
- Creating a renegotiation plan
- Timing
- Contingencies
- Negotiating in a bidding war
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Choosing the right sponsorships (for sponsors)
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Portfolio management (for sponsors)
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- Developing evaluation criteria
- Becoming pro-active - the art of invitation
- How to stop wasting your time with bad proposals
- Budgets and contingencies
- Alternative funding
- Creating your own events
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- Auditing your portfolio two ways
- Structuring the ideal sponsorship portfolio
- Alternative structures - umbrella, customer-decides, and creating your own event
- Downsizing your portfolio
- Exit strategies that will not make you look (or feel) like the bad guy
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Selling more sponsorship (for sponsorship seekers)
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Creating your own events (for sponsors)
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- Knowing what you have to offer and what has value
- Targeting only the most appropriate sponsors
- Creating a compelling offer
- The importance of creativity, customisation, and giving them the big ideas
- Pricing strategies and issues
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- Positives and negatives of creating and/or owning your own events
- Buying and event v. creating an event
- Management strategies
- Seeking other sponsors for your events (and the responsibilities associated with that)
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Negotiation and contracts
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Ambush marketing
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- The new wave in negotiation
- Cash, contra, and promotional support
- Structuring payments
- Other negotiation issues
- Agreement options
- Negotiating with a broker
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- Types of ambush marketing - which kinds work, which don't, and why
- The case for ambush and the case against
- How a successful strategic ambush is done
- How to ambush-proof your sponsorships
- Using ambush-style strategies to make your sponsorships work better
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Sponsorship management
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Getting cause sponsorship right (for sponsors)
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- Setting the stage for a good relationship
- Sponsorship planning
- Communication - What kind and how much is appropriate
- Reporting
- Issues and crisis management
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- Good corporate citizenship - getting past the euphemisms
- Achieving marketing, sales, and other objectives through cause sponsorship
- Issues and opportunities specific to causes
- The difference between cause sponsorship and CSR
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Sponsorship servicing (for sponsorship seekers)
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Using sponsorship to achieve workforce objectives
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- Your post-sale responsibilities and what a sponsors expect
- Adding value to the sponsorship
- Budgeting to add value
- What constitutes a value-add and what is just cosmetic
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- Creating and supporting the corporate culture
- Involvement, buy-in, and incentives - the strengths and weaknesses of each approach
- Sponsorship as a recruitment tool
- Sponsorship and workforce retention
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"If you're a practical marketer with real targets, then you and your team need Kim's sponsorship framework and tools. Simple, sensible, effective... you'll be able to apply Kim's approach from day one. We did."
Tom Grealy
National Manager, Customer Acquisition
Telstra Country Wide
http://www.telstra.com/
“Sponsorship is the most prolifically used yet least understood elements of the marketing mix. So often, we are guilty of buying into sponsorship but not making the extra 10% effort to leverage it into a truly effective asset. Having used Kim as both a sponsorship trainer and coach I/we gained the knowledge to make it effective for us, to allow sponsorship to become a significant catalyst for the rest of our marketing activity and, above all, it taught us how to find the time, resources and skills to get an effective return on our sponsorship investment. The answer to this lies within your organisation – This style of training will help you find out how to harness it”
Donald McBain
Head of Integrated Marketing
General Motors UK
www.vauxhall.co.uk
"The training we received from Kim Skildum-Reid was invaluable in gaining buy-in to use sponsorship as a strategic marketing tool. As a department, it quickly brought us up to speed on the power of sponsorship and was instrumental in our move to integrate sponsorship across all marketing activities."
Sarah Beard
Sponsorship and Public Relations Manager
Telecom Directories
www.yellowpages.co.nz
"Kim Skildum-Reid's sponsorship training has transformed Habitat for Humanity Australia's approach to engaging corporations. Where we once used to ask for them for support, we now ask how we can help them achieve their marketing objectives. As a result we have developed deep, long lasting and mutually beneficial partnerships which deliver outstanding outcomes for both partners."
Michael Pailthorpe
CEO
Habitat for Humanity Australia
www.habitat.org.au
"Kim did an excellent job educating and training our Account Management staff on the new rules of sponsorship. Sponsorships have changed significantly within the past few years and Kim is at the leading edge of that change - she has shown us how to better leverage the sponsorship investment for maximum effect."
Jim Moser
Managing Director
Clemenger BBDO Sydney
www.clemenger.com.au
"When Woolworths, Australia's leading food retailer, centralised sponsorship after working for years on a state-by-state basis, Kim Skildum-Reid was called in to give us direction and train Woolworths staff on how we should now look at business sponsorship opportunities. The training was invaluable and is still used today - almost 4 years down the track - and her books are referred to frequently."
Julie Rush
Sponsorship and Events Manager – Marketing
Woolworths
www.woolworths.com.au
Look
good? How to get more information
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For more information about in-house training , please contact Power Sponsorship:
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