The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers

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The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers

by Pippa Collett, William Fenton

Wiley | March 28, 2011 | Hardcover

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The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.

Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay.

"Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."
Luis Vicente, Head of Partnerships, Manchester City Football Club

"An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."
Faisal Al-Dail, Saudi Post

Format: Hardcover

Dimensions: 264 pages, 9.3 × 6.3 × 0.84 in

Published: March 28, 2011

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470979844

ISBN - 13: 9780470979846

Found in: Sales and Selling

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– More About This Product –

The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers

by Pippa Collett, William Fenton

Format: Hardcover

Dimensions: 264 pages, 9.3 × 6.3 × 0.84 in

Published: March 28, 2011

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470979844

ISBN - 13: 9780470979846

About the Book

"The Sponsorship Handbook" is a response to the changing face of sponsorship, not only outlining new challenges and possibilities within the topic, but demonstrating clear practical advice on how to make it work. It shows those on both sides of the divide how quickly the recession and the rise of the "experience economy" has moved from displaying logos and giving away some event tickets to a tool used by companies desperate to have positive interaction with consumers on an almost personal level. The book will helps students, new entrants to the field and managers to do their jobs more effectively and to be able to show measurable improvement in the results.

Table of Contents

Foreword by Karen Earl, European Sponsorship Association.

Preface.

About the Authors.

Acknowledgements.

How to use this book.

CHAPTER 1 | Introduction to Sponsorship.

PART I Sponsors.

CHAPTER 2 | Developing Sponsorship Strategy.

CHAPTER 3 | Planning for Success.

CHAPTER 4 | Sponsorship Implementation.

CHAPTER 5 | Sponsorship Evaluation.

PART II Sponsorship Seekers.

CHAPTER 6 | Developing a Sponsorship Strategy.

CHAPTER 7 | Essential Sales Preparation.

CHAPTER 8 | The Sales Process.

CHAPTER 9 | Servicing and Renewal.

PART III The Way Ahead.

CHAPTER 10 | Sponsorship in the Future.

Glossary.

Index.

From the Publisher

The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.

Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay.

"Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."
Luis Vicente, Head of Partnerships, Manchester City Football Club

"An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."
Faisal Al-Dail, Saudi Post

From the Jacket

As a young industry, sponsorship needs solid theory and best practice examples through which both sponsors and sponsor-seekers can develop their expertise. Although historically the concern of sports and culture, sponsorship is becoming ever more vital in new sectors, including education, the environment, cities and public bodies, all of which need to learn what companies look for in assessing sponsorship opportunities. Sponsors in turn are receiving up to 300 proposals a week and need progressively greater clarity on strategy if they are to select only the most relevant projects for their brand and business needs.

The Sponsorship Handbook will vastly improve the efficiency and effectiveness of the whole sponsorship process for both seller and buyer. It provides information and techniques for managers of sponsoring companies to avoid wasting money on poorly performing sponsorships. Sponsorship seekers will benefit from the insight and tools to develop proposals that cut through and have more chance of leading to a successful sale.

About the Author

Pippa Collett Managing Director - Sponsorship Consulting, Vice Chair - European Sponsorship Association pippa.collett@sponsorshipconsulting.co.uk Pippa is a leading sponsorship practitioner with an extensive client-side career at Shell, American Express and Rank Organisation. Her global sponsorship experience covers the full spectrum from Ferrari in Formula One racing and the Athens Olympics to cultural projects including The Olivier Awards and The Unilever Series. She joined Sponsorship Consulting in 2006 to work with blue-chip clients such as Siemens, Standard Chartered Bank and Cisco. As Vice-Chair of The European Sponsorship Association, Pippa has led on key aspects of the developing sponsorship agenda including authorship of ESA''s Sponsorship Assessment & Evaluation Guidelines, Sponsorship Agency Selection Process and introducing the concept of Continuing Professional Development. A real believer in raising standards of sponsorship practice, Pippa has shared her perspectives and experiences of sponsorship with conference audiences in the UK, Europe, the Middle East and the US. She devotes time to lecturing for the Institute of Direct Marketing and the Incorporated Society of British Advertisers and is a regular commentator on sponsorship issues for the BBC, Financial Times and Wall Street Journal . William Fenton , Director of Sponsorship Consulting William.Fenton@sponsorshipconsulting.co.uk At Sponsorship Consulting William''s clients are as diverse as The British
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