The Sponsorship Handbook
Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers
1. Auflage Februar 2011
264 Seiten, Hardcover
Wiley & Sons Ltd
ISBN:
978-0-470-97984-6
John Wiley & Sons
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.
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.
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.
Pippa Collett
Managing Director - Sponsorship Consulting, Vice Chair - European Sponsorship Association
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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
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At Sponsorship Consulting William's clients are as diverse as The British Library, The Dubai International Film Festival, FedEx and The European Space Agency. He has 19 years experience in evaluating Olympics, FIFA World Cup and Formula One racing sponsorships for IFM Sports Marketing Surveys and as Head of Research at Sponsorship Research International/ISL.
He is Editor of The World Sponsorship Monitor and has been published in The International Journal of Sports Marketing & Sponsorship and The Journal of Sponsorship. He lectures at the HUB Business School and the VUB University in Brussels as well as leading online webcasts. A frequent international conference speaker, he has appeared on CNBC television's Money and Sport. He holds the Market Research Society's Advanced Certificate in Market and Social Research Practice, and is a founder member of the European Sponsorship Association's Continuous Profession Development Accreditation programme.
Managing Director - Sponsorship Consulting, Vice Chair - European Sponsorship Association
Diese E-Mail-Adresse ist vor Spambots geschützt! Zur Anzeige muss JavaScript eingeschaltet sein!
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
Diese E-Mail-Adresse ist vor Spambots geschützt! Zur Anzeige muss JavaScript eingeschaltet sein!
At Sponsorship Consulting William's clients are as diverse as The British Library, The Dubai International Film Festival, FedEx and The European Space Agency. He has 19 years experience in evaluating Olympics, FIFA World Cup and Formula One racing sponsorships for IFM Sports Marketing Surveys and as Head of Research at Sponsorship Research International/ISL.
He is Editor of The World Sponsorship Monitor and has been published in The International Journal of Sports Marketing & Sponsorship and The Journal of Sponsorship. He lectures at the HUB Business School and the VUB University in Brussels as well as leading online webcasts. A frequent international conference speaker, he has appeared on CNBC television's Money and Sport. He holds the Market Research Society's Advanced Certificate in Market and Social Research Practice, and is a founder member of the European Sponsorship Association's Continuous Profession Development Accreditation programme.
