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 Posté le: Mar Oct 01, 2013 10:26 am Sujet du message: Sports marketing helping local companies score bus |
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{Sports marketing helping local companies score business goals}
Miles Industries director of marketing Mike Powell believes partnering with the Vancouver Giants has helped build awareness of his company's Valor-branded fireplaces|© Dominic SchaeferBy Glen KorstromTue Sep 17, 2013 12:01am PSTCompanies are increasingly leveraging links with sports teams and athletes to raise their profile in crowded marketplaces. Last Friday, Scotiabank announced it had become the official bank of the Vancouver Canucks. And last month law firm MacMillan LLP announced its partnership with the BC Lions Football Club.But successful partnering with a sports team requires more than simply spending money on signage and sponsorship, according to Jamie Pitblado, who is general manager of the 2014 Grey Cup."A general rule of thumb is you need to spend four times the price of sponsorship to activate that investment," he said. For example, Vancouver Canucks sponsor Save-On-Foods not only has its logo at centre ice,[url=http://www.moncler-sale.org]moncler outlet[/url], it also has customer engagement campaigns such as Every Kid's Dream. The contest encourages children to fill out an online form for the chance to skate with the Canucks during a pre-game warm-up skate and stand alongside the team's players to sing national anthems.Save-On-Foods gains a database of names to use in future marketing efforts, said Canucks' director of marketing and partner activation, Sandra Birnie.Partnering with minor league teams can also deliver a bigger bang for a company's marketing dollar. A&W Food Services of Canada Inc., for example, has large signs shaped like root beer mugs above the outfield fence at Nat Bailey Stadium, where the Vancouver Canadians play baseball.Whenever a player hits a home run and the ball hits those signs, everyone at the game wins a root beer and a teen burger, said Canadians president Andy Dunn.Miles Industries which designs and manufactures Valor gas fireplaces in North Vancouver, has sponsored the Vancouver Giants for the past three years."No disrespect to the Canucks, but we simply couldn't afford to go there and do what we're doing with the Vancouver Giants,[url=http://www.moncler-sale.org]discount moncler jackets[/url]," said the company's director of marketing, Mike Powell. Part of that sponsorship includes getting free tickets, which are then given to fireplace retailers to use either in a draw for customers or for sales staff incentives.Miles Industries also gives out "medal of Valor" awards to community volunteers.Winners get tickets to a Giants game,[url=http://www.moncler-sale.org]moncler sale[/url], a plaque and recognition during the game.Involving athletes as spokespeople is another strategy that can boost brand recognition.Coastal Contacts Inc. (TSX:COA) contracted Trevor Linden to be its spokesman several years ago.CEO Roger Hardy said his company's Clearly Contacts brand soared to 60% name recognition in Canada, up from 22% before the campaign.Hardy's Vancouver-based online eyewear seller, which is known for its Lensway brand in Europe, is now negotiating with a European soccer team for the right to put its brand on the team's jerseys.Sponsoring a soccer team synchronizes well with the Coastal Contacts brand because the company sells contact lenses. Athletes who need eyewear tend to prefer contact lenses while in action,[url=http://www.moncler-sale.org]moncler down jackets[/url], he said."Sports marketing is part of how we're evolving," Hardy said. "We saw our brand awareness grow fast here with Trevor Linden, so now we're looking at the opportunity to put our brand on a team." •Tags: sport, Roger Hardy, Trevor Linden, strategy and marketing, soccer, Coastal Contacts Inc.,[url=http://www.moncler-sale.org]moncler on sale[/url], Scotiabank, Vancouver Canucks, food, retail, advertising, Vancouver Canadians
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