In case you haven’t heard it yet, at aha insurance we’re proud to announce our partnership with the Toronto Argonauts! Our partnership officially began this month as we embarked on the 2018-2019 season of the Canadian Football League.
Pursuing strategic partnership marketing with another winning brand is a great way for any competitive company (no matter the industry) to gain exposure while demonstrating support for the community and creating opportunities to add even more value to customers.
aha insurance is still a fairly new brand in Ontario’s insurance industry and we’re proud to be the first and only fully online insurance brokerage in Canada. As such, we see a myriad of benefits in aligning ourselves with a successful and like-minded organization such as the Toronto Argonauts, who are also mavericks in (and on) their own field.
The crossover of fan and customer bases is an exciting opportunity for growth at both organizations.
Creating Synergy with Strategic Partnership Marketing
By pairing up and building a marketing synergy (sort of like a gestalt of advertising—where complementary marketing efforts are more valuable than the singular efforts of the companies on their own), each company can gain access to the other’s core demographic audience. If the demographic markets overlap by consumer profile, the resulting marketing strategies will be quite easy to employ.
It’s sort of like ‘preaching to the choir,’ as it were.
Strategic partnership marketing can also work equally well if the demographics vastly differ, because in doing so, each company stands to gain a new audience that, one day, might be converted into customers or fans. Though this may require more effort in terms of marketing messages, having advertising access to a vastly higher number of people means that each company or organization is literally doubling (or in some cases tripling or quadrupling) its marketing reach.
Player endorsements of products and services often carry a great deal of weight with fans—who doesn’t love to emulate what their sports heroes do? Having players speak directly to your customers can be a great way to get their attention, motivate people to get off the fence, and into the stands as ticket buyers for the next game.
What’s more, cross-promotional exposure through events such as televised sports games can reach an audience exponentially larger than a website could. On top of that, having your company’s logo and merchandise exposed to a televised audience, while conversely displaying the sports team’s logo as a brand partner on your website, creates a win-win situation for both sides of any strategic partnership marketing effort.