Corporate sponsorships are essential to raise company awareness and to enhance your digital marketing efforts. Here we take a look at three companies leading the way in the digital marketing industry and how they do it.
LeafFilter North has used corporate sponsorships to successfully increase their digital marketing efforts. Blake Koch, a member of the TriStar Motorsports driver team, is sponsored by LeafFilter. Koch currently drives the No. 8 Toyota Camry stock car for the NASCAR XFINITY Series.
LeafFilter, the No. 1 professionally installed gutter guard system in America has used its loyal customer base and top position in the gutter guard industry to support its creation of LeafFilter Racing. Through digital marketing, LeafFilter Racing created a website dedicated to their racing team to help drive traffic from a potential untapped audience. They leveraged their website by building out a LeafFilter Racing social media presence to increase the size of their audience even more.
Another company taking advantage of corporate sponsorships is the National Fatherhood Initiative (NFI). NFI is a movement to help end father absence and help connect fathers to their children. Digital marketing is an absolute must for NFI to have a broad and national reach for educating and engaging people from all different walks of life. NFI gets creative with all their content strategies including partnering with movies that promote the positive portrayal of fatherhood.
The NFI partnered with the movie “The Croods” as a way to promote NFI and show its support for the movies’ positive portrayal of fatherhood. NFI used digital marketing to create a content strategy that promoted fatherhood themes from the movie which also supported NFIs mission. Their content strategy included:
- A custom landing page on the NFI website that promoted The Croods
- Weekly eblasts promoting The Croods
- Writing about the fatherhood themes from The Croods on their website, blog and social media channels
This content strategy resulted in more than 125,000 contacts per month for NFI while giving significant exposure to The Croods, weeks before its release.
Instead of using sports or movies, Lush decided to go a more traditional route, but with a different spin on it. In just 8 years, Lush has raised more than $10 million for over 850 nonprofits through cause marketing. Lush makes beauty products from fresh organic fruits and vegetables and only the finest essential oils. Aside from their green policy, ethical buying and fighting animal testing, Lush puts charitable giving at the heart of their business.
On the Lush website your eyes are immediately drawn to the “Charity Pot” tab. This program is used to support those that help make the world a better place for people, animals and the environment. To raise over $10 million Lush designs “Charity Pot” products for purchase with each sale going to the nonprofit listed on the products lid.
By having three full time employees managing the program, Charity Pot is a full time effort. Charity Pot products can be purchased in store or online. Customers can also learn more about each charity supported on the Lush website. This gives visibility to the non-profit while educating the customer on where their money is going.
Sports, movies and partnering with non-profits are just a few ways for companies to successfully use digital marketing. Digital marketing is the way of the future and has no plans to slow down.