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Cross Promotions Case Study: Athlete Charities and Toyota
To stand out from their competition in a crowded advertising marketplace, Toyota asked PMG/Aquatics to help them find professional athletes specifically linked to charity endeavors. The cross-promotional opportunity was immediately evident. Through Toyota's 'Engines of Change' Community Outreach Program, PMG/Aquatics helped Toyota link with professional athletes who were already involved and actively promoting charity causes including the Leukemia Research Foundation, Oceana.org, and even an athlete's very own 'Diversity-in-Swimming' initiative. PMG/Aquatics helped the athletes, athlete's charities, and Toyota collaborate their marketing efforts, PR efforts, and on-site management to create programs that achieved marketing success beyond what these entities could have done separately.
For these charities and Toyota, cross-promotion had the potential for a big marketing payoff and it worked. Oceana.org surpassed its one-year fundraising goal for their program in just 3 months! The Leukemia Research Foundation gained more local media attention than ever before for their annual event. And the Diversity-in-Swimming program has inspired an expansion into multiple events including swim meets and more charity events around the nation.
Whether your company is an industry leader like Toyota or an organization just trying to raise awareness, cross-promotions can help you reach your goals. Even the most budget-minded businesses can attract more customers with less effort through the right cross-promotional plan. When you join forces with other credible people or companies, reaching your market can be much easier and more efficient. Sharing cost, resources, staffing, and marketing efforts can help your company or organization reach your marketing goals faster and more efficiently.
PMG/Aquatics can help your company or organization find the right cross-promotional partner with similar marketing goals.
Case Study: The American Swim Coaches Association/SwimAmerica, Olympic Gold Medalist Aaron Peirsol and Del Labs' Auro-Dri
Client: The American Swim Coaches Association/SwimAmerica
Corporate Partner: Del Labs' Auro-Dri
Spokesperson: 4-Time Olympic Medalist and World Record Holder, Aaron Peirsol
Del Labs was looking for a grass roots program to impact "swim moms" in a non traditional promotion at pools across the U.S. They wanted to market their top selling product for water clogged ears called Auro-Dri. Del Labs had never executed a promotion associated with this brand. With mounting competition and pricing pressures at over 20,000 retail stores, Del Labs determined that SwimAmerica with its over 300 learn to swim and drowning prevention programs would be the perfect venue to distribute samples, coupons and product literature.
In addition, PMG Aquatics offered consulting on a spokesperson. After vetting 20 Olympic swimmers from icons to up and coming stars, it was determined that Aaron Peirsol was the perfect fit based on his success, personality, experience with water clogged ears and willingness to have his picture on over 1,000,000 boxes of Auro-Dri.
Bottom line:
Auro-Dri has now been with The American Swim Coaches Association/SwimAmerica for 7 years. Each year, their sales as increased and with this still being their only promotion, the company has attributed their sales and public awareness increases directly to this program.
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