3 Companies Doing Brand Engagement Right

  • November 25, 2015
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Brand Value

Brand engagement is crucial to a company’s success. Companies must connect with potential customers in a thoughtful, compelling and unique way. Through social media and sponsorships, just to name a few, companies have made a big name for themselves. To find out how companies have made the most of brand engagement, read on.

Build a Local Presence

Cleveland Plumbing Industry (CPI) provides highly trained and experienced contractors for any plumbing or mechanical needs. CPI has established a partnership with the Boy Scouts of America, assisting local boy scouts troops with the earning of their Plumbing Merit Badges.

The young troops are invited into the CPI Training Facility to work side-by-side with experienced tradesmen, giving them the hands-on experiences and showing them what they could expect within the field. More than 12 Boy Scouts of America troops in the Cleveland area have completed the full program offered by CPI.

CPI has also established a partnership with the Construction Trades Tradeswomen Committee, offering regular Women at Work Career Nights, focusing on raising awareness and creating career opportunities for women interested in the industry. Each program not only raises awareness of CPI, but is instrumental in growing their local contractor base while keeping them involved in their local community.

Build a Strong Fanbase

Leaf Filter knows how to do brand engagement and how to do it well. Aside from being the No. 1 professionally installed gutter guard system in America, LeafFilter also sponsors Blake Koch, who currently pilots the No. 8 Toyota Camry stock car for the NASCAR XFINITY Series.

LeafFilter has used their top position in the gutter protection industry and its loyal customer base to support its creation of Leaf Filter Racing. LeafFilter used the digital marketing frame of mind to create a website solely dedicated to LeafFilter Racing to drive traffic from a potential untapped audience. Then they began to build out a LeafFilter Racing social media presence to increase the size of their audience even more. Additionally, Blake often frequents the LeafFilter tent at each NASCAR event he is racing in and if he can’t visit the tent, fans have a chance to win Koch apparel by posing with his cutout and tweeting the photo to LeafFilter.

Build a National Presence

Ranked as the nation’s top hospital for cancer care, The University of Texas MD Anderson Cancer Center is also the official cancer center of the PGA Tour. With cancer prevalent in the golf industry, MD Anderson Golf raises awareness by visiting golf courses and attending tournaments across the country. Fans and players can visit MD Anderson’s booth stocked with complimentary sunscreen, lip balm and a free skin cancer screening by a MD Anderson physician.

This year, MD Anderson elevated their sponsorship and brand by appearing on a CBS network special highlighting how cancer has affected the lives of PGA Tour players and the golf community and how they are helping prevent the deadly disease. Over the next three years this partnership is expected to impact millions of people across the country.

For a small, local company like CPI it is imperative to find new ways to gain interest in your business. When you rely on your community to make your business thrive you have to find a unique way to get involvement like CPI did. With a mid-size company like LeafFilter, they build upon their current customers by expanding into an industry (NASCAR) that has an untapped audience that has yet to be reached. For a large company like MD Anderson, you likely have the local presence and fanbase already so the next step is to take it to the next level by getting some kind of national coverage. Whether it is through print, digital or television, you will reach people you have never reached before.

Christopher Bower is a Member and Marketing Director of Detroit Internet Marketing, LLC and brings over 20 years' experience in marketing and online marketing. His education includes Bachelor of Science in Psychology and Marketing, and has been involved in both national and local marketing in Chicago, South Florida and Michigan.

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