Tuesday, October 9, 2012

Alignment of the Stars through a Business Venture

Often, companies align themselves with another company to get a "bang, bang" effect for both companies.  This can create a link through a clever messaging campaign; that can be successful for both companies.  Developing the messaging strategy for a current or future sponsor campaign needs to be a priority for you.  Don't just think of yourself as a fisherman or hunter.  Think of yourself as a salesman that works in the outdoor industry trying to sell more products for your sponsors.

I realize years ago we (the fishing & outdoor professionals) must get more non-endemic companies involved in the outdoor industry.  The example below perfectly exemplifies my "duh moment" of the year!  The campaign below is going to be huge and very successful for Bass Pro Shops and Allstate. I hope this example gets you thinking about your future sponsorships deals. Good luck and read on......

Allstate and Bass Pro Shops Launch New Relationship

 The weather is still warm enough for some boating, which means it's not too late for a reminder to help keep boaters safe and make sure they're insured while on the water. To help ensure boater safety, Allstate is joining forces with Bass Pro Shops to launch a new Affinity relationship. The relationship with Bass Pro Shops allows Allstate to exclusively market boat, all-terrain vehicle, utility vehicle, auto and home insurance to Bass Pro Shops U.S. - based customers. The relationship offers consumers a more convenient way to purchase boat insurance, so they can have the protection they may need before driving their boat off the Bass Pro Shops lot.

"Just as Allstate prides itself in serving customers who prefer the personal touch of doing business with an agent, Bass Pro Shops builds a strong relationship with its customer base beyond the walls of their storefronts," said James Rosseau, President, Allstate Affinity Solutions. "This relationship will help consumers conveniently find the insurance protection they want through an Allstate agent."

Bass Pro Shops customers will have numerous ways to learn about Allstate products. For example, Allstate advertising and insurance information will appear in-store and online at BassPro.com and in Bass Pro Shops catalogs and direct mailers. Bass Pro Shops' in-store sales staff will inform customers how to contact an Allstate agent to explore their potential boat, home, auto or financial planning needs. When customers select to finance their boat purchase through Bass Pro Shops in-house financing unit, they will be given the option of being transferred directly to Allstate to assess their insurance portfolio needs.

The affiliation with Bass Pro Shops is part of Allstate's Affinity Solutions - a new business unit within Allstate set to explore and create relationships with select organizations that can help create value for consumers and broaden the opportunity for growth and retention. Allstate is proud to be affiliated with Bass Pro Shops.

"We believe the Affinity Solutions business unit is one way Allstate is helping change the way people think about insurance," said Rosseau. "We see great potential in affinity relationships, helping to further differentiate our brand from the competition, deepen our relationship with customers and extend our full suite of products and services to even more consumers."


About the author: Tom Branch, Jr. is a full time Firefighter, Paramedic/Lieutenant in Georgia for the past 28 years and he is a part owner of Wave Away, LLC.  He has been working and consulting in the Outdoor Industry for over 18 years and is currently creating and managing a pro fishing team, developing new products, promoting products through demonstrations, designing packaging, and he participates in different forums, radio & television shows.  Tom and his wife, Kim are volunteers with Operation One Voice. They live north of Atlanta near Braselton, GA with their lab “Jake”.


1 comment:

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