Strategy
Activation Platform Integrates BMO Sponsorships With Brand Marketing
Activation program provides benefits to customers and links to larger campaign.
4/27/09: Last September, BMO Financial Group launched a series of broadcast, print and outdoor ads to demonstrate how its Canadian retail bank would be there for customers struggling with financial decisions during difficult times.
“As we were working on our new brand campaign and the notion of providing excellent customer service became articulated, we started to ask, “How can we apply this to our sponsorships?’ ” said Sandy Bourne, vice president of advertising, sponsorships, merchandising and corporate events. “That’s how BMO Power of Blue came to life.”
Expanding the idea of customer service outside the branch environment, Power of Blue is an activation program that gives the bank’s clients special treatment at sponsored properties.
BMO launched the program in January around the NHL Toronto Maple Leafs, has since expanded it to several other properties, and plans to roll it out across all its major partnerships.
The goal, Bourne said, is to demonstrate the bank’s superior customer service in order to retain existing clients, as well as to lure new ones. “We want people to see that BMO treats its customers really well and ask themselves, “Why aren’t I a BMO customer?’ ”
VIP Treatment, Exclusive Promotions Among Customer Perks
BMO customers who attended Maple Leafs games could skip lines at the gates of Air Canada Centre through a special entrance reserved exclusively for their use. To gain access, customers had to show a BMO credit or debit card.
Inside the venue, BMO ran a promotion that offered tickets to upcoming games and other prizes to customers who held up their BMO cards. Winners were selected by a roving camera, and projected on the arena’s scoreboard video screens.
“It was quite amazing seeing all those people holding up BMO cards,” said Bourne. “I received a number of emails from employees telling me how proud they were of all the extra things we’re doing for customers. There is nothing better than that kind of unsolicited email.”
BMO also videotaped fan reaction to the promotion and posted the content on YouTube.
The bank’s customers were able to register at MapleLeafs.com/BMO to receive additional offers through the Power of Blue program. Perks included vouchers good for a free copy of the team’s Leafs Nation Magazine, discounts on merchandise and concessions at Air Canada Centre, and the chance to win monthly drawings for autograph signing sessions, tickets to away games and merchandise.
BMO tweaks the program based on available assets and a determination of which amenities are most relevant to a property and its audience.
For example, around January’s BMO Canadian Figure Skating Championships in Saskatoon, Saskatchewan, the Power of Blue provided parking close to the main entrance of the Credit Union Centre, a welcome benefit given typically harsh winter weather.
Customers also received “blue carpet” VIP access to the arena, as well as the chance to win cards autographed by national Skate Canada team members and other prizes by using their BMO cards to purchase items at the Skate Canada Boutique.
Earlier this month at the beginning of the MLS season, BMO introduced Power of Blue to its sponsorship of Toronto FC and BMO Field by offering customers an exclusive entrance and will-call window, plus the chance to be on the field as part of the official coin toss at the start of each home game.
BMO’s Sponsorship Strategy
In addition to forging stronger bonds with existing customers and enticing new business, BMO uses sponsorship to accomplish two other marketing objectives: demonstrate community involvement and gain business-building hospitality opportunities for clients and prospects.
Nationally, the company focuses on two types of properties: soccer and figure skating.
In soccer, the company is involved on both the elite and grassroots level through its partnership with the Canadian Soccer Assn. More than 400 children’s teams sport the BMO brand on their jerseys through the CSA partnership, Bourne said.
On the pro level, the bank has a deal with the MLS Vancouver Whitecaps–recently renewed through 2011–in addition to Toronto FC.
The bank is leveraging its soccer ties through the recently launched BMOSoccer.com. The site offers online games, skill instruction, schedules and information on Power of Blue and other promotions.
In skating, BMO’s Skate Canada tie affords national exposure through the figure skating championships, as well as on the local level through the CanSkate grassroots learn-to-skate program.
The company also sponsors major regional properties, including the Calgary Stampede, the BMO Vancouver Marathon and the CFL Montreal Alouettes.
Last month, the bank signed a 10-year deal to rename the Stampede’s Roundup Centre the BMO Centre and raised its longtime commitment, becoming a Stampede Champion level partner.
BMO in February announced a three-year partnership with the Montreal High Lights Festival presented by Hydro Quebec, around which it is titling the BMO Bank of Montreal Celebration of Light.
Crossing The “Power of Blue” Line
BMO touted the Power of Blue program earlier this year around its partnership with the NHL Maple Leafs, AHL Toronto Marlies and the Air Canada Centre through the following channels:
Air Canada Centre
• Backlit signs
• Full-page ad in Leafs game-day programs
• Video spot prior to Leafs games
In-market advertising
• Ads in the Toronto Sun and the Toronto Star
• TV spot during select Leafs and Marlies game broadcasts
• Full-page ad in Marlies game-day programs
Online
• Banners on TSN.ca/NHL and MapleLeafs.com
• Contest on MapleLeafs.com/BMO offering customers the chance to win tickets to games, autographed merchandise and other items
• A link from MapleLeafs.com to BMO.com with information on how to become a BMO customer
In branch
• Posters and easel cards in 235 branches in the greater Toronto area
• Designated six branches as “Leafs Fan Central,” in which employees wore co-branded Leafs/BMO Power of Blue lanyards and distributed BMO Power of Blue keychains
Sources
BMO Financial Group, Tel: 416/867-5000