Firstly, companies generally have a rough idea as to which affinity groups they wish to target.How is an Affinity Marketing plan developed and implemented?īelow we describe how an affinity marketing plan is developed and implemented. Additionally, the affinity group members can use this product as any other consumer would. So packaging all these benefits together will enhance the product. If we consider the previous example, a product that offers medical coupons and discounts or specifically prescription discounts is a product the affinity group would be interested in. To do this, the company must first validate its product idea and check if the customers are actually interested. This concept essentially describes an approach where a product is designed such that they meet all the customer needs.
For example, if an affinity group was created to promote low healthcare costs - the members can promote prescription discount cards or medical negotiation services, or any other agenda or product that matched their base goal. This is the very basic concept and the reason why an affinity group decides to band together. This sort of advertising is carried out through personalized emails or exclusive sections in the affinity group newsletter or social media. The company simply approaches the leadership and the leader then passively markets that company's product. This is a concept where the affinity group leadership advertises a company’s product or service to the other affinity group members.
There are 3 major concepts that split affinity marketing into its characteristic groups. But an affinity group is a entity - so the goal of affinity marketing is to benefit the whole affinity group. The benefits of cobranding come from the association of these brands. But affinity marketing is slightly different from co-branding.Ĭo-branding is a marketing strategy where an alliance of brands shares their brand name to associate it with a project, product, etc. And the partnership is known as the affinity group. The term affinity marketing is also known as co-marketing, co-branding, or partnership marketing. The brand uses the sports team's name to attract its fan base.Ī company can also reach a pre-existing affinity group that is related to its niche to market its products.
On the other hand, a large affinity group can be a huge brand associated with a sports team in a major league. A small affinity group can literally be a cafe selling baked items from a local bakery. The scale of these partner members can largely differ. Companies that cater to specific demographics.Membership organizations or associations.For example, a typical affinity group can be formed by:
The basic idea here is that both parties can utilize their resources to create a mutually beneficial campaign.įor example, partners can gather leads sharing the same interests as their respective brands to amass a greater consumer base for their product or service. The partnership can be between two brands, a company or an organization, or any other closely related entity. Affinity Marketing is a concept where two parties form a partnership that is mutually beneficial.
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