Through AARP newsletters and updates, representatives from the association advertised the new promotions and benefits Home Depot was offering, giving AARP members more reason to renew their membership. Representatives from the AARP understood the potential benefits of partnering with The Home Depot, such as deals to offer current members, and increased advertising from in-store branding. When marketers at Home Depot realized that the best way to reach this group of older adults was to gain the assistance of the AARP, they entered into an affinity partnership with the association. For example, the AARP is the largest organization for older adults in America – a target population for The Home Depot. Members of organizations are always looking for more incentives to stay in an organization, making them one of the most successful affinity groups targeted by campaigns. There are hundreds of affinity groups and target markets for companies to introduce themselves to, and with the right campaign, these strategies are largely successful. The greatest strength of an affinity marketing campaign might be how customizable it is. What kinds of customers are effectively marketed to in Affinity Marketing campaigns? Some other examples of businesses typically involved in affinity marketing campaigns include: Businesses who enter affinity partnerships may be as small as a coffee shop that sells the bagels from a local bakery, or as large as credit card companies who brand sports team logos on their cards to attract fans. Companies that cater to specific demographicsīusinesses who partner with affinity groups widely differ in size, scope, and product offered.Membership organizations or associations.There are two parties involved in an affinity marketing campaign – the affinity group, and the business providing the group with a new product or service. Source: “Relationship Marketing: Earning the Right to Business” Jack Burke Cross-selling products to existing members.Group marketing effort to individual niches.Solicit endorsements from associations with many members.Negotiate mutually beneficial marketing relationships.Develop ambassadors within your community to promote your services.Establish client referral policies and procedures.Who employs Affinity Marketing campaigns? Through their affinity partnership, Chase Bank increases its overall customer base, while Amazon offers incentives to those using the credit card with their service, increasing the amount of people likely to buy products from Amazon. When one business partners with an organization to provide goods in exchange for access to a new market, both parties benefit. These campaigns are win-win scenarios for both parties. This partnership, also known as an affinity marketing campaign, allowed these two companies to link their brands in a mutually beneficial relationship. What better way to cater to online shoppers than by partnering with the world’s largest online retailer? Morgan Chase Bank partnered with to offer an Rewards Visa Card, they understood the online shopping market was expanding. Have you ever been offered a credit card branded with the name of another service? How can an education in marketing help you succeed in this field?.What career titles work with Affinity Marketing strategies?.How is an Affinity Marketing plan developed and employed?.What kinds of customers are effectively marketed to in Affinity Marketing campaigns?.Who employs Affinity Marketing campaigns?.
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