Affinity Marketing Write For Us – To increase the resonance of digital advertising, the industry must invent new ways to overcome cognitive barriers and recapture the consumer’s attention. This is also due to the essential to convince you of the credibility of the advertising, and this is where the concept of affinity marketing is at home. Affinity marketing is usually defined as advertising strategies that use a person’s relationship with a group with similar interests to their advantage. Thus, affinity marketing would use the natural impulse of people to form similar groups to place their messages more effectively.
When and how to use affinity marketing
To develop an affinity marketing campaign, it is essential to take a specific group as a reference, which in this context is called an affinity group and is made up of users who share a thematic common denominator, which could be a hobby or a product. If you want to range more consumers, you can also consider other potential stakeholders not included in the group. However, this would require respecting the conventions and opinions that govern within the affinity group.
The usual procedure is to start by identifying one or more opinion leaders within the defined group and initiate contact through one of these people. Ideally, you should already have a respected position in the group and possess high credibility because affinity marketing takes advantage of social mechanics. Group members will most likely be loyal to the opinion leader. Consequently, this person would link the group associates and the advertising campaign’s initiators.
The 3 methods of affinity marketing
These are the three types of affinity marketing that are at the center of the most successful campaigns:
Third-Party Endorsement
With this denomination is known as the procedure that uses a representative of an affinity group to promote a product. This character, who could be a manager, a musician, or a famous athlete, is the point of contact with the like-minded group; his job is to spread the advertising message within the group. The effectiveness of advertising corresponds to the popularity and credibility of this third party.
Shared Incentives
Incentives are an essential component of affinity marketing and consist of benefits for the benefit of the group related to the leader selected for the campaign. These benefits have no relation to the product being promoted and may be of a material or immaterial nature. It is the “leader” who distributes them in the group.
Enhancement Package
In this case, it is a discount adjusted to the wants of the members of the reference group that has been targeted: if a member of the group uses a service or buys a good, they could use this offer in the form of discount vouchers, For instance. If this action is successful, the image of the brand or product improves in the long term.
Affinity Marketing Best Practices
To ensure that the partnership is mutually helpful, it may be beneficial to consider these best practices:
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Choose the right partner
This is an obvious point but one worth explaining further. Companies should always research potential partners based on whether they share similar values and customers or have products that could be considered complementary.
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Make sure the partnership is mutually helpful.
For the firm to work, both companies must contribute in unison to mutually beneficial results. If the partnership is lopsided or one-sided, it will be impossible to have the disadvantaged company attentive.
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Describe the role
Like any partnership, it is also important to define roles and responsibilities early on to avoid confusion and potential conflicts later on. For example, two companies that want to create must discuss who is accountable for manufacturing and who will market and retail the product.
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Focus on communication
In Affinity Marketing, effective communication means collaborative decision-making in real-time. The two brands often require shared admission to files and other significant assets throughout the campaign. Partner relationship management (PRM) software can be used to onboard partners, protect stored assets, and track sales, among other things.
Affinity Marketing Examples
In this section, let’s take a look at some Affinity Marketing examples:
- Disney and Lyft – To help families get around the Walt Disney World resort, Disney has partnered with Lyft to make the Disney Minnie Van™ service. Relations can book a ride on the service using the Lyft app within the resort’s boundaries.
- Chase and British Airways – US credit card company Chase has partnered with British Airways to launch a British Airways Visa card for its customers. People can use the card to collect Avios reward currency which can then be used for flights, hotel stays, and car rentals.
- Red Bull and GoPro – With both brands geared towards adventure and extreme sports, Affinity Marketing was also used to great success by Red Bull and GoPro. Red Bull once sponsored an attempt to skydive from a balloon, with the jumper using a GoPro camera to record the action. The two brands continue to enjoy a long-standing partnership where GoPro cameras are used at Red Bull sporting events, such as the Red Bull Rampage mountain biking competition.
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