From the category archives:

Affinity Marketing

5 Steps to Identifying Your Best Affinity Organization Prospects.

Marketing by partnering with affinity member organizations is a proven and successful marketing channel, provided that you are participating with the correct affinity member organizations. Affinities provide a great diversity of member groups – some are a rich source of new customers while, others provide minimal return.

There are issues that need to be addressed before a smooth and effective lead generation process can be set in place.

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Marketing Maturity Assessment for Best-in-Class Affinity Marketing Programs.

At SIGMA, we have developed a methodology for assessing the maturity of an affinity marketing organization. This was developed based on over 25 years of direct marketing services experience in working on the marketing needs of both affinity and non-affinity organizations. We would normally conduct the assessment on-site, interviewing a number of marketing and business managers. Depending on the size and complexity of the organization, the on-site interviews span a day or two. These assessments have allowed us to develop a four stage score card for each of 6 performance categories.

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Strengthening the Bond With Your Affinity Partners. 5 Value-Add Services.

There are a number of ways to strengthen bonds with your affinity partners. Excellent service and strong partner financial gains through your services are certainly important in sustaining a long-term relationship. However, in the increasingly competitive affinity partner marketing world, this is not sufficient. You should be exploring value-add services that you or your marketing services provider could provide.

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Proven Ways to Improve Affinity Marketing Results

SIGMA has been able to identify a number of marketing services that have dramatically improved affinity marketing results. For each of these critical services we have identified how top-performing organizations provide the service. Even if you are currently providing the service, you may identify improvement opportunities by examining the top-performing methodologies. These marketing services are related, and synergies are achieved when they’re provided in pairs or groups; however, each can return strong benefits if they are singularly provided. Clients often phase the service enhancements, normally beginning with analytic services and then building out other services based on expected value gains to their organization.

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