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At the start of an affinity marketing campaign, companies generally have a rough idea of which affinity group they wish to reach. Marketing managers first look to identify potential market areas, and begin work with the sales side of a company to discover the potential benefits of entering these markets. This portion of the marketing campaign is very numbers intensive, requiring the marketing team to examine how different affinity groups could affect sales of a product.
After deciding on an affinity group to target, the marketing team begins to create a list of goals and objectives for their campaign. This includes not only sales figures, but also aspects like company image. Company and brand image is an important element of any marketing campaign, so the marketing team must identify organizations that compliment their current image.
After developing a list of potential partners, marketing managers reach out to those organizations and businesses to negotiate the terms of the partnership. During negotiations, marketing specialists spell out exactly why an organization should partner with a business – from promotional offers and deals, to meeting the expanding needs of an organization's members.
Business partnerships entail a large amount of legal responsibility, meaning both organizations must draft terms and responsibilities to ensure all needs are met. If both organizations agree to the terms of the agreement, an affinity partnership develops.
From here, the affinity marketing campaign truly takes shape, as public relations experts and advertising agencies broadcast new deals and offers the organization or business is providing to their customers or affiliates.
The campaign is directed toward the target audience, and sales representatives begin to track the impact of the campaign.
Leaders from both ends of the partnership meet frequently to discuss any improvements or adjustments that may be made to the campaign, taking into consideration market research and sales figures. If a company partnered with a nonprofit, they often conduct surveys to find the public reaction to the new partnership, and if it's improved company image. Nonprofits report any increased influx of funding, and decide whether or not to continue the marketing campaign.
Start by designating someone within the organization to serve as your affinity marketing team leader. The team leader will serve as your firm’s primary liaison with the affinity marketing company and be responsible for staying abreast of the vendor's products, customer service and marketing support to your organization members, as well as for reviewing reports which track sales and the associated funds generated.
The individual selected for this role should be someone who is conscientious and organized, marketing-oriented and Internet-savvy. Additionally, he/she should know your members and be able to share some insights with the affinity marketing company that can applied to create meaningful communications and offers. This is not to say that the affinity marketer will not take the lead in the marketing of its product and services. As a for-your firm, you should welcome feedback from an insider as to the composition of the firms core business and packaging it in a way that can satisfy every stake holder.
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