PARTNERSHIPS

THAT LAST

AFFINITY PARTNERSHIPS

Affinity marketing is the practice of promoting products and services to a third party base, calling on the strength of the relationship between the consumer and the third party brand.

What is Affinity marketing?

Affinity marketing was pioneered in the UK in the early 1990’s by credit card companies who worked with charities, trade unions, professional organisations) and football clubs (and are often referred to as ‘Affinity Groups’).

These worked so well because the customer could show their support for Affinity marketing is different in a number of ways to other forms of marketing. It is normally a co-branded,endorsed exercise, and it allows access to the Affinity Group’s customer base and marketing channels (which may not normally be available)

and can work on a results basis, reducing financial risk for the product provider. In return, the promoting product/service provider’s offer is often enhanced, adding value to the Partner’s proposition.

NOTE: Affinity Marketing is often confused with Affiliate Marketing. They are very different – affiliate marketing is simply an advertising model where a company pays compensation to third party publishers to generate traffic or leads to the company’s product or services. Normally solely web based.

BRAND PARTNERSHIPS

Brand partnerships occur when two organisations join forces for mutual benefit. Often it involves one brand leveraging another brand’s appeal to enhance its own marketing proposition.

Brand partnerships

Although arguably very similar to affinity partnerships, brand partnerships have some subtle differences. Sometimes the arrangements are set so that marketing is reciprocal – in other words, both parties promote to each

others customers. Additionally, these are normally based on the synergy between the two organisations, rather than the strength of relationship with the customer.

AFFINITY WHITEPAPER

AFFINITY AND BRAND PARTNERSHIPS – BENEFITS AT A GLANCE

  • Access to ‘closed group’ audiences via a trusted brand
  • Leverage the relationship consumers have with another brand
  • Access marketing channels not normally available
  • Improved deals for customers/supporters, enhancing relationships
  • Ancillary revenue generation
  • Results based payments
  • Both parties working to common goals
  • Long term profitable relationships
  • Reduced risk

CASE STUDIES

Click below to see how we have helped these brands.

WHO WE’VE

BROUGHT TOGETHER

NICE WORDS

“The Homebase Partnership Programme has worked with HJ Marketing for several
years and they have helped us source a number of very successful affinity partnerships”

HOMEBASE.

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