Affinity programs offer group discounts on a range of products and services for members of organizations. Popular programs include credit cards, insurance, and discounts on cell phone services, office supplies, and travel. Organizations should evaluate the benefits to members and costs, while businesses should partner with organizations whose members would be interested. Affinity programs are not the same as loyalty programs.
Affinity programs are promotions for groups of people with common interests, and the variety of these programs is limited only by the creativity of the program developers. Deals usually include discounts on a range of products and services. Organizations that offer affinity programs to their members should ensure that the benefits to their members outweigh the costs of running the programs. Companies that want to promote their businesses through these programs should partner with organizations whose members would be interested.
Certain types of affinity programs have proven to be popular over time. Credit card programs are especially popular. Cards can be branded with a member organization’s logo, which helps promote the organization. Reduced interest, cash back on purchases or other benefits may be part of the credit card program.
Affinity insurance programs involve marketing insurance for members of commercial clubs or organizations and are also very popular. Some types of groups that might appreciate this are small businesses and independent contractors. For example, a commercial organization of freelance graphic designers might find that its members appreciate the opportunity to purchase health insurance at more affordable rates than they could find on their own.
Other popular types of affinity programs include discount cell phone services. For members of a small business association, discount programs on office supplies and shipping can also be popular. Restaurant discounts can benefit members of many organizations. Car rental and hotel discounts are often popular with anyone who travels.
Some affinity programs encourage members to improve their skills or health, which in turn benefits the organization offering the program. Member discounts on computer hardware and software can encourage employees to develop and maintain technical skills. Organizations that want to promote healthy lifestyles can offer discounts to fitness facilities.
Organizations that are planning to add programs for their members should evaluate the benefits to their members and to the organization. Programs will have administrative costs and the benefits should outweigh these. Some of the costs may be offset by fees paid by the Affinity Program marketer.
Businesses interested in adding affinity marketing programs to promote their products or services should research the promotions that best fit their goals. Group members should view the program as a resource for membership. When the members’ needs match the product or service well, the program should generate good sales.
Affinity programs are occasionally confused with loyalty programs, but these are not the same. Loyalty programs often use promotions, such as frequent buyer cards. Unlike affinity programs, any consumer and not just those who are members of specific groups can receive a free or discounted purchase after purchasing a certain amount of product or service.
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