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Discover the Power Of Affinity Group Marketing How to break through the marketing maze with referrals from trusted sources. AffinityDoctor .com
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Page 1: Marketing to Groups - Harness the Power of Referrals

Discover the PowerOf Affinity GroupMarketingHow to break through the marketing maze with referrals from trusted sources.

AffinityDoctor.com

Page 2: Marketing to Groups - Harness the Power of Referrals

The Maze of Multiplying Media

AffinityDoctor.com

Then:

Newspapers, Radio, TV, Magazines, Outdoor and Direct Mail

Now:

Newspapers, Radio, TV, Magazines, Outdoor, Direct Mail

PLUS…

Email, Text Messages, Search, Banners, Social Media, Gaming, Instant Messaging, Product Placement, Landing Pages, Blogs, Tablets, Videos, Mobile…??

Page 3: Marketing to Groups - Harness the Power of Referrals

Cutting Through The Marketing ClutterThen:

In the 1970’s, American consumers were exposed to approximately 500 marketing messages each day.

Now:

Today, consumers are exposed to more than 5000 marketing messages…every single day! How can consumers possibly deal with this marketing overload? How can legitimate marketers be heard above the noise?

AffinityDoctor.com

Page 4: Marketing to Groups - Harness the Power of Referrals

Harnessing the Power of ReferralsWho Do You Trust?

Consumers cut through the clutter with referrals from trusted sources: Friends, Relatives, Neighbors, Employers, Associations, Unions, Religious Groups, Schools or Special Interest Groups

Groups by the Numbers (In the U.S.) Companies – 7 million (w/payroll) Associations – 1.9 million groups Unions – 14.3 million members Schools – 139,000 institutions Religious – 350,000 congregations

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Page 5: Marketing to Groups - Harness the Power of Referrals

Influencing the InfluencersWhat is an Affinity Group?

Any organization whose members (or employees) share a common interest or purpose can be considered an “Affinity Group”.

Evaluating an Affinity Group: What is its size and scope? How engaged are its employees or members? Who are its leaders? Who handles communications? How do they communicate? What are the group’s values, goals and priorities?

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Page 6: Marketing to Groups - Harness the Power of Referrals

How much sway do employers or other affinity groups have over the purchase decisions of their employees or members? Plenty! Often, employees and members do not “shop” to verify the value of the offers they receive from their groups.

In order of influence… Corporations Religious Groups Schools Special Interest Groups Associations

How Much Influence?

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Page 7: Marketing to Groups - Harness the Power of Referrals

Why Does Affinity Group Marketing Work?In marketing, perceptions are reality. People believe the offers they receive from their affinity groups are legitimate, exclusive and carry added value for the members.

Members tend to believe in the… Group’s superior buying power Negotiating skills of their leaders Entitlement for their professions Efficiencies in servicing groups Possible investment by the group to subsidize member benefits

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Page 8: Marketing to Groups - Harness the Power of Referrals

7 Strategies for Marketing to Affinity Groups1. Offer Real Value to Members A

member benefit is something of value that a non-member can’t get, right?

2. Is a New Revenue Stream Important? Many associations and member groups are looking for more member benefits AND new ways to make money.

3. Keep Your Offers Clear and Simple The more complex or restrictive the offer, the fewer results you will see.

4. Make the Program Easy to Implement No unnecessary forms, steps or approvals...capture the lead and close!

Continued... AffinityDoctor.com

Page 9: Marketing to Groups - Harness the Power of Referrals

7 Strategies for Marketing to Affinity Groups (cont.)

5. Don’t Create Work for Their Staff They have more to do than promote and administer your program!

6. Provide Any and All Marketing Tools To Promote Your Program Posters, ready-made emails, web banners, co-branded landing pages, statement stuffers, handouts…

7. Always Keep Group Leadership Informed of Results How is the new benefit program being received? Do the members understand the offers and are they buying the products?

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Page 10: Marketing to Groups - Harness the Power of Referrals

Build Relationships And Results Will GrowIf you strive to become a valued member of your client’s HR or Benefits team, your program will stay top of mind and results will continue to grow. Help your client and she will very likely help you.

Offer ideas to help ease her workload Find articles that address her needs Find ways to save her group money Find every opportunity you can to recognize her and her staff Give her credit for anything that goes right…take the blame for what goes wrong Take care of her employees or members! AffinityDoctor.com

Page 11: Marketing to Groups - Harness the Power of Referrals

About the Author

Jeff Flowers is an entrepreneur and a pioneer in Affinity Group Marketing. He is the founder and Chief Instigator for Wild at Work, one of the country’s leading employee group marketing companies with over 25,000 member companies representing more than 11 million employees.

He has also created highly successful affinity group marketing programs for such industry leaders as Anheuser-Busch, Kodak, Hyatt Hotels & Resorts, The California Travel & Tourism Commission, Metrolink , LEGOLAND and Xanterra Parks & Resorts.

Jeff is also an Instructor at the University of California San Diego Extension where he teaches Strategic Marketing Planning and Product Management, Branding and Positioning.

Contact Jeff:800-767-7657 [email protected]