A close affinity
Affinity marketing means selling your product/service to a partner organisation’s customers/members using their endorsement. Critical factors for successful affinity marketing are:

1. The strength of the relationship between the partner organisation and its customers/members.
2. The means by which you can access those customers/members. (Is this a database or ‘high street’ marketing proposition?)
3. The quality of the data held by the partner on its customers/members. For example, if you want to target the over 50s, you need to know that your affinity partner can provide details of age.

9-5
Worksite marketing is a form of affinity marketing. It is normally an employer-supported programme whereby you use the employer as a ‘host’ to facilitate the sale of your goods or services to the employees. Worksite marketing can have the advantage of enabling you to reach a large audience in one go. However, the build up to the opportunity can be a long and involved process and it requires two stages – the sale to the employer and the sale to the employee before there can be any success.

 

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