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Marketing To Affinity Groups
     
 

Background

Merriam-Webster's dictionary defines "Affinity" as "a likeness based on relationship or causal connection." An affinity group could be either a non-profit group or a for-profit group. This would be similar to, for example, having a Delta Airlines Visa card or a Hilton Hotels American Express card. In these cases, Delta and Hilton are the affinity groups, but they are marketing their own names by offering a service via Visa and American Express, respectively.

In the same way, you can find an Affinity Group that would like to earn money via commissions by becoming a Cognigen agent. The group is marketing its own name or identity by offering products and services via their Cognigen agency.

Virtually any business or organization can be an "Affinity Group". That would include very large organizations such as AAA of Washington (see below), or the Anytown Toyota dealership, or even Bud's Plumbing Supplies or Dot's Nail Salon.

Why Would An Affinity Group Be Interested In This?

Many businesses have "special" customers, and one of the business keys to making a good customer feel special is to offer that customer great deals on products or services. Many of Cognigen's existing Affinity Groups offer the Cognigen products and services only to members of that group. For example, AAA of Washington State, as a Cognigen Affinity Group, offers the Cognigen product set only to members of AAA Washington. This allows the group to provide the customer with "added value" in being or becoming a member of that group. In other words, being a Washington AAA member comes with the "perk" of having access to a web site where members can get great discounts on long distance, cell phones, calling cards, etc.

Yes, that member could get the same services from tens of thousands of other Cognigen agent's sites without being a member of AAA Washington ... IF they knew about them. But they don't, so from the member or customer's perspective, access to these great deals is a benefit or perk of his AAA membership. And of course, AAA doesn't mind that this creates a revenue stream for them as well! Remember from the "Differences" link, the GOAL of the Affinity group is to provide added value for the member/customer, and the revenue is secondary, whereas for the Non-Profit group, the primary goal is the new revenue stream.

Steps for Targeting an Affinity Group

  1. Identify the group or organization you would like to target.
  2. Visit the group's web site to learn more about their organization. If they don't have a website, there's yet another opportunity for you!
  3. Inquire to discover who is the decision maker of the organization; i.e., Product Development, Web Master, Promotions/Operations, Vendor Relations, general manager, business owner, etc.
  4. Contact the person(s) responsible for making the decision using the tools listed below as appropriate; i.e., telephone, email (no spam!), postal mail, face-to-face appointment.

Many follow-up discussions will be needed before a decision is made. The key to emphasize is the benefit to the group of becoming a Cognigen agent. Those benefits would include:

  • Being able to offer its members very cost-competitive quality products and services.
  • Receiving commissions from the sale of those products and services, creating an income stream for the group.
  • The aspect of residual income from the sale of residual products; i.e., sell once, receive commissions month after month, year after year, for as long as those customers continue with the service.
  • Providing members with additional "added value" by offering these products and services, creating customer loyalty for the perceived "perk" or added value.

Steps for Setting Up an Affinity Group

  1. Complete the On-line Affinity Form by going to http://cognigen.net/corporate/affinity.cgi?<your agent ID>
  2. Have the Affinity Group sign the Affinity Contract. (Download in Tools section below).
  3. Assist the Affinity Group in deciding what products/services the organization would like to offer.
  4. Assist the Affinity Group in deciding what web site option would be created based on organizational needs and requirements.
  5. If a site other than the free site needs to be created, contact Cognigen's Affinity Director (affinity@Ld.net) to discuss options, specifics and web design scheduling.
  6. Once the site is created, plan for the Kick-Off Announcement.
  7. Stay in touch with the Affinity Group, assisting with marketing ideas and other general support, and especially to keep the ball rolling.


Tools for Targeting Affinity Groups

Commonly Asked Questions (PDF File)
Links For Existing Affinity Groups (PDF File)
Web Site Options (PDF File)
Business Proposal (PDF File)
Fund Raising With Cognigen PowerPoint Presentation (Microsoft PowerPoint File)

Targeting Regional Groups

Who are they?

Regional groups are similar to local groups except they cover a wider area and often more population. They may include County or State offices, regional charities such as the Humane Society, United Way chapter, or consumer/political action groups such as the Audubon Society, Sierra Club or Veterans organization.

How do I find them?

  • Yellow Pages
  • Chamber of Commerce
  • Newspapers
  • Better Business Bureau
  • Trade Publications


What is important to these groups?

While raising extra money is, again, the primary reason for joining Cognigen's Affinity program, many groups want to offer useful products and services to their members at a competitive price. They feel that if they offer products and services that are a "good deal" to their members, it will increase the loyalty and trust the members have in the organization, further strengthening the relationship.

Tools for these groups to market to their customers/members:

  • Flyers for the counter
  • Word of mouth
  • Newsletters
  • Direct mail
  • Event presence