Also referred to as partnership marketing, affinity marketing is the development and delivery of marketing activity between two complementary brands and businesses, to reach new audiences through their respective client bases.
Most commonly delivered through competitions and giveaways, affinity marketing campaigns offer brands the opportunity to develop relationships with new customers by reaching out to them through a complementary brands own marketing channels. Over time, effective execution of these campaigns can lead to the development of long-lasting relationships, with both brands benefiting from the an increase in brand exposure and shared reputation.
The team at Belvoir Fruit Farms has got affinity marketing down to a fine art, running regular campaigns and competitions by teaming up with well-known brands such as The White Company, the BBC Good Food Show, and Chase Gin to give away prizes monthly through their website.
Their current monthly prize draw is a collaboration with Pooky, who make bespoke lamps, to build their brand. A self confessed ‘small, new company’ Pooky can utilise their relationship with Belvoir to collect data, boost brand exposure, and ultimately gain more customers through the well established activity already carried out on the Belvoir Fruit Farms website.
Utilising their existing database, Belvoir send regular email campaigns to encourage people to visit the site, informing them of current competitions with their new partners. Most importantly, each competition features an opt-in box, to encourage entrants to sign up for further communication from both Belvoir and the featured company: in turn building both of their databases. As an extra incentive for the host company’s customers, Pooky are also offering all visitors to the competition page a discount code for their website, to give them 15% off their products for the whole of March. A great example of reciprocal benefits in action that leads to an increase in traffic and sales.
Celebrating the brand’s 30th birthday in 2013, Diet Coke teamed up with influential British fashion designer, Marc Jacobs, to launch a range of limited edition cans capturing fashions from across the three decades of the eighties, nineties and noughties.
This great example of two trusted brands collaborating to deliver a unique product and marketing campaign builds on Diet Coke’s well-established history of collaborating with fashion designers such as Jean Paul Gaultier and Karl Lagerfeld. The key to the success of this collaboration was the reputation of each brand; although each is renowned in their own industry, they become iconic in their partnership.
Teaming up with Fat Hen after a recent foraging experience, Cornish Sea Salt’s current affinity marketing campaign offers entrants the chance to win two gift vouchers for a foraging course. Perfectly matched in terms of their target customer base, both businesses are looking to develop relationships with customers interested in food and cookery, making an affinity marketing campaign the perfect approach.
Want some guidance on getting your own affinity marketing programme off the ground? Get in touch today to find out how we can help.