In affinity marketing, a business teams up with another related (but non-competing) brand to offer products, services, or other benefits to both their target audiences. This marketing carries the branding of both businesses, and puts each one in front of a whole new market. This helps each business increase brand awareness<\/a> and grow their customer base. It’s a win-win!<\/p>\n You\u2019ve probably seen brands use affinity marketing techniques many times before, and likely without realizing it. Here are some examples of affinity marketing campaigns from specific brands.<\/p>\n Source: Zombieite<\/a> on Flickr\/(CC BY 2.0)<\/a><\/p>\n Source<\/a><\/p>\n Now that you understand what affinity marketing is, and have seen some affinity marketing examples from today\u2019s top brands, let\u2019s break down the major affinity marketing strategies and best practices you\u2019ll need to follow to start an affinity marketing campaign.<\/p>\n All affinity marketing efforts are meant to offer value to both parties, and give both parties something to gain. So when forming an affinity marketing partnership, you\u2019ll need to choose your partner carefully.<\/p>\n Think back to some of the partnerships we listed as affinity marketing examples. Why have they worked so well?<\/p>\n The Red Bull\/GoPro partnership, for example, was a success because both brands have\u00a0 similar adrenaline-seeking audiences. Now, thanks to affinity marketing, both brands have an even stronger association with high-level thrills.<\/p>\n Source: Marco Verch<\/a> on Flickr (CC 2.0)<\/a><\/p>\n Doritos and Taco Bell both have the same target market: young audiences who are looking for quick, inexpensive snacks (not healthy food). It\u2019s likely that those who enjoy Doritos would also enjoy something from Taco Bell. Both are food companies, but each normally distributes their products in a different way, and Taco Bell\u2019s meals don\u2019t directly compete with Doritos\u2019 snacks. With this alignment, the Locos Tacos partnership makes sense.<\/p>\n Make sure both of your brands relate well to each other and will mutually benefit. The affinity partnership needs to make sense and offer an incentive for both brands involved.<\/p>\n Here are some points to keep in mind when considering affinity marketing:<\/p>\n Once you\u2019ve chosen the right partner, and you\u2019ve agreed on what your strategic alliance<\/a> or partnership will involve, you now need to agree on detailed goals for the partnership. Make sure these goals are specific and measurable.<\/p>\n Examples of detailed goals you could set include:<\/p>\n Then, you need to agree on how the co-branded effort will be presented and marketed. Create a plan for the specific marketing messages and channels you\u2019ll use, as well as the timeline for the campaign.<\/p>\n It\u2019s important to also share your respective brand guidelines and rules for using each other\u2019s brand image. This keeps everyone aligned with what\u2019s allowed when promoting the campaign.<\/p>\n And finally, create a written agreement that outlines what is expected of each brand in the partnership.<\/p>\n Affinity marketing campaigns are two-way streets. You\u2019ll need to set up effective communication methods to convey important information and make decisions in real time. Make sure you\u2019ve set up ways to ask any questions or stay in touch throughout the partnership.<\/p>\n For the most effective marketing, it\u2019s also essential for both brands to access files and other digital assets needed for the campaign. For example, a partner portal can help organize everyone\u2019s assets all in one place. PRM (partner relationship management) software<\/a> also has specific features that help to monitor your partnership. These features include partner portal creation, partner onboarding, protected asset storage, and tracking of sales generated in the partnership.<\/p>\n A best practice would be to\u00a0 set up dedicated times to check the status of the campaign together, and to make sure each partner is truly benefiting from the relationship.<\/p>\n Marketing campaigns are never something you should just leave be. Rather, you need to track key engagement metrics closely so you know how successful the campaign is with your audience.<\/p>\n The same is true with affinity marketing campaigns. However, tracking the success of affinity marketing campaigns is a bit different because of the partnership element. Just as you and your partner need to set campaign goals together, you also need to agree on the KPIs you plan to track across different channels to see how well you\u2019ve achieved your goals.<\/p>\nAffinity marketing examples<\/h2>\n
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![\"red-bull-go-pro-strategic-alliance-example\"](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/08\/red-bull-go-pro-strategic-alliance-example.jpg\" "\\"\\"")
<\/a><\/p>\nAffinity marketing strategies and best practices<\/h2>\n
1. Choose the right partner for mutual benefits<\/h3>\n
![\"red](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2020\/06\/red-bull-and-gopro.jpg\" "\\"\\"")
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2. Plan a strategic partnership<\/h3>\n
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3. Communicate smoothly with your partner<\/h3>\n
4. Test and tweak your campaigns together<\/h3>\n