Your partner's role: complementing your association's capabilities.Clearly defined roles and responsibilities, for your association and for your program partner, are important ingredients in a successful affinity marketing program. The best partners offer flexible support that complements your organization's capabilities.
What support should a program partner offer?
A dedicated support team that collaborates with your association on an ongoing basis to craft, implement, and manage your affinity marketing program is critical to the program's success. Specific support and program elements to consider include the following:
* Value proposition. By working with you to understand the particular needs of your membership, your program partner will be able to craft a program that truly adds value by building upon the most relevant and compelling association benefits with the benefits of the affinity program.
* Marketing materials. Expect your program partner to provide direct-mail pieces, inserts, e-mail templates, and Web site content. Of course, you may want to customize these pieces.
* Marketing channels. Your program partner should work with you to best leverage your existing communication channels. The partner should also be willing to commit marketing resources to complement yours. These materials may include direct-mail or e-mail campaigns, event tabling, and online information and purchase capabilities. Be sure your members have multiple channels for learning about and ultimately purchasing the product or service.
* Program management. Once your members purchase the product or service, your program partner should handle every aspect of customer service and day-to-day day-to-day
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2. support functions. Your program partner's performance is now a reflection on you--be sure your partner Places high priority on delivering an excellent customer experience. Also be sure that you nave nave (nāv), in general, all that part of a church that extends from the atrium to the altar and is intended exclusively for the laity. In a strictly architectural sense, however, the term indicates only the central aisle, excluding side aisles. a way to convey feedback and resolve any issues.
* Tracking and reporting. Affinity programs are designed to add value to your members and to the bottom line of your association. Expect your program partner to provide reports demonstrating the level of participation of your members and the financial benefits (revenues) to your association from the program. Leading providers offer this information in a secure. Web-based environment.
What distinguishes a great partner from a good partner?
Not all program partners are created equal. A great partner offers all of the support described previously. Plus the partner will do the following:
* Approach every association as a unique relationship. "Cookie cookie
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*Add value to the relationship with your members after the "sale is made." Frequently refreshing program offerings and materials will drive continued growth.
* Visibly contribute to your association. Involvement may include sponsoring your conferences, advertising in your newsletters, and interacting personally with members to understand their needs reflect long-term Long-term
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* Solicit feedback on your members' satisfaction with the product or service and their total experience across all touch points. Active involvement identifies opportunities for continual improvement Continual Improvement (also called incremental improvement or staircase improvement) is a process or productivity improvement tool intended to have a stable and consistent growth and improvement of all the segments of a process or processes. .
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Contact Information 215-657-4000 www.advanta.com
Advanta is a highly focused financial services The examples and perspective in this article or section may not represent a worldwide view of the subject.
Please [ improve this article] or discuss the issue on the talk page. company serving the small-business market. Advanta leverages direct marketing and information-based expertise to identify potential customers and new target markets and to provide a high level of service tailored to the unique needs of small businesses. Using these distinctive capabilities, Advanta has become one of the nation's largest issuers of MasterCard MasterCard Worldwide (NYSE: MA) is a mutinational corporation based in Purchase, NY in the United States. Throughout the world, its principal business is to process payments between the banks of merchants and the banks of purchasers that use its "Mastercard" branded debit- and business credit cards to small businesses. Since 1951, Advanta has pioneered many of the marketing techniques common in the financial services industry today, including remote lending, direct mail, and affinity and relationship marketing.