Marketing: The Power of Affiliation
By Kris | October 8th, 2006 No Comments »It should come as no surprise to marketers and communicators that we as people yearn for a sense of belonging. With that said, it should then come as no surprise that creating this connection between product and consumer through some sort of affiliation can be a super-successful strategy.
This struck me recently as I though about the “subliminal” power universities seem to have over their alumni. I went to a good university and consequently spent money on my way to receiving my degree. Now, there are those who went to universities and spent more than $100,000 on their education, so what possesses us to go back to the alumni shop and buy a golf shirt for $70??!! The answer: affiliation, we feel a connection to our alma mater, it shows a bond between us and other alumni or fans, and in some ways it is part of who we are–i.e., you don’t drop the fact that you’re a Harvard grad without that fact saying something about the person you are.
My Two Cents: The successful communicator or marketer will find a way to connect with that sense of belonging–that need to be included–that we humans feel. Now, that’s not to say that we all want to be part of the Kleenex club, but I think you get the picture. Have you created a campaign or strategy as part of a campaign that relied on the principle of affiliation?
