We’ve talked in previous issues about how issuers need to use the internet and other convergence technologies, such as digital printing, to monetize the ‘long tail’ of smaller affinity groups and partner organizations. For starters, the smaller the group, the stronger the affinity, which can amount to increased margins and massive cross-selling opportunities.
The question is, how do you build an efficient offering that can profitably accommodate the thousands, come to think of it, hundreds of thousands, of affinity groups?
One way to do so is through the use of templates and databases. Take a look at this approach taken by US Bank. This is a perfect example of a card issuer accommodating and engaging with an affinity group, in this instance US-based fraternal organization, the Elks. OK, big deal, so what’s the magic in that?
But be patient. Next up, click here and you’ll find yourself on another US Bank Credit Card Services affinity page, on this occasion Liberty University. Seem familiar in design and tone? Well that’s because it is. The only thing that has been changed, and as you will see for yourself if you look closely at the web address, are the two digits right at the end — from ‘85’ to ‘83’. Two simple numbers have been changed, and two separate affinity groups marketed and monetized.
Now change the final two numbers in one of the addresses from ‘85’ or ‘83’ to any other number under ‘87’ and you’ll be taken to another affinity page — who knows which?
The point here is that servicing the Long Tail of affinity groups – an important part of Web 2.0 – isn’t as hard as it may seem. The above approach is simple and works excellently for web pages. It’s also powerful and professional. Is it something you could use, too?