Affinity marketing is a technique that provides rewards for people who make purchases to their network. One of the main reasons this strategy works is because it taps into the consumers’ natural desire to feel like they are not alone in their thoughts, beliefs, interests, and activities. Grouping customers can do this into various networks. Some examples of affinity marketing strategies include club stores to target loyal customers or airlines encouraging solidarity amongst fellow travelers.
This strategy has been used very successfully in political campaigns where conservative voters are grouped according to their voting preferences. It has also been shown to have a strong impact when marketing baby products such as baby powder and diapers when the campaign was executed nationwide in Hong Kong.