A job description came to my attention thanks to one of my old professors passing on some job listings from graduates of my program. The job is for an affinity marketer at The Broward Center for the Performing Arts in Florida.
Affinity marketing is generally the approach to marketing that focuses finding customers interested in a certain product or topic, then offering that customer related products and services. It has been around since at least the late 90s and has been mostly related to ecommerce. This is the first time I have ever seen the position advertised in an arts setting.
I found an <em>Inc magazine article that talked about affinity groups in business. While the article isn’t exactly about affinity marketing, it does point out that shared affinity doesn’t mean living in the same town, driving the same cars, working in the same industry and going to the same churches. One of the groups it profiles is comprised of those “who are all under 40 and managing companies of a certain size, operate from a similar frame of reference, even though they may have vastly different businesses and experiences.”
The Broward job description has some interesting duties listed which appear to be part of these affinity marketing efforts.
– append the current database with lifestyle and psychographic info
– identify potential niches, clusters or anomalies within the database and append consumer profiles in order to target audiences and create marketing strategies.
– coordinate the marketing message to specific individuals or cluster.
– analyze and utilize data to identify opportunities and implement tactics
– manage subscription communication for affinity program patrons
It might be a sign of just how new an effort affinity marketing is to the arts that the job description doesn’t even list prior experience in affinity marketing as a desirable plus. Actually, I wonder if it is an entirely new position for the organization. I didn’t find anything on the website that collected information that might indicate the sort of connections for which they might be looking.
I am going to drop a line to the person who forwarded the info to my old professor and see what the story is. Let you all know what I turn up.