LEADER TECHNOLOGIES > CASE STUDIES > AFFINITY PROGRAMS Affinity Marketing Programs Significantly Lowers Cost to Collect Product Registrations! One of the top four computer printer companies in the world significantly cut its cost associated with collecting product registrations by including various special offers as an incentive to register its printers online. Both a combination of pre and post registration offers were included which generated significant revenues for the printer manufacturer. Because Leader Technologies does not rent, share, sell or own the data it collects for its manufacturer customers, Leader charges a small fee to collect the product registration information. Although the per transaction fee is minimal, Leader assists the manufacturers in reducing this fee by offering various pre and post registration marketing programs. One of the easiest methods to accomplish this is through the Affinity Marketing programs provided by Leader Technologies. Leader has established independent relationships with multiple service providers. These include magazines from leading computer and consumer publishers such as PC World, Conde Nast and Ziff-Davis Communications; DSL, cable and dial-up internet services from Earthlink; DVD movie rentals from Netflix; remote PC access from Expert City; and book club memberships from Bookspan, the owner of the Book-of-the-Month Club, The Literary Guild, Computer Books Direct and many more. Each affinity partner pays a fee or "bounty" to the manufacturer based on certain criteria such as receiving free issues of magazines or signing up for a trial subscription to a service. Bounty fees are collected from the affinity partner on behalf of the manufacturer and credited each month to the manufacturer's account. For this printer manufacturer, on average, more than $72,000.00 in bounty fees are generated each year that are used to defray costs of the registration services. The program is implemented in the following manner. The end user customer is directed to an online web registration form during the product installation process. Certain incentives are shown to encourage the user to register such as receiving more efficient technical support and warranty service, the ability to provide direct feedback on future products and services and the option to receive new product information and special offers from the manufacturer. Then, a variety of demographic and marketing questions are included in the product registration survey form to help the manufacturer learn whom is buying their product, why the customer is purchasing their brand of product, where it was purchased and so on. Just before the user pushes the Submit button to send in their registration form, an offer is displayed to receive free issues of two popular magazines. If the user elects to receive a particular magazine, the mailing information of the end user is sent to the publishers' fulfillment house so it may fulfill the free order. Just the mailing information is provided. No other information is shared with the publisher or its fulfillment house. The magazine is delivered, fees are collected from the publisher and these fees are credited to the manufacturer's account. Once the registration form is submitted, other offers are displayed to the end user on the Registration Thank You screen. The combination of the these pre and post registration offers generate thousands of dollars in bounty fees each month and allows Leader to provide its full range of services at a reduced amount. The manufacturer processes each coupon on their online store and electronically marks those coupons that have been used. Once used, they are no longer redeemable at the online store. Both a percentage discount or a "fixed" dollar coupon have been effective in generating increased response rates and additional product sales. To learn more about the Affinity Marketing program from Leader Technologies and our full line of product registration and database management services, please contact Leader Technologies at 949-757-1787. "Leader Technologies, the leading supplier of electronic registration and customer database management services in the world."