New affinity scheme targets 'B2B2C' relationships

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By: Wise Marketer Staff |

Posted on May 24, 2005

New affinity scheme targets 'B2B2C' relationships

The US-based telco Mpower Communications has launched two consumer affinity programmes for businesses and non-profit organisations in its California, Chicago and Las Vegas markets, providing a range of rewards for consumer loyalty.

The overall Mpower Affinity programme offers two options that target different audiences and interest levels. The first, 'Customer Affinity', provides Mpower's business customers with the ability to offer employees local and long distance residential telephone services at a more favourable price. Participating businesses can effectively position the programme as an employee reward or company benefit.

The second option, 'Residual Affinity', provides a monthly revenue stream for participating organisations. These organisations simply offer their patrons or supporters specially priced Mpower voice and data services, and the amount the organisation receives each month is based on the revenue generated through its consumer members, both business and residential.

Community support One of the latest Residual Affinity partners is Livermore Valley Education Foundation in Northern California. Livermore School Board Member Bill Dunlop said: "I'm impressed with the support from the residents in Livermore who participate in these programmes. I am pleased that these business are community minded, providing service to their customers and support to the communities in which they live."

According to Mpower's president of sales and marketing, Jim Ferguson, these programmes were created to support companies' employees, customers, and communities as a whole. The residual affinity programme can, for instance, be used to provide financial support for local schools and projects, civic groups, and small businesses.

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