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Global Automotive Clubs: Affinity Marketing Opportunities for Financial Services Institutions and Other Organisations
Finaccord, Sep 2011, Pages: 198
Based on research covering 150 clubs active across a very wide range of countries, “Global Automotive Clubs: Affinity Marketing Opportunities for Financial Services Institutions and Other Organisations” is a report about automotive clubs around the world and the affinity and partnership marketing opportunities that such entities offer to financial services institutions (especially banks and insurance companies) and other organisations. In particular, the data collected for this study suggests that around 170 million consumers - equivalent to around 3.8% of the world’s adult population - are members of an automotive club, and that the total membership of these clubs continues to expand steadily as vehicle ownership levels increase.
Automotive clubs are potentially attractive partners for banks, insurance and assistance companies, and other organisations for several reasons. These include: that they tend to have a high number of members relative to other affinity groups in any given country; that their membership is often made up of consumers with above average wealth (by virtue of the fact that they are also vehicle owners); that their intrinsic link to vehicle ownership also means that they are well-suited to marketing initiatives for financial services related to vehicle ownership; and that they often possess comparatively strong customer databases, which can be utilised for marketing purposes.
Types of organisation that may be able to use this research include the following:
- automotive clubs: in spite of the fact that automotive clubs possess a combined number of members worldwide of approximately 170 million, this report is, in effect, the first ever worldwide review of your market;
- assistance companies: road assistance is the principal activity and original rationale for most automotive clubs but not all run this service themselves and others are diversifying into new areas such as home assistance, legal assistance and medical assistance;
- insurance companies: although automotive clubs are most frequently involved in marketing motor, household and travel insurance, numerous other types of insurance are also distributed through this channel including accident and health insurance, life insurance and business insurance;
- banks and payment card issuers and networks: Finaccord’s research establishes that at least one co-branded payment card has been developed in association with 53 (35.3%) of the 150 automotive clubs investigated
- partnerships between issuers and networks are detailed in full;
- management consultancies: are you helping a client firm to understand its own strategy with respect to automotive clubs? This study will provide you with rapid global insight into the subject, saving time and effort on researching the subject yourself.
Key features of this report include:
- the world’s first ever report systematically investigating the global development of automotive clubs, including national, regional and specialist clubs;
-for the vast majority of the clubs researched, availability of foundation year and total membership data, illustrating the degree to which they have been successful in attracting members;
- unique analyses plotting the growth in outright number and combined membership of automotive clubs worldwide;
- detailed coverage of the degree to which insurance providers, assistance companies and banking institutions are working with automotive clubs as affinity partners for selling financial services;
- identification of captive and joint venture underwriters of insurance and assistance products that are either owned outright or in part by automotive clubs.
How can the research be used?
You may be able to use this report and the PartnerBASE™ that accompanies it in one or more of the following ways:
- gain access to a reliable and detailed source of information that will provide you with comprehensive information about a major type of affinity partner that exists in the majority of major developed and developing economies;
- understand which automotive clubs are the largest, which have been established most recently, and which have achieved the highest rate of penetration within their target market;
- appreciate which financial products are offered by each automotive club and the insurance, assistance and banking partners that they work with in this context;
- develop an international strategy for your own financial institution or other consumer-facing organisation to create partnerships with automotive clubs, benefiting from knowledge of what your competitors are doing in this field.
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