Affinity case study: Brand affinity from teenager to titan

Today we look at Lee Einsidler, philanthropist and CEO of Sidney Frank Importing Company, Inc., a company associated with some of the biggest brands in its industry. I had the privilege of interviewing Einsidler this summer for a magazine and online article. It was fascinating to hear how his affinity for a particular brand that emerged while he was a teenager later developed into an amazing career built on building brand affinity.

One of seven children, Einsidler was a teenager growing up in Long Island in a family of modest means; his father put bread on the table running a liquor store. Working there during his teens, Einsidler got to know the sales representatives coming in, each brand of bottled beverage, and the company image behind it. So it’s little surprise he would continue in the family business. But as a teenager, Einsidler’s vision was bigger than operating a small family-run store. He wanted to work for Seagram’s, which was the largest distiller of alcoholic beverages in the world.

While Einsidler believed in his heart that he had a head for business, his high-school teacher was telling him he’d never amount to anything. So, in spite of his teacher’s judgment, he decided to take a few community college classes in sales and marketing, and then a few more, until he completed a full year of credits. Then, buoyed by that experience, he eventually went on to earn a bachelor’s degree with honors in 1978. He then used one of his father’s contacts to secure an interview at Seagram’s headquarters in New York and landed a job there. He fulfilled his teenage dream; however, no one could anticipate what the future would hold for him.

Affinity email: Affinity group needs and email services

Technology makes it easier than ever and at the same time complex to communicate with affinity groups. Your affinity contacts are growing increasingly educated and sophisticated and have developed expectations about their user experience as recipients of email messages and email newsletters. With high expectations and spam regulations, just one slip can obliterate a relationship.

When it comes to affinity email, what is the best email service provider for delivering messages and newsletters? Ideally, many community managers would say it is the service that matches the needs, interests, and technology level of a particular affinity group. However, from ongoing technology changes to evolving needs of affinity groups, the choice can be a moving target. Additionally, identifying, researching, and keeping up to date with the various email service providers can be time-consuming or costly. Email options may also be limited by budget, skill and comfort levels with technology, institutional policies, a one-size-fits-all approach by decision-makers, or other factors.

Thanks to Pamela Grow, I discovered Groundwire's 2011 Email Service Providers report that reviews a number of email providers that any individual, organization, or business may find helpful. However, it omits a provider that I've been test driving with one affinity group over the last two weeks. So, to add to that report data, this blog post includes my review of AWeber Communications email services.

Affinity case study: Gaming, gore, fans, and more

People often say: Do what you love and the money will come. James Silva enjoyed computer games but worked as a dishwasher to pay the bills. However, in 2007 after combining his love of gaming with his experience as a dishwasher, he was catapulted to fame as a celebrated independent game developer.


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The co-winner of Microsoft’s Dream Build Play competition, Silva was awarded a contract to publish his game “The Dishwasher: Dead Samurai” on Xbox LIVE® Arcade. That 2007 effort garnered him national recognition as “a one-man game maker” (Barbara Ortutay, Associated Press), “the most buzzed-about indie game developer of the moment” (Jason Killingsworth, Paste Magazine), and “the poster boy of Microsoft’s efforts to ‘democratize game development’” (Chris Kohler, wired.com).

Silva has since relocated from his small Utica, NY, space to a larger Schenectady, NY, location that accommodates his growing team that’s helped promote his April 2011 follow-up release, “The Dishwasher: Vampire Smile” for Xbox 360®. While this release continues to please fans and critics alike, Silva’s games aren’t for everyone – “Vampire Smile” is rated Mature 17+ for “Blood and Gore” and “Violence” – and that’s the point. His work appeals to a niche market where he has gone deep and narrow, building on his original story line to bring his fans more of what they loved in “Dead Samurai.”

Affinity groups and QR Codes: A fashion statement

Affinity groups often identify themselves through merchandise, such as a sports fan wearing a team jersey or a Star Wars® fanatic wearing a hat with the words "May the force be with you." When it comes to affinity group fashions, one organization is banking on its creative use of QR (quick response) codes.

According to an AlumniFutures.com blog article written by Andrew Gossen, Senior Director for Social Media Strategy in the Division of Alumni Affairs & Development at Cornell University, the higher education institution is manipulating QR codes to create QR code clothing for purchase by alumni returning for reunion. Reunion represents a tremendous opportunity for Cornell to capitalize on alumni affinity to the institution, as well as on numerous affinity groups within the university, and improve the bottom line with merchandise sales and other purchases related to Reunion weekend.