There is no better way to reach a focused market of like- minded customers than through an association. Association marketing is so much more cost-effective for reaching likely buyers than the shotgun approach (e.g., buying an ad during the Super Bowl). Association marketing, as coined by Qualitative Marketing, is the process of working with an association to reach new customers. Incorporated as an important part of a complete marketing campaign, association marketing efforts have proven to achieve more than 22 percent of sales with three percent of a client's launch budget.

The cycle for new product introductions is getting shorter and shorter, driven by the technology that makes it possible and the competition that makes it necessary. High-tech companies must spend an increasingly larger percentage of their resources to get new products to market faster and get them accepted more quickly. Additionally, they need to be more efficient in their selling and demand-creation processes. Association marketing can be an important part of facilitating this efficiency.

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