Membership marketing is not new. The American Medical Association, founded in 1847, while the Marine Corps Association was founded in 1913, to name a few. But membership marketing seems to be gaining traction in today& 39;s marketplace.
The world& 39;s largest circulation magazine Yes, it & 39; of AARP, The Magazine, that comes to 24 million households each month. According to Lin MacMaster, director of membership development for AARP, the magazine is a tangible advantage, but it plays a key role in providing information to help individuals age with grace and dignity and lead purposeful lives. MacMaster believes people are in favour of the full range of benefits.
She states that the main benefits of membership are that it a force of more than 36 million Americans who are trying to stay healthy and live how they want to live, navigating the waters as life changes. Founded in 1958, AARP is a major advocacy organization on both the federal and state levels, says MacMaster.
The organization has three divisions - a foundation, a non-profit and AARP Services, a for-profit sector, where AARP partner with insurance companies and other providers deliver unique benefits for members. Membership costs $ 12.50 per year, two and three years memberships are also available. According to MacMaster, the AARP card has a high perceived value and is often used to discounts.
AARP The magazine is not available on subscription, but some distribution in doctors offices. Associate members (persons under 50) may be the magazine as well. While the magazine offers reports, news, the AARP Bulletin, a full-color newspaper. Both accept advertising. AARP also offers members free e-newsletter on a number of topics, including nursing, health, wellness and financial well being.
Segmenting the market currently, AARP is moving away from a mass approach to acquisition to a segmented approach. They are mailing their control fewer parcels - a standard package and a snap-pack - and testing packages to certain groups. Rather than what MacMaster refers to the platter pu pu approach (something for everyone) AARP has been tested themes, the resonance with the 50-59 year old segment, including the care, financial security and health and also wellness.
They tweaking language and offers - and test messaging formats, and experimenting with information and premiums and freemiums tied to their value proposition (Tips for the financial well-being, tips for Turning 50, pedometers). In the last two years, AARP has also done a lot channel test using the Internet, AdvoSystems, FSIs, radio and television shows that promise.
Getting As a means of advertising for renewals, AARP uses a 7-series effort. They are shorter and longer versions and testing different messages to different target groups (the first time in a long renewal versus member) and try more promotionally based, in conjunction with longer maturities. On its website, I noticed a " win-win lottery " membership for a 16-day expedition and cruise to Antarctica. Renewals are also handled through its customer service calls for those who call in. AARP is looking to the Internet and all member touch points for further renewal opportunities.
MCA - membership with a mission since 1913 The Marine Corps Association is the professional organization for all Marines - Active Duty, reserve, retired, and Marine veterans. Annual membership fee is $ 21 for recruits and $ 32 for officers, and will be up in April. MCA not released, but two monthly magazines - Leather Neck - Information Sheet Marines and the Marine Corps Gazette. Both accept advertising. Bill Hughs, Director of Marketing, shows Leather Neck offers more general interest / news during the Gazette is a specialist journal, the problems faced Marines every day. Members receive a selection of magazines, and some take both. The journals are available to non-members with current 1775 Non-member subscribers.
MCA is 4400 issues such as single copies at the base of the exchange, MCA bookstores and kiosk is inside some Commissaries. The newspapers are also available at the Quantico Amtrak station and other newspaper stands in the vicinity of bases. MCA currently does marketing and catalog notes, 67% of its retail sales are members, a 10% discount on catalogue products.
An club changing Almost 90000-member association is currently the renovation, whether the assessment of the magazines are their & 39; main raison d etre. Hughs says that members perceive the magazines are the main advantages. E-newsletters are also to the members. The membership card is not compatible with a high perceived value, he says, when the association has not adequately promoted the benefits of retail discounts and also travel, to name few.
Hughs stated that MCA another look at lists, affinity partnerships, positioning, Segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of its members is over 40 and they need a better offer to reach younger Marines (Generation X). Hughs of the opinion that this is because they already directive language in their messaging and Gen X is not receptive to this approach. Hughs plans to change the creative, relaunch the magazine and review the renewal and end programmes to increase their membership base.
The Good Sam - a For-profit Association for RVers By Sue Bray, The Good Sam Club offers a valuable package of benefits, promotion the RV lifestyle. A membership survey shows, campground discount is the highest profit, while the magazine, highways, and is in addition to their web-based travel routing service is third. Other benefits include good events and Sam members forums online forums. Bray is uncertain whether the membership card has a high perceived value. Membership costs $ 25/year for the basic dues.
Highways is a monthly magazine accepts outside advertising. The association also markets brands Good Sam products, such as Good Sam Continued Service Plan, which protects members against payment of huge repair bills should something go awry in their rig.
Reaching Boomers by ads, direct mail, Point of Sale Good Sam is in the mail about once a month, always experimenting with new formats. Direct mail is their main source of income, but also to test e-mail marketing and send an e-newsletter to members. Your DM 10 is a 4-5 page cover letter, response unit and the membership sticker. Bray says that people like the sticker. They have also succeeded with a member get a member campaign. Good Sam Club uses a 9-range effort renewal and maintains the same offer throughout the series.
The association also sells memberships to campgrounds, RV shows and camping stores, and food and travel mobile magazines. As a result of its outreach efforts, the association has been growing 1-2% per year and to adapt to the market.
" baby boomers in the RV lifestyle have helped fuel this growth " said Bray. While Good Sam is a mature organization, it has been 40 years, they will always try to improve and offer an expanded benefit package members.
The World& 39;s Largest & 39; Affinity Lifestyle Membership This company is the claim of the North American Membership Group (NAMG) was established in 1978. NAMG is a for-profit company that combines membership, publishing and merchandising marketing. The North American Hunting Club was first, followed by the North American Fishing Club, the Handyman Club, the National Home Gardening Club, the PGA Tour Partners Club, the Cooking Club of America, the National Health & Spa Club, Creative Home Arts Club, The History Channel Club and the National Street Machine Club. NAMG has 10 clubs in all with 10 magazines, reaching more than 4.7 million active enthusiasts and 21.8 million readers.
The company claims that NAMG & 39; magazines achieve something that kiosk publications can not - a reader deeper relationship with unparalleled interaction between authors, editors, and member benefits are readers.
Member Full-color magazine delivered 6 to 8 times a year members-only interactive Web sites with information archives, bulletin boards, event calendar, weekly Polls, quiz contests opportunities to test / reserve products related to the club & 39; s Lifestyle giveaways of products, services and travel Members Forums and informational support Special information resource directories exclusive product shops Members only Events, contests and competitions discount opportunities on selected products and services
Cooking Club of America - A Closer Look addition Cooking Pleasures magazine members receive free product testing privileges, free recipe cards, cooking-school discounts, menu ideas, a recipe print and bind-ins more.
While invite members to join, renew or transfer of membership at $ 2.00 per month ($ 24 per year) with a hard job, an online job solicits members for a Free " No-Risk trial membership for 30 days. "
Those committed to the free trial will receive a thank-you package in a window 10 envelope with a booklet telling the benefits of membership, a letter, they already have the first edition Pleasures of Cooking, and a perf-off membership fees account for $ 12.00 for 12 months.
A 4-color buckslip invites prospective members receive a free multi-purpose grater (A $ 20.00 value) by returning the buckslip with their Payment. The prospects are equal with the possibility to win free kitchen utensils, food and much more. The website indicates that 84% of each year, the membership fee for one year from cooking Pleasures.
Smart Marketing Remember, if a credit card was only a plastic card issued by a bank authorizing payment for purchases? Now, many are portals into a world of services ranging from airline miles to product points. Also, the membership marketers offer added value by offering journals and a range of services (and sometimes an entire community) that the tie members closer to their brand to promote and loyalty. Well, because smart marketing!