MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Student Questions     
 
This question has been closed, and points have been awarded.
What Is Membership Marketing?
Posted By: kathywan_2004* on 9/5/2004 2:01 PM (CST) 25 Points
what is the definition of membership marketing?
how to achieve the membership marketing planning?

Posted by: thinkmor Accepted Answer
9/5/2004 7:37 PM (CST)
Hi Kathywan

Membership Marketing is a company managed programme to convert occasional buyers into loyal customers, can provide predictable revenue streams, generate higher revenue by customer and increase referrals by efficiently using company resources.

E.g

Freqeny Flyers programme - different benefits according to higher cost membership levels.

Hertz No1 Club, Hertz Club Express, Hertz Awards

You do need to provide benefits that are not accessible to regular customers.

Every business has products and services that they can be packaged into a membership programme.

The key to membership programmes, easier said then done, is sustaining and motivating members to continue their memberships. You need to deliver beyond your promises and customer expectations and offer incentives for renewal. You can also offer multiple membership packages upon renewal at discount to keep a high % of renewals.

You may find this link useful for an example of a membership marketing plan:

http://www.gurunet.com/query?x=11&curhtab=1&s=%22membership+marketing%22&me...

Hope this helps you.

Zahid
 
Posted by: mbarber Accepted Answer
9/7/2004 8:40 PM (CST)
Gidday Kathy - as an addition to Zahid's answer, I'd also recommend 'Permission Marketing' by Seth Godin as a book well worth a read
 
Posted by: kathywan_2004* Author Response
9/8/2004 8:50 AM (CST)
thanks for the quick answering, it's useful to me.
 
Posted by: norquest* Accepted Answer
9/20/2004 3:27 AM (CST)
Membership marketing is a wonderful way to encourage and reward loyalty – when you belong to an exclusive group you will naturally choose the associated products/services.

But, it’s a tough game to play, membership marketing. When you offer greater benefits to one group this often requires you to reduce benefits to the other group just to make the membership more attractive.

This is fraught with risks when your competition is not playing the same game. When they offer the benefits to all and sundry, your offerings may end up seeming limited or not worth the effort.
 
Posted by: ASVP/ChrisB Accepted Answer
9/24/2004 11:11 PM (CST)
It's also fraught with risks if your competitor IS playing the same game - sometimes levelling the playing field results in massive cost increases that renders both player's markets unviable. Look at the impact on PanAm of their overly generous frequent flyer scheme. And others..

Better to look at the core value proposition to decide whether you need a membership scheme at all. Then make sure it adds value to the customer and value to the business.

Me-too schemes invariably fail and create negative brand impact.

ChrisB
 
Posted by: Sharon Moderator Response
9/26/2004 4:19 PM (CST)
Hello all. I am closing this question. This is standard procedure when the question author gets busy and falls out of the conversation for a while – or doesn’t understand the procedure for closing.

Thanks for participating!
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Student Questions)
W.M.M.A. (28840)
Carl Crawford (22363)
wnelson (20398)
Puru Gupta (19298)
Peter (henna gaijin) (18747)
mgoodman (15744)
Jay Hamilton-Roth (13995)
thinkmor (10987)
ASVP/ChrisB (10031)
Gary Bloomer (9758)
mbarber (9061)
Pepper Blue (8859)
SRyan ;] (8165)
Sanjeev Kumar Vyas (7310)
stevea (6301)
jose04 (5994)
NoStressXpress (5284)
bennydunreallycare (5043)
michael (5010)
bobhogg (4824)
MANSING (4819)
Michele (4712)
SteveByrneBranding (4652)
sham (4488)
telemoxie (4315)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.