Memberships help build relationships for marketers. Memberships can create profits in greater loyalty and better lifetime value.
The fact is, people like to be a part of something larger than themselves. It’s basic psychology.
Can your product or service benefit from a membership club? Your customers’ perceived benefits are many:
- Your customer feels a sense of belonging
Amazon has a program called Prime, with 80 million subscribers. For $99 a year, members get free two-day shipping, unlimited streaming of movies and TV shows, unlimited streaming of music, and more.
- Customers are rewarded with discounts and special offers
Women’s sportswear merchant Title Nine offers a $29 annual membership that gains the customer 5% off all purchases, as well as shipping upgrades and prior notice of upcoming sales and product instructions. Perception is key, with actual benefits.
- Customers perceive a higher level of quality and service.
Skincare giant Clinique offers their club members personal product recommendations, the ability to shop from past purchases, faster checkout, makeup tips, and free samples.
- Customers appreciate exclusivity.
One of our clients wanted to create a high-end program for his investment newsletter. We developed a special newsletter limited to a fixed number of subscribers only, then created a special “members only” URL and sign-in website page that made his subscribers feel as though they were in a group of elite members.
The campaign was a massive success and cash flow cow.
How to Structure Your Program
First, analyze how to create a program best suited to your product or service. What are benefits your prospects will get excited over?
Be Aware of Perceived Value
If you decide to charge a fee for your membership program, make sure your customer perceives a savings value. No one wants to spend $39 to save $%.
VIP Means “Very Important Prospect”
Another facet of your program could be to a VIP program that enables access to special or limited-edition products, which also helps shoppers come back to the site. Plus, email marketing is much less of a perceived nuisance, but wanted and viewed.
Your weekly advertising email might not mean much to your consumer right now, but a biweekly “Secret Sale” email may be just the thing to get your customer to make the purchase. A special logon URL can also work wonders and give an air of exclusivity.
Any questions about direct marketing? Want help with your copy or your next campaign? Call me at (310) 212-5727 or email at [email protected].
