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Casual Articles - Membership Marketing -- It's More than Magazines
Hello, students, and welcome to my classroom. Go ahead and have a seat anywhere. I assure you that they’re all comfortable and have ideal viewing. I assume you’re all business people with an interest in placing or designing cost-effective ads. Then sit back, relax and learn. I am your humble instructor in the mystical and confusing world of Yellow Page advertising. My name is Jeff Hauser and I have a BFA in marketing from Pratt Institute and a masters in teaching, so I’m more than qualified to be your professor. But do I hear a murmur in the back? Did someone say, “What are your credentials to teach Yellow Pages?” Fine, then.I’ve been designing Yellow Page ads for the past 25 years. During that time, I was a YP rep and consultant and, prior to that, had my own advertising agency. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it’s probably not as effective as it could be, hence this course.It will take several weeks to go through and, in the end, you will all benefit greatly. But first, you have to buy the book. “The book,” someone just asked? Sure, every course has a book to follow. This one’s c
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using 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 expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the campground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accept
The British food giant Tesco chooses its foreign markets based on the similarity of culture of the foreign market to that of its present markets. The company calls it psychic distance from the parent market. The factors comprising in the psychic distance are (Jody Evans, 2006) – Economic environment, legal and political environment, business practices, language and market structure. As per the Tesco management the psychic distance is one of key factor determining organizational performance. The company finds that it is relatively easier to position the products in the market where the psychic distance is less hence the learning curve for the company in these markets is relatively smaller compared to markets that have greater psychic distance.Strategy of Force in Expansion and Acquisition“One has to remark that men ought either to be well treated or crushed, because they can avenge themselves of lighter injuries, of more serious ones they cannot; therefore the injury that is to be done to a man ought to be of such a kind that one does not stand in fear of revenge” ( Machiavelli, Chapter 6)One of the hard fact in the world of corporate Mergers and Acquisitions is that majority of them fail to deliver the promised value. The returns of the hostile take over ar
The world’s largest circulation magazine
Yes, it’s AARP, The Magazine, which arrives at 24 million households each month. According to Lin MacMaster, Director of Membership Development for AARP, the magazine is a tangible benefit, but it plays a supporting role in providing information to help individuals age with grace and dignity and lead purposeful lives. MacMaster believes people are joining for the full array of benefits.
She states that the main benefits of membership include being part of a force of over 36 million Americans who are attempting to remain healthy and live life the way they want to live it, navigating the waters as life changes. Founded in 1958, AARP is a huge 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 division where AARP partners with insurance companies and other providers, delivering unique benefits to members. Membership costs $12.50 annually; two and three year memberships are also available. According to MacMaster, the AARP card has a high perceived value and is frequently used to obtain discounts.
AARP The Magazine is not available by subscription, but does have some distribution in doctors’ offices. Associate members (those under 50) can get the magazine as well. While the magazine offers feature articles, news is covered in the AARP Bulletin, a full-color newspaper. Both accept advertising. AARP also offers members free e-newsletters on an array of topics, including caregiving, 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 packages less – a standard package and a snap pack - and testing packages to specific groups. Rather than what MacMaster refers to as the pu pu platter approach (something for everyone) AARP has been testing topics that resonate with the 50-59 year-old segment including caregiving, financial security and health and wellness.
They are also tweaking language and offers, testing formats and messaging, and experimenting with information offers and premiums and freemiums tied to their value proposition (Tips for financial well-being, Tips for Turning 50, pedometers). Over the last two years AARP has also done a lot of channel testing utilizing the web, AdvoSystems, FSIs, radio and TV that is showing promise.
Getting Promotional
As for renewals, AARP uses a 7-effort series. They are testing shorter and longer versions as well as different messages to different audiences (first time renewal versus longstanding member) and trying more promotionally based offers tied to longer terms. On their website, I noticed a “Win-Win Membership Sweepstakes” for a 16-day expedition and cruise to Antarctica. Renewals are also handled via their customer care calls for those who call in. AARP is looking to the web and all member touch points for additional 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 costs $21 for enlisted and $32 for officers, and will be going up in April. MCA publishes not one but two monthly magazines – Leatherneck – Magazine of the Marines and Marine Corps Gazette. Both accept advertising. Bill Hughs, Director of Marketing, indicates Leatherneck offers more general interest/news while the Gazette is a professional journal, covering issues that face Marines every day. Members get a choice of magazines, and some take both. The magazines are available to non-members with 1775 current non-member subscribers.
MCA puts out 4,400 issues as single copies at base exchanges, MCA bookstores and kiosk stands inside some commissaries. The magazines are also available at the Quantico Amtrak station and other newsstands near bases. MCA currently does catalog marketing and finds 67% of their retail sales are from members, who enjoy a 10% discount on catalog products.
An Association in Flux
Almost 90,000 members strong, the association is currently reorganizing, evaluating whether the magazines are their main raison d’etre. Hughs states that members perceive the magazines are the main benefit. E-newsletters are also sent out to members. The membership card does not have a high perceived value, he says, as the association has not adequately promoted the other benefits which include retail discounts and travel, to name a few.
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using 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 expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the campground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accepts
Do you want to know how to jump-start your professional career? Or, are you already in the trenches trying to be a high performer and wanting to make a quantum lead to the next stage of your career? Or, because of downsizings or reorganizations, you feel like you are paddling faster and faster but seem to be getting nowhere? Find out how to monitor your changing environment so you won’t be caught with your pants down.Visualize your career environment as one huge jigsaw puzzle. It consists of your present job, your company, your industry, your profession, your regional, national and world economy. You may only be aware of certain pieces of the gigantic puzzle. However, those other pieces are also extremely important. They can stop you in your career success tracks or enable you to take advantage of new career opportunities. The following three tactics will help you monitor your changing environment to prevent you from be caught with your pants down.Act As an Information Magnet. Don’t be a modern-day Rip Van Winkle. Don’t wake up to a world you no longer understand and feel comfortable in. Are you so tied up in everyday life that you fail to see the shifts in your workplace and in the marketplace?Keep your intuitive antennae up and eyes o
AARP The Magazine is not available by subscription, but does have some distribution in doctors’ offices. Associate members (those under 50) can get the magazine as well. While the magazine offers feature articles, news is covered in the AARP Bulletin, a full-color newspaper. Both accept advertising. AARP also offers members free e-newsletters on an array of topics, including caregiving, 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 packages less – a standard package and a snap pack - and testing packages to specific groups. Rather than what MacMaster refers to as the pu pu platter approach (something for everyone) AARP has been testing topics that resonate with the 50-59 year-old segment including caregiving, financial security and health and wellness.
They are also tweaking language and offers, testing formats and messaging, and experimenting with information offers and premiums and freemiums tied to their value proposition (Tips for financial well-being, Tips for Turning 50, pedometers). Over the last two years AARP has also done a lot of channel testing utilizing the web, AdvoSystems, FSIs, radio and TV that is showing promise.
Getting Promotional
As for renewals, AARP uses a 7-effort series. They are testing shorter and longer versions as well as different messages to different audiences (first time renewal versus longstanding member) and trying more promotionally based offers tied to longer terms. On their website, I noticed a “Win-Win Membership Sweepstakes” for a 16-day expedition and cruise to Antarctica. Renewals are also handled via their customer care calls for those who call in. AARP is looking to the web and all member touch points for additional 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 costs $21 for enlisted and $32 for officers, and will be going up in April. MCA publishes not one but two monthly magazines – Leatherneck – Magazine of the Marines and Marine Corps Gazette. Both accept advertising. Bill Hughs, Director of Marketing, indicates Leatherneck offers more general interest/news while the Gazette is a professional journal, covering issues that face Marines every day. Members get a choice of magazines, and some take both. The magazines are available to non-members with 1775 current non-member subscribers.
MCA puts out 4,400 issues as single copies at base exchanges, MCA bookstores and kiosk stands inside some commissaries. The magazines are also available at the Quantico Amtrak station and other newsstands near bases. MCA currently does catalog marketing and finds 67% of their retail sales are from members, who enjoy a 10% discount on catalog products.
An Association in Flux
Almost 90,000 members strong, the association is currently reorganizing, evaluating whether the magazines are their main raison d’etre. Hughs states that members perceive the magazines are the main benefit. E-newsletters are also sent out to members. The membership card does not have a high perceived value, he says, as the association has not adequately promoted the other benefits which include retail discounts and travel, to name a few.
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using 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 expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the campground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accept
People Inefficiencies: Organizations are run by individuals. Each individual who is part of the organization has some degree of responsibility for certain number of actions, processes, etc. Let us call these “people tasks.” For example, the hiring process requires the use of an interviewer; thus, the interview process is partly a people task. Each people task has the opportunity to be performed to a certain degree of efficiency—maximum efficiency being the actualization of their respective potentials. Effectiveness is usually considered to be a high degree of efficiency. An interviewer who hires right 95% of the time would no doubt be considered effective. In fact, one could even argue that the greatest true level of efficiency (practical rather than theoretical) in such and such a firm is no greater than 96% efficiency. However, this makes for a whole other topic in itself.Back to our main concern: Logically, we find that the efficiency of these people tasks are in part a direct derivation of the person carrying them out. Further, we know that people may be very good at some things and not so good at others. It is in this concept that we find some of the greatest inefficiencies within organizations.We find that many of the greatest inefficiencies of a
Getting Promotional
As for renewals, AARP uses a 7-effort series. They are testing shorter and longer versions as well as different messages to different audiences (first time renewal versus longstanding member) and trying more promotionally based offers tied to longer terms. On their website, I noticed a “Win-Win Membership Sweepstakes” for a 16-day expedition and cruise to Antarctica. Renewals are also handled via their customer care calls for those who call in. AARP is looking to the web and all member touch points for additional 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 costs $21 for enlisted and $32 for officers, and will be going up in April. MCA publishes not one but two monthly magazines – Leatherneck – Magazine of the Marines and Marine Corps Gazette. Both accept advertising. Bill Hughs, Director of Marketing, indicates Leatherneck offers more general interest/news while the Gazette is a professional journal, covering issues that face Marines every day. Members get a choice of magazines, and some take both. The magazines are available to non-members with 1775 current non-member subscribers.
MCA puts out 4,400 issues as single copies at base exchanges, MCA bookstores and kiosk stands inside some commissaries. The magazines are also available at the Quantico Amtrak station and other newsstands near bases. MCA currently does catalog marketing and finds 67% of their retail sales are from members, who enjoy a 10% discount on catalog products.
An Association in Flux
Almost 90,000 members strong, the association is currently reorganizing, evaluating whether the magazines are their main raison d’etre. Hughs states that members perceive the magazines are the main benefit. E-newsletters are also sent out to members. The membership card does not have a high perceived value, he says, as the association has not adequately promoted the other benefits which include retail discounts and travel, to name a few.
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using 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 expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the campground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accept
LEADERSHIP DEFINEDGo to the library or local bookseller and look for books on leadership. You will find volumes and volumes. From business to the military to politics, every author will have his or her own nuanced definition and approach. Which one, however, is right?I say none of them and all of them. Leadership is, after all, an abstract concept. It permeates society in so many different ways that it cannot be conventionally or neatly defined. Contexts change: every situation presents a different set of needs that alter what embodies the perfect leader for a person or organization. General definitions fail to capture these intricacies, and detailed definitions fail to capture the entire scope of this skill set. What is an aspiring leader to do?ENTER THE CASABLANCA TESTIn the mid-60s, the Supreme Court struggled over a decision on obscenity. In order to make a ruling, the debate eventually shifted to a need to create a concrete definition for obscenity and, in so doing, provide a means to regulate it. This definition proved to very elusive. To break the impasse, Justice Potter Stewart put forth a novel but effective approach: he abandoned the effort to encompass everyone’s specific and personal definitions into one uber-definition. Inste
MCA puts out 4,400 issues as single copies at base exchanges, MCA bookstores and kiosk stands inside some commissaries. The magazines are also available at the Quantico Amtrak station and other newsstands near bases. MCA currently does catalog marketing and finds 67% of their retail sales are from members, who enjoy a 10% discount on catalog products.
An Association in Flux
Almost 90,000 members strong, the association is currently reorganizing, evaluating whether the magazines are their main raison d’etre. Hughs states that members perceive the magazines are the main benefit. E-newsletters are also sent out to members. The membership card does not have a high perceived value, he says, as the association has not adequately promoted the other benefits which include retail discounts and travel, to name a few.
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using 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 expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the campground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accept
Do your customers see you often enough? Do you have a regular system of contact that makes sure your products and services are consistently in front of your customers? Businesses lose out on more sales than they know because their customers forget about them.Experts say it takes 7 contacts to turn someone from a stranger into a customer. But don’t stop making contact after you’ve made the first sale. The first sale should be the foundation for a real relationship between you and your customers. And relationship selling is in many ways the easiest: you know the customers’needs, often before they do, and your customers feel comfortable going to you when they have needs.I believe a certain amount of our business should come just because we are the most visible vendor on our customers’ radar. We keep our products and services in front of customers, which makes us the easiest and most convenient choice. Here are a few ways you can keep your business in your customers’ line of sight:1) Acknowledge customer milestones. When something important happens for a customer, congratulate them. Did they successfully introduce a new product into the market? Did their corporate VP get an award for industry excellence? These are great opportunities to show these c
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using 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 expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the campground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accepts outside advertising. The club also markets branded Good Sam products, such as the Good Sam Continued Service Plan, which protects members against paying huge repair bills should something go awry in their rig.
Reaching Boomers through Ads, Direct Mail, Point of Sale
Good Sam is in the mail about once a month, always testing new formats. Direct mail is their main source, but they also test E-mail marketing and send an E-newsletter to members. Their DM control is a #10 envelope 4-5 page letter, response device and membership decal. Bray says that people like the decal. They have also succeeded with a member get a member campaign. Good Sam Club utilizes a 9-effort renewal series and maintains the same offer throughout the series.
The association also sells memberships at campgrounds, RV shows and camping stores, as well as through Life and MotorHome magazines. As a result of their outreach efforts, the association has been growing 1-2% per year and keeping pace with the market.
”Baby boomers getting into the RV lifestyle have helped fuel this growth,” said Bray. While Good Sam is a mature organization that’s been around for 40 years, they are always trying to improve and provide an enhanced benefit package to members.
The World’s Largest Affinity Lifestyle Membership Company
Such is the claim of the North American Membership Group (NAMG) established in 1978. NAMG is a for-profit company that combines membership, publishing and merchandise 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 & Wellness Club, the 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 maintains that NAMG’s magazines achieve something that newsstand publications cannot – a deeper reader relationship with unmatched interaction between writers, editors, and member readers.
Member benefits include
• Full-color magazine delivered 6 to 8 times a year
• Member-only interactive web sites with information archives, bulletin boards, event calendar, weekly polls, trivia contests
• Opportunities to test/keep products related to the club’s lifestyle
• Giveaways of products, services and travel
• Member-to-member forums and informational support
• Special information resource directories
• Exclusive product purchasing opportunities
• Member-only events, competitions and contests
• Discount opportunities on selected products and services
Cooking Club of America – A Closer Look
In addition to Cooking Pleasures magazine, members enjoy free product testing privileges, free recipe cards, cooking school discounts, menu ideas, a recipe reprint service, and more.
While bind-ins invite members to join, renew or give the gift of membership at $2.00 a month ($24 annually) with a hard offer, an online offer solicits members for a “Free No-Risk Trial Membership for 30 days.”
Those who sign up for the free trial receive a Thank You package in a #10 window envelope with a brochure extolling the benefits of membership, a letter indicating they have already received the first issue of Cooking Pleasures, and a perf-off Membership Dues Invoice for $12.00 for 12 months.
A 4-color buckslip invites prospective members to receive a free multipurpose grater (a $20.00 value) by returning the buckslip with their payment. Prospects are enticed with the possibility of winning free kitchen utensils, gourmet food, and more. The website indicates that 84% of each year’s dues is for one year of Cooking Pleasures.
Smart Marketing
Remember when a credit card was merely a plastic card issued by a bank authorizing payment for purchases? Now, many are portals to a world of benefits ranging from airline miles to merchandise points. So, too, membership marketers provide added value by offering magazines PLUS an array of services (and sometimes an entire community) that tie members more closely to their brand and promote loyalty. Now that’s smart marketing!
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