Author: Shira Lindenbr
Source: downloadbr
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Membership marketing is not new. The American Medical Association was founded in 1847, while the Marine Corps Association was formed in 1913, to cite a few examples. But membership marketing seems to be gaining traction in todays marketplace.
The worlds largest circulation magazine
Yes, its 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 Marinesactive 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 detre. 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 theyve 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 thats been around for 40 years, they are always trying to improve and provide an enhanced benefit package to members.
The Worlds 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 NAMGs 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 clubs 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 years 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 thats smart marketing!
Shira Linden is a freelance direct mail copywriter and consultant specializing in circulation marketing, membership marketing and direct mail marketing. For copy that gets results or a copy critique, contact Shira at 203 371-0654, via email at shira@promowriting.com or via her website http://www.promowriting.com.br
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Posts Tagged ‘direct mail’
Membership Marketing — Its More than Magazines
Monday, December 21st, 2009Posted in Business |
Earn Six-Figures Copywriting? Why I Respectfully Disagree With AWAI and Michael Masterson
Friday, November 27th, 2009Author: Alan Sharpebr
Source: articleage.combr
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Aspiring copywriter, be warned.
Dont expect to retire this year and still make more
money than most doctors. Paul Hollingshead and The
American Writers Artists Institute say you can.
According to their website, all that you need to do is
take Michael Mastersons Accelerated Program for
Six-Figure Copywriting, which teaches you to
write simple letters.
Are they realistic? I say no.
I have been a copywriter for over 15 years and I
made a six-figure income last year (2005). But I did
not do it by working only a few hours a day. I did
not do it by writing one, maybe two letters a
month. If I worked that little I would starve. The
bank would foreclose on my house.
Can you really retire from the job youre in now and
earn more money than most doctors, lawyers, or
other well-schooled professionals, as The American
Writers Artists Institute claims you can?
I doubt it.
Direct mail copywriting is a skill. Its not easy. There
are no simple secrets. You cannot learn the craft in
a few months by email. I did not learn the trade by
correspondence course and I know of not a single
copywriter writing and earning at my level who did.
They learned the hard way that writing sales letters
is hard.
The best in the industry earn good money but they
also work very, very hard. Consider the
proof.
BOB BLY
Author: The Copywriters Handbook
Copywriter for 25 years.
Earns $500,000 a year.
Works 12 hours a day, five days a week.
STEVE SLAUNWHITE
Author: Start and Run a Copywriting
Business
Copywriter for 16 years.
Earns six-figure income annually.
Works 40 hours a week.
IVAN LEVISON
Copywriter for 27 years.
Earns six-figure income annually.
Works 40 hours a week.
CLAIM #1
The American Writers Artists Institute claims
that over the course of a year, you can easily earn
anywhere from $30,000 to $240,000 in writing fees
alone.
REALITY
I say earning a living as a copywriter is not easy.
Why should anyone ever think it is? In what other
career can you possibly make $240,000 a
year easily, unless you are robbing banks, dealing
cocaine or running a prostitution ring?
CLAIM #2
The American Writers Artists Institute claims that
you can be just like the people that have all the free
time in the world to travel . . . to spend with their
kids . . . to lower their golf scores . . . to really enjoy
life.
REALITY
As a full-time, professional copywriter, you will not
have all the free time you want. Your clients
deadlines will determine how much free time you
have. No one is going to pay you to play with your
kids or improve your golf score.
CLAIM #3
The American Writers Artists Institute claims You
Dont Need To Be A Writer To Be
Successful.
REALITY
The only people who make a lot of money as direct
response copywriters are the ones who are excellent
writers. You cannot reach their status just by
learning the few powerful secrets that make them
successful.
CLAIM #4
Heres the promise that Paul Hollingshead, co-founder
of The American Writers Artists Institute,
makes: Ill also show you how the very first letter
you write can earn you $10,000 in cash and
launch you on your brand-new writing career faster
than you ever thought possible!
HERES YOUR REALITY CHECK
How many people actually start out as a brand-new
direct response copywriter with no experience, no
clients, no portfolio, zero visibility in the industry and
no reputation and manage to persuade their first
ever client to pay them $10,000 for their first letter?
Not many. When you start, you are a novice. The
clients who pay that kind of money for one letter
wont even talk with a novice. And the clients who
will talk with a novice wont pay that kind of
money.
If you take Michael Mastersons Accelerated Program
for Six-Figure Copywriting course through AWAI, I
wish you every success. I am sure that the course is
excellent and that the people who run it are ethical.
But the one big check you can plan on receiving
when you graduate and start out on your own is a
reality check.
Thats because the folks who promote lucrative
business opportunities like Michael Mastersons
Accelerated Program for Six-Figure Copywriting
usually talk about gross income and never mention
net income. They show you examples of individuals
who earn $100,000 or $300,000 a year writing simple
letters. I am sure these people exist. But they are
not the norm.
Starting a business costs money. Operating a
successful business costs money. Every well-paid,
self-employed copywriter has expenses. Heres the
reality.
AVERAGE ANNUAL EXPENSES OF SHARPE COPY,
INC.
Accounting/legal fees: $2,000
Advertising: 2,912
Banking fees: 762
Membership fees: 1,000
Office supplies: 5,244
Reference materials: 500
Subcontractors: 20,000
Telephone, cell: 600
Telephone, office: 1,460
Travel: 800
Website: 4,160
TOTAL: $39,438
I earn six figures a year as a direct mail copywriter
but I spend almost $40,000 a year to generate that
kind of income. Thats my reality. Knowing this,
should you believe that you can take a
correspondence course, retire to a quaint village in
Vermont, and then earn more than a doctor makes
working only a few hours a day writing simple letters?
If you manage to pull it off, let me know.
ฉ 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the About the Author message).
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About the author
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using business-to-business direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com.
ฉ 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the About the author message).br
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Posted in Uncategorized |
Where to Find New Customers Using B2B Direct Mail
Saturday, October 31st, 2009Author: Alan Sharpe
Source: articleage.com
The claiming in business-to-business absolute mail is alive area to attending for new business. You charge a antecedent of abeyant new admirers that is reliable and affordable. A antecedent that will accord you the acquaintance advice you charge to forward a absolute mail amalgamation to -to-be barter who need, wish and can allow what you offer.
At a minimum, any antecedent of names should accumulation the afterward for anniversary lead:
First name, endure name
Job title
Company name
Address (sometimes on two lines)
City
Province or state
Postal cipher or zip code
Other data that are nice to know:
SIC Cipher (Standard Industry Classification)
Industry by name
Size of aggregation (in amount of advisers or sales volume)
Telephone number
Email address
Business blazon (manufacturing, services, consulting)
Job action (engineer, owner, purchasing, management)
Purchasing authority
Budget
Geographic arena (international region, country, state)
Where to acquisition names of abeyant customers:
Associations
There is an Affiliation of Legal Administrators. There is an affiliation for amusing workers who specialize in allowance humans with blight (Association of Oncology Amusing Work). There is an affiliation for manufacturers of accouterments in the mid-west of the United States (The Mid-West Fastener Association).
If your ambition audiences is a alcove market, the aboriginal abode to attending for abeyant barter is barter associations. These associations (local, regional, national, international) generally hire lists of names of their members.
Trade publications
Most industries accept a barter journal. You are familiar, of course, with Frozen Aliment Age, Industrial Hygiene News, Eyecare Business and Waste News. These barter publications and a lot of others aswell hire the names of their subscribers.
Trade directories
You could attending in the buzz book. Or you could attending in the Amoebic Consign Directory, a accumulation of acquaintance names for companies that consign amoebic aliment products. The added attenuated the field, the added acceptable it is to accept its own agenda of companies in the industry. Some of these directories are in print, and some are online as well.
Trade shows and conferences
Another accomplished antecedent of names is industry events. These are usually hosted by barter publications and associations, but absolute contest aswell exist. Accident organizers hire or advertise the names of accident attendees and exhibitors.
List brokers
List brokers are specialists who advice one aggregation use the account of addition company. Their casework cover research, alternative and advocacy of lists. A account broker, for example, would seek on your account for lists that accommodated your different criteria. There is a Hospitality/Travel Professionals list. And a Firefighters Bookstore account (people who accept purchased from Firefighters Bookstore). And a Federal Student Aid Schools account (28,994 schools that accommodate federally financed aid to their attendees).
House list
Your best antecedent of new business is your database of accepted and accomplished customers, contrarily accepted as your abode list. Accepting business from a accepted chump is consistently beneath big-ticket than accepting business from a new customer.
Government
For some articles and services, addition accomplished antecedent of abeyant admirers is the government. I accept a amount of admirers who buy commitment lists from their accompaniment governments and use them to mail offers to businesses that are in their ambition audience. One applicant buys the names of dentists and dental hygienists whose licenses are about to expire, and mails those affairs a absolute mail section that promotes the client’s continuing apprenticeship courses (which affairs charge to yield and canyon to renew their licenses). Addition applicant buys the names of garages in his accompaniment who conduct state-mandated car assurance inspections. He mails them absolute mail pieces that advance his software product, which is advised accurately for these analysis stations.
Keep in apperception that the a lot of important allotment of any business-to-business absolute mail advance bearing attack is the list. You can accept a abundant product, a agitating action and the best timing, but if you mail to the amiss people, well, you apperceive what happens. So accomplish abiding you get the best account you can.
Alan Sharpe is a business-to-business absolute mail copywriter, advance bearing specialist and administrator of “Sharpe & Direct: The B2B absolute mail business e-newsletter.” Receive a chargeless address if you assurance up at http://www.sharpecopy.com
Posted in Business |