| Membership marketing is not new. The | | | | directive language in their messaging, |
| American Medical Association was founded | | | | and Gen X is not receptive to this |
| in 1847, while the Marine Corps | | | | approach. Hughs plans to change the |
| Association was formed in 1913, to cite | | | | creative, relaunch the magazine and |
| a few examples. But membership marketing | | | | review the renewal and expire programs |
| seems to be gaining traction in today's | | | | to increase their membership base.The |
| marketplace.The world's largest | | | | Good Sam - a For-Profit Association for |
| circulation magazineYes, it's AARP, The | | | | RVersAccording to Sue Bray, The Good Sam |
| Magazine, which arrives at 24 million | | | | Club offers a valuable package of |
| households each month. According to Lin | | | | benefits that promote the RV lifestyle. |
| MacMaster, Director of Membership | | | | A membership survey reveals the |
| Development for AARP, the magazine is a | | | | campground discount is the top benefit, |
| tangible benefit, but it plays a | | | | while the magazine, Highways, is next |
| supporting role in providing information | | | | and their web-based trip routing service |
| to help individuals age with grace and | | | | is third. Other benefits include Good |
| dignity and lead purposeful lives. | | | | Sam events and member-to-member online |
| MacMaster believes people are joining | | | | forums. Bray is unsure if the membership |
| for the full array of benefits.She | | | | card has a high perceived value. |
| states that the main benefits of | | | | Membership costs $25/year for the basic |
| membership include being part of a force | | | | dues.Highways is a monthly magazine |
| of over 36 million Americans who are | | | | which accepts outside advertising. The |
| attempting to remain healthy and live | | | | club also markets branded Good Sam |
| life the way they want to live it, | | | | products, such as the Good Sam Continued |
| navigating the waters as life changes. | | | | Service Plan, which protects members |
| Founded in 1958, AARP is a huge advocacy | | | | against paying huge repair bills should |
| organization on both the federal and | | | | something go awry in their rig.Reaching |
| state levels, says MacMaster.The | | | | Boomers through Ads, Direct Mail, Point |
| organization has three divisions - a | | | | of SaleGood Sam is in the mail about |
| foundation, a non-profit and AARP | | | | once a month, always testing new |
| Services, a for-profit division where | | | | formats. Direct mail is their main |
| AARP partners with insurance companies | | | | source, but they also test E-mail |
| and other providers, delivering unique | | | | marketing and send an E-newsletter to |
| benefits to members. Membership costs | | | | members. Their DM control is a #10 |
| $12.50 annually; two and three year | | | | envelope 4-5 page letter, response |
| memberships are also available. | | | | device and membership decal. Bray says |
| According to MacMaster, the AARP card | | | | that people like the decal. They have |
| has a high perceived value and is | | | | also succeeded with a member get a |
| frequently used to obtain discounts.AARP | | | | member campaign. Good Sam Club utilizes |
| The Magazine is not available by | | | | a 9-effort renewal series and maintains |
| subscription, but does have some | | | | the same offer throughout the series.The |
| distribution in doctors' offices. | | | | association also sells memberships at |
| Associate members (those under 50) can | | | | campgrounds, RV shows and camping |
| get the magazine as well. While the | | | | stores, as well as through Life and |
| magazine offers feature articles, news | | | | MotorHome magazines. As a result of |
| is covered in the AARP Bulletin, a | | | | their outreach efforts, the association |
| full-color newspaper. Both accept | | | | has been growing 1-2% per year and |
| advertising. AARP also offers members | | | | keeping pace with the market."Baby |
| free e-newsletters on an array of | | | | boomers getting into the RV lifestyle |
| topics, including caregiving, health, | | | | have helped fuel this growth," said |
| wellness and financial | | | | Bray. While Good Sam is a mature |
| well-being.Segmenting the | | | | organization that's been around for 40 |
| MarketCurrently, AARP is moving away | | | | years, they are always trying to improve |
| from a mass approach to acquisition to a | | | | and provide an enhanced benefit package |
| segmented approach. They are mailing | | | | to members.The World's Largest Affinity |
| their control packages less - a standard | | | | Lifestyle Membership CompanySuch is the |
| package and a snap pack - and testing | | | | claim of the North American Membership |
| packages to specific groups. Rather than | | | | Group (NAMG) established in 1978. NAMG |
| what MacMaster refers to as the pu pu | | | | is a for-profit company that combines |
| platter approach (something for | | | | membership, publishing and merchandise |
| everyone) AARP has been testing topics | | | | marketing. The North American Hunting |
| that resonate with the 50-59 year-old | | | | Club was first, followed by the North |
| segment including caregiving, financial | | | | American Fishing Club, the Handyman |
| security and health and wellness.They | | | | Club, the National Home Gardening Club, |
| are also tweaking language and offers, | | | | the PGA Tour Partners Club, the Cooking |
| testing formats and messaging, and | | | | Club of America, the National Health & |
| experimenting with information offers | | | | Wellness Club, the Creative Home Arts |
| and premiums and freemiums tied to their | | | | Club, The History Channel Club and the |
| value proposition (Tips for financial | | | | National Street Machine Club. NAMG has |
| well-being, Tips for Turning 50, | | | | 10 clubs in all, with 10 magazines, |
| pedometers). Over the last two years | | | | reaching more than 4.7 million active |
| AARP has also done a lot of channel | | | | enthusiasts and 21.8 million readers.The |
| testing utilizing the web, AdvoSystems, | | | | company maintains that NAMG's magazines |
| FSIs, radio and TV that is showing | | | | achieve something that newsstand |
| promise.Getting PromotionalAs for | | | | publications cannot - a deeper reader |
| renewals, AARP uses a 7-effort series. | | | | relationship with unmatched interaction |
| They are testing shorter and longer | | | | between writers, editors, and member |
| versions as well as different messages | | | | readers.Member benefits |
| to different audiences (first time | | | | include- Full-color magazine delivered 6 |
| renewal versus longstanding member) and | | | | to 8 times a year- Member-only |
| trying more promotionally based offers | | | | interactive web sites with information |
| tied to longer terms. On their website, | | | | archives, bulletin boards, event |
| I noticed a "Win-Win Membership | | | | calendar, weekly polls, trivia |
| Sweepstakes" for a 16-day expedition and | | | | contests- Opportunities to test/keep |
| cruise to Antarctica. Renewals are also | | | | products related to the club's |
| handled via their customer care calls | | | | lifestyle- Giveaways of products, |
| for those who call in. AARP is looking | | | | services and travel- Member-to-member |
| to the web and all member touch points | | | | forums and informational |
| for additional renewal opportunities.MCA | | | | support- Special information resource |
| - Membership with a Mission since | | | | directories- Exclusive product |
| 1913The Marine Corps Association is the | | | | purchasing opportunities- Member-only |
| professional organization for all | | | | events, competitions and |
| Marines-active duty, Reserve, retired, | | | | contests- Discount opportunities on |
| and Marine veterans. Annual membership | | | | selected products and servicesCooking |
| costs $21 for enlisted and $32 for | | | | Club of America - A Closer LookIn |
| officers, and will be going up in April. | | | | addition to Cooking Pleasures magazine, |
| MCA publishes not one but two monthly | | | | members enjoy free product testing |
| magazines - Leatherneck - Magazine of | | | | privileges, free recipe cards, cooking |
| the Marines and Marine Corps Gazette. | | | | school discounts, menu ideas, a recipe |
| Both accept advertising. Bill Hughs, | | | | reprint service, and more.While bind-ins |
| Director of Marketing, indicates | | | | invite members to join, renew or give |
| Leatherneck offers more general interest | | | | the gift of membership at $2.00 a month |
| news while the Gazette is a professional | | | | ($24 annually) with a hard offer, an |
| journal, covering issues that face | | | | online offer solicits members for a |
| Marines every day. Members get a choice | | | | "Free No-Risk Trial Membership for 30 |
| of magazines, and some take both. The | | | | days."Those who sign up for the free |
| magazines are available to non-members | | | | trial receive a Thank You package in a |
| with 1775 current non-member | | | | #10 window envelope with a brochure |
| subscribers.MCA puts out 4,400 issues as | | | | extolling the benefits of membership, a |
| single copies at base exchanges, MCA | | | | letter indicating they have already |
| bookstores and kiosk stands inside some | | | | received the first issue of Cooking |
| commissaries. The magazines are also | | | | Pleasures, and a perf-off Membership |
| available at the Quantico Amtrak station | | | | Dues Invoice for $12.00 for 12 months.A |
| and other newsstands near bases. MCA | | | | 4-color buckslip invites prospective |
| currently does catalog marketing and | | | | members to receive a free multipurpose |
| finds 67% of their retail sales are from | | | | grater (a $20.00 value) by returning the |
| members, who enjoy a 10% discount on | | | | buckslip with their payment. Prospects |
| catalog products.An Association in | | | | are enticed with the possibility of |
| FluxAlmost 90,000 members strong, the | | | | winning free kitchen utensils, gourmet |
| association is currently reorganizing, | | | | food, and more. The website indicates |
| evaluating whether the magazines are | | | | that 84% of each year's dues is for one |
| their main raison d'etre. Hughs states | | | | year of Cooking Pleasures.Smart |
| that members perceive the magazines are | | | | MarketingRemember when a credit card was |
| the main benefit. E-newsletters are also | | | | merely a plastic card issued by a bank |
| sent out to members. The membership card | | | | authorizing payment for purchases? Now, |
| does not have a high perceived value, he | | | | many are portals to a world of benefits |
| says, as the association has not | | | | ranging from airline miles to |
| adequately promoted the other benefits | | | | merchandise points. So, too, membership |
| which include retail discounts and | | | | marketers provide added value by |
| travel, to name a few.Hughs stated that | | | | offering magazines PLUS an array of |
| MCA is taking another look at lists, | | | | services (and sometimes an entire |
| affinity partnerships, positioning, | | | | community) that tie members more closely |
| segmentation and messaging. They will do | | | | to their brand and promote loyalty. Now |
| research, focus groups and talk to | | | | that's smart marketing!Shira Linden is a |
| members. Currently, 62% of their | | | | freelance direct mail copywriter and |
| membership is over 40, and they need to | | | | consultant specializing in circulation |
| do a better job of reaching younger | | | | marketing, membership marketing and |
| Marines (Generation X). Hughs believes | | | | direct mail marketing. |
| this is because they've been using | | | | |