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