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