Live an adventure camping


Membership Marketing -- It's More than Magazines

Membership marketing is not new. Thedirective language in their messaging,
American Medical Association was foundedand Gen X is not receptive to this
in 1847, while the Marine Corpsapproach. Hughs plans to change the
Association was formed in 1913, to citecreative, relaunch the magazine and
a few examples. But membership marketingreview the renewal and expire programs
seems to be gaining traction in today'sto increase their membership base.The
marketplace.The world's largestGood Sam - a For-Profit Association for
circulation magazineYes, it's AARP, TheRVersAccording to Sue Bray, The Good Sam
Magazine, which arrives at 24 millionClub offers a valuable package of
households each month. According to Linbenefits that promote the RV lifestyle.
MacMaster, Director of MembershipA membership survey reveals the
Development for AARP, the magazine is acampground discount is the top benefit,
tangible benefit, but it plays awhile the magazine, Highways, is next
supporting role in providing informationand their web-based trip routing service
to help individuals age with grace andis third. Other benefits include Good
dignity and lead purposeful lives.Sam events and member-to-member online
MacMaster believes people are joiningforums. Bray is unsure if the membership
for the full array of benefits.Shecard has a high perceived value.
states that the main benefits ofMembership costs $25/year for the basic
membership include being part of a forcedues.Highways is a monthly magazine
of over 36 million Americans who arewhich accepts outside advertising. The
attempting to remain healthy and liveclub 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 advocacyagainst paying huge repair bills should
organization on both the federal andsomething go awry in their rig.Reaching
state levels, says MacMaster.TheBoomers through Ads, Direct Mail, Point
organization has three divisions - aof SaleGood Sam is in the mail about
foundation, a non-profit and AARPonce a month, always testing new
Services, a for-profit division whereformats. Direct mail is their main
AARP partners with insurance companiessource, but they also test E-mail
and other providers, delivering uniquemarketing and send an E-newsletter to
benefits to members. Membership costsmembers. Their DM control is a #10
$12.50 annually; two and three yearenvelope 4-5 page letter, response
memberships are also available.device and membership decal. Bray says
According to MacMaster, the AARP cardthat people like the decal. They have
has a high perceived value and isalso succeeded with a member get a
frequently used to obtain discounts.AARPmember campaign. Good Sam Club utilizes
The Magazine is not available bya 9-effort renewal series and maintains
subscription, but does have somethe same offer throughout the series.The
distribution in doctors' offices.association also sells memberships at
Associate members (those under 50) cancampgrounds, RV shows and camping
get the magazine as well. While thestores, as well as through Life and
magazine offers feature articles, newsMotorHome magazines. As a result of
is covered in the AARP Bulletin, atheir outreach efforts, the association
full-color newspaper. Both accepthas been growing 1-2% per year and
advertising. AARP also offers memberskeeping pace with the market."Baby
free e-newsletters on an array ofboomers getting into the RV lifestyle
topics, including caregiving, health,have helped fuel this growth," said
wellness and financialBray. While Good Sam is a mature
well-being.Segmenting theorganization that's been around for 40
MarketCurrently, AARP is moving awayyears, they are always trying to improve
from a mass approach to acquisition to aand provide an enhanced benefit package
segmented approach. They are mailingto members.The World's Largest Affinity
their control packages less - a standardLifestyle Membership CompanySuch is the
package and a snap pack - and testingclaim of the North American Membership
packages to specific groups. Rather thanGroup (NAMG) established in 1978. NAMG
what MacMaster refers to as the pu puis a for-profit company that combines
platter approach (something formembership, publishing and merchandise
everyone) AARP has been testing topicsmarketing. The North American Hunting
that resonate with the 50-59 year-oldClub was first, followed by the North
segment including caregiving, financialAmerican Fishing Club, the Handyman
security and health and wellness.TheyClub, the National Home Gardening Club,
are also tweaking language and offers,the PGA Tour Partners Club, the Cooking
testing formats and messaging, andClub of America, the National Health &
experimenting with information offersWellness Club, the Creative Home Arts
and premiums and freemiums tied to theirClub, The History Channel Club and the
value proposition (Tips for financialNational Street Machine Club. NAMG has
well-being, Tips for Turning 50,10 clubs in all, with 10 magazines,
pedometers). Over the last two yearsreaching more than 4.7 million active
AARP has also done a lot of channelenthusiasts and 21.8 million readers.The
testing utilizing the web, AdvoSystems,company maintains that NAMG's magazines
FSIs, radio and TV that is showingachieve something that newsstand
promise.Getting PromotionalAs forpublications cannot - a deeper reader
renewals, AARP uses a 7-effort series.relationship with unmatched interaction
They are testing shorter and longerbetween writers, editors, and member
versions as well as different messagesreaders.Member benefits
to different audiences (first timeinclude- Full-color magazine delivered 6
renewal versus longstanding member) andto 8 times a year- Member-only
trying more promotionally based offersinteractive web sites with information
tied to longer terms. On their website,archives, bulletin boards, event
I noticed a "Win-Win Membershipcalendar, weekly polls, trivia
Sweepstakes" for a 16-day expedition andcontests- Opportunities to test/keep
cruise to Antarctica. Renewals are alsoproducts related to the club's
handled via their customer care callslifestyle- Giveaways of products,
for those who call in. AARP is lookingservices and travel- Member-to-member
to the web and all member touch pointsforums and informational
for additional renewal opportunities.MCAsupport- Special information resource
- Membership with a Mission sincedirectories- Exclusive product
1913The Marine Corps Association is thepurchasing opportunities- Member-only
professional organization for allevents, competitions and
Marines-active duty, Reserve, retired,contests- Discount opportunities on
and Marine veterans. Annual membershipselected products and servicesCooking
costs $21 for enlisted and $32 forClub of America - A Closer LookIn
officers, and will be going up in April.addition to Cooking Pleasures magazine,
MCA publishes not one but two monthlymembers enjoy free product testing
magazines - Leatherneck - Magazine ofprivileges, 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, indicatesinvite members to join, renew or give
Leatherneck offers more general interestthe 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 faceonline 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. Thedays."Those who sign up for the free
magazines are available to non-memberstrial 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 asextolling the benefits of membership, a
single copies at base exchanges, MCAletter indicating they have already
bookstores and kiosk stands inside somereceived the first issue of Cooking
commissaries. The magazines are alsoPleasures, and a perf-off Membership
available at the Quantico Amtrak stationDues Invoice for $12.00 for 12 months.A
and other newsstands near bases. MCA4-color buckslip invites prospective
currently does catalog marketing andmembers to receive a free multipurpose
finds 67% of their retail sales are fromgrater (a $20.00 value) by returning the
members, who enjoy a 10% discount onbuckslip with their payment. Prospects
catalog products.An Association inare enticed with the possibility of
FluxAlmost 90,000 members strong, thewinning free kitchen utensils, gourmet
association is currently reorganizing,food, and more. The website indicates
evaluating whether the magazines arethat 84% of each year's dues is for one
their main raison d'etre. Hughs statesyear of Cooking Pleasures.Smart
that members perceive the magazines areMarketingRemember when a credit card was
the main benefit. E-newsletters are alsomerely a plastic card issued by a bank
sent out to members. The membership cardauthorizing payment for purchases? Now,
does not have a high perceived value, hemany are portals to a world of benefits
says, as the association has notranging from airline miles to
adequately promoted the other benefitsmerchandise points. So, too, membership
which include retail discounts andmarketers provide added value by
travel, to name a few.Hughs stated thatoffering 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 doto their brand and promote loyalty. Now
research, focus groups and talk tothat's smart marketing!Shira Linden is a
members. Currently, 62% of theirfreelance direct mail copywriter and
membership is over 40, and they need toconsultant specializing in circulation
do a better job of reaching youngermarketing, membership marketing and
Marines (Generation X). Hughs believesdirect mail marketing.
this is because they've been using



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