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