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Advice You - Membership Marketing -- It's More than Magazines
Membership marketing is not new. The American Medical Association was founded in 1847, while the Marine Corps Association was formed in 1913, to cite a few examples. But membership marketing seems to be gaining traction in today’s marketplace.
The world’s largest circulation magazine
Yes, it’s AARP, The Magazine, which arrives at 24 million households each month. According to Lin MacMaster, Director of Membership Development for AARP, the magazine is a tangible benefit, but it plays a supporting role
The world’s largest circulation magazine
Yes, it’s AARP, The Magazine, which arrives at 24 million households each month. According to Lin MacMaster, Director of Membership Development for AARP, the magazine is a tangible benefit, but it plays a supporting role
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
in providing information to help individuals age with grace and dignity and lead purposeful lives. MacMaster believes people are joining for the full array of benefits.
She states that the main benefits of membership include being part of a force of over 36 million Americans who are attempting to remain healthy and live life the way they want to live it, navigating the waters as life changes. Founded in 1958, AARP is a huge advocacy organization on both the federal and state levels, says MacMaster.
Th
She states that the main benefits of membership include being part of a force of over 36 million Americans who are attempting to remain healthy and live life the way they want to live it, navigating the waters as life changes. Founded in 1958, AARP is a huge advocacy organization on both the federal and state levels, says MacMaster.
Th
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
organization has three divisions – a foundation, a non-profit and AARP Services, a for-profit division where AARP partners with insurance companies and other providers, delivering unique benefits to members. Membership costs $12.50 annually; two and three year memberships are also available. According to MacMaster, the AARP card has a high perceived value and is frequently used to obtain discounts.
AARP The Magazine is not available by subscription, but does have some distribution in doctors’ offices.
AARP The Magazine is not available by subscription, but does have some distribution in doctors’ offices.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
Associate members (those under 50) can get the magazine as well. While the magazine offers feature articles, news is covered in the AARP Bulletin, a full-color newspaper. Both accept advertising. AARP also offers members free e-newsletters on an array of topics, including caregiving, health, wellness and financial well-being.
Segmenting the Market
Currently, AARP is moving away from a mass approach to acquisition to a segmented approach. They are mailing their control packages less – a standard packag
Segmenting the Market
Currently, AARP is moving away from a mass approach to acquisition to a segmented approach. They are mailing their control packages less – a standard packag
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
and a snap pack - and testing packages to specific groups. Rather than what MacMaster refers to as the pu pu platter approach (something for everyone) AARP has been testing topics that resonate with the 50-59 year-old segment including caregiving, financial security and health and wellness.
They are also tweaking language and offers, testing formats and messaging, and experimenting with information offers and premiums and freemiums tied to their value proposition (Tips for financial well-being, Tips f
They are also tweaking language and offers, testing formats and messaging, and experimenting with information offers and premiums and freemiums tied to their value proposition (Tips for financial well-being, Tips f
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
or Turning 50, pedometers). Over the last two years AARP has also done a lot of channel testing utilizing the web, AdvoSystems, FSIs, radio and TV that is showing promise.
Getting Promotional
As for renewals, AARP uses a 7-effort series. They are testing shorter and longer versions as well as different messages to different audiences (first time renewal versus longstanding member) and trying more promotionally based offers tied to longer terms. On their website, I noticed a “Win-Win Membership Sweepst
Getting Promotional
As for renewals, AARP uses a 7-effort series. They are testing shorter and longer versions as well as different messages to different audiences (first time renewal versus longstanding member) and trying more promotionally based offers tied to longer terms. On their website, I noticed a “Win-Win Membership Sweepst
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
kes” for a 16-day expedition and cruise to Antarctica. Renewals are also handled via their customer care calls for those who call in. AARP is looking to the web and all member touch points for additional renewal opportunities.
MCA - Membership with a Mission since 1913
The Marine Corps Association is the professional organization for all Marines—active duty, Reserve, retired, and Marine veterans. Annual membership costs $21 for enlisted and $32 for officers, and will be going up in April. MCA publishe
MCA - Membership with a Mission since 1913
The Marine Corps Association is the professional organization for all Marines—active duty, Reserve, retired, and Marine veterans. Annual membership costs $21 for enlisted and $32 for officers, and will be going up in April. MCA publishe
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
not one but two monthly magazines – Leatherneck – Magazine of the Marines and Marine Corps Gazette. Both accept advertising. Bill Hughs, Director of Marketing, indicates Leatherneck offers more general interest/news while the Gazette is a professional journal, covering issues that face Marines every day. Members get a choice of magazines, and some take both. The magazines are available to non-members with 1775 current non-member subscribers.
MCA puts out 4,400 issues as single copies at base exchanges
MCA puts out 4,400 issues as single copies at base exchanges
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
MCA bookstores and kiosk stands inside some commissaries. The magazines are also available at the Quantico Amtrak station and other newsstands near bases. MCA currently does catalog marketing and finds 67% of their retail sales are from members, who enjoy a 10% discount on catalog products.
An Association in Flux
Almost 90,000 members strong, the association is currently reorganizing, evaluating whether the magazines are their main raison d’etre. Hughs states that members perceive the magazines are t
An Association in Flux
Almost 90,000 members strong, the association is currently reorganizing, evaluating whether the magazines are their main raison d’etre. Hughs states that members perceive the magazines are t
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
he main benefit. E-newsletters are also sent out to members. The membership card does not have a high perceived value, he says, as the association has not adequately promoted the other benefits which include retail discounts and travel, to name a few.
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job
Hughs stated that MCA is taking another look at lists, affinity partnerships, positioning, segmentation and messaging. They will do research, focus groups and talk to members. Currently, 62% of their membership is over 40, and they need to do a better job
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
of reaching younger Marines (Generation X). Hughs believes this is because they’ve been using directive language in their messaging, and Gen X is not receptive to this approach. Hughs plans to change the creative, relaunch the magazine and review the renewal and expire programs to increase their membership base.
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the
The Good Sam – a For-Profit Association for RVers
According to Sue Bray, The Good Sam Club offers a valuable package of benefits that promote the RV lifestyle. A membership survey reveals the
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ampground discount is the top benefit, while the magazine, Highways, is next and their web-based trip routing service is third. Other benefits include Good Sam events and member-to-member online forums. Bray is unsure if the membership card has a high perceived value. Membership costs $25/year for the basic dues.
Highways is a monthly magazine which accepts outside advertising. The club also markets branded Good Sam products, such as the Good Sam Continued Service Plan, which protects members against p
Highways is a monthly magazine which accepts outside advertising. The club also markets branded Good Sam products, such as the Good Sam Continued Service Plan, which protects members against p
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ying huge repair bills should something go awry in their rig.
Reaching Boomers through Ads, Direct Mail, Point of Sale
Good Sam is in the mail about once a month, always testing new formats. Direct mail is their main source, but they also test E-mail marketing and send an E-newsletter to members. Their DM control is a #10 envelope 4-5 page letter, response device and membership decal. Bray says that people like the decal. They have also succeeded with a member get a member campaign. Good Sam Club util
Reaching Boomers through Ads, Direct Mail, Point of Sale
Good Sam is in the mail about once a month, always testing new formats. Direct mail is their main source, but they also test E-mail marketing and send an E-newsletter to members. Their DM control is a #10 envelope 4-5 page letter, response device and membership decal. Bray says that people like the decal. They have also succeeded with a member get a member campaign. Good Sam Club util
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
izes a 9-effort renewal series and maintains the same offer throughout the series.
The association also sells memberships at campgrounds, RV shows and camping stores, as well as through Life and MotorHome magazines. As a result of their outreach efforts, the association has been growing 1-2% per year and keeping pace with the market.
”Baby boomers getting into the RV lifestyle have helped fuel this growth,” said Bray. While Good Sam is a mature organization that’s been around for 40 years, they are al
The association also sells memberships at campgrounds, RV shows and camping stores, as well as through Life and MotorHome magazines. As a result of their outreach efforts, the association has been growing 1-2% per year and keeping pace with the market.
”Baby boomers getting into the RV lifestyle have helped fuel this growth,” said Bray. While Good Sam is a mature organization that’s been around for 40 years, they are al
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ays trying to improve and provide an enhanced benefit package to members.
The World’s Largest Affinity Lifestyle Membership Company
Such is the claim of the North American Membership Group (NAMG) established in 1978. NAMG is a for-profit company that combines membership, publishing and merchandise marketing. The North American Hunting Club was first, followed by the North American Fishing Club, the Handyman Club, the National Home Gardening Club, the PGA Tour Partners Club, the Cooking Club of America
The World’s Largest Affinity Lifestyle Membership Company
Such is the claim of the North American Membership Group (NAMG) established in 1978. NAMG is a for-profit company that combines membership, publishing and merchandise marketing. The North American Hunting Club was first, followed by the North American Fishing Club, the Handyman Club, the National Home Gardening Club, the PGA Tour Partners Club, the Cooking Club of America
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
the National Health & Wellness Club, the Creative Home Arts Club, The History Channel Club and the National Street Machine Club. NAMG has 10 clubs in all, with 10 magazines, reaching more than 4.7 million active enthusiasts and 21.8 million readers.
The company maintains that NAMG’s magazines achieve something that newsstand publications cannot – a deeper reader relationship with unmatched interaction between writers, editors, and member readers.
Member benefits include
• Full-color magazine deliver
The company maintains that NAMG’s magazines achieve something that newsstand publications cannot – a deeper reader relationship with unmatched interaction between writers, editors, and member readers.
Member benefits include
• Full-color magazine deliver
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
d 6 to 8 times a year
• Member-only interactive web sites with information archives, bulletin boards, event calendar, weekly polls, trivia contests
• Opportunities to test/keep products related to the club’s lifestyle
• Giveaways of products, services and travel
• Member-to-member forums and informational support
• Special information resource directories
• Exclusive product purchasing opportunities
• Member-only events, competitions and contests
• Discount opportunities on selected products and
• Member-only interactive web sites with information archives, bulletin boards, event calendar, weekly polls, trivia contests
• Opportunities to test/keep products related to the club’s lifestyle
• Giveaways of products, services and travel
• Member-to-member forums and informational support
• Special information resource directories
• Exclusive product purchasing opportunities
• Member-only events, competitions and contests
• Discount opportunities on selected products and
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
services
Cooking Club of America – A Closer Look
In addition to Cooking Pleasures magazine, members enjoy free product testing privileges, free recipe cards, cooking school discounts, menu ideas, a recipe reprint service, and more.
While bind-ins invite members to join, renew or give the gift of membership at $2.00 a month ($24 annually) with a hard offer, an online offer solicits members for a “Free No-Risk Trial Membership for 30 days.”
Those who sign up for the free trial receive a Thank You pac
Cooking Club of America – A Closer Look
In addition to Cooking Pleasures magazine, members enjoy free product testing privileges, free recipe cards, cooking school discounts, menu ideas, a recipe reprint service, and more.
While bind-ins invite members to join, renew or give the gift of membership at $2.00 a month ($24 annually) with a hard offer, an online offer solicits members for a “Free No-Risk Trial Membership for 30 days.”
Those who sign up for the free trial receive a Thank You pac
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
age in a #10 window envelope with a brochure extolling the benefits of membership, a letter indicating they have already received the first issue of Cooking Pleasures, and a perf-off Membership Dues Invoice for $12.00 for 12 months.
A 4-color buckslip invites prospective members to receive a free multipurpose grater (a $20.00 value) by returning the buckslip with their payment. Prospects are enticed with the possibility of winning free kitchen utensils, gourmet food, and more. The website indicates tha
A 4-color buckslip invites prospective members to receive a free multipurpose grater (a $20.00 value) by returning the buckslip with their payment. Prospects are enticed with the possibility of winning free kitchen utensils, gourmet food, and more. The website indicates tha
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
84% of each year’s dues is for one year of Cooking Pleasures.
Smart Marketing
Remember when a credit card was merely a plastic card issued by a bank authorizing payment for purchases? Now, many are portals to a world of benefits ranging from airline miles to merchandise points. So, too, membership marketers provide added value by offering magazines PLUS an array of services (and sometimes an entire community) that tie members more closely to their brand and promote loyalty. Now that’s smart marketing
Smart Marketing
Remember when a credit card was merely a plastic card issued by a bank authorizing payment for purchases? Now, many are portals to a world of benefits ranging from airline miles to merchandise points. So, too, membership marketers provide added value by offering magazines PLUS an array of services (and sometimes an entire community) that tie members more closely to their brand and promote loyalty. Now that’s smart marketing
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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