17 Member Engagement Ideas to Try in 2017

Posted by Brandon Carter on Jan 17, 2017 8:28:00 AM

Last week we made a strong suggestion that companies get rid of all their customers - and replace them with members.

A customer is someone who buys something. A member is someone who belongs to something.

We should all aim to have members, even if we don't have a formal membership structure. Members, in this sense, are customers who have developed a deeper, ongoing relationship with your product or brand.

These relationships don’t happen by accident. Some brands can develop deep cult followings, but not all of us can be Apple or Starbucks.

We can however, borrow specific tactics from membership groups designed to build engagement and long-term loyalty.

Start small. Try any of these 17 engagement tactics used by some of the largest membership organizations in the world.

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Topics: Customer Engagement, Member Benefits, member engagement, customer loyalty, association marketing

Why You Should Connect with Other Member Engagement and Retention Professionals (and Where to Start)

Posted by Brandon Carter on Jul 5, 2016 8:30:00 AM

Consumers are terrifying.

Directly or indirectly, they control the fate of every business. Yet they’re often erratic

They’re prone to love you one minute and hate you the next. Sometimes based on nothing more than a whim, or because a friend of a friend had a less-than-stellar experience and tweeted about it.

And we’re the ones tasked with keeping them excited, engaged, and in the fold.

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Topics: member engagement

10 Tactics to Create Member Loyalty in the First 30 Days

Posted by Brandon Carter on Jun 14, 2016 8:30:00 AM

Putting a clock to something makes it more exciting.

Imagine sports without a clock. At some point, the ref just decides that’s enough basketball and blows the whistle and everyone goes home.

What about game shows? Wheel of Fortune would become a four-hour ordeal. "Let me know when you're ready to solve the puzzle, Jerry."

Clocks and limitations make things more exciting. They bring pressure, and add an element of life and death.

In the world of member engagement and retention, we don’t deal with deadlines often. We’ll put expiration dates on memberships, and maybe a “sign up by ____” deadline for events.

But otherwise, we tend to operate like a sport without a clock.

When a member signs up, or a customer purchases, there’s a lot of excitement and expectations. Yet, it can take months or even years for the person to fully realize the value of their investment.

You don't see or hear it, but there's a clock ticking. Members are making lifetime decisions as soon as they come into contact with your brand.

Your timer is to set to 30 days. That's how long most businesses need to solidify the relationship and put the member on a successful path.

Try any combination of these ten tactics to put your brand in position to earn engagement and loyalty from as many members as possible.

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Topics: member engagement

T-Mobile Tuesdays: The Wireless Giant Dials in on Retention

Posted by Brandon Carter on Jun 6, 2016 2:31:59 PM

T-Mobile has had quite the year. As recently as a year ago the wireless carrier was acquisition bait, with Sprint, Dish, and AT&T all taking turns as potential suitors.

Meanwhile, the company was in the midst of making a series of bold, drastic changes. They eliminated annual contracts, bolstered their LTE network, killed data penalties (moving to throttled data instead), and exempted most music and video services from counting against data caps.

As a result, they’ve steadily climbed in subscribers and surpassed Sprint as the third largest wireless network in the US.

At one of the company’s Uncarrier events today, CEO John Legere announced that the company had doubled its subscriber base from 33 million to 66 million.

Their attempts at industry disruption have paid off. So much that now other carriers followed suit.

Which is why T-Mobile’s latest Uncarrier announcement is all about retention.

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Topics: Member Benefits, member engagement

30 Simple Member Engagement Tips and Tricks

Posted by Brandon Carter on Jun 2, 2016 7:30:00 AM

You’re doing what we suggested earlier this year and thinking of customers as members, right? After all, they’re yours for the taking every time they want to purchase something you’re offering. Or at least they are if you’re willing to keep them in your brand’s warm embrace.

Treat them like members. Create an ongoing relationship and give them value that enriches their lives in a relevant way, and holds their hands all the way through their next purchase. And the purchases after that, ad infinitum.

If you’re not doing that, you should consider it. Every business is a membership model, after all.

Each purchase is like paying dues, and it’s up to your brand to prove it’s value in between paying those dues.

With that in mind, here are 30 bunch of tips, tricks, strategies, and tactics that you may or may not want to implement to increase engagement with your customers members:

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Topics: member engagement

The Relationship Between Member Benefits, Discount Programs, and Successful Associations

Posted by Brandon Carter on Nov 12, 2014 3:32:00 AM

 

member benefits case studies I joined a professional association once. Over the course of several years and thousands of dollars, this is what I had received for joining: a useful Powerpoint on writing press releases.

That’s all. Obviously, that relationship didn’t last too long. The press releases I’ve constructed since are better, I suppose. Worth my investment into the organization? Eh, nope.

Ask someone why they join a professional association and they’ll offer up networking, educational opportunities, certifications, or representation. All important and vital functions of any association.

Then, ask someone why they won’t renew a membership, or why they’re not interested in joining at all, and they’ll tell you it’s because they didn’t see the personal value in it. There’s just not enough in it for them to justify the expenditure.

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Topics: Educator Access, Customer Engagement, Customer Incentives, Discount Programs, What is Loyalty?, Member Benefits, Viewpoints, member retention, member engagement, customer loyalty, educaiton association member benefits

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