1. What is membership marketing?
2. The role
of membership marketing 3. The case description of
membership marketing 4. The weapon of “membership marketing”-“Nake Member Management System”
ps: If you consult customer service now, you can get a free copy of ” Membership Marketing ” to help you do a better job of membership marketing !
What is membership marketing?
Membership marketing means that companies provide differentiated services and precise marketing through membership development, improve customer loyalty, and increase corporate profits in the long run.
Membership marketing, also known as club marketing, refers to a company that organizes people into a club-like group based on a certain benefit or service theme to carry out marketing activities such as publicity, sales, and promotion. The conditions for a customer to become a member can be to pay a membership fee or recommend a certain amount of products, etc. After becoming a member, they can enjoy the exclusive rights of the member within a certain period of time.
In our daily life, the membership system can be said to be ubiquitous: VIP cards in specialty stores, VIP cards in restaurants, annual cards in tourist attractions, gold cards in various clubs, including various car clubs, owners’ clubs, airlines Company VIP clubs, golf clubs, bookstores and book clubs, membership cards in Internet cafes , as well as bank credit card consumption points , supermarket consumption points, etc. are all within the scope of membership marketing.
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The role of membership marketing:
The main goal of implementing membership marketing is to retain customers, establish a long-term and stable relationship with customers, and enable them to transform into a loyal customer. The specific products or services provided by the enterprise-sponsored membership system can meet the needs of these long-term loyal customers for a lifetime.
The second main goal of membership marketing is to attract new customers. First, the value of the benefits of membership itself will attract other consumers to join the membership. Secondly, members who are satisfied with the membership system will make word-of-mouth publicity in a membership club to attract new customers to join.
The third main goal of membership marketing is to build a strong customer database. A well-maintained database that can continuously record new information is a powerful marketing tool for an enterprise, which can be widely used in various marketing activities. Because only when the customer becomes a member, the basic personal information (such as name, age, address, etc.) and the purchase line (such as favorite products, purchase frequency, purchase quantity, etc.) provided by him are authentic and reliable.
These detailed customer database data can just support other departments of the enterprise, so that the R&D department, product marketing department, market research and other departments can conduct further communication according to the specific situation of member customers to obtain more valuable information and opinions. Communication with members can help relevant departments find out the problems with existing products, areas that may be improved, and their ideas on new products, and many other problems.
The fifth main goal is to create opportunities for communication with the community to strengthen contact with members. Compared with public communication methods such as advertisements or emails, frequent contacts between member organizations and members can form more direct and personalized communication, which helps members to have a sense of belonging to the member organization.
Adopting a membership system marketing plan, whether it is a point system, a club membership system, or a long-term preferential use agreement, the end goal is to improve the efficiency and profit of the company, increase market share, and enable the company to continue to develop .
Explanation of Membership Marketing Cases
The following is an example of the well-known Watsons to illustrate the effects of membership marketing.
1. Card policy and process
1. 10 yuan to apply for a card. Compared with the free card application or the one-time purchase procedure used by most retail companies in the country, Watsons adopted the card application program with a cost of 10 yuan this time. Most studies have found that it is difficult to cherish free cards. As well as the use, Watson’s operation further reflects his confidence in the benefits of membership cards to customers.
2. It can be used only after online activation. This fully reflects Watson’s shrewdness and details. When members are activated, they will naturally register their personal information in detail on Watson’s website, so as not to spend manpower to operate this link, and to ensure that each member’s information can be accurate. Enter the Watsons network.
3. Members can accumulate 1 member point for every RMB 10 spent with the card , 20 member points can deduct 1 RMB in cash, and online activation can give 40 points.
10 yuan card and membership points system can be described as a stone wave, many attentive customers after applying for the card to Watsons calculated an account, every 10 yuan spent accumulate 1 member point, 20 member points can be deducted 1 yuan in cash , Online activation can get 40 points. 40 points are equal to 2 yuan, and there is another 8 yuan to apply for a card. 160 points are required, which means that you need to spend 1600 yuan at Watsons to offset this cost, and the member’s points are valid for 1 year. Some customers, of course, have lost a lot of money after making a detailed calculation.
In fact, in Watsons’ abacus, customers who spend more than RMB 1,600 per year on personal products are naturally locked in. The precise positioning is naturally not comparable to ordinary enterprises.
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2. The strategic significance of the Watsons Card
1. The meaning of consumption data
At present, the number of Watsons stores in the whole has exceeded 400, and the daily customer flow exceeds 2 million. The research on the consumption habits of these customers will be of great significance to the future strategy of a retail chain enterprise. After Watsons launched its membership card, in addition to providing members with personalized tracking services, the use of powerful back-end IT systems to record the consumption of members and the market information obtained after data line analysis is of great significance to future business strategies.
Watsons recognizes one: The needs of consumers are constantly changing. Only by following the pace of consumers can their needs change. At any time, consumers are an important companion of Watsons. If you win another partner, you win the future. This is one of the secrets of Watsons always staying ahead, and it will definitely enable Watsons to win the fiercely competitive market in the future.
2. More personalized service, a magic weapon to win customers
Watsons found through research: Many consumers nowadays are office workers, they are very busy at work, and it is impossible to absorb all the information. What they hope to obtain is personalized service and information. Through the information platform, Watsons tells them targeted information and product information related to customer interests. They don’t have to absorb all market information at the same time, they just want to see what she wants to see. This forms a more effective communication platform for preferential information.
3. A win-win strategy for cooperation with third parties
The second-generation Watsons card also provides discount information from many third-party retailers, joint discounts, and achieves customer sharing, achieving a win-win situation. With a Watsons card, you can not only get many member-only discounts for shopping at Watsons, but also enjoy other Retailer offers. Such as: Happy Life, Modern Beauty, Lingnan Jiayuan Chain Store, Dazu Shennong, California Red, Barker; Flash Ice, Linge Style, Hong Kong Ocean Park, Giordano, Sansa Smoke Spa and Body Center, etc.
3. Promotion of Watsons Card
Every promotional activity of Watsons will have its unique vigor. Judging from the promotion of this membership card, Watsons is going all out. During the listing of the new card, Watsons held a media conference for the full listing of the new Watsons card in Guangzhou. There are fewer publicity advertisements on hard media such as buses.
1. Promotion in the store. During the sales period from January to February 2009, all Watsons stores will hold a brand new Watsons card at the same time, and thematic promotion activities have now appeared. KT board spray paintings, leaflets, and special props such as membership card promotion are set up at the entrance of each store.
2. Employee recommendation. It is understood that many customers apply for membership cards at the store or at the checkout counter after the employee’s recommendation and explanation. In just a few months, the number of Watsons cards handled exceeded one million. It is inseparable from the strong and effective recommendation of Watsons employees.
3. Publicity on DM. Publicity on DM of Watsons is an effective way of continuous direct recommendation. In addition to the theme DM recommendation, every subsequent period of promotion will be promoted along the membership card. The policies, procedures, and preferential treatments will be reflected. At the same time, Watsons, as soon as it cooperated with the promotion of the membership card, specially printed a brochure for the promotion of the membership card, explaining the details of the processing, and there are also a large number of members-only shopping and saving coupons.
4. The publicity on the website, the revision of the Watsons website really reflects the determination and good intentions of the Watsons promotion card. Careful people may find that when Watsons first launched the membership card, the page that logged on to the Watsons website was the Watsons card. Have you applied for it? Page reminder. Now, the promotion of membership cards still occupies an important position. The explanation video of membership card processing, the promotional pictures of membership card processing details, and the content of the activities are all placed in obvious positions, and the description is very clear.
4. Member preferential policies
For members, Watsons has launched 5 major preferential policies:
1. Every 10 yuan spent = 1 point;
2. 20 points = 1 yuan;
3. Double points for shopping in the birthday month;
4. Exclusive product promotion every three weeks;
5. A new one Hot sales, online express delivery;
In January 2009, Watsons personal goods stores launched a large-scale membership card in accordance with the above plan in the whole range. The Watsons membership card was newly launched. For a time, customers appeared in the Watsons store to queue up, and the Watsons membership card website page was logged in. There are too many people and there is a spectacular scene that is difficult to open. Under the aura of Watsons, this membership card operation, which is not ordinary for the retail industry, suddenly became a bright spot in the business world. The media rushed to report and heated up.
Membership Marketing Tool– Nake Member Management System
The Nake Membership Card Points Management System is a powerful and easy-to-operate member management software . It is an indispensable tool for enterprises to conduct membership management, membership card management , member points management , member consumption management, chain member management , and chain point management.
It can meet the needs of many different occasions such as shopping malls, supermarkets, beauty salons, foot baths, KTV bars, massage and health care, auto beauty sales, restaurants, hotels, sports venues, training courses, gyms, etc.
Combined with bulk SMS, email, website integration, custom development and other supporting technologies as well as swipe card reader, printer, POS machine perfect holder, cash box, customer displays and other peripherals, SMEs provide a full complete a membership-based marketing solutions , Greatly reduce daily operation and management costs, improve management efficiency, and effectively enhance the overall benefits of the enterprise!