Members Are Privileges

Posted: January 8, 2010 in Innovate, Marketing, Retention
Tags: , , , ,

Remember that old ad “membership has its privileges”?  Made the boomer generation feel accomplished prior to having “arrived” financially (at least for 30 days).

In the current economy, it’s a privilege to have members (customers, clients, subscribers, whatever your industry calls them).

Membership is the predominantly intangible core which members purchase.

Our true test comes in the experience.  I’ve recommended in keeping your description real — matching your communication with their actual experience.

It is a challenge to protect the experience you provide members from being duplicated — during one rare Arizona rain storm I gathered some golf umbrellas and the staff and I walked members to and from their vehicles.  Out of the ordinary and members were grateful.  That evening on the news, imagine my disappointment when I saw a member I had walked out to her car being interviewed for her business doing the same for their customers.  Not like I could sue her for experience infringement, but a little credit would have been nice.

The larger challenge is constantly differentiating the experience we provide members.  Where do you get your ideas?

It’s a crowded marketplace and we’re going to need more than umbrellas (or maybe not).

umbrella Pictures, Images and Photos

Be remarkable, not replaceable.


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