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Digg it UP - Membership Marketing -- It's More than Magazines
Information processing is a business process that resembles a normal production process with familiar demands for managing both the quantity processed as well as the quality of the output.For many business processes there is a continuous pressure to increase the output. There is also constant demand for quality which acts as a brake on this main process. In the information processing area this problem is solved by using two different types of processes; batch and online. The quality indicator is the mechanism that will define how much the output is lowered in order to increase the quality (of the information).An example of how this is done in practice you could imagine The Yellow Pages. The books contain a variety of information about companies an each month a book is published with a selection of companies in a certain region. This cycle continues until the last region of the country is handled after which the book publishing process starts all over again with a series for the next year. Publishing these books is a process that requires quite some organizing; most important is that the information is correct. Yet companies (and company information) do change a lot. To maintain this information the company information in the data base needs to be checked with info
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 utilizes 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 always 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 G
A 'dirt-world' retail business I used to manage had a large turnover, a very high profit, and less than 100 lines. Early in 2001, I was contracted to manage another business. This one carried over 800 different lines, yet had a turnover of only about a sixth of the other business, and a lower profit margin. They both had a comparable amount of traffic and credibility in the market, so how can it be that the results were so different?The explanation starts with Vilfredo Pareto, an Italian economist and political sociologist who lived from 1848 to 1923. He devised the law of the 'trivial many and the critical few', better known as Pareto's Law, or the 80:20 rule. This rule says that, in many business activities, 80% of the potential value can be achieved from just 20% of the effort, and that one can spend the remaining 80% of effort for relatively little return.Old Vilfredo might have lived a century ago, but he was spot on. I've been in business a long time, and I can confirm the almost universal truth of the 80:20 rule, in many forms.- When Sales Manager of a Realty office, I had 19 sales staff working to me. About 85% of the business was written by the four top staff.- In a Consumer Electrical business I owned, around 75% of the turnover came from t
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 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.
The 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. 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 package 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 for 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 Sweepstakes” 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 publishes 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 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 the 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 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 campground 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 paying 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 utilizes 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 always 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 Ga
Across the southern United States, millions of Americans are struggling to rebuild their lives in the wake of Hurricane Katrina. Throughout the region, entrepreneurs are have an even greater task – rebuilding their businesses in an area where their markets may no longer exist.Katrina entrepreneurs have a unique opportunity to gain through adversity. Many of history’s most successful entrepreneurs achieved greatness through the identification of opportunity through adversity. Motivated entrepreneurs willing to learn and observe post-Katrina market trends may find themselves in a very lucrative position, long term.Many affected by Hurricane Katrina might initially say, “I don’t have a home. I don’t have a store (or office). My local consumer market is engrossed in rebuilding efforts. Where is the opportunity?”The answer is knowledge. To produce results in any marketplace, knowing how to maximize the resources you do have is the golden key to success. Let’s take a look at some of the ways Katrina entrepreneurs can reestablish their business, and how a business can thrive and grow under difficult circumstances.Renew Your Market PositionTurning adversity into revenue can be as simple as re-branding your product or service. Businesses
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 package 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 for 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 Sweepstakes” 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 publishes 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 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 the 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 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 campground 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 paying 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 utilizes 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 always 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 G
Resumes and cover letters that get acted upon are those that demonstrate the writer's potential to solve an employer's problem based on how similar problems in the past were solved by the applicant. Companies like resumes that demonstrate what you can do for them that you are a problem-solver.Put yourself in the shoes of the hiring manager/screener and you'll understand why a good cover letter and resume MUST make you stand out and therefore is so important. To make a point, let's make some worst case scenario assumptions about the hiring manager reading your cover letter and resume for the first time.Assume that the person reading your resume and cover letter:- is doing so after having been in meetings all day,- ate a big lunch- is dealing with numerous personal problems- is very tired- is over worked and under paid- and it's Friday afternoon at 3 PM- leaving on vacation tomorrowOK, maybe I'm being a little dramatic here, but you get the picture? In many instances, the hiring manager just wants to get through the giant stack of mail ASAP. If you assume all this, then you'll write your cover letter and resume so it is easy to read, impactful and commands a stronger presence tha
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 publishes 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 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 the 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 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 campground 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 paying 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 utilizes 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 always 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 G
Christmas parties are a great time to get everyone together, and have a great time, imbibing massive amount of liquor, destroying piles of food, and dancing enough to kick up a storm. When it comes to setting the party up, there is the debate of whether to let the guests sit down and be served, or to give them a buffet line.Each has its pluses and minuses. The buffet allows people to serve themselves and decide what they want with little waste on their plates. They can decide their portions, and how much they wish to eat. Also, set up can be as little (just put plates and silverware in a central location), or as much (with full setting) as you like. Drinks are also debatable, as you can have a central location, wait staff to serve drinks, or just have drinks available on the table. A good compromise, especially if you are serving champagne, is to have drinks available at a central location, and a bottle or two of champagne at each table.From a cost perspective, you do save some, as the waiting is not necessary and you only need a clean-up crew late in the meal. However, clean-up can take longer, as thee various chafing dishes need to cleaned up at the end of the night, and the various dishes may need to be checked for how long they have been out (some foods have a
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 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 campground 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 paying 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 utilizes 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 always 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 G
How many times have you search for job interview tips only to discover oodles of interview material so structured that it felt detached and not very user friendly? You know the stuff - facts, facts, facts, do this, go there, or follow some list. Useful, yes, yet...If over 90% of personal interaction during your interview can be nonverbal, can a factual preparation alone carry you to a topnotch interview? Or is there more?Harnessing Intuitive Emotional Energy - 4 Tips1. If I presume you are human and so is your interviewer (not computer scanned), then that, my friend, is a basis for an infusion of emotional interview energy.2. Have you ever considered humanizing your job interview preparations? How? Try evaluating job interview techniques as seen through the eyes of human experience.3. Have you ever looked at stories of other interview triumphs and failures to see if you can learn to emulate what works and to avoid what does not?4. Successful interviewees, in my experience, are usually bouncing off the wall with delight, not only because they snared the job but also because of the emotional satisfaction experienced during the interview. They rarely remember their technical competence but never forget their successful interaction. Sweet e
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 utilizes 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 always 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 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 delivered 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 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 package 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 that 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!
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