KJO11: Onze Club - Martin Barden, Tate

Membership

Ten steps to success

Martin Barden

@tyrannosaurusx

Wednesday, April 4, 2012

1. Remove Barriers

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The customers have already said ‘yes’

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2. Is it a Membership?

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3. Philanthropy

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4. Benefits

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5. Selling - outreach

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The journey

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6. Brand Promise

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7. Systems

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8. Retention - engagement

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9. Lifetime value (LTV)

freepix.com

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10. Customer Motivation

© Alessi

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Growth/Retention

0

25,000

50,000

75,000

100,000

Mar-00 Mar-01 Mar-02 Mar-03 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Mar-10 Mar-11 Mar-120%

25.0%

50.0%

75.0%

100.0%

Tate Members

Number of MembershipsRetention

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Case Study 1: Segmentation

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1

2

34

5

67

8

The 8 segments in 2009

Likelihood to lapseHIGH LOW

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Model in 9/2011

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70.0

75.0

80.0

85.0

90.0

95.0

100.0Ja

n

Feb

Mar

Apr

May Jun

Jul

Aug

Sep Oct

Nov

Dec

Retention by month

%

20092010

Retention rate before and after

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Case Study 2: William Blake

First Book of Urizen pl. 21 1796, circa 1818, © Tate

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Thank you and contact

@tyrannosaurusx

martinbarden@hotmail.com

www.cultureconsultants.co.uk

Martin Barden

Wednesday, April 4, 2012