Embed Size (px)
DESCRIPTION
Kom Je Ook 11: Onze Club, 29 maart Stadsschouwburg Amsterdam. Credits: Martin Barden, Tate
Citation preview
Membership
Ten steps to success
Martin Barden
@tyrannosaurusx
Wednesday, April 4, 2012
1. Remove Barriers
Wednesday, April 4, 2012
The customers have already said ‘yes’
Wednesday, April 4, 2012
2. Is it a Membership?
Wednesday, April 4, 2012
3. Philanthropy
Wednesday, April 4, 2012
4. Benefits
Wednesday, April 4, 2012
5. Selling - outreach
Wednesday, April 4, 2012
The journey
Wednesday, April 4, 2012
6. Brand Promise
Wednesday, April 4, 2012
7. Systems
Wednesday, April 4, 2012
8. Retention - engagement
Wednesday, April 4, 2012
9. Lifetime value (LTV)
freepix.com
Wednesday, April 4, 2012
10. Customer Motivation
© Alessi
Wednesday, April 4, 2012
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
Wednesday, April 4, 2012
Case Study 1: Segmentation
Wednesday, April 4, 2012
1
2
34
5
67
8
The 8 segments in 2009
Likelihood to lapseHIGH LOW
Wednesday, April 4, 2012
Model in 9/2011
Wednesday, April 4, 2012
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
Wednesday, April 4, 2012
Case Study 2: William Blake
First Book of Urizen pl. 21 1796, circa 1818, © Tate
Wednesday, April 4, 2012
Thank you and contact
@tyrannosaurusx
www.cultureconsultants.co.uk
Martin Barden
Wednesday, April 4, 2012
