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  • Other Added - Membership Marketing -- It's More than Magazines

    Why Do We Measure Performance, Anyway?
    Why do we measure organisational performance? The first answers that pop into your head might be:* you can't manage what you don't measure* what you measure gets done* we have to be accountable* they have to be held accountable* they told us toThese aren't the answers to the question this article asks. The reasons why so many organisations - particularly high performing organisations - measure things are more authentic, more fundamental and more motivating than those listed above.To avoid knowing too lateAt a government agency executive meeting I attended, participants were evaluating whether an end of year revenue target had been met. No it hadn't, and they did have lots of reasons why, most of which were how the market was changing and all their competitors were facing similar revenue downturns. If they'd had this kind of conversation more frequently throughout the year, perhaps they would have had time to create some strategies to better understand what was happening in their market and find new avenues of revenue generation.Annual evaluation, or end-of-project evaluation is always too late to give you choices about changing your course. Are targets just about playing numbers games, or do they really re
    ood 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 Americ

    8 Steps to a Winning Interview
    Do you want to ace the interview? Here are 8 simple steps you can take that can put you on the fast track to a winning job interview.1. Research the company beforehand. Even before you apply for a job at any company, you should investigate them. Is this a company you would want to work for? Know exactly why it is. If not, then why are you there? Research also reduces the possibility of embarrassing questions on your part. Learn the company's products or services, their size and annual revenues (if they are a public company).Go to their website and check out their current press releases. You can extract some good nuggets here by finding out what products they've just introduced, what success stories they're promoting and their most recent stock performance and growth projections. Many challenges the company may be faced with could be couched in these little releases and it's good for you to use this to your advantage during the interview. You want to present yourself as informed and prepared.2. Have answers ready for these 5 questions: Every interviewer is going to want answers to these 5 questions in order to pass the interview. They are often asked differently, but your answers are what matters most. a. Why are you here? b. What can you do for us?
    Membership marketing is not new. The American Medical Association was founded in 1847, while the Marine Corps Association was formed in 1913, to cite a few examples. But membership marketing seems to be gaining traction in today’s marketplace.

    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 America

    The Devastation of Over Regulation
    Small, medium and large businesses across America have been burdened almost to the point of extinction due to the miss management of our regulatory bodies. I have been to every city in the country over 10,000 population and I have seen the destruction that regulatory agency regulations cause through unintended and unanticipated consequences, what is wrong with reducing your regulations and helping the common good, the rural towns in America, the people who care most about this great nation? The Federal Trade Commission although a small agency is one of the culprits as they regulate the franchising industry and the franchise industry is involved in all levels of business; small, medium and large; both private companies and corporations. Recently in a report on franchising the FTC claimed that franchise disclosure was cost effective.It is unfair for the Federal Trade Commission to make a misrepresentation of facts, falsehood or bogus assertion when they either knew or should have known that such statements will cause irreprehensible consequences to free markets and further violate the right to free contract afforded to us by the United States Constitution. Stating that these disclosure documents are somehow “Cost Effective” is such a falsehood. Whether or not such claim
    ion 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 Americ

    The Costs of Workplace Conflict: How to Stop Wasting and Start Investing
    Conflict in organizations is not a problem. Poorly managed conflict is. Conflict managed well is a proactive investment in the future of the organization and in the employees involved. Conflict managed ineffectively is a reactive drain of human and financial capital.7 Ways Your Company Is Wasting Money on ConflictUnresolved, avoided, ineffectively managed, or destructive workplace conflict is expensive, both in financial and human terms:Lost Work Time. Several studies over the last decade suggest that a typical manager spends between 25% and 40% of her time dealing with employee conflict. In a study I conducted in 2000, college and university managers’ time on conflict ranged from 40% to 50% of work hours. Lost work time accrues for the employees involved in the dispute, their supervisors, sometimes their peers, and human resource staff. Attrition and Related Costs. Research reported in the late 1990s showed that workplace conflict left unresolved for too long leads to employee attrition or the use of valuable work time searching for alternative employment. Employee turnover that had its genesis in unresolved conflict is leads to expenditures for severance, recruitment, training and development fo
    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 Americ

    G.E.T. Your Company Giving Program on Track
    Many companies don’t have a clear cut vision for their giving and haven't clearly defined what they want to get from it. They are simply giving to the same thing year after year and doing it the same old way. They are reading donation requests, answering calls about giving, sending out Sorry-But letters, upper management makes all decisions, cut checks, and never follow through. They aren't focused on accomplishing clear-cut results. So, the ‘same’ is just fine.Why is it so critical to create a clear giving plan and to determine a focus? Because if you don't know what you want your giving program to do, the odds are that you will spend a lot of unnecessary time and resources and there is a very strong chance that you will not even make the impact you desire.Focus and plans give you important information about how to use your time, money, and resources for your giving program.Here are a few strategies you can use to G.E.T. your giving on track:• Goals: have goals and know what you want to achieve • Effort: reduce your effort with a plan • Team: engaging employees through teamsGoalTo achieve success, you must have goals. I’ve said this before. Without goals in any area of your business, you flounder not having a sense
    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 Americ

    Your First Summer Work in the UK - Picking Strawberries The Right Way
    Most jobs on farms in the UK involve picking strawberries or berries in general, raspberries and possibly other berries with which I have not have the lucky chance to pick.Picking strawberries is very demanding and hard work and if this being your first summer job, then it will take lots of patience and clear mind. You might be picking in tunnels, which has an advantage of you being able to stand, on the other hand, tunnels are hot as you would expect, and you will have to endure that for you to pick. Tunnels are usually picked in the early mornings and this is being done quickly so that you do not have to stand the mid day or afternoon heat.After finishing the tunnels, pickers ususally move to the fields. This is probably the most common seasonal work in England on farms. It also involves all types of associated work such as pruning, straw laying around the plants,planting. Most of the work is piecework and you will be paid for every box that you pick. A box is made of punnets. Punnets have different colors usually and can be for first class or second class strawberries. Obviously the first class strawberries are the ones with the nice shape and no white parts, evenly red. Second class are the rest except green ones, which you need to leave on the plants for furt
    ood 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 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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