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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
                                                      Tate Members
           100,000                                                                                                100.0%




            75,000                                                                                                75.0%




            50,000                                                                                                50.0%




            25,000                                                                                                25.0%




                0                                                                                                    0%
                     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-12




                                                               Number of Memberships
                                                               Retention



Wednesday, April 4, 2012
Case Study 1:
              Segmentation




Wednesday, April 4, 2012
The 8 segments in 2009
                                                 6        8
                      3                              7
      1                            5
                           4
            2




    HIGH                       Likelihood to lapse       LOW




Wednesday, April 4, 2012
Model in 9/2011




Wednesday, April 4, 2012
Retention rate before and after
                                                   Retention by month
                  100.0


                   95.0


                   90.0

                                                                                                   2009
                   85.0                                                                            2010
              %




                   80.0


                   75.0


                   70.0
                           Jan


                                 Feb


                                       Mar


                                             Apr


                                                   May


                                                         Jun


                                                               Jul


                                                                     Aug


                                                                           Sep


                                                                                 Oct


                                                                                       Nov


                                                                                             Dec
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


                  martinbarden@hotmail.com


                  www.cultureconsultants.co.uk


                  Martin Barden


Wednesday, April 4, 2012

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KJO11: Onze Club - Martin Barden, Tate