Membership management marketing
Due to expanding the team, Snowflake Media has launched a dedicated Membership Management and marketing division to help organisations strengthen their customer and fan (sporting clubs!) relationships.
Over the past 20 years we have worked with some amazing organisations to help with their Membership Management Marketing. Helping nurture, engage and serve 100,000’s of people enrolled in loyalty and membership programmes in the UK and around the world.
Way back in 2004, Lee was part of the team that created a golf membership with over 60,000 members offering insights, discounts and news to the Golf TV Pro-Shop members to keep them engaged and tuned in to The Golf Channel UK. Since then, Snowflake Media has worked with sporting clubs and companies around the world to help maximise revenues and add value to their most valuable partners, fans and customers.
Most organisations we consult with or manage their programme have a simple challenge. They know they should be nurturing and providing more for their members. They either just don’t know how or don’t have the internal marketing resource to effectively communicate with their members.
The result? Massive churn and cancellations from one year to the next. Like Groundhog Day…but worse!
What is Membership Management Marketing?
Any organisation that has any of the following:
- A Loyalty Club
- Collects information such as email addresses or phone numbers with the express intention of communicating with them
- Email newsletter
- Free membership programme or offering
- Paid membership programme or offering
- “Friends of…” schemes
- Wine/book/cake…of the month club etc.
- Multiple tiers of customer recognition (Platinum, VIP etc)
Membership Marketing Management is both the art and science of engaging with their members with a view to both solidifying the relationship and maximising its income and return on investment in doing so.
While it can sound fairly clinical, as long as the organisation realises it needs to provide outstanding value and relevance to the members, they will often be happy to receive offers and communications from the organisation.
At Snowflake Media we can help with the following aspects of the process:
- Communications Strategy
- Member acquisition
- Pricing evaluation and recommendations
- Structure, flow and frequency of communications
- ROI tracking
- Creation of the marketing materials including design and production
- Utilisation of social media, direct mail and general marketing
- Member communication production and design
- Benefits review and sourcing
We can do this in a hands-on way, aka Done For You. Purely consultative or a hybrid of the two.
Marketing Partnerships
If you have an established programme, but feel like you should be getting more members then it would be great to discuss how we can help.
Likewise if you feel like you could be serving your existing members better, we have a tried and trusted formula that encompasses all the various elements to ensure your customers or fans feel valued and you feel great about your relationship with them.
Who needs Membership Management Marketing?
In addition to those listed above, here are typical organisations that would benefit from a Membership Management Marketing partnership:
- Tourist attractions
- Stately homes
- Professional sporting clubs
- E-commerce retailers
- Brand owners
- Publishers
- Influencers
- Retail outlets
- Restaurants, cafe’s and bars.
Strengthening existing relationships and attracting new fans and customers
Most organisations produce membership programs as an additional stand-alone revenue stream. However it can also be a great way to create advocates for your brand or organisation, which has significant long term benefits.
Word of mouth, referrrals, personal recommendations, whatever you like to call them, only come from great experiences.
This is what Snowflake Media’s Membership Management Marketing team can do for you!
UK & Global Clients, from the heart of Yorkshire
Snowflake Media currently serves members in the UK, USA, Canada, Australia and several countries throughout Europe, all from our “home”* in Halifax, Yorkshire.
We’ve been helping organisations such as sports clubs, healthcare, local governments and retailers grow their impact and revenue in person and remotely for almost 20 years.
If you are wanting to create a membership program for your customers or fans and don’t know where to start or simply don’t have the time, please get in touch.
If your organisation already has a membership of 1000 or more, get in touch to discuss how we can help you risk-free in the expansion of your programme.
Snowflake Media Group is a Halifax based marketing agency including marketing, web design and magazine publishing
* While we say “Home” our team work in our offices in central Halifax and their own homes in this new post-covid reality!