BrainTrust Query: I Wouldn’t Join Any Club That Would Have Me as a Member
By Max Goldberg, Founding Partner, The Radical Clarity Group
Through a special
arrangement, presented here for discussion is an excerpt from a current article
from the Radical Clarity Group blog.
Groucho Marx once said that he wouldn’t join any club that would have him
as a member. But in today’s world of consumer connections and social media,
forming a club can accelerate your company’s growth.
Word-of-mouth guru Andy Sernovitz suggests three types of clubs that a business
- A Monthly Club: Dole out regular doses of your latest or most popular creations
to people who love your stuff. By sending a "gift of the month" to
subscribers, you can generate consistent sales, rather than selling one-off
products. As Andy says, "A single sale means you’ve sold them once,
but a subscription means you’ve sold them for a year."
- A Fan Club: Send out regular updates about your business to fans and encourage
current fans to forward the email to their friends. You can start with a
simple newsletter or an event to bring fans together.
- A VIP Club: Reward your frequent visitors or best customers by creating
an exclusive club just for them. Keep them coming back with special offers
and free gifts. Also have them refer a friend.
Discussion Questions: What can retailers do to make their current club card
programs more effective? What customer incentives or other features of clubs
do the most to build and retain customers?