Kom Je Ook 11: Onze Club, 29 maart Stadsschouwburg Amsterdam. Credits: Martin Barden, Tate

1. Membership
 Ten steps to success
 Martin Barden
 @tyrannosaurusx
Wednesday, April 4, 2012

2. 1. Remove Barriers
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3.  The customers have already said ‘yes’
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4. 2. Is it a Membership?
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5. 3. Philanthropy
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6. 4. Benefits
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7. 5. Selling - outreach
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8. The journey
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9. 6. Brand Promise
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10. 7. Systems
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11. 8. Retention - engagement
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12. 9. Lifetime value (LTV)
freepix.com
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13. 10. Customer Motivation
© Alessi
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14. 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
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15. Case Study 1:
Segmentation
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16. The 8 segments in 2009
6 8
3 7
1 5
4
2
HIGH Likelihood to lapse LOW
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17. Model in 9/2011
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18. 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
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19. Case Study 2:
William Blake
First Book of Urizen pl. 21 1796, circa 1818, © Tate
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20. Thank you and contact
 @tyrannosaurusx
 martinbarden@hotmail.com
 www.cultureconsultants.co.uk
 Martin Barden
Wednesday, April 4, 2012