August 14, 2020

Accurate, targeted membership engagement retains loyalty.

If you’re responsible for an organisation that has members there are two ways to give them an experience that will keep them loyal whilst enthusiastically recommending you to others whilst retaining their loyalty.

The first is to make them feel special. Members like to feel they matter (as, of course, they do). They want to get the Rolls Royce treatment that reminds them why it’s so good to be part of your organisation.

Exceptional Communication

The second is exceptional communication. If you asked your members what they like about being a member, efficient administration that details their benefits and timely reminders of what events or activities they personally might be interested in is very likely to feature high on the list!

It can be easy to think that one is a human activity and the other is mostly to do with automation, but actually automation can make a dramatic difference to the member’s experience.

Think how you feel when the coupons and vouchers that come through the letterbox (or by email) are not only from your favourite shops, but relate directly to items you frequently buy. It makes you happy to be able to benefit from these.

If the offers are for items you never buy or from shops you don’t visit, they’re just useless bits of paper. That’s why excellent data management counts in improving how your customer feels.

Patrons, fund-raisers, volunteers, and more

  • If a volunteer for a charity likes to invest their time in attending events to represent you, sending them opportunities to do bucket collections doesn’t make them feel as special. If they get more opportunities to do what they enjoy, they’ll do it more often and continue to do so.
  • If a patron gets notices of a production that’s a light comedy, but they’ve only ever attended dramas, that communication is going to be ignored. If they mostly get notices of the kind of production they enjoy, they’re more likely to buy tickets.
  • Appropriate communications based on the data that you hold, across your organisation that allows you to target accurately messages that have resonance with the recipient, are much more likely to create a positive response.

You may look at all these and be thinking ‘great in principle, but incredibly time-consuming to deliver’. That’s only partly true; the data needs to be available. It’s usually easy to collect, but it doesn’t require a whole team of people to manage it. In today’s digital world, all the data can be automated. You probably guessed that this is also possible with electronic communications across web. email and sms – there are platforms that offer a version of personalised communication that ensures brand guardianship across all media types. And, did you know that even when you don’t have a large volumes to send, that printing of personalised material is possible?

Imagine the impact on your members when they get highly bespoke information in every direct mail or email from you? That’s what will make them feel really special.

Want to know more about this? Please talk to us about what you want to achieve – and we’ll find a solution that works for your organisation.

February 20, 2018

The value of membership marketing

Membership marketing

Membership marketing is when an organisation starts a membership programme with the aim of generating additional income, generating leads, and/or achieving other organisational goals. In other words, a membership programme is designed to offer clear benefits to the members over a specified time period in exchange for something of value to the business i.e. subscription fees, engagement, sales opportunities, etc.

The membership process generally comprises three basic stages: acquisition of new members,  providing value to the members and renewing their memberships plan. Each stage is usually broken down into sub-stages, and each one of those is aligned to specific types of communication.

Membership marketing impact on businesses

Membership marketing offers businesses some very powerful benefits. One of the biggest is that it helps you secure a regular, predictable income, which is key to creating stability and growth. Another major benefit is that, since people love to be part of something, it earns loyalty; and having a base of loyal members is a great starting point for launching and marketing other profitable goods or services – essentially it gives you a database of warm leads. It can also lead to wider brand exposure since many members will spread the word for you.

How to get it right

Firstly, you need a clear idea of how it fits into your general marketing strategy. What do you want to achieve? More revenue? More engagement? More sales or bookings? Once you know what your objectives are you can then design your membership programme around them.

The next stage is understanding your target audience. Who are they? What makes them tick? What problems do they need to solve? This knowledge is essential for making decisions about what to include in the membership.

Then you need to design the membership communication cycle. At Romax we suggest there are five stages in the cycle:

  1. Welcome pack
  2. Activities
  3. Newsletter, Catalogue or Magazine
  4. Unexpected Content
  5. Renewal letter.

Each stage should have well-crafted communications that help you bond with members, deliver value and encourage continued membership. This can mean a lot of specialist work, which is why many businesses partner with marketing firms like Romax who first help you plan the cycle, and then use their specialist resources to produce high-quality content both in print and digital media.

This type of service also helps you measure results and then use the data to improve the programme.

It’s worth noting that some firms choose to focus on digital communication because it’s cheaper and easier to analyse. However, the online market is heavily saturated and many people are suffering from email fatigue which lessens the impact of digital communications. So, to get ahead, many businesses are opting for traditional print media because its tangibility offers something real, that is, something tactile for the member and that in turn strengthens the brand perception.

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550.

January 24, 2018

3 Reasons to Outsource Your Membership Management

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

Direct Mail is one of the top three recruitment channels for new members (32%.) *

 

According to the 2017 Membership Marketing Benchmarking Report by Marketing General Incorporated*, Word-of-Mouth WOM and digital marketing are the top two recruitment channels for  recruiting members, followed closely by Direct Mail in the third position (32%.) The indisputable impact of Direct Mail is evident, so, managing your direct mail efficiently helps to meet your marketing acquisition goals. Read more 5 reasons to introduce more printed client communication.

How does Outsourcing Membership Communication add value?

There are a series of factors that you need to combine to have produced successful membership communication.  Firstly, you must know your membership lifecycle, have a yearly plan to create recruits, increase engagement and renewal.

You can do it on your own, which implies printing welcome letters and packs, and sending it to new members, preparing the monthly communications, manage the print, proofreading, ensuring distribution costs are favourable and coping with response management. Or you can outsource part or the whole membership programme to a proven supplier.

The benefits of outsourcing are many, from optimising the budget spent on releasing your team to work on strategy rather than order processing. We present you with some powerful reasons to outsource your printed membership communication management:

  1. Timing – Increase Client Satisfaction.

A welcome pack is a must-have in the first step for a new members’ communication, as it provides recognition of a  special status, providing them with the benefits to enjoy your exclusive programme and helps them to connect with your offer. The quality of the card, paper and the rest of content that you send impacts on their psychology and association with your brand. Moreover, the quicker they receive the welcome pack, the better the impression of your organisation and the sooner they start to use your services. 51% of membership associations send a mailed Welcome Pack in 2017 and 47% includes a membership card. *

Outsourcing the welcome pack production and despatch service provides the assurance that your member will receive their welcome pack in a certain period previously agreed with the Direct Marketing Supplier as an SLA.

Why is the timing important for a membership organisation? Because maintaining your high brand perception and prompting the first participation in your services. Is easy as that.

At Romax Marketing we can send a welcome pack in less than 48 hours after receiving the member’s application data.

 

  1. Automatise your printed communication – Save time.

By using a Direct Marketing Supplier, you save time in preparing the direct mail communication, proofing, printing, sending it, and managing the response. The huge amount of time saved is proportional to the number of different level of membership because every one of them requires a different offer or communication based on their status. For instance, there are some museums who have nine types of membership, as a result, more than 30 different texts for the same communication.

Thanks to automatisation software, your membership supplier will only require from you the list of members and the text and image for each, and they will prepare and send your communication.

The amount of time saved is massive, and the impact on your brand and your marketing team productivity is huge.

 

  1. Save money on postage – £14,000 for instance.

Membership organisations send a large number of printed communications, welcome letters or welcome packs, monthly communication such as newsletter or activities programme, and renewal forms.  You can benefit from discounts for volume using a Membership Management Supplier, who has deals with postal suppliers that provide you with a substantial discount for both UK and Overseas postage.

The amount of discount depends on multiple factors such as the type of letter or welcome pack, weight, volume, etc. but we are here to help guide you through that complexity. To put this in context, at Romax, we sent more than 96K printed communications for just one of our Art organisation clients, reducing their postage spend by £14,000. How many new members could you attract with this extra budget?


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNetContact us: hello@romax.co.uk, +44 (0) 20 8293 8550

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January 16, 2018

[Webinar] 5 Successful Strategies to Improve Your Membership Programme

Free Webinar: 5 Successful Strategies to Improve Your Membership Programme

24th January 2018 | 1 pm GMT

To make your Membership Programme a real success, you need to truly understand and engage your members through conversation on media platforms of their choosing.
Learn what works best to welcome members and ensure that they both benefit from their membership whilst increasingly supporting your organisation.

From the live free webinar 5 Successful Strategies to Improve Your Membership Programme, you will:

  • Learn how to achieve instant engagement through rapid and engaging content
  • Understand how to interact with members across all media types at the right time to suit them
  • Improve your chances of early and increased renewal
  • Be introduced to techniques aimed at increasing member spend
  • See how to successfully grow their membership

 

When:  TOMORROW Wednesday 24th January 2018
Time: 1 pm GMT
Host: Robin Sumner, Managing Director Romax Marketing & Distribution.

 

 

Romax Marketing & Distribution provides a wide range of services in Membership Communication Services.  We work with membership organisations such as DMKS, Southbank Centre, V&A and PlusNet.

August 20, 2015

Is it Time to Refresh your Membership?

Is it Time to Refresh Your Membership and Re-evaluate Your Approach?

Members of an organisation are its lifeblood. But what is the perfect member?

How many members do you want? Or need? Or can the organisation cope with?

Who is your target member(s)? Which members bring the best to the organisation?

The list goes on and on. What is the best way to not only recruit but to retain members, and how do you increase the length of an average membership?

Membership of an organisation revolves around the positive outcomes that the member receives by being a member of that organisation, so how do you improve on that, and continue to make the benefits of membership to the member far outweigh the cost or commitment of membership?

Firstly, value, the cost of membership must be ‘worth it’. Exclusive clubs give the perception of worth through limited membership and high cost, the perceived value of membership being that of exclusivity. The majority of members, however, must feel that there is a greater fiscal return or emotional value (usually both) compared to the cost of membership.

Best assets: Highest Critics – Not listening, Not responding and fundamentally not ‘representing the needs’ of your members is the quickest way to reduce membership. Any organisation offering membership, should, rather than stipulating rules and dictating terms, services etc, be open to feedback that moves the organisation forward AND therefore is seen as a thought leader and proactive organisation. Often organisations react too slowly, (They do say if you want something done don’t involve a committee) but there must be a way for organisations to streamline and think more radically to meet the ever increasing and diverse needs of a broad membership.

Appropriate, timely and proactive communication for your membership is critical. But not every section of your membership is going to either need or want to hear about every aspect. How then do you define who gets what information and how do you manage that? Of course, this is down to what data is held and the storage of that data in a way that allows for ease of access and defines sections and subsections of a membership accurately. It must also allow for real-time interaction between the member and the data so that the experience is genuine and accurate. This brings us onto the software used for membership data storage. I am certainly not qualified to make any suggestions for this as the range of options and your needs are massive, but the following site provides a good software comparison across a multitude of sectors: Capterra

You are not alone! Remember, there are various forums and networks for membership organisations. Peer to peer communication makes for a stronger sector. Discussions within an industry around industry-related issues or concerns that effect the organisation or more importantly the members of that organisation, mean that resolutions can be found and common problems resolved to everyone’s benefit. One such network is the Membership Management Forum

Timely and Relevant Communication. Membership is not something that happens at annual renewal time. It is a strategic process, a process that needs to be implemented daily. Implementation happens through participation. Touchpoints that are relevant to the period of membership involve that member adding value to their experience and creating a further ambassador for your organisation. Be it a quarterly magazine, regular email with interesting articles, request for voluntary help, a survey, a call or something FREE that only members will benefit from. If when eating out, the only time the waiter paid any attention to you was when they placed a smiley face on the printed bill won’t make you want to come back or make a recommendation in a hurray! An article by Carol Dunitz Ph.D provides invaluable insight and a great reminder on how to approach communication.

There is no one size fits all solution to membership, but I believe that membership organisations need to work a little smarter to improve the experience their members experience and the first place to do that is to around the information that is shared and the two-way communication between the member and the organisation. The more involved the more data is known, the more valued the member feels as a result.

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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February 2, 2015

Streamline your client communication processes using single supplier outsourcing

Streamline your client communication processes using single supplier outsourcing

 We all know that life for a professional working in membership or marketing communications can be hectic and it’s essential to make the best use of your time, to ensure the best results for your clients. One way to achieve this is by working with a single dedicated supplier, rather than many. Here are four ways you can streamline your business processes, by outsourcing through a marketing services company:

Tired of dealing with multiple suppliers? Hours spent on the phone, dealing with layers of admin and payments? At Romax, we remove the administration hassle from your to-do list. We have access to a huge breadth of contract specialists and when you work with us, you’ll only have to deal with one quote process, one supplier and one invoice. We take care of the individual admin processes for each person you work with, saving you valuable time to do what’s important to you and your business.

 One downfall of using multiple suppliers, is that you can’t always guarantee they’ll have the skills or experience you require and time is often lost in logistics and communication orchestrating the project. Poor effort, lack of knowledge and shoddy craftsmanship can be damaging, not only to your product but to your schedule. By outsourcing to an efficient, audited and professional company, you will succeed in making yourself and your projects successful. That’s why it’s essential to trust the professionals you engage with. At Romax, we take care of the filtering process for you. We’ll ensure that only highly trained and motivated professionals are appointed to take care of your projects, allowing you peace of mind.

All that extra time you’ll save means you can put your resources into delivering quality projects for your clients. You’ll have the freedom to focus on your in-house team, making sure they have everything they need to get the job done. All the while, your brilliant team of outsourced specialists will be contributing to the workflow, rather than slowing it down.

 Deliver to your customers faster Become more cost effective

 When you take into account the cost of staffing your in-house team, outsourcing can often be a highly cost-effective solution. Whether you’re bringing in an entire creative team, or just one specialist for a specific project, the time and money saved on finding that perfect person and then employing them directly can become considerable. Add to that the administration staff required to manage a wide and varied team of individuals, and the costs continue to rise. By using a marketing services company like Romax, you can concentrate funds on your core business provisions, without becoming distracted by additional administration costs.