Watch the video below, entitled “The Membership Economy with Robbie Kellman Baxter,” to learn about shifting to a membership economy.
Learning Tip: Complete the Companion Guide as you watch the webinar.
If you haven't done so already, download the Companion Guide.
The tasks below will be automatically checked off once you complete watching the video and taking the quiz.
STARTING LINE SHIFT
Historically, when organizations thought about their marketing funnel they focused on brand awareness to entice potential customers to try the product. Once the potential customer converted to a customer, the organization would try to up-sell the customer to continue the relationship.
In the Membership Economy, the starting line begins once the customer joins the program being offered. The hope is the customer stays forever, making the relationship a true journey.
THE FOREVER TRANSACTION
Once people join the program, they STOP…
— Considering an alternative.
— Thinking about whether they want to remain a member.
— Thinking about the program’s features.
Instead, they focus on whatever they get from the program to achieve their mission. They are going to be engaged and trust the organization to fulfill their mission.
MISSION FOCUSED WHILE BEING NIMBLE
YOUR SECRET WEAPON: SUPER USERS
Because membership taps into the need to belong and be recognized, super users are much more powerful in the membership economy.
- Go beyond being great members by using the products in the way you want.
- Spend their own time and resources to improve your organization.
- Are advocates and ambassadors bringing on new members.
- Make it easy for new members to receive value sooner.
- Give feedback in focus groups and forums and give speeches.
7-STEP FRAMEWORK FOR THE MEMBERSHIP ECONOMY
Click each step to learn more.
WHERE TO BEGIN?
— Make incremental changes.
— Pick one thing to focus on.
— Research the area of interest.
— Come up with a few, small experiments with a small group.
— Adjust if it’s not working.
CHECK FOR UNDERSTANDING
See if you understand the concepts by completing the quiz. Click The Membership Economy Quiz to begin.
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