The 4 Keys to MemberCard Success
Benefit versus
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Benefit
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Promotion and
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Measure
results
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Continuing from last month, the MemberCard Tips will focus on one of Four Keys to improve membership results with the help of your MemberCard program.
Key #2: Get as much input as you can when rating prospects for new benefits and venues!
Adding benefits to your MemberCard program is a collaborative effort. It begins with the prospect list we provide. Because you, your members, volunteers, station staff and the general manager know the community so much better than we ever will, it is helpful to involve as many of these constituencies as you can in rating prospects. Our goal is to make your MemberCard program the best that it can be -- and that's why our partnership in identifying the best potential benefits is key.
The geographic distribution of venues on the prospect list we compile for you is based on the updated member counts by city you provide. This helps us ensure that wherever your members live, there are an appropriate number of MemberCard venues -- particularly dining benefits because these are the most universally used benefits. We review the cities by metro area or region knowing that most folks will visit restaurants within 15-45 minutes from where they live. This is how we determine the number of benefits for each area. Then, we conduct extensive research to gather as many choices as possible (including member and staff suggestions you've forwarded over time) while at the same time reviewing many of the listings to pre-rate them for you. We know that you may not be familiar with all areas within your coverage region and want to help make the process as easy for you as possible. This is where the rating scale of 1 to 3 comes in. As you review prospect lists, you might want to pass along the list to key staff members or volunteers for their review and suggestions. Our accounts executives target all #1's and member requests first, and then move to #2's or #3's if needed. It is important to remember that members want more than just fine dining. Every-day family dining gets used the most by members. And the more members use their MemberCards, the more likely it is they'll renew their membership PLUS renew early to get a new MemberCard. And, let's not forget how important those member suggestions and requests are. By using the MBI-supplied fulfillment note when you send out MemberCards/directories, your members have an opportunity to suggest their favorite restaurants. This provides the member with a feedback opportunity and also helps you know how to rate benefits -- you already will know what your members want! So, all in all partnership and participation in the process makes for the best list of MemberCard benefits!
Great examples of all these ideas and many more are available in the MemberCard User's Manual. Don't have one? Simply call Sue Maciejowski at 800-423-7645 ext. 11 or email her at suzanne@membercard.com and she will get a User's Manual right out to you!
Stay tuned for more Keys to MemberCard Success over the next two months!
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