Saved by Mila Superstar
Fundamentals of modern loyalty
As audiences coalesce around micro-communities as a refuge from an ongoing barrage of content and platforms, how brands connect with them matters. Offerings like Glossier’s Slack group, Vogue Club, and A24 All Access reveal a trend of brands rethinking their audience loyalty strategies. Providing space for fans to interact with your brand (and each... See more
Long Dash • Do you know your fans?
The Membership Economy relies on trust. It’s about the consumer saying, “I’m going to stick with you, but I expect you to continue to deliver.” It’s the mutuality of the relationship that makes the model so beautiful.
Robbie Kellman Baxter • The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Membership isn’t just “subscription by another name” (though it’s often referenced that way), or about giving consumers access to a product. It’s participation in a larger cause that reflects what they want to see in civil society. In membership, there’s a different social contract or value proposition between the site and its members.
Jacob Cohen Donnelly • Subscriptions Is Perfectly Fine; But Community Can Give You More
Membership recognizes that a brand’s consumers are not a monolithic group, but a network of subgroups and niches. A good membership program’s unique value proposition, messaging, benefits, and how they are conveyed through look, feel, and tone of voice are tailored to each of these subgroups and niches.