kjo11: onze club - martin barden, tate
DESCRIPTION
Kom Je Ook 11: Onze Club, 29 maart Stadsschouwburg Amsterdam. Credits: Martin Barden, TateTRANSCRIPT
Membership
Ten steps to success
Martin Barden
@tyrannosaurusx
Wednesday, April 4, 2012
1. Remove Barriers
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The customers have already said ‘yes’
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2. Is it a Membership?
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3. Philanthropy
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4. Benefits
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5. Selling - outreach
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The journey
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6. Brand Promise
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7. Systems
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8. Retention - engagement
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9. Lifetime value (LTV)
freepix.com
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10. Customer Motivation
© Alessi
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Growth/Retention
0
25,000
50,000
75,000
100,000
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-120%
25.0%
50.0%
75.0%
100.0%
Tate Members
Number of MembershipsRetention
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Case Study 1: Segmentation
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1
2
34
5
67
8
The 8 segments in 2009
Likelihood to lapseHIGH LOW
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Model in 9/2011
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70.0
75.0
80.0
85.0
90.0
95.0
100.0Ja
n
Feb
Mar
Apr
May Jun
Jul
Aug
Sep Oct
Nov
Dec
Retention by month
%
20092010
Retention rate before and after
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Case Study 2: William Blake
First Book of Urizen pl. 21 1796, circa 1818, © Tate
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Thank you and contact
@tyrannosaurusx
www.cultureconsultants.co.uk
Martin Barden
Wednesday, April 4, 2012