Now almost all the brands have their own membership system, but most of the brands for the operation of the members did not pay attention to, many members in a dormant state, so in the end there is a way to enhance member activity? Here are six commonly used.

Timely push brand information to members

How to better communicate with consumers is the actual marketing work of the enduring research topics, public domain traffic communication can be developed from the perspective of public relations and communication, and the information pushed to members, there is another set of private domain traffic operation strategy.

First of all, in terms of communication channels, brands need to follow the market and understand the channels through which members are informed, so that they can make choices. This is an open question without a fixed formula, I experienced in the actual work of SMS, microblogging, EDM, WeChat, and even direct phone notification, and for the brand for foreign consumers, may be more effective communication channels are facebook, whatsapp, EDM. in fact, most of the brands choose to multi-track in parallel, of course, if the marketing budget is limited for the case of Of course, if the marketing budget is limited, for some channels with low ROI output, you can give up appropriately. For example, when using a credit card to make a purchase, if the account is bound, the consumer will simultaneously receive a message notification from the bank from WeChat, SMS, the bank's own APP and other channels.

Secondly, in terms of the content of the push, the operation of the membership should follow more of a "fine-tuned operation" strategy, matching the membership information in the content of the one-to-one personalized information push. At this time, the operator needs to make more use of technical tools to help improve communication efficiency, such as WeChat public docking SCRM system, in the members of each consumption in a timely manner after the push orders and points change information, in the stratification of member activities when the push directional member activity notification and so on. Personalized information push is conducive to enhance the member's identity perception, enhance the sense of dignity and goodwill towards the brand.

We know that everyone has a sense of honor, and a reasonable level growth system will help to stimulate the lower level members to move up and the higher level members to keep their rank. Especially for the high unit price and high consumption frequency industry, through the membership level division, can enhance the sense of honor, stimulate members to continue to consume.

When setting up the growth level, set a level validity period for the high-level members to be constrained, in order to achieve the purpose of designing the membership level. How to design the growth level, you can refer to the RFM model to divide the members into groups, so as to design a level system suitable for the brand.

Setting up service-oriented membership benefits corresponding to the level

Membership benefits system is a point of interest to the members of the merchant, is the core value of the membership system, for the membership system to increase the service-oriented rights and benefits for the membership system, help to create a sense of scarcity for the membership as well as a sense of honor.

With consumption upgrading and product differentiation getting smaller and smaller, and brands are scrambling to build a membership system, a set of reasonably priced service-based benefits is a great tool to stimulate member growth, which focuses on the quality of the service experience that brands can provide.

For example, InterContinental Hotels Group (IHG), a globally renowned hotel brand, has a membership program called the UHG Club, which offers a number of service-oriented benefits such as room upgrades, in-room refreshments, and deferred room nights. Some service-oriented rights and benefits such as "room upgrade", "in-room welcome snacks", "deferred accumulated room nights", etc. can only be enjoyed by Platinum Card members from the third level, while the highest level of the Supreme Joy Elite members can enjoy better rights and benefits such as "executive corridor treatment and food and beverage discount vouchers", etc.; the China Southern Airlines lounge is the preferred choice for many business travelers to rest in the airport, and the number of members of China Southern Airlines Pearl is large. The China Southern Airlines Lounge is the preferred choice of many business travelers for airport relaxation, and the China Southern Airlines Pearl Lounge has a large number of members, but only high-level members such as Gold Card and Silver Card can enter.

Setting up benefit-based memberships that correspond to levels

There is another approach to memberships that focuses on giving members incentives in terms of financial benefits, centered around letting members "spend less" and "take more. "The main focus is on giving members incentives in terms of financial benefits. The general business is most often the main interests of the interest-type benefits are discounts, coupons and points (points can be used as money or exchange gifts), and now some brands have also launched cashback, in fact, is also a disguised discount.

Benefit-based entitlements tend to be better incentives for members in the early part of their lifecycle, especially as reflected in their purchase drive. Of course, benefit delivery is a good communication method that is not outdated in any period of time. Operators can also make use of the SCRM system to divide the sleeping members and active members into groups, and send different categories of coupons and discounts in a targeted manner, which is also helpful to stimulate active members.

Planning various activities to promote members

"Engaging in activities" is a necessary skill for the operator of the membership program, because as long as it is an activity, there is a certain impact on the promotion of active members, depending on whether the activity is suitable for members to have a different effect.

The following are a few common forms of activity.

Comments, check-ins, retweets, and inviting friends to sign up for gifts. The above mentioned forms are able to be routinely ongoing, generally planning needs to be more or less invested in a certain benefit reward to incentivize participants. Holiday greetings and interaction. In some special time nodes for members to send exclusive holiday greetings or through the tools to motivate members to interact, but also conducive to enhance the participation of members on the activities, such as members of the exclusive holiday card. Exclusive member pricing. For some promotional products or new products, set a preferential member price or only members can purchase, which is conducive to reflecting the dignity of the membership, but also can reverse the promotion of new member registration. Exclusive product trial for members. Planning online and offline new product trial activities for members is also an effective way to promote active membership. Member day activities. Now more and more brands set up a fixed cycle of member day activities to enhance the frequency of communication between members and brands. The form of membership day activities is even richer, but also with the current holidays or new product launches and other nodes to promote the high degree of conversation. Points redemption activities. Points system and membership system with as if it had been a twin child like **** with the membership system in the major brands. "Points are free to get" is a fuzzy concept in the minds of many consumers, more and more brands are playing the "1 points exchange", "points + money purchase", More and more brands play "1 point exchange", "points + money purchase", "value points exchange" and other forms of activities. Spiritual incentives for invisible guidance

Spiritual incentives can often achieve unexpected results, and the impact is more lasting.

Spiritual incentives for the specific implementation of the way, need to think from the "how to help members get a sense of honor". We often see "a hero for bravery, the government department for praise and send a banner to the hero" news, is a way to realize the sense of honor. For the brand's membership system, the "banner" can be expressed in the form of member medals, exclusive avatars and other forms; there are also platforms to establish "rankings" to announce the ranking of members in a certain aspect of the achievements, but also a form of spiritual incentives.

In the age of the national star, why not try to let the members speak on behalf of the brand, to stimulate the empathy of other members and enhance the sense of belonging? The "Daredevil Member Sharing" and "Vegetarian Product Talk" campaigns may also be a good idea. However, it is important to note that these activities must ensure the authenticity of the identity of the members, in the casting of the best to prioritize the selection of higher-level members, because these members tend to have a higher sense of identification with the brand, the interaction also has a better effect.

For some more introverted members, who may be reluctant to appear in front of the public, sending them regular thank-you messages can be a good moral incentive. In the days before the Internet was prevalent, brands would send thank-you notes to members by mail; with Internet-era practices, the thank-you note could be an e-card, a WeChat tweet or an email.

In the age of precision marketing, more active members means more objective profit margins, because having active members in the first place, and then realizing the value of the members, changes as a matter of course.