Not another meh-mbership
How to design membership programs that stand out
Brand memberships are all over the place. As an independent business model or marketing initiative. More like a loyalty program or a subscription. Online or offline. You’ll hardly find a brand not having or working on a membership program.
At A Color Bright, we've also worked on various membership initiatives for clients across industries in recent months. As part of this work we've looked at hundreds of membership programs and to be honest most feel like half-heartedly and emotionless marketing schemes to just squeeze a few extra euros from customers. Nevertheless, we still like the idea of brand memberships a lot. Well executed, they can be a great tool to truly elevate a brand's relationship with its consumers.
Here are our takeaways on how to design membership programs that stand out and would make us want to join the club.
1—Focus on few but special services
A lot of brands give their members a huge range of perks and services. Often stuff that should actually be a total standard or absolute nonsense. Neither of these give any appeal of exclusivity.
We believe brands should focus on a few benefits that truly create value, give members the feeling of being special, and fit the brand perfectly.
Focus on a few carefully selected benefits that make loyal customers feel special. As easy as that.
2—Create a platform for community experiences
Most membership programs are just about the bilateral relationship between brands and their members. But they have the potential to be more—a platform to bring people together that share a passion. Be it in a discord channel, an online community, or through IRL events.
Think about how your program could become a platform for exchange between its members.
3—Real products, not just gimmicks
Your members are usually the most loyal consumers. And what's better for diehard fans of a brand that already own most products? Of course: more products. From early access to limited editions to member-only products.
Great membership programs go beyond pure marketing initiatives but encompass the most crucial element of your brand—its products.
4—Make bold moves
Just having a membership program is nothing special in 2024. Most membership programs out there actually look and feel the same. Of course, there are some proven standards when it comes to designing a membership program. But don’t forget about making it unique.
What could your brand offer that no one else does or can? What would be the most amazing thing you could do for a real fan of your brand.
5—Digital products that matter
Ok, this one is more for the bigger brands. But if you have a certain scale, digital products are a fantastic membership benefit as they have nearly zero marginal costs.
Of course, digital products don't make sense for all brands. But when they do, they are a perfect building block of membership programs.
6—Love for the details
There are millions of software solutions out there to run your membership program. These off-the-shelf solutions definitely tick all the boxes to build a membership program but feel about as personal as getting a spam email. We believe that membership programs should express the respect you have as a brand for your most loyal customers.
Your membership program is an opportunity to turn your regular customers into true fans. Don’t screw it up.
Want to chat about how to make your membership program stand out? We’re all ears.