Presentation to

congres podiumkunsten 30 May 2012

Membership and loyalty

Ten steps to success

Martin BardenCulture Consultants Ltd

#cpk12 @tyrannosaurusx

1. Remove barriers

Customers have already said ‘yes’

2. Is it a membership?

3. Philanthropy

4. Benefits

5. Selling - outreach

6. The Journey

7. Brand Promise

8. Systems

9. Retention – engagement - motivation

10. Lifetime Value (LTV)

Freepix.com

Growth/Retention

Tate Members

0

20,000

40,000

60,000

80,000

100,000

120,000

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-12

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Number of Memberships Retention

Case Study 1: retention

1

2

34

5

6

7

8

Tate’s eight segments in 2009

Likelihood to lapseHIGH LOW

Autumn 2011

1 2 3

4

5

6

7

8

Likelihood to lapseHIGH LOW

Retention: before and after

Retention by month

70.0

75.0

80.0

85.0

90.0

95.0

100.0

%

2009

2010

2009 83.0 85.6 83.8 88.0 85.4 84.0 86.4 86.8 84.4 79.8 84.4 74.0

2010 84.2 87.9 86.6 90.5 90.1 91.5 89.6 89.7 90.0 86.9 88.6 79.8

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Case Study II: William Blake

First Book of Urizen pl. 21 1796, circa 1818, © Tate

Thank you: contact

• @tyrannosaurusx

• martin@cultureconsultants.co.uk

• Martin Barden