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
