How can brands improve member activity?

Nowadays, almost all brands have their own membership systems, but most brands do not pay attention to the operation of members. Many members are in a state of silence, so what are the methods to increase member activity? Woolen cloth? The six commonly used ones are introduced below. Pushing brand information to members in a timely manner

How to communicate better with consumers is an enduring research topic in actual marketing work. The communication method of public domain traffic can be developed from the perspective of public relations and communication, and for Members’ information push has another set of operating strategies for private domain traffic.

First of all, in terms of communication channels, brands must follow market changes and understand the channels through which members obtain information, so as to make choices. This is an open question with no fixed formula. In actual work, the author has experienced SMS, Weibo, EDM, WeChat and even direct phone notifications. For brands facing foreign consumers, the most effective communication channel is Facebook. , whatsapp, EDM. In fact, most brands choose to run multiple channels in parallel. Of course, if the marketing budget is limited, some channels with low ROI output can be appropriately abandoned. For example, when using a credit card for consumption, if the account is bound, the consumer will receive message notifications from the bank at the same time from multiple channels such as the WeChat official account, mobile phone text messages, and the bank's own APP.

Secondly, in terms of push content, member operations should more closely follow the "refined operation" strategy, and match member information on the content for one-on-one personalized information push. At this time, operators need to use more technical tools to help improve communication efficiency. For example, they can connect to the SCRM system through the WeChat public account to promptly push order and point change information to members after each purchase, and push targeted member activities during tiered membership activities. Notifications etc. Personalized information push is helpful to enhance the perception of membership status, enhance the sense of dignity and favorability of the brand.

Set up a reasonable level growth system

We know that everyone has a sense of honor, and a reasonable member level growth system is conducive to stimulating low-level members to advance and high-level members to maintain their levels. Especially for industries with high customer unit prices and high consumption frequency, membership levels can enhance members' sense of honor and stimulate members' continued consumption.

When setting the growth level, setting a level validity period for high-level members to constrain it can achieve the purpose of designing the membership level. How to design growth levels? You can refer to the RFM model to group members to design a level system suitable for the brand. Set service-oriented membership rights and interests corresponding to the level

The member rights and interests system is the benefit point given by the merchant to members and is the core value of the membership system. Adding service-oriented rights and interests to the membership system helps to create a better identity for members. A sense of scarcity and nobility.

As consumption upgrades and product differentiation becomes smaller and smaller, and brands are scrambling to build membership systems, a set of reasonably matched service-oriented rights and interests with different levels is one way to stimulate the growth of members. A big weapon, its focus is on the high-quality service experience that the brand can provide.

For example, the membership program Priority Club of the world-renowned hotel brand InterContinental Hotels Group has a series of service-oriented benefits such as "room upgrades", "room welcome snacks", "accumulated room nights can be extended", etc. You need to be a third-level platinum card member to enjoy it, while the highest-level Joy Elite members can enjoy better rights and privileges including "executive corridor treatment and dining discount coupons"; China Southern Airlines VIP Lounge is a popular place for many business travelers to relax at the airport. The first choice, China Southern Airlines Sky Pearl has a large number of members, but only high-level members such as gold and silver cards can enter. Set up benefit-based membership rights corresponding to the level

Another method of member rights is benefit-based membership rights, which focus on giving members incentives in terms of economic benefits and focusing on allowing members to "spend less" and “Take too much.” The most common interest-based benefits most companies focus on are discounts, coupons and points (points can be used as money or exchanged for gifts). Now some brands also offer cashback, which is actually a disguised discount.

Benefit-based rights and interests tend to have better incentives for members in the early stages of the membership life cycle, especially reflected in the driving force for purchase. Of course, benefit delivery is a good communication method that is timeless at any time. Operators can also use the SCRM system to group sleeping members, active members, etc., and send different types of coupons, discounts, etc. in a targeted manner, which is also conducive to stimulating member activity. . Plan various activities to promote membership

"Carrying out activities" is an essential skill for membership plan operators, because as long as it is an activity, it will have a certain impact on promoting member activity, depending on whether the activity is suitable Membership has different effects.

The following introduces several commonly used forms of activities. Commenting, checking in, forwarding, and inviting friends to register are polite. The above-mentioned forms can all be carried out regularly and continuously. Generally, during planning, more or less certain benefit rewards need to be invested to motivate participants. Holiday greetings and interactions. Sending exclusive holiday greetings to members at some special time points or stimulating member interaction through tools can also help increase members' participation in activities, such as member-exclusive holiday greeting cards. Member-only prices. For some promotional products or new products, setting preferential membership prices or only being able to purchase them with membership status will help reflect the sense of dignity of membership, and can also reversely promote the registration of new members. Members-only product trials. Planning online and offline new product trial activities for members is also an effective way to promote member activity. Member's day event. Nowadays, more and more brands are setting up regular membership day activities to increase the frequency of communication between members and brands. The form of membership day activities is even more abundant, and it can also be used to increase the topic in conjunction with current holidays or new product launches. Points redemption activities. The points system and the membership system seem to be twins, appearing together in the membership systems of major brands. "Points are obtained for free" is currently a vague concept in the minds of many consumers. More and more brands are engaging in activities such as "1 point redemption", "points for money purchase", "super value point redemption" and other activities. Mental stimulation provides invisible guidance

Spiritual stimulation can often achieve unexpected results and have a more lasting impact.

The specific implementation method of spiritual motivation needs to be considered from the perspective of "how to help members gain a sense of honor." We often see news about "a certain hero acted bravely, and the government department sent a banner to the hero in recognition", which is a way to achieve a sense of honor. For a brand's membership system, "pennants" can be expressed in the form of member medals, member-specific avatars, etc.; some platforms also establish "ranking lists" to announce the ranking of members' achievements in certain aspects, which is also a way of spiritual motivation.

In the era of national celebrities, why not try to let members speak on behalf of the brand, inspire empathy from other members, and enhance the sense of ownership? You might as well start activities such as "Expert Member Sharing" and "Amateur Talk Products". However, it should be noted that these activities must ensure the authenticity of membership identities. It is best to give priority to higher-level members in casting, because these members tend to have a higher sense of identification with the brand and have better interaction effects.

For some members who are more introverted and don’t want to appear in front of the public, sending them regular thank-you messages is also a good mental stimulus. In the era before the Internet was popular, brands would send thank-you letters to members by mail; in the Internet era, the thank-you letter could be an electronic greeting card, a WeChat tweet, or an email.

In the era of precision marketing, higher membership activity means more objective profit margins, because there are active members first, and then the value of the members is realized, and changes are natural.