New Member Acquisition

OBJECTIVE:
A major media company needed to grow its member base during a period of flat, and even eroding, subscriber growth. The company wanted to invigorate its under-performing acquisition programs with more innovative ideas. They also sought to extend customer retention beyond the traditional churn period.

CHALLENGES:
The company's traditional offers had lost their impact with consumers and their membership acquisition partners were becoming exhausted. They needed to develop fresh and compelling offers to attract new members as well as engage its current partners to actively support its marketing efforts.

SOLUTION:
E-centives enabled a new member acquisition program for our client in coordination with one of its retail partners. This program offered our client's new members its traditional offering plus new exclusive offers from the retail partner. New members received these offers through a monthly email program, which contained valuable coupons redeemable at our client's retail partner. In addition to introducing exciting new member benefits, this program encouraged continued membership through longer-term consumer value offers.

Program value coupons could be printed from the member's printer and redeemed at the retail partner's point-of-sale. Unique identifier codes were generated for each coupon and synchronized with the retail partner's database, allowing individual usage to be tracked and eliminating any unauthorized redemptions.

RESULTS:
The company's acquisition rate increased significantly through this program and new members were retained for a longer period than those acquired through former initiatives. Additionally, the differentiated acquisition offer and its loyalty benefits were well received by the company's retail partner, resulting in increased and more prominent co-marketing visibility for our client from this partner. Based on the impressive results, our client incorporated elements of this program, including rewards-based triggered e-mails, into additional marketing efforts.

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