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The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue, by Robbie Kellman Baxter
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In today’s business world, it takes more than a website to stay competitive. The smartest, most successful companies are using radically new membership models, subscription-based formats, and freemium pricing structures to grow their customer base―and explode their market valuation―in the most disruptive shift in business since the Industrial Revolution.
This is The Membership Economy.
Written by an expertconsultant, this groundbreaking book will show you how to turn ordinary customers into members for life. Learn how to:
- Turn digital subscriptions into forever sales
- Build an online community your customers will love
- Develop new loyalty programs that really pay off
- Transform freemium users into superusers
- Create a self-generating revenue stream
- Keep memberships and profits growing for years to come
Whether you’re a small business with limited resources, an established company using a traditional business model, or a hungry start-up who wants a bigger bang for your buck, this comprehensive guide provides a wealth of membership-building options to suit every need.
You’ll learn the best-kept secrets of top industry leaders, from global giants like Am Ex and Weight Watchers to smaller dot-com successes like SurveyMonkey and Pandora. You’ll find proven strategies for creating membership programs for everything from vacation timeshares and car rentals to video streaming and Software-as-a-Service.
Most importantly, you’ll discover what works, and what doesn’t, from some of the key players in the new membership economy. It’s not about ownership; it’s about access, options, and freedom.
When you join forces with your customers, membership has its rewards―for you, your company, and your continued success.
- Sales Rank: #57597 in Books
- Published on: 2015-03-17
- Original language: English
- Number of items: 1
- Dimensions: 9.08" h x .94" w x 6.78" l,
- Binding: Hardcover
- 272 pages
From the Back Cover
“From Netflix to Spotify, over the past few years, subscription models have become a powerful and profitable business model in the digital economy. Robbie has written a unique, well-researched and very smart book for anyone interested in building one.”
David Kirchhoff, former CEO, Weight Watchers International and WeightWatchers.com
“At American Express, we've always been committed to putting our members at the center of everything we do. Robbie Baxter's book provides practical techniques and insightful new examples to guide organizations in building powerful, ongoing relationships with their members.”
Josh Silverman, President, Consumer Products and Services, American Express
“The Membership Economy is an insightful, research based look at the strategies and tactics needed to develop, grow and maintain a membership-style program for customers. It is perhaps the best, most detailed source I’ve found on this subject to date, and it has very much changed the way I think about our own growing membership program. I can’t recommend it enough.”
Mark Kupferman, VP, Insights & Interactive Marketing, Six Flags Entertainment Corp.
“Some will read The Membership Economy as an entertaining collection of stories about some of the most innovative organizations out there, while, for others, it will serve as a practical guide. It’s a fun insider view that’s also pragmatic.”
Marc Bodnick, CEO, Quora
“In The Membership Economy, Baxter explains, illustrates, and advocates for this new way of doing business ― you won’t want to miss it.”
Bob Baxley, Head of Product Design and Research, Pinterest
“Salesforce.com has always focused on open, transparent, ongoing relationships with members of our community, from customers to vendors to partners. As a result, we've been named for four consecutive years by Forbes. Companies that don’t build this kind of community will fall behind, but Robbie’s book can help any kind of organization leverage these principles and thrive. The Membership Economy is a critical read, and one that should be added to your business bookshelf this year.”
Leyla Seka, SVP & GM Desk.com at Salesforce.com
“Having seen and experienced the challenges of building long-term sustainable relationships involving membership organizations, Robbie Kellman Baxter offers clear examples and straightforward advice how to achieve success in both the non-profit and corporate sectors.”
Howard L. Wollner, Chairman, NPR Foundation
“There's a big difference between subscribers and members. From The Times to The Sun and now at The Wall Street Journal, we are committed to building our relationship with our customers around the principles of membership. Members are more engaged, more connected and more profitable. Read The Membership Economy to learn how to take your organization from transactional to relational.”
Katie Vanneck-Smith, Chief Customer Officer and Global Managing Director, Dow Jones
“As the leader of a major alumni relations office, I understand the importance of building long term relationships with our members. Robbie Kellman Baxter's practical advice will drive immediate results. If your organization depends on having highly engaged members, you should read The Membership Economy.”
Raphe Beck, Director of Alumni Relations, Stanford Graduate School of Business
“I've run a successful membership business for a while now. So I'd like to tell you to move along and not read this book... because why is Robbie Kellman Baxter giving away all our hard-won secrets? But I won't tell you that. Because The Membership Economy is great perspective on an important topic.”
Ann Handley, Chief Content Officer of MarketingProfs, and author of the Wall Street Journal bestseller Everybody Writes
“Robbie’s book is packed with innovative ideas for pricing, acquisition, and engagement of customer. I highly recommend this book for any CEO who seeks to disrupt their industry by putting their customers at the center of everything they do.”
Heidi Roizen, Operating Partner, Draper, Fisher, Jurvetson
Lisa Gansky, entrepreneur and bestselling author of The Mesh
About the Author
Robbie Kellman Baxter is a consultant and speaker who has been providing strategic business advice to Silicon Valley companies for over 20 years. She is the founder of the consulting firm Peninsula Strategies LLC, and regularly presents to professional associations, leading universities, and corporations.
Most helpful customer reviews
18 of 18 people found the following review helpful.
The Must-Read Business Book of 2015 (and beyond)
By Vera Thomas
I'm the VP Marketing for a tech company, and I think this book is a must read for any exec (tech or non-tech). Here's why.
Whenever someone first buys from a company, they are a new customer. But no business can be sustained on new customers alone. All businesses rely on REPEAT CUSTOMERS. (Duh.) The key to getting more repeat customers is to STOP treating them like customers and START treating them like MEMBERS.
This is the book that can help you (and your entire business) make the transition from being customer-centric to being member-centric. Read this book and learn:
- What the difference is between a membership and a monthly subscription (hint: they're not the same, because "Membership is an attitude, an emotion.")
- How to (re)organize to be member-centric -- "The Membership Economy is more than a marketing strategy. It's about the whole organization being built around the ongoing customer relationship."
- Why ongoing tinkering with membership benefits is absolutely critical
- How to streamline your member acquisition funnel
- What a super user is, and why they're important for other members
- When "free" does and doesn't make sense
- Technology to help your organization to be more member-centric
- And much, much more.
This book is a quick read. It's well written and full of tons of practical advice and real-life case studies. Whether you are VP Marketing in a large company, a sole proprietor of a local business, or the head of a non-profit or association, this book is a must read. This book (and author) is pure marketing genius and is likely to spawn a whole new generation of marketing.
20 of 21 people found the following review helpful.
A Milestone, Codifying an Era
By Seth Kahan
I love Robbie Kellman Baxter's new book. The content is outstanding and exceptionally relevant. Ever wonder why there are multitudes of Silicon Valley start-ups that are using membership and community in their core business models? This book not only explains why, it shows you how. For those of us in the membership economy this book is a milestone, codifying the framework and designating the era in business terms that are easy to understand, grasp, and implement.
I am the founder of AssociationTransformation.com - a community of membership CEOs focused on innovation. Robbie and her book have found enormous resonance within my community, bringing together the leaders of some of America's largest and most esteemed associations to take advantage of the knowledge, experience, expertise and know-how Baxter has captured in this important book.
I will share the book with anyone who wants to understand why membership is contemporary, important, and a business engine for our kind of organization. If the future of business interests you, you must read this book. I will be buying multiple copies to share with my CEOs and their Boards of Directors, partners, and allies. This book gives a solid glimpse of the important trends our future is built on. Thank you, Robbie Kellman Baxter.
11 of 11 people found the following review helpful.
Learn how to build community and a civic sense within your organization
By onlinepersona
In the Introduction, Baxter promises that "I wrote this book for you". She goes on to list the book's benefits to people acting in many different roles, including entrepreneurs, activists and lastly, "individuals who care about connection and belonging". To me, her promise captures the essence of the book. Baxter talks about membership, profit and customer loyalty - and manages to do so within the context of human psychology and how to promote any community's well-being, by taking care of the individuals who comprise it. She seems to have the astonishing and refreshing belief that business can be conducted in such a way as to benefit both business AND its targeted market. Baxter is a business woman who weaves a profoundly ethical sensibility into her research findings.
As a trustee for a university, past-or-present board member of several non-profits including religious organizations and a health services provider, and an involved parent in the local public school system, I gained some great insights into how I might rethink the nature of the relationships between business entities, individuals and targeted consumers.
Anecdotes and a personal tone add humor and ease of reading to the (approximately) 250 well-written pages.
I'm not often a great fan of how-to books. I like this one because the author is a bit of a philosopher and philanthropist, and I love those qualities in a business executive. I am pre-ordering a couple of in-print books to give to some of my fellow board members.
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