Understanding the membership economy
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The secret to membership is being focused on the mission but willing to change how you do it.
Robbie Kellman Baxter shook up the association world — and beyond — with her 2015 guide to understanding how membership is changing the consumer landscape. It’s not just associations that count on members anymore. It’s also companies like Netflix, LinkedIn, Match.com, Starbucks and even casinos.
So, what can we learn from all these companies that are turning to membership to help bolster the fandom of and loyalty to their brands? Plenty. Join Baxter herself in this webinar-turned-one-hour-course to get the keys to begin moving your organization to the "membership economy" framework.
We'll kick off this online course by overviewing what the membership economy actually is and why it's so important before jumping into super users and why they're such a secret weapon for your association.
Next, we'll dive into the 7-step framework around the Membership Economy and how you should and should not apply it in your organization through a series of real-world applications and examples from newer membership organizations. This framework discusses topics such as your pricing, onboarding, funnel, customer success, and more.
Then we'll discuss the "forever transaction" of membership and what we need to consider to turn recurring revenue into reality. We'll conclude this online learning course by taking a look at opportunities to build on the lessons we learn from newer membership organizations within your own association.
This video-based training is supplemented by a downloadable Companion Guide, short review "quiz" and additional tools for your learning convenience including:
- What members want
- Facing the future of membership worksheet
- 4 Keys to understanding membership economy
- Webinar transcript
- Should this be freemium?
After completing this on-demand training course, you'll be able to:
- Explain the concept of a Forever Transaction.
- Describe Super Users and why they're your secret weapon.
- Explain the seven-step framework for a membership economy.
- Begin implementing the Forever Transaction and membership economy framework in your association.
- Identify the next steps for your organization.
About the Presenter
Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a management consulting firm. Robbie is also the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue, a book that has been named a top-five Marketing Book of the Year on Inc.com.