In a time where our online lives are cluttered with endless scrolls, fleeting content, and momentary transactions, the quest for meaningful interaction has never been more apparent.
Amidst this digital cacophony, the notion of ‘Memberships’ emerges as an incentive to belong, offering not just a better customer experience, but a home for those yearning for more substantial connections, focusing on the fans that return again and again.
But what exactly do we mean by ‘Memberships’?
Why is this concept increasingly becoming the blueprint for those seeking to cultivate genuine community and loyalty?
At its core, ‘Memberships’ transcend the transactional. For some, you may think about exclusive gym access or the convenience of Amazon Prime’s free shipping. Yet, at its heart, membership is about belonging to a community that rewards your loyalty with more than just points or perks; it offers unconditional rewards and a sense of priority access to what you genuinely love.
Why are memberships more relevant now than ever before?
As we attempt to navigate (which often feels like drowning) through the digital noise, our social interactions are rapidly declining to short, dopamine-driven engagements. The endless stream of 15-second blasts not only shortens our attention span but also distances us from our passions.
Social media, once a tool to connect, now often feels like it’s doing the opposite, pushing us to instead seek spaces where we can immerse ourselves in our interests and experience something beyond a mere ‘follow.’ This yearning for depth over breadth signals a significant shift in how we seek to interact online. But most of us know all this… so are we just doomed or is there hope still?
The digital landscape is at a crossroads. One path is littered with the detritus of doom-scrolling, a relentless battle for the momentary attention of fans. The other path charts a more uplifting course, heading towards fostering deeper connections. Prioritising giving fans the freedom to personalise their own experience and be rewarded for their loyalty and engagement, instead of fixating on vanity metrics.
Crucially this doesn’t mean creating isolated corners of the internet but rather integrating meaningful experiences into the platforms where fans already spend their time.
Are we in danger of taking fans for granted?
We as an industry have taken fan loyalty for granted for too long, and now all we are doing is talking about monetising it, rather nurturing it out of the social media whirlwind — D2C has just become a way to sell more.
Yet, there are innovators among us, brands that have not abandoned social media but have recognised it for what it is, a platform for broadcasting, while simultaneously creating their own spaces where real fandom can thrive.
The Innovators who are ahead of the game
Nike’s version of this stands as a prime example of a connected and personalised membership, boasting over 100 million members who reportedly spend triple the amount of non-member guests. Members enjoy early access to product and collection launches, appealing to 79% of consumers who value exclusive benefits as a loyalty driver. Nike leverages exclusivity and personalisation, with 61% of shoppers more likely to return for recommendations that are relevant to them, making members feel unique and valued. This approach not only saves time by filtering out irrelevant noise but also ensures a seamless experience across all brand touch points, both online and in-store, integrating every aspect of Nike’s world.
Lego’s VIP program also stands out because it transcends the transactional nature of purchasing their products, transforming it into an immersive brand experience.
By offering redeemable discounts, early access to new sets, exclusive promotional gifts, members-only events, and surprise rewards, LEGO engages its diverse fan base — from young builders to adult collectors — rewarding purchases they would already be making with a suite of unique benefits and access.
LEGO’s strategy of hosting members-only events and offering surprise rewards fosters a sense of community and belonging among its members, further enhancing the personalised touch that drives loyalty. The byproduct — 76 % of customers are more willing to join in exchange for a more personalised experience.
If a sneaker and a toy company can nail this, it’s really not hard to see how this all translates to so many other passion points.
The music industry’s renewed search for superfans
We have the great fortune to serve the most passionate customer base in the world, music fans. The time has come to shift our perspective from merely capitalising on the enthusiasm of these devoted fans to genuinely nurturing their passion. The music industry in particular is teetering on the edge of alienating this group by overly focusing on monetisation through endless transactions — whether it’s special album pre-sales or quirky merchandise bundles that seem more like gimmicks than genuine value propositions. What’s next, a new super tier for music streaming? Probably..
Yes, there’s undeniable financial gain in engaging superfans, a fact no one disputes. However, as demonstrated by leading brands, the real treasure lies in cherishing the customer relationship first and foremost; the profits will naturally follow.
Crafting connected memberships for music enthusiasts isn’t just a task — it’s a privilege. We have the unique opportunity to enrich the fan experience in ways that resonate on a personal level.
Consider the magic of unexpected perks for fans already attending live events: first access, merchandise discounts, surprise upgrades or even content that extends the live event experience. These moments, though seemingly small, significantly enhance the fan experience across the board, reinforcing loyalty without the need for grandiose declarations of their monetary value.
In essence, our focus should be on creating joy and adding value in authentic, understated ways, particularly for live audiences who deserve to be rewarded for getting out there and buying the ticket to see the band…
By doing so, not only do we foster a deeper connection with our audience for the future, but we also ensure that the mutual benefits — emotional and financial alike — will naturally ensue.
Contact planet today to find out how you can build a membership that works for your brand.
