Brand clubs a great way to add value

Passion is a powerful force in marketing, and customer clubs are a great way to tap into and nurture passionate brand fans (Engagement Moves into Club Class Environment, MW 22 April).

When we researched this market, we found 46% of UK consumers were very interested in becoming members of brand clubs, and one in five adults was already a club member. What’s more, 40% said they were prepared to pay for brand club membership and 21% would pay more than £100.

At the same time social media has made it more cost-efficient to run a club and keep members engaged.

Many more brands could add value for themselves and their consumers through brand clubs, creating the most powerful marketing force of all – an active community of passionate brand advocates.

Andrew Mitchell Head of Loyalty Solutions Arvato Loyalty Services

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