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Up to the challenge?

One morning, while flipping through the 500 channels on my TV, I came across a commercial for Shaun T’s Insanity program. He suggests that you can receive a year’s worth of results in 60 days if you follow his workout regimen. I was intrigued by his challenge – so I checked out the Insanity website. His approach to marketing his workout DVDs was impressive. Actually, it was more than impressive – it was effective. His tactics could easily be used by an association to market membership, programs, products and services.

  1. Use video and photos to prove it! Shaun T demonstrates the value of his product with a video and before and after photos on his website of real people who have followed the program.
  2. Don’t forget the calls-to-action. Throughout the website, visitors are prompted to take action through the use of bold colorful quotes such as, “You must read this!” and “You can do this!”
  3. Free gifts. When you purchase the DVD set you receive four FREE gifts including free online support, a nutrition plan, a quick start guide and a calendar. These items could have been bundled with the DVD set but they were promoted as BONUS items so that you get a sense of added value with your purchase.
  4. Show the value and the price. The website states, “We’re talking about a $500+ value for all of the workout DVDs and training tools” for less than $120 plus S & H.
  5. Offer a payment plan. Shaun T promotes the option to purchase the workout for three easy payments of $39.95. Although $120 may sound like a good deal compared to the value, it is much easier to make the purchase if it is broken into three payments that are less than $50.
  6. Create a sense of urgency. If you order today, you will also receive two additional bonus workouts. But this is a limited offer so you must act soon.
  7. Ask your fans to be ambassadors. If you complete the 60 day workout and send in before and after photos you will receive a free, “I earned it” Insanity t-shirt. The shirt is not for sale, which gives it additional value to those who have earned it. Shaun T encourages its customers to be proud and promote their accomplishments on social media.

Sheri Jacobs, FASAE, CAE is the author of The Art of Membership: How to Attract, Retain and Cement Member Loyalty (ASAE Series) published by ASAE and Jossey-Bass (January 2014).