Author: Gordon Glenister

What Benefits Should I Offer My Membership and Association Community? The Essential Checklist

Building and maintaining a successful membership community relies on one key principle: offering value. Members need to feel that their subscription or participation delivers tangible, meaningful benefits that enhance their personal or professional lives. To help you craft the perfect membership package, here is an essential checklist of benefits you should consider providing to your community. Each benefit can be tailored to your specific audience and their needs, ensuring maximum engagement and satisfaction.

1. Priority Booking (Seat Allocation)
Providing priority booking for events, workshops, or seminars ensures that your members feel valued and receive exclusive access. This is particularly valuable for communities that host high-demand events, where seats may be limited. Offering priority booking emphasizes exclusivity and makes your members feel special.

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2. Newsletter and Magazine
Regular communication keeps your members informed and engaged. A well-curated newsletter and a high-quality magazine can provide industry insights, updates on upcoming events, and spotlight achievements within your community. These channels also allow you to highlight member success stories, strengthening the sense of belonging.

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3. Supplier Discounts and Vouchers
One of the most appreciated benefits is access to discounts from suppliers and vouchers for key services. By negotiating exclusive deals for your members, you provide them with real savings, which can be a significant motivator for membership retention.

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4. Employee Health Care and Well-being
For business-focused communities, offering access to employee healthcare schemes and wellness programs demonstrates a commitment to supporting members both professionally and personally. This is an increasingly popular benefit that adds real value to a membership package.

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5. Specialised Helplines
Support is critical, and specialized helplines, such as those for HR, Export, and Health & Safety, can offer members expert advice when they need it most. These services are especially appealing to small businesses or professionals who may not have easy access to such expertise. Companies like Citation offer this service

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6. Legal Advice
Legal guidance can be a costly but essential resource. Providing your members access to tailored legal advice, whether through consultations or resources, helps them navigate challenges and makes membership highly valuable.

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7. Insurance Tailored to Your Sector
For members in specific industries, access to insurance that is uniquely tailored to their sector can be a huge draw. This benefit adds convenience, affordability, and peace of mind.

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8. Room Hire at Association HQ
Access to physical space for meetings, events, or co-working can be a tangible and practical benefit. Offering discounted or free room hire at your association’s headquarters is a great way to bring members together and support their professional needs.

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9. Member Referral Scheme
Encourage your members to bring others into the fold by offering rewards or discounts through a referral scheme. This not only grows your community but also creates a sense of shared ownership and loyalty among members.

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10. Certification and Training
Providing opportunities for certification and training helps members stay ahead in their field and build their expertise. Whether through online courses, workshops, or industry-specific programs, these benefits enhance professional development.

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11. Hosted Buyer Trips
For communities in industries like retail or manufacturing, hosted buyer trips can be an exciting benefit. These trips allow members to explore new suppliers, markets, or technologies while networking with peers.

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12. Members Handbook
A members handbook serves as a go-to resource that outlines the benefits, opportunities, and expectations associated with your membership community. It’s a simple yet effective tool to reinforce the value of membership.

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13. Special Interest Groups
Providing opportunities for members to join niche special interest groups within the community fosters deeper engagement. These groups enable members to connect over shared goals or challenges, creating meaningful and lasting connections.

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14. Social Events and Networking
Social events are an excellent way to build camaraderie and strengthen community bonds. Whether formal dinners, casual meetups, or virtual happy hours, these gatherings give members a chance to relax and connect.

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15. Awards and Recognition
Celebrating achievements within your community is a powerful way to foster loyalty and pride. Organizing awards programs or recognition events helps highlight members’ accomplishments while promoting your organization’s values.

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16. Code of Practice
A clear and transparent code of practice helps establish trust within your community. By setting standards for professional conduct and operations, you create an environment of accountability and reliability.

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17. Lunches and Roundtables
Exclusive lunches or roundtable discussions with industry leaders are a fantastic way to deliver value to your members. These intimate gatherings provide opportunities for learning, collaboration, and networking in a more personal setting.

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18. Exhibitions and Bulk Purchasing Opportunities
Hosting exhibitions that offer member discounts or providing bulk purchasing options through partner suppliers can give members significant savings and exposure to new products or services.

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19. Job Board and Mentoring Program
For professional communities, a job board tailored to your industry and a mentoring program can provide immense value. These services help members advance their careers and grow their networks within the community.

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20. Airport Lounge Passes and Travel Benefits
Travel perks like airport lounge passes are highly attractive to members who frequently travel for work or conferences. These benefits enhance the overall membership experience by addressing practical needs.

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21. Matchmaking Service
A matchmaking service that connects members with potential collaborators, partners, or clients can be a unique and impactful offering. By fostering these relationships, you position your community as a catalyst for growth.

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22. Case Study Library and Certificates
A library of case studies provides members with actionable insights and best practices, while certificates of membership or participation reinforce credibility and pride in belonging to the community.

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23. Marketing and PR Support
Offering members access to marketing and PR support can be a game-changer, especially for small businesses or entrepreneurs. By promoting their achievements or providing media resources, you help amplify their reach and success.

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24. Window Stickers, Plaques, and Branding Materials
Physical items like window stickers or plaques that showcase membership are a great way for businesses to demonstrate credibility and affiliation. These items serve as visible markers of trust and professionalism.

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25. Industry Benchmarking
Helping members understand how they measure up in their industry through benchmarking data or reports is a highly valued benefit. It provides actionable insights and helps them stay competitive.

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Conclusion

The key to a successful membership community is ensuring that the benefits you offer align with the needs and aspirations of your members. By thoughtfully curating a mix of tangible and intangible perks from this checklist, you can create a membership package that not only attracts new members but also fosters loyalty and engagement over time.

One additional consideration is to create a membership benefits calculator, this can help prospective members understand

Remember, the ultimate goal is to deliver value that resonates with your community, ensuring that they feel supported, connected, and empowered every step of the way.

How do I find a speaker on influencer marketing?

Finding the right influencer marketing speaker can significantly enhance your event, providing valuable insights into the dynamic world of digital influence. One prominent figure in this field is Gordon Glenister, a renowned influencer marketing speaker with extensive experience. This Blog post guide you through the process of selecting an ideal speaker, highlighting the expertise of Gordon Glenister.

Understanding the Role of an Influencer Marketing Speaker

An influencer marketing speaker offers expertise on leveraging influencers to enhance brand visibility and engagement. They provide insights into current trends, strategies, and best practices, helping businesses navigate the complexities of influencer partnerships. Engaging such a speaker can offer your audience a deeper understanding of how to effectively implement influencer marketing strategies.

Why Choose Gordon Glenister as Your Influencer Marketing Speaker?

Gordon Glenister stands out as a leading influencer marketing speaker. With a wealth of experience, he has assisted numerous organizations in developing and refining their influencer marketing strategies. His expertise encompasses a broad spectrum of topics within the influencer marketing realm.

Gordon offers various speaking services, including:

• Keynote Speeches: Delivering 20 to 45-minute talks on diverse subjects related to influencer marketing.
• Virtual Workshops: Conducting one-hour sessions on the power of influencer marketing.
• Conference Hosting: Serving as a moderator for both online and in-person events.
• Podcast Hosting or Guest Appearances: Creating engaging podcast content as a host or guest.

His versatility and depth of knowledge make him a sought-after influencer marketing speaker for various events.

Steps to Finding the Right Influencer Marketing Speaker

1. Define Your Objectives: Determine what you aim to achieve by hosting an influencer marketing speaker. This could range from educating your audience about influencer strategies to inspiring them to implement new marketing tactics.
2. Research Potential Speakers: Look for speakers with a proven track record in influencer marketing. Consider their experience, areas of expertise, and previous speaking engagements.
3. Review Content and Testimonials: Examine the speaker's past presentations, articles, or books. Testimonials can provide insight into their effectiveness and audience engagement.
4. Assess Alignment with Your Audience: Ensure the speaker's style and content resonate with your audience's interests and level of understanding.
5. Engage in Preliminary Discussions: Reach out to discuss your event's goals and gauge the speaker's enthusiasm and fit for your event.

Gordon Glenister's Speaking Experience

Gordon has been a keynote speaker at numerous prestigious events in fact over 300, sharing his insights on influencer marketing and membership strategies. His engaging style and comprehensive knowledge make him a compelling choice for organizations seeking to deepen their understanding of influencer marketing.

Conclusion

Selecting the right influencer marketing speaker is crucial for the success of your event. Gordon Glenister's extensive experience and expertise make him a top choice for organizations aiming to explore the intricacies of influencer marketing. By following the steps outlined above, you can find a speaker who will provide valuable insights and inspire your audience to harness the power of influencer marketing.

For more information on Gordon Glenister's speaking services, visit his speaking page.

Is the Over-50s Market an Untapped Goldmine for Brands?

Is the over-50s an untapped market for brands? This vast audience represents a demographic with more than half the spending power in the UK population, yet it remains largely overlooked by marketing campaigns. While marketers often target younger age demographics like Millennials and Gen Z, older consumers—especially older women—are an ageing audience with immense potential. Marketing efforts focusing solely on age alone risk missing out on this high-value group.

Why the Over-50s Market Matters

1. Unparalleled Spending Power

Older consumers control more than half of global spending. In the UK, this age group is responsible for nearly 60% of all household expenditures. They’re not just spending on essential items—they’re splurging on new hobbies, luxury goods, health and wellness, and specific activities like travel. With more disposable income than younger generations, older demographics present a far more opportunity for brand owners looking to effectively market to a deeper level of consumers.

2. Loyalty and Brand Advocacy

Unlike young people, older generations tend to demonstrate enduring brand loyalty. When businesses understand consumers in this age range, they can enable brands to build meaningful relationships that last. Older people are not just customers; they become advocates for businesses they trust.

3. Growing Ageing Population

With people living longer and healthier lives, the ageing population continues to grow. By 2030, one in six individuals globally will be over the age of 60. In the UK, this demographic’s growth far outpaces other demographics, making it critical for marketers to take an active approach to reach this group.

Common Misconceptions About Marketing to Older Consumers

Many brands risk alienating older audiences due to persistent ageist stereotypes. The belief that older consumers are a homogeneous group, resistant to technology, or uninterested in trends is outdated.

• Tech-savvy and Connected: Contrary to misconceptions, older people are highly engaged with technology. From using social media platforms to shopping online, they’re a digital-savvy audience. Instagram influencers like Lyn Slater (@iconaccidental) highlight how older generations embrace style and modern trends, making them ideal partners for fashion brands.

• Dynamic Lifestyles: Ageing audience members are taking up new hobbies, exploring wellness trends, and investing in specific activities that improve their quality of life. Marketing campaigns that target purely biological age overlook these broader interests.

How Brands Can Tap Into the Over-50s Market

1. Challenge Ageist Stereotypes

Effective campaigns represent older people as vibrant and diverse. Fashion brands, for instance, can better respond to this audience by designing clothes that combine comfort with high style. Brands like Dove and L'Oréal have excelled by using older models to promote beauty beyond just age.

2. Leverage Digital Platforms

Older demographics are an active audience online. Collaborating with influencers such as Helen Ruth Elam (@baddiewinkle) or Grece Ghanem (@greceghanem) can enable brands to market directly to this group. These influencers demonstrate how wealth, style, and individuality transcend traditional age ranges.

3. Tailor Solutions for Specific Needs

Older equivalent generations have unique preferences:

• Fashion brands should focus on relevant designs that meet comfort and practicality requirements.
• Tech companies must design user-friendly products with clear instructions.
• Travel businesses can attract older consumers by offering accessible accommodations and curated experiences.

4. Highlight Values and Experiences

This group values sustainability, ethical practices, and authenticity. By understanding attitudes and reflecting these values in advertising, marketers can resonate with older consumers. Experiential marketing, such as hosting workshops or events, helps brands connect on a deeper level.

5. Use Data for Personalization

To effectively market to older people, businesses must leverage data to understand this demographic better. Personalizing campaigns based on spending habits, preferences, and interests can yield better ROI.

Brands Already Winning in the Over-50s Market

Some brands have recognized the potential of this ageing audience:

• Nike: Their campaigns celebrate older athletes, proving physical activity transcends age.
• Peloton: By emphasizing low-impact workouts and community, they’ve captured the interest of older customers.
• Apple: Accessibility features and user-friendly designs make Apple’s products popular among older demographics.

The Risks of Ignoring the Over-50s

Ignoring older consumers is a risk brands can no longer afford. With more money to spend and an increasing presence across demographics, failing to address this audience can result in lost revenue and perpetuate ageist narratives.

Conclusion

It’s about time marketers took a more active approach to engage this audience. The over-50s market offers vast opportunities for brands to grow their customer base and improve their campaigns. By targeting specific activities, understanding attitudes, and leveraging data, brands can respond to the ageing population with relevant solutions. The question isn’t whether to target the over-50s; it’s how soon brands can start tapping into this lucrative market. As someone who is an influencer in this space I would be delighted to talk more on the subject and share my insights