Remember the old American
Express advertisement membership has its privileges? Well, being a member of American Express
(and “member” was indeed the term) used to mean something. Carrying that green
card with the Roman centurion in your wallet was a sign of success, a sign of
independence, proof that you were going somewhere. I had one of those cards,
and bought into the brand message, did you?
So, American Express “Membership has
its privileges” today seems to have forgotten its cause and become just another
company selling credit-card services. Steven Johnson, Grocerant Guru® at Tacoma, WA based
Foodservice Solutions® ask is you brand message relevant today?
When BJ’s Restaurants started
testing a new beer subscription program at eight units in northern California,
for a $30 upfront fee, enrollees in the club are entitled to a series of perks
on a two-month cycle. Johnson believes the value proposition combined with
first mover in the space messaging could be a very valuable tool in BJ’s
marketing tool kit.
1. Members were also
entitled to a large deep-dish pizza during the two-month cycle at no extra
cost, but exclusively for takeout. They can also refill their growlers for $5 a
pop at any time, but only for to go, and only one per visit.
2. If they opt to dine
on-premise, members are treated to a Pazookie dessert and appetizer, one of each
over the two-month cycle. They can also upgrade any 16-ounce draft to a
20-ounce serving at no extra charge.
3. All members are
automatically enrolled in BJ’s frequent-guest program and are entitled to $10
in credit for every $100 they spend.
4. Founding members
receive the added perks of a 750 ml. bottle of Imperial White Ale, a popular
premium brew; a pint glass for at-home use; and either a 64-ounce growler or a
six pack of BJ’s house beer, a proprietary brew.
BJ’s CEO Greg Trojan
told financial analysts, “With the most encouraging data point being the high
level of engagement of members once they sign up. The level of activity around
the member benefits is a great indication of future word-of-mouth subscriber
increases, minimization of subscriber defections and ultimately, the program’s
ability to drive in-restaurant frequency.”
This program can be a
great marketing tool when revised to re-introduce the joys of dinning inside
once again. While many fast-food outlets
have begun offing subscription programs for unlimited coffee for takeout or via
the drive-thru. The real value moving
forward just might be expanding the “membership has its privileges”
inside.
Success does
leave clues. One clue that time and time again continues to resurface is “the
consumer is dynamic not static”. Regular
readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Solutions®. Our Grocerant Guru® can help your
company edify your brand with relevance.
Call 253-759-7869 for more information.
