Branding a Membership Program in a Health Care, Spa or Massage Establishment Environment

It is important to help a customer feel they are receiving something special in exchange for payment, especially in a membership program. This is where branding— through public recognition, private labels, signage, marketing and more—comes in.

One of the goals of a membership program is to help nonmembers and potential customers recognize or become curious about the benefits of membership so that they become members and grow your profit margin. Publicly recognizing members with exclusive benefits is one way to do this.

The name of your membership program should reflect your business brand. If your business name is Serenity Healing, for example, you might name your membership program Premium Serenity Club. The more you can identify and customize your membership to your personality, the harder it will be for your competitors to copy or profit from your business model. You will be seen as unique, and your customers will be able to get that special membership experience only from you.

Members could be acknowledged with their membership category at check-in. Examples of membership titles are Elite Member, Priority Customer, Special Guest, VIP, or Gold, Platinum, Diamond, Medallion or Emerald Class.

Provide each member with a laminated, credit-card-size membership card that features the name of your membership program, company logo, member’s name, membership class and membership number. If you have just two tiers of membership, one card can be silver and the other card gold and you can dismiss the idea of membership category names altogether.

Establish a members-only line with shorter wait times for check-in (members will show their scannable membership card at the desk), provide members with branded gifts, offer special members-only pricing and experiences—and make all of these offerings clear to members, nonmembers and potential customers.

Brand your membership name anywhere and everywhere to customize the special experience. When adding a chocolate candy to the treatment table prior to service, place it on a special doily or napkin with the membership name printed on it. Drinking glasses, protein bars, towels, robes, water bottles, and almost anything else you can think of can be custom-ordered with a label that brands the product with your business name, logo and membership program name, and thereby reflects a special membership status.

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