Time Starved? Join the Club
TIME AND MONEY are probably the most sought-after intangibles in any working woman’s life. Women’s Consumer Network, Washington, DC, is building a membership organization to deliver both.
Women, in addition to holding down jobs, are the primary caretakers of the home and children-and account for more than 70% of all purchases in the United States, say WCN executives. The group’s goal is to unburden women while harnessing their collective purchasing power. Since starting a marketing campaign last fall, the direct mail-driven membership base has grown to about 40,000.
Thirty-five companies have pacts to offer special deals to members for a range of goods and services such as mutual funds, debt collection on delinquent child support, dependent-care referral, mail order vitamins, car maintenance, office supplies, Internet access and long-distance telephone service. Discounts run from 10% off at 1-800-Flowers to no money down for a new home purchase at a mortgage company.
The 35 firms “give not necessarily the cheapest price, but…the best all-around value,” says Melinda Halpert, senior vice president for membership marketing, referring to two years of research that preceded the campaign’s launch. “We do for you what you would do for yourself if you had the time.”
Companies such as Merrill Lynch and Rexall signed on “to broaden their reach,” explains Lori Lupien, director of member services. “They realize women are the gatekeepers to the family and are turning to us because we identify companies that have women’s needs in mind.”
Between 1 million and 2 million pieces were mailed in a September/October drop and in another during December and January. The mailer includes a letter inviting women (or men) to enroll in a 30-day trial membership for a charter price of $24. A regular membership costs $39.95. Recipients respond by postcard.
Members receive a loose-leaf binder that spells out each company’s discounts in the categories “Money,” “To Your Health,” “On the Job” and “Everyday Solutions.” A glossy newsletter, featuring practical tips and testimonials, arrives six times a year.
Public relations efforts and forays into Internet prospecting via the network’s Web site, as well as a partnership featuring a presence on Microsoft Network’s WomenCentral (www.womencentral.msn.com), have brought in some new members. But, Halpert says, “at this point, our base has been [built] predominantly through direct mail.”
Plans call for the Network’s Web site (www.womensconsumernet.com) to bolster direct mail prospecting-free offers and discounts abound there for signing up. Another source of market data is an online survey that site visitors can complete in exchange for a discount.
The target demographic, of course, is women. Halpert admits that the strongest response is among 30- to 55-year-old working women.
