Page 210 - Visual Marketing

89. High-End Rewards: Offering Upscale Coupons Grows
Loyalty, Prevents Cancellations, and Sells Add-Ons

Groucho Marx never
wanted to be a
member of a club
that would have him
as a member. There
are lots of reasons to
avoid joining a club,
so Manchester Athletic
Club in Cambridge,
Massachusetts, set out to
attract new members and
keep them with a wel-
come packet of coupons
worth $270 in services.

189 V I S UA L M A RK ETIN G