Page 210 - Visual Marketing
P. 210

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.

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