Here’s Why Paid Memberships are a Strategic PR Move

In the quicksilver world of public relations, companies are always on the hunt for creative strategies to polish their brand image and foster enduring connections with their target audience. One tactic gaining momentum is the introduction of paid memberships. 

While it may seem odd at first to limit access to info, paid subscriptions, when done right, can actually help nurture a devoted community, signify value, and bring in a steady revenue flow – all integral parts of a sturdy PR game plan.

Cultivating a community of engaged advocates

At the core of successful PR is the knack to bond with the audience on a deeper level. Paid memberships do just that, by offering a sense of uniqueness and investment. Putting down money creates a powerful sense of ownership and affiliation with the brand. 

The result is a more committed and outspoken community, where members readily endorse the brand via word-of-mouth and glowing online reviews. An example of this is a gym offering a bare-bones free membership with restricted access to equipment and classes. 

They then roll out a top-tier membership with personalized training plans, exclusive access to high-end facilities, and priority class bookings. Folks who opt for this premium plan become more invested, not just in their fitness goals, but also in the gym. They’re more likely to sing its praises to friends and colleagues, thanks to the perceived boosted value of their membership.

Signaling value through a differentiated offering

Paid memberships serve as a potent value indicator. By asking for a financial commitment, they send out a clear message that the content or services on offer carry significant worth. 

Naturally, people place a higher value on something they’ve paid for, over free substitutes, as seen with Walmart+ and soon, Target. This helps the brand position itself as a thought leader in its field, drawing in those seeking top-tier content and experiences.

Building a sustainable financial model

Paid memberships don’t just nurture brand loyalty and signal value, they also bring in a steady revenue flow. This financial stability lets companies invest continually in content creation, service development, and platform improvement.

A great example of this comes from the language learning app Duolingo that’s offering basic vocab lessons for free. A paid subscription, though, unlocks advanced grammar lessons, personalized learning paths, and access to additional learning materials. 

The revenue from these memberships could then fund the development of more language courses, platform upgrades, and hiring of additional tutors, all of which add to a richer learning experience for paying members.

Exclusive access

Successful paid memberships hinge heavily on the idea of gated content and exclusive perks. Members get to access valuable resources and experiences that the general public doesn’t. This might include offering exclusive research, data-driven insights, and expert commentary on industry trends. 

Another option is letting members be the first to try out new offerings before the general public. Companies can also try rewarding loyalty with exclusive product, service, or event ticket discounts. There’s also the option to give members access to live chats, forums, or direct communication with industry experts and brand reps.

Leveraging data for personalized communication

Paid memberships also offer a valuable edge in terms of data collection. By understanding member preferences and interests through registration forms, website interactions, and purchase history, companies can customize their communication strategies.

Read more from Ronn Torossian:

Ronn Torossian on Forbes
Ronn Torossian on Medium
Ronn Torossian on LinkedIn
Ronn Torossian Update
Ronn Torossian on Business Insider