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Research Outline

Prepared for Carter B. | Delivered January 6, 2020

Brand Campaigns - Discount Membership

Goals

To obtain best practices or case studies of brand campaigns that offer discount club membership that have successfully increased or generated new members with a view to better understanding of how discount club membership benefit consumers.

Early Findings

  • Costco has had campaigns promoting car rental and vacation packages. Its members save between 25 and 30% off cars from Avis and Budget. They also get free upgrades or a free day of rental.
  • Anothelr campaign promoted by Costco is' Good Sam Roadside Assistance.' It provides emergency roadside assistance to its members as well as help with a flat tire, battery service, lockout assistance, and other benefits.
  • Sam's Club has also promoted discounts of up to 20% off at rental car companies. These companies include Enterprise, Dollar, National, and Hertz.
  • BJ’s Wholesale Club members, in one campaign, got as much as 35% off at Budget, and Avis. They also get upgrades and discounts Dollar, Payless, National, Alamo, Enterprise, and Hertz.