Why They Don't Work

Of all the trade associations, trade bodies, business groups, business networks, and affinity schemes, in the UK we estimate that almost all will offer at least one “exclusive” deal for their members.

There are two reasons for this.

• Those that established and run the group are convinced that they must offer more to their membership to warrant the annual membership fee
• Those that established and run the group have been convinced by a product or service provider that they should offer their product or service to their membership as a “special deal” 

In reality, even though most groups know they should offer something, they do not know where to start. When they are approached by a supplier, they see it as a great opportunity to offer something without needing to utilise too much of their own scarce resource.

After a number of such approaches the list of exclusive deals grows which looks great on the website and on the membership prospectus, but what real value are those deals to the membership?

The answer is – very little or none. This is because the benefits offered have been driven by the suppliers who just see a market for their products and services!

If you look at your benefit programme, how relevant is it to your membership? What is the take up rate for each deal? Is what is being offered really “exclusive” or can anyone get the same – or better elesewhere?

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