Branded Communities

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Fri 08 Feb 2002 09:34:05 -0500

Andrew Bourland <andy_at_bourland.com> wrote:

>On 2/7/02 "Rob Frankel" <Rob_at_RobFrankel.com> wrote:
>
>> Not necessarily. The Branded Communities we create
>> at i-legions take a tiered approach: starting with
>> free and building out pay-to-play products and
>> services. It not only builds membership, but
>> revenue as well.
>
>Rob,
>
>Could you point to a specific i-Legions "branded community"
>that we could look at for an example of your principles in
>action?
>
>Thanks,
>
>Andy


Since we've just launched, most new clients are emerging over
the next few months. i-legions is a long-term program --
minimum commitment is 15 months. But I promise to do so when
client permission and enough track record data -- good or bad
-- allow me to publish.

In the meantime, the one model I can point to (with loads of
real data) is my own:

In each case, "response" indicates actual sale, not an inquiry:

Tier One: Free services grows organically (i.e., FrankelBiz,
Archive articles)

Tier Two: Paid services (Frankelink, $25, FrankelTips $24)
achieve response rates of 15% initially, tracking at an
overall rate of 18%.

Tier Three: Higher ticket items/services: (Book, $36, Tapes,
$495, FrankelCall $500)

The third tier, as you would imagine, follows a curve that you
may expect: as the prices go higher, the response rate goes
lower. I will be testing another product (probably a $16.95
e-book) in April.

Data on other clients is still not conclusive, but the numbers
indicate that generating revenue from user bases clear 5% with
ease; eventually 10%+. Naturally, the smaller user bases, the
higher the percentages tend to be, but these numbers seem to
hold firm regardless of scale.
--

Rob Frankel, "Yes, I really do turn users into evangelists
for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
Turnkey Revenue Generating Branded Communities:
http://www.i-legions.com
Subscribe for free! http://www.FrankelBiz.com





Received on Fri Feb 08 2002 - 08:34:05 CST