AAA

Blueprint For 50% Growth In Memberships

Retail Marketing

If your business needs assistance in illustrating ideas, changing consumer mindsets, telling powerful stories, and/or positioning your brand for success, Brandience delivers flawlessly on all fronts.

Ed D., Marketing Director AAA

AAA

Brandience is an exceptional, unparalleled advertising agency that has been and continues to be essential to our organization’s success. If your business needs assistance in illustrating ideas, changing consumer mindsets, telling powerful stories, and/or positioning your brand for success, Brandience delivers flawlessly on all fronts.

Ed D., Marketing Director AAA

AAA

Even a great brand can face irrelevance by standing still while the world changes around it. AAA had tons of earned credibility and trust as a travel and roadside assistance resource, but lost its competitive edge in delivering the reason why.

Redlining the Value Proposition

Competitive intrusion from insurance companies, car dealers and others had largely eroded AAA’s value proposition. So we redefined the brand’s value equation to reveal the many unexpected benefits of AAA membership.

Reversed a declining trend to meet retention goals
Increased new memberships as much as 50% across markets
Regional campaign picked up by other AAA clubs across the country

The world had changed

AAA used to be the only game in town for roadside assistance. Then everyone — including insurance companies and auto dealerships — began to offer the same services… for free. Everyone looked and sounded exactly the same. So AAA’s value prop was effectively erased.

Insight that changed the brief

Initial brief objectives were based on boosting membership retention and gaining new members. But we needed to learn more… beginning with a consumer deep dive. What did they know and feel about the brand, what was their “why?” They told us all we needed to know… That they didn’t know. This changed everything.

Reframing the business problem

The big opportunity for AAA became REDEFINE THE VALUE of AAA membership. The truth was customers needed to better understand ‘why AAA?’

The new AAA Brand Idea

Membership is a surprising & delightful value, and offers more than you’d ever expect. And your connection to AAA is the key to myriad experiences, services and savings.

Powerful Results

The campaign exceeded all expectations. AAA was able to reverse a steady decline in memberships and achieve their retention goals. They also added new members at an impressive rate with some markets realizing a +50% increase. And one club exceeded its membership goal by over 3x! That’s what success looks like to us.

Capabilities

Advertising

Brand Strategy

Creative

Data Analytics

Digital

Media

Common Questions

What’s a common mistake brands make when it comes to brand creative?

Ignoring context; using the same creative across every channel instead of optimizing for audience attention and dwell time.

How does Brandience adapt design across platforms?

Through objective and tactical alignment upfront. Then, we tailor visuals, copy, and pacing for each medium’s audience.

Why is creative consistency important?

Consistency strengthens recognition and trust. Repetition of core brand elements helps audiences connect emotionally and cognitively faster.

What does “designing with context” mean?

It means creating marketing assets intentionally for their environment like digital, print, outdoor, or in-store so they resonate in the exact moment and mindset of the audience.

How does my retail brand stand out in a crowded market during the holidays?

To stand out to consumers during the holiday season, focus on relevance, value, and seamless experiences. Use AI and personalization to reengage shoppers who showed intent but didn’t convert.

Is mobile really that important?

Absolutely. According to EMARKETER, mobile now drives over 50% (56.5%) of ecommerce sales and influences in-store decisions.

How will inflation affect holiday shopping in 2025?

NRF projects inflation (PCE) will hover around 2.5% this year. While that, along with tariffs, is weighing on consumer sentiment, household finances remain stable. Retailers should expect cautious but steady spending with stronger growth in ecommerce than brick-and-mortar.

Should I still invest in Black Friday?

Yes, but don’t rely on it. Spread promotions throughout October and November to catch early shoppers.