This is it. This is the Motley Fool's top-tier, VIP, all-access service that only 1% of subscribers have membership to. As the business kept growing, so did our offerings. And as our offerings grew, so did the perks that only Motley Fool One members received. Since this was only the 4th time we've opened the doors for membership in four years, we wanted to really stretch our marketing legs, so to speak. So we pulled out all the stops in this campaign and built an interactive site that showcased EVERYTHING you got as a One member.
How do you show prospective members everything you get as a Motley Fool One member in an easy-to-digest fashion? Well, that's where "the Lobby" comes in. The Lobby was the name for our marketing microsite that we drove prospective members to leading up our grand opening. It contained free reports with actionable recommendations, a video library of exclusive CEO interviews, Motley Fool One member event photos and videos, information on the Everlasting Portfolio — the service's model portfolio that exactly mirrors our CEO's personal holdings, financial planning tips, and a question & answer section where we posted daily answers to questions we received. Some were even answered by our CEO himself. There were even chances for prospective members to earn credit towards the price of membership by simply completing a few simple tasks on the site.
After two weeks of list-building using the Lobby, we created an extremely large — and qualified — hotlist that translated into one of the most successful campaigns in company history.