1. Great
First
Impressions
Winning
the
Hearts
of
New
Members
Presented
by
Sheri
Jacobs,
CAE,
President
+
Chief
Strategist
Avenue
M
Group,
LLC
AICPA
&
CPA/SEA
Interchange
2010
July
23,
2010
8:30
-‐
9:30
AM
TwiMer:
@chicagogirl27
2. Connect
the
dots
with
four
! "! "!
straight
lines
without
li>ing
! "! "!
the
pen
from
the
paper. ! "! "!
2
3. Connect
the
dots
with
four
! "! "!
straight
lines
without
li>ing
! "! "!
the
pen
from
the
paper. ! "! "!
3
8. What
customers
see
first:
Free
Shipping
Free
Return
Shipping
365-‐day
Return
Policy
9. What
customers
experience:
Fast,
accurate
fulfillment
Surprise
upgrades
Friendly,
helpful,
“above
and
beyond”
service
SomeXme
direct
customers
to
compeXtors
10. 9
Ways
to
Make
a
Great
First
Impression
1.
Let
staff
show
their
personality.
2.
Surprise
members
with
free
upgrades.
3.
Provide
free
shipping
-‐
both
ways.
4.
Be
available
when
there
are
quesXons.
5.
Create
a
culture
of
happy
employees
who
are
happy
to
help.
6.
Offer
a
365-‐day
return
policy
on
membership.
7.
Meet
needs
first
-‐
poinXng
members
to
compeXtors.
8.
Think
long-‐term
payoff
instead
of
short-‐term
cost.
9.
Listen
to
their
needs
and
be
responsive.
10
26. What
is
the
first
interacYon?
Dear
Emily,
All
those
“hints”
paid
off.
Especially
when
you
said,
“All
I
really
want
this
year
is
an
iPhone.”
All
we
ask
is
that
you
show
us
how
it
works.
Dad
might
want
one
too!
Love,
Mom
&
Dad
26
27. CreaYng
a
great
first
impression
How
do
you
welcome
new
members
and
customers?
Do
you
personalize
the
experience
beyond
adding
their
name
to
the
salutaYon
line?
27
33. What
are
some
ways
your
organizaYon
can
create
a
memorable
experience
at
the
beginning
of
the
relaYonship?
33
34. 20
Tips
for
CreaYng
a
Memorable
First
Impression
and
a
LasYng
RelaYonship
with
Members.
34
35. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#1
Create
a
mantra
and
sYck
with
it.
Use
your
mantra
as
a
filter.
35
36. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip #2
Think long-term payoff, not short-
term cost.
36
37. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#3
Elevate
new
members
to
VIP
status
when
they
join.
Create
special
benefits
for
VIPs.
37
38. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#4 Sheri
Avenue M
employee
Show
a
personality.
Use
real
photos,
real
stories
+
real
people.
38
39. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#5
Use
crowdsourcing
tools
to
engage
new
members
and
collect
feedback.
39
40. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#6
Offer
a
365-‐day
return
policy!
40
41. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#7
Have
a
sense
of
humor.
41
42. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#8
Make
it
easy.
•
Membership
ApplicaYon
•
RegistraYon
•
Web
site
-‐
more
informaYon
42
43. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#9
Show
feedback
not
tesYmonials
“This
session
was
worth
genng
up
at
5:00
am
and
driving
halfway
across
the
state
to
a`end!”
43
44. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#10
Create
messages
that
are
portable.
Does
it
take
longer
than
5
seconds
to
understand
your
message?
44
45. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#12
Include
free
items
with
membership.
Free
shipping,
free
online
courses.
45
46. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#13
Text
It’s
not
about
13ou!
Tip
# y
It’s
not
about
you!
46
47. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#14
Ditch
the
single
voice.
Vs.!
47
48. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#15
Highlight
special
Text
interest
or
quirky
Tip
#13
items
It’s
not
about
you!
48
49. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#16
Be
available.
Sharing
is
as
important
a
community
acYvity
as
commenYng.
49
50. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#17
Use
Member
Text
Tip
#13
Generated
Content.
It’s
not
about
you!
50
51. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#18
Promote
the
brand
not
the
locaYon.
Is WHAT you know…REALLY so?
51
52. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#19
Create
a
human
connecYon.
Members
may
only
interact
with
your
associaYon
via
the
Web
and
on
the
phone.
52
53. 20
Tips
to
CreaYng
a
Memorable
First
Impression
Tip
#20
Build
your
communicaYons
around
the
most
common
reasons
people
share.
1.
Self
Interest
-‐
They
will
benefit
2.
Altruism
-‐
Sharing
makes
them
feel
good.
3.
ValidaXon
-‐
Sharing
makes
them
feel
important
4.
Affinity
-‐
Sharing
makes
them
feel
part
of
a
community.
53
54. The last 7 words
spoken by all
failed companies
are…
54