The four must have traits k sexton general presentation 10-24_2013
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The four must have traits k sexton general presentation 10-24_2013
- 1. The Four Must-Have Traits of Tomorrow's Membership Organization With Kyle Sexton October 24th 10 AM PST Sponsored by MicroNet, Inc.
- 2. Your presenters Kyle Sexton Karen Howe Marketing Strategist MicroNet Marketing Kyle@KyleSexton.com Karen.Howe@micronetonline.com
- 3. TOMORROW'S MEMBERSHIP ORGANIZATION Have a S.E.A.T. 1. Service & sell with the latest technology 2. Engage members without asking them to show up 3. Allow members to choose their investment 4. Teach members how to talk about their association
- 4. Seth Godin Best-selling author and top daily business blogger in the world:
- 5. HAVE-TO‘S ARE NOT OUR FUTURE •The ‚have-to's‛ •The ‚ought-to's‛ •The ‚want-to's‛
- 6. WHY PEOPLE DON’T JOIN • • • • • Don’t have time to participate Don’t see the value Corporate office policy Membership costs too much Don’t do business locally
- 7. ENGAGE MEMBERS • … without asking them to show up! • • • • • Participation vs. Partnership Membership does not require participation Prevent drops due to ‚no time to participate‛ Health club comparison Organization confessional (story)
- 8. BUYING AND JUSTIFYING • Businesses: People BUY emotionally, JUSTIFY intellectually • Membership Organizations: People JOIN emotionally and JUSTIFY upon renewal • Who MUST your clients reach in order to be successful? • Who will have the most impact over the longterm?
- 9. ALLOW MEMBERS TO CHOOSE INVESTMENT • Common Dues Structures: • Fair Share (usually based on number of employees) • Special Formulas (usually for certain industry categories) • Tiered Dues Structures • Negotiated Dues • Dues/Non-Dues Package (such as Chairman’s Clubs)
- 10. MEMBERSHIP TIERS • Offer something for everyone • Create upsell opportunities • Create a sense of privilege, recognition and exclusivity with upper tiers • Create benefits that require little or no hard costs to the association
- 11. UPPER-TIER OBJECTIVES Self-segmentation Proactive leadership role Above ‚Cost-per-member‛ benchmark Increased membership stature and personal/professional recognition • Improved personal and professional skills and networking contacts • • • •
- 15. QUANTIFY BENEFITS FOR YOUR CLIENTS/MEMEBERS • • • • How much does membership cost? How much is membership worth? Quantify it and sell it! Add to the value with media partners and giveaways
- 16. TEACH MEMBERS HOW TO TALK ABOUT YOU • Generate talk about your product or service among peer groups • Some products/services will only be sold with referral • Testimonials: People trust other people’s opinions • If you don’t tell your story, the public will make one up about you
- 17. YOUR MARKETING MESSAGE The Wrong Pitch: • The trade association is a non-profit membership organization that works to ensure you have a voice in policy and to foster growth among trade association members. • The association is a group of businesses that share common community goals.
- 18. YOUR MARKETING MESSAGE The Right Pitch: • We solve common business problems like not having enough time to lobby the government for less red tape and taxes. • We connect businesses to consumers and each other, in order to help them grow. • We help people who are tired of doing business out of a phone book.
- 19. TESTIMONIALS • ‚As a service business, my membership is especially valuable because…‛ • ‚The ___ Association helps me to…‛ • ‚The ___ Chamber saves me time by…‛
- 20. SEGMENTING TESTIMONIALS • Segment the sources of your testimonials for use in targeting like audiences • Start-up, Emerging or Mature • Retailer, Restaurant, Manufacturer, Service, Pr ofessional, etc. • Match prospects with corresponding testimonials
- 21. SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY • Why is GoDaddy #1? • Gain the service advantage enjoyed by other industries
- 22. ARE THESE YOUR SALES CHALLENGES? • • • • Information overload Sales department turnover Printed materials out-of-date ‚Foul language‛ of volunteers
- 23. SOLUTION: Online Sales Tour • • • • • Never complains Never asks for a raise Works 24-7-52 Captures your web traffic Standardizes your sales language
- 25. WHAT WE DO We design, develop and support an online software suite that empowers business associations to create a more effective organization and improve membership value and experience. Chambers of Commerce Business/Trade Associations
- 26. OPERATIONAL FOUNDATION Marketing Billing Website & Modules Operations SEO Reporting Event Management Email Communication Mobile
- 27. Questions 27
Editor's Notes
- Good morning to those on the west coast and good afternoon to everyone else. My name is Karen Howe and on behalf of MemberZone from MicroNet, thank you for attending our webinar, the 4 must have traits of tomorrows membership organization. In terms of logistics, Kyle will be presenting for about 30 minutes so that we’ll have plenty of time at the end for questions. The webinar in its entirety will be available for download early next week. It’s now my great pleasure to introduce Kyle Sexton. Kyle is an award-winning marketing strategist and international speaker and author on the topics of membership development, marketing and innovation.His innovative Social Media Accelerator has been featured in The Wall Street Journal , Business On Main, and Smart Money. He is the author of REMEMBERSHIP: New Thinking for Tomorrow's Membership Organization.