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Improve Membership Marketing Results One Test at a Time

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Perhaps the number one mistake in membership marketing is not conducting marketing tests in each promotion. By not testing, organizations sub-optimize the effectiveness of their marketing. This presentation highlights the power of adding marketing tests in membership promotions and highlights high leverage testing opportunities.

Published in: Health & Medicine, Technology
  • This is a very helpful presentation done by one of my colleagues and a client. If you do not have a test strategy built into your marketing efforts you are sub-optimizing your marketing. Tony
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Improve Membership Marketing Results One Test at a Time

  1. 1. Improve Membership Marketing Results One Test at a Time Tuesday, March 9, 20102:15 PM -3:30 PM<br />Content Leaders:<br />Robert Heard, Associate Executive Director, ACEP<br />Kris Williams, Membership Marketing Manager, ACEP<br />Jeremy Griffin, Account Supervisor, Marketing General<br />www.asaecenter.org<br />Connecting Great Ideas and Great People<br />
  2. 2. Title<br />Bullets<br />Bullets<br />Bullets <br />This is a Test of The Emergency Marketing System<br />
  3. 3. Wait Why Should I Test?<br />It’s Too Expensive<br />We Don’t Have Time<br />Tracking is Impossible<br />It’s Not My Job<br />4% Membership Growth<br />Over $350,000 in New Revenue<br />240% Response Rate Boost<br />1,000 New Members<br />501% ROI<br />The Results<br />
  4. 4. Promises For Today’s Presentation <br />See how ACEP improved results<br />Share successful testing stories within the group<br />Understand the Five Steps to Building Effective Tests<br />Leave with 10 testing tips to increase your ROI<br />
  5. 5. ACEP History: From Battelfield to Local Hospital<br />ACEP formed in 1968 by 8 physicians<br />First national meeting in 1969<br />Emergency medicine recognized as 23rd medical specialty by ABMS<br />Current membership over 28,000<br />
  6. 6. ACEP Membership Growth<br />
  7. 7. Four Tests That Helped ACEP Grow<br />Identifying a control package<br />Improving the control<br />Beating the control<br />Localizing the message<br />
  8. 8. Identifying a control<br />35% Boost<br />Which package did better?<br />
  9. 9. Improving the Control<br />35% Boost<br />111% Boost<br />Which offer worked better?<br />
  10. 10. Beating the control<br />37% Boost<br />Can you beat your control?<br />
  11. 11. 20% Boost<br />Localizing the message<br />Local Vs. National<br />Messaging<br />Which works better?<br />
  12. 12. What tests have improved your membership marketing? <br />
  13. 13. Seek to improve<br />Five S.T.E.P.S.For Building Effective Tests<br />Process all of your results<br />Establish your control package<br />Test the big stuff first<br />Start with what you know<br />
  14. 14. Step 1: Start with what you know<br />Identify what has worked in the past<br />Speak to your existing members<br />Find out what works for other similar organizations<br />
  15. 15. Step 2: Test the BIG stuff first<br />Prioritize your testing options<br />Look for a breakthrough opportunity<br />Focus on response rates<br />Lists can boost responses by 500%<br />Offers can boost responses by 200%<br />Creative can boost responses by 100%<br />
  16. 16. Step 3: Establish your control package<br />Determine elements that work and stick with them<br />Don’t change things just for the sake of change<br />Split campaigns between control packages and <br /> test packages to <br /> compare results<br />
  17. 17. Step 4: Process all of your results<br />Make sure the results of your tests are trackable<br />Keycodes<br />Landing pages<br />Make sure the results of your tests are actionable<br />Learn from both your successes and your failures<br />
  18. 18. Step 5: Seek to improve<br />Be persistent<br />Testing takes time<br />Your control can and will be beat<br />Focus on finding better results<br />Better Results<br />
  19. 19. Seek to improve<br />Five S.T.E.P.S.For Building Effective Tests<br />Process all of your results<br />Establish your control package<br />Test the big stuff first<br />Start with what you know<br />
  20. 20. Ten Testing Tips to Increase Your ROI<br />Find new names<br />Simplify your reply device<br />Increase frequency<br />Offer payment options<br />Model top responders<br />First year dues discounts <br />Email subject lines<br />Segment your offers<br />Freemiums<br /> Bundling<br />
  21. 21. Review<br />ACEP increased response rates from 0.81% to 2.83%<br />ACEP grew membership by over 4% a year<br />You can increase your growth rate too<br />Start Testing Today!<br />
  22. 22. Contact Information<br />Robert Heard, MBA, CAE <br />Associate Executive Director<br />American College of Emergency Physicians<br />rheard@acep.org<br />800-798-1822<br />Jeremy Griffin, CDM<br />Account Supervisor<br />Marketing General Incorporated<br />jgriffin@marketinggeneral.com<br />703-706-0396<br />Kris Williams, CAE<br />Membership Marketing Manager<br />American College of Emergency Physicians<br />kwilliams@acep.org<br />800-798-1822<br />

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