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Marketing Strategy
and the AMS
Shaun Holloway, ACUHO-I
Louisa Kwasigroch, CLIR
Agenda
The Marketing Funnel and the AMS
Customer and Brand Awareness
Brand Consideration and Preference
Purchase Intention...
We are here. Now what?
The Marketing Funnel and the AMS
https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
The Marketing Funnel and the AMS
https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
AMS role
“Sweet Spot”
...
• Know your members’
engagement journey
• Understand the role of
the AMS
• Connect business strategy
to technology
• Under...
Customer and Brand Awareness
https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
• Consistency across prope...
Brand Consideration and Preference
https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
• Show relevancy by ...
Purchase Intention and Follow-through
https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
• Regularly revie...
Customer Loyalty and Advocacy
https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
• Review what offerings a...
We bring humans together
To ignite change.
Thank You!
#MSEngage2020
#TimeToEngage
Shaun Holloway, ACUHO-I
Louisa Kwasigroc...
Marketing Strategy and the Association Management System (AMS)
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Marketing Strategy and the Association Management System (AMS)

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Presented a the MemberSuite Engage user conference, the presentation uses the Marketing and Sales Funnel in moving customers from cold prospect to brand champion and how the AMS can facilitate the journey. My website: http://www.srholloway.com

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Marketing Strategy and the Association Management System (AMS)

  1. 1. Marketing Strategy and the AMS Shaun Holloway, ACUHO-I Louisa Kwasigroch, CLIR
  2. 2. Agenda The Marketing Funnel and the AMS Customer and Brand Awareness Brand Consideration and Preference Purchase Intention and Follow-through Customer Loyalty and Advocacy
  3. 3. We are here. Now what?
  4. 4. The Marketing Funnel and the AMS https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
  5. 5. The Marketing Funnel and the AMS https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing AMS role “Sweet Spot” for Marketing and Sales
  6. 6. • Know your members’ engagement journey • Understand the role of the AMS • Connect business strategy to technology • Understand business objectives and metrics The Marketing Funnel and the AMS https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing AMS role “Sweet Spot” for Marketing and Sales
  7. 7. Customer and Brand Awareness https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing • Consistency across properties - user interface design, user experience, and narrative language • Targeting and extending reach to audiences • Goal is to get new members in “the system” and old ones to re-engage
  8. 8. Brand Consideration and Preference https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing • Show relevancy by helping members what you can do for them • Use engagement data, such as traffic to analyze activity • Specific narrative for the target audience behavior
  9. 9. Purchase Intention and Follow-through https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing • Regularly review performance metrics, such as registration numbers • Understand what channels are generating the purchase traffic • Understand what messages are producing results • Review pace reports and historical data metrics to make decisions
  10. 10. Customer Loyalty and Advocacy https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing • Review what offerings and content can relate to the target audience • Tailoring post-event communications and incentives to “join-up” for the next one • Determine what levels of support and continued engagements fit with the audience
  11. 11. We bring humans together To ignite change. Thank You! #MSEngage2020 #TimeToEngage Shaun Holloway, ACUHO-I Louisa Kwasigroch, CLIR

Presented a the MemberSuite Engage user conference, the presentation uses the Marketing and Sales Funnel in moving customers from cold prospect to brand champion and how the AMS can facilitate the journey. My website: http://www.srholloway.com

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