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Get Your Membership Campaigns
in Shape for 2014:
New Methods to
Recruit, Retain & Delight
Wednesday, January 22, 2014
12:0...
6-Part Wednesday
Lunch Learning Series for 2014
Session 1:

Get Your Membership Marketing in Shape for 2014
January 22nd

...
Archived Lunch Learning Series
Session 1:

Mobile Email 101

Session 2:

Email Deliverability Basics

Session 3:

Go Socia...
Your Presenter:

Suzanne Carawan
Chief Marketing Officer

4

Suzanne has been an ASAE member for many
moons. Always workin...
Today’s Content
•
•
•
•
•
•
•
•

5

Welcome Programs
Re-Permissioning Campaigns (especially Canadians!)
Hyperpersonalized,...
So 2013….
2014
Rise of Interesting Relevancy

From: http://www.business2community.com/content-marketing/content-marketing-essential-busin...
Bottomed Out on Discounts
Rise of Content Marketing

From: http://prestoncottrell.files.wordpress.com/2010/10/heart_mind_heart1.jpg
Content Marketing
& Brand Promise
Brand Promise & Trust
Best Way to Achieve Value

From: http://smbizmovement.com/wp-content/uploads/2013/10/TOMATO.jpg
New Ways to Stay Top of Mind:
Pre-Membership Commitment
Demand Creation & Lead Gen
•
•
•
•

Content Marketing
Event Marketing
Social Marketing
Mobile Marketing
Top Trends in Content Marketing
Hyper-Personalized
Automated Newsletters
Drip Campaigns Based on Response
Drip (Nurture) Campaign
Example #1
• Send prospect list invitation to event
(webinar, roundtable, seminar, class,
conferen...
Drip (Nurture) Campaign
Example #2
• Post contest or sign-up on Facebook

• Prospects that enter get thank you (1 day)
• R...
Storytelling & Testimonials
•
•
•
•
•

Why people are members
Who is a member (name dropping)
What membership gets you (WI...
Text-to-Join
• Provide an option to join in on content that
is pre-membership
New Ways to Stay Top of Mind:
at the Time of
Membership Commitment
Welcome Programs
• Automate! Send as fast as possible posttransaction to instill trust & reinforce
decision
• Send a voice...
More Info, Better Service
• Embrace the survey!
• Top data to collect in 2014:
– Mobile phone numbers & carriers
– Time pr...
New Ways to Stay Top of Mind:
During the Member Relationship
Market What Matters
Marketing “Things”
• Discounts
• Events
• Publications
• Products
• Discounts
• Registration Dates

Ma...
During the Membership
• Market what they aren’t using:
– Communications preference page
– Different newsletters they’re no...
Keep Learning About the Member
During the Membership
• Birthday Emails
• Anniversary Emails
• Solicit updates from membership and
publish to social, as a...
Mobile Alerts/NotificationsInside Edge
Net Promoter Score Evaluations
• During the membership (not at onboarding
and not at exit)—ask the pivotal question:
– Wou...
New Ways to Stay Top of Mind:
Renewals
Recurring Messages
Membership Expiration Warning:
– DON’T start 6 months into the membership!
– 60-30 day timeframe for tr...
Storytelling Renewal Emails
Summary
• Develop digital campaigns that identify key
pre, during and post-membership
touchpoints

• Automate wherever pos...
Questions?

Suzanne Carawan
Chief Marketing Officer

40
Please join us for our next
Lunch Learning session:
The CIA Method: Consolidate, Integrate &
Automate Your Communications
...
Thank you!
Other questions for Jenny?

Contact ASAE Business Services, Inc.
Email: EndorsedSolutions@asaecenter.org
Call 2...
"Get Your Membership Marketing in Shape for 2014: How to Recruit, Retain & Delight Your Members" produced for & by ASAE En...
"Get Your Membership Marketing in Shape for 2014: How to Recruit, Retain & Delight Your Members" produced for & by ASAE En...
"Get Your Membership Marketing in Shape for 2014: How to Recruit, Retain & Delight Your Members" produced for & by ASAE En...
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"Get Your Membership Marketing in Shape for 2014: How to Recruit, Retain & Delight Your Members" produced for & by ASAE Endorsed Business Services

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Trends in membership marketing are radically changing with the availability in digital communications, especially automation, which is allowing association staff members to free up time to get creative in their thinking about their brand. The slidedeck includes ideas for membership marketing before making their membership commitment, during the membership period and after expiration.

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"Get Your Membership Marketing in Shape for 2014: How to Recruit, Retain & Delight Your Members" produced for & by ASAE Endorsed Business Services

  1. 1. Get Your Membership Campaigns in Shape for 2014: New Methods to Recruit, Retain & Delight Wednesday, January 22, 2014 12:00pm – 12:45pm EST #asaewebinar Presented by: Suzanne Carawan Chief Marketing Officer HighRoad Solution This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.
  2. 2. 6-Part Wednesday Lunch Learning Series for 2014 Session 1: Get Your Membership Marketing in Shape for 2014 January 22nd Session 2: The CIA Method: Consolidate, Integrate & Automate Your Communications March 5th Session 3: How to Use Behavioral Data to Lead the Horse to Water & Get Them to Drink May 7th Session 4: Newsletter of the Future July 9th Session 5: Get Your Buzz On-- Building Event Excitement through Digital Marketing Before, During & Post-Event September 10th Session 6: The Myths of Metrics: Creating Digital Communication Dashboards that Matter November 5th 2
  3. 3. Archived Lunch Learning Series Session 1: Mobile Email 101 Session 2: Email Deliverability Basics Session 3: Go Social! Session 4: Member Preference Center 101 Session 5: The Value of Integration Session 6: Member Holiday Inbox Basics Archives found at www.youtube.com/highroadsol 3
  4. 4. Your Presenter: Suzanne Carawan Chief Marketing Officer 4 Suzanne has been an ASAE member for many moons. Always working in high-tech marketing, Suzanne strives to “humanize” tech through focusing on user adoption and demand creation. A product and brand marketer by thought, word & deed, Suzanne has worked on many wellknown brands within the association community including Advanced Solution International, Higher Logic, Intuitive Business Concepts, Reed Exhibitions, etouches and (C) Systems Global. She is a frequent industry speaker on the topics of brand, lead generation & digital marketing. She has spearheaded too many integrated marketing campaigns to count & loves HighRoad because they make email marketing & webinars easy.
  5. 5. Today’s Content • • • • • • • • 5 Welcome Programs Re-Permissioning Campaigns (especially Canadians!) Hyperpersonalized, Automated Campaigns Net Promoter/Satisfaction Surveys with Incentives Renewal Programs Text-to-Join Facebook Sign-Ups & Contests Birthday & Anniversary Campaigns
  6. 6. So 2013….
  7. 7. 2014
  8. 8. Rise of Interesting Relevancy From: http://www.business2community.com/content-marketing/content-marketing-essential-business-0707484#!sRZCI
  9. 9. Bottomed Out on Discounts
  10. 10. Rise of Content Marketing From: http://prestoncottrell.files.wordpress.com/2010/10/heart_mind_heart1.jpg
  11. 11. Content Marketing & Brand Promise
  12. 12. Brand Promise & Trust
  13. 13. Best Way to Achieve Value From: http://smbizmovement.com/wp-content/uploads/2013/10/TOMATO.jpg
  14. 14. New Ways to Stay Top of Mind: Pre-Membership Commitment
  15. 15. Demand Creation & Lead Gen • • • • Content Marketing Event Marketing Social Marketing Mobile Marketing
  16. 16. Top Trends in Content Marketing
  17. 17. Hyper-Personalized Automated Newsletters
  18. 18. Drip Campaigns Based on Response
  19. 19. Drip (Nurture) Campaign Example #1 • Send prospect list invitation to event (webinar, roundtable, seminar, class, conference) • Prospects that register get thank you (3 days) • Receive articles & links of interest on webinar topic (7 days)
  20. 20. Drip (Nurture) Campaign Example #2 • Post contest or sign-up on Facebook • Prospects that enter get thank you (1 day) • Receive video & articles on interest (5 days)
  21. 21. Storytelling & Testimonials • • • • • Why people are members Who is a member (name dropping) What membership gets you (WIIFM) Debunking myths about membership Connecting with various sub-groups (age, gender, ethnicity, career stage, etc) *** need data!
  22. 22. Text-to-Join • Provide an option to join in on content that is pre-membership
  23. 23. New Ways to Stay Top of Mind: at the Time of Membership Commitment
  24. 24. Welcome Programs • Automate! Send as fast as possible posttransaction to instill trust & reinforce decision • Send a voice message from CEO/ED • Use a more intimate tone of voice • Provide links to online welcome kit using video, but open to all • Ask for additional information NOW!
  25. 25. More Info, Better Service • Embrace the survey! • Top data to collect in 2014: – Mobile phone numbers & carriers – Time preferences to receive info – Topics/areas of interest – Country! – Zip codes • **Connect in multiple data systems and put into email database for prospecting
  26. 26. New Ways to Stay Top of Mind: During the Member Relationship
  27. 27. Market What Matters Marketing “Things” • Discounts • Events • Publications • Products • Discounts • Registration Dates Marketing Benefits • What People Did with Info • How Org is Moving the Industry Forward • People that are Members and Doing Great Things • Power of a Unified Organization • How Org’s Work is Impacting Jobs/Environment/Safety
  28. 28. During the Membership • Market what they aren’t using: – Communications preference page – Different newsletters they’re not getting – Mobile app they’re not using – Online communities – Social • Find out why they aren’t using— – Improve, Ignore or Sunset (Eliminate)
  29. 29. Keep Learning About the Member
  30. 30. During the Membership • Birthday Emails • Anniversary Emails • Solicit updates from membership and publish to social, as appropriate • Re-permissioning Campaigns (especially for CASL compliance)
  31. 31. Mobile Alerts/NotificationsInside Edge
  32. 32. Net Promoter Score Evaluations • During the membership (not at onboarding and not at exit)—ask the pivotal question: – Would you recommend membership to a colleague? • Use the results! Market the results!
  33. 33. New Ways to Stay Top of Mind: Renewals
  34. 34. Recurring Messages Membership Expiration Warning: – DON’T start 6 months into the membership! – 60-30 day timeframe for trade – 30-15-day of timeframe for individuals Renewal Win Back Campaigns: - Try the phone first to understand Loss -15-30 and then on the month
  35. 35. Storytelling Renewal Emails
  36. 36. Summary • Develop digital campaigns that identify key pre, during and post-membership touchpoints • Automate wherever possible • Get to hyper-personalization based on profile data
  37. 37. Questions? Suzanne Carawan Chief Marketing Officer 40
  38. 38. Please join us for our next Lunch Learning session: The CIA Method: Consolidate, Integrate & Automate Your Communications March 5th 12:00 – 12:45 p.m. EST 41
  39. 39. Thank you! Other questions for Jenny? Contact ASAE Business Services, Inc. Email: EndorsedSolutions@asaecenter.org Call 202.626.2880 Tweet us at #asaewebinar 42

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