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Ten Tips for Membership Marketing in Today’s Economy Kisha Green Dimbo Vice President, Membership & Marketing American Ass...
Goals for Today <ul><li>Appreciation for the economic ‘big picture’ </li></ul><ul><li>Personal checklist of what to look a...
The Headlines Tell the Story… <ul><li>Economist:  Bailouts Won’t Help Struggling Economy </li></ul>Recession to last long,...
It’s worse than the Great Depression! <ul><li>“…not even the gloomiest predict that today’s slump will approach the severi...
<ul><li>So what is the government doing about it? </li></ul>
Stimulus Spending for Correction Source:  CNN.com Spending only; Excludes tax provisions ($s in Billions)
<ul><li>What does that mean for Associations? </li></ul>
Stimulus Brings Opportunity – Examples <ul><li>Health & Science Research </li></ul><ul><ul><li>Research and training grant...
<ul><li>Changed the ‘lay of the land.” </li></ul>
The Tip Guy
Bad News…Good News <ul><li>Bad News: Greater scrutiny on value proposition </li></ul><ul><li>Good News: </li></ul><ul><ul>...
Deliver true value and deliver it with passion <ul><li>Learn from your membership what is important and deliver it. </li><...
Know  Your  Most Important Members <ul><li>Use modeling to… </li></ul><ul><ul><li>Refine your product offerings </li></ul>...
Low Hanging Fruit <ul><li>Promote to… </li></ul><ul><ul><li>Lapsed Members </li></ul></ul><ul><ul><li>Non-member Product B...
Benchmarks & Dashboards <ul><ul><li>Current Membership </li></ul></ul><ul><ul><li>Current Year New Members </li></ul></ul>...
Membership Dashboard
Secure Your Budget <ul><li>Marketing is a Strategic Initiative </li></ul><ul><li>Speak “CFO” - ROI </li></ul><ul><li>Agree...
Use Media Properly…now more than ever! <ul><li>Print </li></ul><ul><ul><li>Publications </li></ul></ul><ul><ul><li>Direct ...
Know Your Capabilities <ul><li>Is the glass half-empty or half-full? </li></ul><ul><li>Is your association truly entrepren...
Test…Test…Test
Stand by for the next decade of staggering innovation! <ul><li>The Great Depression – the period of Great Innovation </li>...
Think outside your box…  “ A wise man will make more opportunities than he finds.” -  Francis Bacon, Stateman
Personalize the Member Experience <ul><ul><li>Create Member ‘Evangelists’  </li></ul></ul><ul><ul><li>Membership Ambassado...
Outrageous Offers <ul><li>Free Hotel </li></ul><ul><li>Member Relief </li></ul><ul><ul><li>Displaced members </li></ul></u...
New Media <ul><li>Web Conference </li></ul><ul><ul><li>Stroll the digital conference floor </li></ul></ul><ul><li>Social M...
Final Example … <ul><li>WHAT ARE  </li></ul><ul><li>YOU   </li></ul><ul><li>GOING TO PUT HERE? </li></ul>
Thank you <ul><li>Erik Schonher   </li></ul><ul><li>Vice President </li></ul><ul><li>Marketing General Incorporated </li><...
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Ten Tips For Membership Marketing In Todays Economy

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Ten Tips For Membership Marketing In Todays Economy

  1. 1. Ten Tips for Membership Marketing in Today’s Economy Kisha Green Dimbo Vice President, Membership & Marketing American Association for Justice Erik Schonher Vice President Marketing General Incorporated
  2. 2. Goals for Today <ul><li>Appreciation for the economic ‘big picture’ </li></ul><ul><li>Personal checklist of what to look at </li></ul><ul><li>Examples of what other associations are doing </li></ul><ul><li>1 idea for me </li></ul>
  3. 3. The Headlines Tell the Story… <ul><li>Economist: Bailouts Won’t Help Struggling Economy </li></ul>Recession to last long, says IMF IMF says “long, severe” global recession Former Fed Head: No Solid Plan to Ease Recession Global Recession to be “Unusually Severe”
  4. 4. It’s worse than the Great Depression! <ul><li>“…not even the gloomiest predict that today’s slump will approach the severity of the Depression.” </li></ul><ul><li>- The Economist </li></ul><ul><li> March 14, 2009 </li></ul>
  5. 5. <ul><li>So what is the government doing about it? </li></ul>
  6. 6. Stimulus Spending for Correction Source: CNN.com Spending only; Excludes tax provisions ($s in Billions)
  7. 7. <ul><li>What does that mean for Associations? </li></ul>
  8. 8. Stimulus Brings Opportunity – Examples <ul><li>Health & Science Research </li></ul><ul><ul><li>Research and training grants for disease and environment </li></ul></ul><ul><li>Transportation/Infrastructure </li></ul><ul><ul><li>Highway and bridge repair & construction </li></ul></ul><ul><ul><li>Broadband infrastructure for rural & underserved </li></ul></ul><ul><li>Education & Job Training </li></ul><ul><ul><li>Grants to analyze student data and address teacher shortages </li></ul></ul><ul><li>Energy </li></ul><ul><ul><li>Train workers for careers in energy efficiency </li></ul></ul><ul><ul><li>Grants for renewable energy producers </li></ul></ul><ul><ul><li>Rapid development of clean energy technology </li></ul></ul>
  9. 9. <ul><li>Changed the ‘lay of the land.” </li></ul>
  10. 10. The Tip Guy
  11. 11. Bad News…Good News <ul><li>Bad News: Greater scrutiny on value proposition </li></ul><ul><li>Good News: </li></ul><ul><ul><li>Associations are ‘Career Insurance’ </li></ul></ul><ul><ul><li>Increased investment in education </li></ul></ul><ul><ul><li>Increased self-evaluation </li></ul></ul>
  12. 12. Deliver true value and deliver it with passion <ul><li>Learn from your membership what is important and deliver it. </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Be specific </li></ul></ul><ul><ul><li>Be as ‘personal’ as you can be when delivering the benefit </li></ul></ul><ul><ul><ul><li>Personalize </li></ul></ul></ul><ul><ul><ul><li>Niche </li></ul></ul></ul>
  13. 13. Know Your Most Important Members <ul><li>Use modeling to… </li></ul><ul><ul><li>Refine your product offerings </li></ul></ul><ul><ul><li>Refine your targeting </li></ul></ul>
  14. 14. Low Hanging Fruit <ul><li>Promote to… </li></ul><ul><ul><li>Lapsed Members </li></ul></ul><ul><ul><li>Non-member Product Buyers and Conference Attendees </li></ul></ul>
  15. 15. Benchmarks & Dashboards <ul><ul><li>Current Membership </li></ul></ul><ul><ul><li>Current Year New Members </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Y2 + Renewals </li></ul></ul><ul><ul><li>Total Renewals </li></ul></ul><ul><ul><li>Average Tenure </li></ul></ul><ul><ul><li>Lifetime Value (LTV) </li></ul></ul><ul><ul><li>Maximum Acquisition Cost (MAC) </li></ul></ul>
  16. 16. Membership Dashboard
  17. 17. Secure Your Budget <ul><li>Marketing is a Strategic Initiative </li></ul><ul><li>Speak “CFO” - ROI </li></ul><ul><li>Agree on “Measurements of Success” </li></ul><ul><li>If you must trim spending, maintain frequency </li></ul><ul><ul><li>New partnerships </li></ul></ul><ul><ul><li>New channels </li></ul></ul>
  18. 18. Use Media Properly…now more than ever! <ul><li>Print </li></ul><ul><ul><li>Publications </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Fax </li></ul></ul><ul><ul><li>Catalogs </li></ul></ul><ul><li>Telemarketing </li></ul><ul><li>On-line Marketing </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Search Engine Advertisement </li></ul></ul>
  19. 19. Know Your Capabilities <ul><li>Is the glass half-empty or half-full? </li></ul><ul><li>Is your association truly entrepreneurial? </li></ul>
  20. 20. Test…Test…Test
  21. 21. Stand by for the next decade of staggering innovation! <ul><li>The Great Depression – the period of Great Innovation </li></ul><ul><ul><li>Increased Social Reforms </li></ul></ul><ul><ul><li>Elevation in the status of women </li></ul></ul><ul><ul><li>Talking pictures </li></ul></ul>
  22. 22. Think outside your box… “ A wise man will make more opportunities than he finds.” - Francis Bacon, Stateman
  23. 23. Personalize the Member Experience <ul><ul><li>Create Member ‘Evangelists’ </li></ul></ul><ul><ul><li>Membership Ambassadors </li></ul></ul><ul><ul><li>Idea Swap - Send someone to a new member to personally introduce the association. </li></ul></ul>
  24. 24. Outrageous Offers <ul><li>Free Hotel </li></ul><ul><li>Member Relief </li></ul><ul><ul><li>Displaced members </li></ul></ul><ul><ul><li>Members serving in the Military </li></ul></ul>
  25. 25. New Media <ul><li>Web Conference </li></ul><ul><ul><li>Stroll the digital conference floor </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>“yes” to access, maybe not </li></ul></ul>
  26. 26. Final Example … <ul><li>WHAT ARE </li></ul><ul><li>YOU </li></ul><ul><li>GOING TO PUT HERE? </li></ul>
  27. 27. Thank you <ul><li>Erik Schonher </li></ul><ul><li>Vice President </li></ul><ul><li>Marketing General Incorporated </li></ul><ul><li>(703) 706-0358 </li></ul><ul><li>[email_address] </li></ul>Kisha Green-Dimbo Vice President of Marketing and Membership American Association of Justice [email_address]

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