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College of Association Marketing Membership Marketing April 16, 2010
Agenda 11:45 – 12:00 Break/Lunch Service Coffee and networking 8:30 - 9:15 Introduction, goals and expectations  9:15 - 9:30 Membership Marketing: 10 Key Opportunities to Improve 9:30 - 10:30 Break  10:30 - 10:45 Talking to your customers 365 days/year 10:45 – 11:45 Brainstorming: Challenges and Solutions/Working lunch 12:00 – 1:00 Data driven Membership Marketing 1:00 – 2:00 Break 2:00 – 2:15 Working with Your Chapters to Maintain and Grow Membership 2:15 – 3:15 Final comments/conclusions  3:15 - 3:30
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object]
Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Membership Marketing:  10 Key Opportunities  to Improve Presenter: Kevin Whorton Module 1:
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#1. Survival ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Time is On Our Side ,[object Object],[object Object],Association Members Make More Money
#2. Managing retention/renewal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Best practices: renewal/reinstatement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why People Drop Memberships* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#3. Relationship management  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Best practices: Web/online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#4. Member engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volunteers: Best practices/perspectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volunteering and Referrals   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#5. Member acquisition
Application/ registration process
Keys to Success: Acquisition Design  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Acquisition Testing
Working within constraints: federation structure, local level approvals.  membership at the local level. Hard to customize. ‘Prestige’ soft sell.
Control/test packages A B
C Test Metrics Metrics A B C # Mailed 364,945 150,000 50,000 % Response 0.71% 1.23% 0.77% Avg. Rev. $36.48  $23.73  $55.52  Rev/M $257.26  $292.99  $424.76  CPDR $1.38  $1.54  $0.93
#6. Market management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market management: diversity  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Generational membership observations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#7. Program development
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Illustration of benefits mix: Rollerskating Assn. *  potential  golden handcuff   xxx :   potential core/sunset Note: member usage, perceptions = distinction between potential and actual Program  Categories  Programs/benefits management “ Golden  Handcuffs” Affinity  Programs Core Services
Importance of research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RSA program performance: user satisfaction RED=Affinity programs
#8. Database management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#9. Image/positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Image/positioning illustration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#10. Be a change agent  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tie membership to the bigger picture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Module 2 ,[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object]
About You! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
90 Day Renewal Letter
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],30 Day Renewal Script
Expire Letter
Sample Invoice
[object Object],Post-expire Email
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
90 Day Check-up
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Tech Council of MD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Module 3:  Brainstorming: Challenges & Solutions
Brainstorming: Challenges & Solutions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Data Driven Membership Marketing   Presenter: Kevin Whorton Module 4:
A. Database marketing: goals & definition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Getting the Most of Your AMS
 
 
“ Looking Under the Hood:” Data Exports ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Data Mining/DB Marketing Is Critical ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
B. Defining your business model: statistics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning activities within the  business model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Define what business you are in  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
B. Managing frequency of contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Efforts MEAN MEDIAN DM acquisition 4.5  3.4  DM house file 9.6  7.9  DM other 5.8  2.1  TM active 1.0  0.4  TM lapsed 1.3  0.4  Email 13.1  6.0  Total 35.3  20.1
Marketing programs: what is your target ROI? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources of First Exposure Word of mouth from others 46.4% Direct mail campaigns 10.5% Attendance at events 16.4% Advertising/publicity 5.2% Web site visits: search engines 11.0% Other venues/ sources 10.5% Recruitment Channels #1 #2 Direct mail 19% 14% Electronic (email/Web) 21% 32% Direct/personal sales by staff 17% 21% Recruitment by members  35% 22% Other methods 9% 11%
C. Managing specific channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Specific channel: telephone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Specific channel: web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Specific channel: email ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Specific channel: social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Combining channels: IMC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Effective measurement: developing solid metrics ,[object Object],[object Object],[object Object]
Defining/Managing/Creating to Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Effort Audience Resp rate Regist. Gr. Rev. Cost Mail I: Week 18 2,000 1.00% 20 $11,900 $3,000  Email I: Week 16 7,980 0.50% 40 $23,800 $100  Mail II: Week 13 1,940 2.50% 49 $29,155 $3,000  Email II: Week 10 8,000 0.50% 40 $23,800 $100  Email III: Week 7 8,000 0.50% 40 $29,000 $100  Overall: 27,920 NA 189 $117,655 $6,300
Key Areas of Inquiry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
- My Basic Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
- SAS: Basic BI/Data-Mining Tool ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Effective offers/pricing: critical one of the “4 P’s” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
D. Marketing tactics: effective messaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Effective positioning: becoming  understandable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Example:  Membership/donor marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Example:  Association member marketing
AMHCA Program Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Make the Most of Your Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Module 5 ,[object Object],[object Object],[object Object]
Unlocking the Power of  Social Media ,[object Object],[object Object],[object Object],[object Object]
Social Media Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Closing Comments/Questions
Scott Oser, Scott Oser Associates: 301-279-0468  [email_address]   Kevin Whorton, Whorton Marketing & Research: 301-312-8938  [email_address] Calendar of Future Seminars:   www.associationseminar.com LinkedIn Group:   College of Association Marketing THANK YOU FOR ATTENDING!!

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Membership marketing seminar april 16 2010

  • 1. College of Association Marketing Membership Marketing April 16, 2010
  • 2. Agenda 11:45 – 12:00 Break/Lunch Service Coffee and networking 8:30 - 9:15 Introduction, goals and expectations 9:15 - 9:30 Membership Marketing: 10 Key Opportunities to Improve 9:30 - 10:30 Break 10:30 - 10:45 Talking to your customers 365 days/year 10:45 – 11:45 Brainstorming: Challenges and Solutions/Working lunch 12:00 – 1:00 Data driven Membership Marketing 1:00 – 2:00 Break 2:00 – 2:15 Working with Your Chapters to Maintain and Grow Membership 2:15 – 3:15 Final comments/conclusions 3:15 - 3:30
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  • 5. Membership Marketing: 10 Key Opportunities to Improve Presenter: Kevin Whorton Module 1:
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  • 21. Working within constraints: federation structure, local level approvals. membership at the local level. Hard to customize. ‘Prestige’ soft sell.
  • 23. C Test Metrics Metrics A B C # Mailed 364,945 150,000 50,000 % Response 0.71% 1.23% 0.77% Avg. Rev. $36.48 $23.73 $55.52 Rev/M $257.26 $292.99 $424.76 CPDR $1.38 $1.54 $0.93
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  • 30. RSA program performance: user satisfaction RED=Affinity programs
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  • 45. 90 Day Renewal Letter
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  • 54. Module 3: Brainstorming: Challenges & Solutions
  • 55.
  • 56. Data Driven Membership Marketing Presenter: Kevin Whorton Module 4:
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  • 58. Getting the Most of Your AMS
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  • 92. Scott Oser, Scott Oser Associates: 301-279-0468 [email_address] Kevin Whorton, Whorton Marketing & Research: 301-312-8938 [email_address] Calendar of Future Seminars: www.associationseminar.com LinkedIn Group: College of Association Marketing THANK YOU FOR ATTENDING!!

Editor's Notes

  1. Presenter--Scott
  2. Presenter—Scott
  3. Presenter—Michelle History to include when formed, original mission, merger, new mission? Staff size to include how many at start and how many now and some info on how structured Membership categories to explain different divisions and benefits of belonging
  4. Presenter—Michelle 2 renewal notices to include when you do these and who was it sent to—secretary, decision maker, etc.
  5. Presenter—Michelle Explain what you mean by membership was disorganized when you speak. Focus on how comms were inconsistent, there was little targeting so everyone got the same message Give a couple of examples of what they continued to receive as a member that they weren’t paying for.
  6. Presenter--Scott
  7. Presenter--Scott
  8. Presenter—Michelle Before you start this stress that the key to this was having regular communications, using multiple media because people respond to different things, getting different people involved so burden was spread and people talked with people that they had relationships with if possible. Discuss how you have a 365 day communication cycle including regular communications as well as “renewal” communications.
  9. Presenter—Scott Point out targeting—personalization in name field, personalized benefits based on division membership Point out that it is signed by the chairman who is a colleague.
  10. Presenter—Scott Point out who this comes from and why it comes from him. Point out that this is a guide. People making calls are comfortable with talking about org so they don’t have to follow it word for word. You don’t want people reading from script. Too impersonal.
  11. Presenter—Scott Note timing of this so they know when it goes out.
  12. Presenter—Michelle Discuss how you use this and when they receive it. If you want you can go into Tech Bucks program. Don’t have to. Up to you.
  13. Presenter—Michelle Note that this is sent to all lapsed members. Note that it is an email. Note that they go right to website to renew which is customer friendly. Note no discounts to get them to renew.
  14. Presenter—Scott This is where you will start talking about regular comms. Key things to cover: Targeting of audience Calls are made by division prez or someone from their division. No selling going on just relationship building.
  15. Presenter—Michelle Another piece of regular comms. Keys: Hand written Targeted Focused
  16. Presenter—Michelle
  17. Presenter--Scott