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Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 1
Marketing is
different in the not
for profit world. Do
you want ...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 2
Marketing is
different in the not
for profit world
How will your...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 3
KYM
Factor
Know Your
Member
MEMBERSHIP
We must be able to
identi...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 4
Do you want
more of the same?
Or no?
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 5
Marketing Key #1:
Membership Growth
Página 29
Why do future
memb...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 6
Página 31
0,00% 10,00% 20,00% 30,00% 40,00% 50,00%
Personal cont...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 7
Differences between
Marketing, Advertising,
Branding & Public Re...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 8
The membership cycle
Marketing Key #2:
Membership retention
“Acq...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 9
Social Media
Strategy
Tool #2 – Membership Retention
Private
Net...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 10
https://www.google.com/webmasters/tools/mobile-friendly/
Big Da...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 11
Big Data Explorer: Discover Local Ambassadors Big Data Explorer...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 12
Big Data Explorer: Find Potential Sponsors
Big Data Explorer: F...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 13
Big Data Explorer: Find Potential Sponsors
ContentSpeakers
Iden...
Abstract AfSAE 2016 22/02/2016
By JJ García & C Fincham 14
Marketing is
different in the not
for profit world. Do
you want...
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Abstract afsae 2016

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Abstract afsae 2016

  1. 1. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 1 Marketing is different in the not for profit world. Do you want to know why? Juan José García DOMS Barceló Congresos @ acereto1 Clare Fincham National Manager SASLAW Early Start Association Juan José García www.barcelocongresos.com/en/ 718 offices in 21 countries 140 hotels operated in 17 countries 23,681 employees (average workforce) € 2,056.6 M turnover in 2014 85 years providing quality services 95% of our clients are associations Congresses ranging from 50 to 32,000 participants Over 100 professionals with exclusive dedication to congress management 55% of the congresses are international On average we organise 50 congresses a year Experts in congress management Over 1,000 successfully organised congresses Juanjo García International Congress and Convention Association This is where I  was born…
  2. 2. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 2 Marketing is different in the not for profit world How will your association be in 2030?
  3. 3. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 3 KYM Factor Know Your Member MEMBERSHIP We must be able to identify and deliver the added value our members are seeking
  4. 4. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 4 Do you want more of the same? Or no?
  5. 5. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 5 Marketing Key #1: Membership Growth Página 29 Why do future members want to join? Página 30 Europe Global 800 16.944 Why? Europe Global Personal contact 43,50% 45,05% Colleague or competitor 17,60% 19,72% Others (Internet, Media..) 13,00% 9,90% Teacher or instructor 11,30% 15,93% In a workshop, conference or a meeting 11,10% 2,36% School programme or university 3,50% 7,04% Why do future members want to join? SampleSize
  6. 6. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 6 Página 31 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% Personal contact Colleague or competitor Others (Internet, Media..) Teacher or instructor In a workshop, conference or a meeting School programme or university Why join? Global Europe Testimonials Tool #1 – Membership Growth References Tool #2 – Membership Growth Case Studies Tool #3 – Membership Growth Raising Awareness at Universities Tool #4 – Membership Growth STORYBRANDING Your brand is built by your members. An association without a good story to tell has no strategy
  7. 7. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 7 Differences between Marketing, Advertising, Branding & Public Relations Marketing (Owned Media) Advertising (Paid Media) PR (Earned Media) Branding
  8. 8. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 8 The membership cycle Marketing Key #2: Membership retention “Acquiring new members is 6 times more costly than retaining one”  Many associations offer more benefits than they need to  Most of its members focus on 2 or 3 key benefits Communication Strategy Tool #1 – Membership Retention
  9. 9. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 9 Social Media Strategy Tool #2 – Membership Retention Private Networking Tools Tool #3 – Membership Retention Página 51 What are the society members expectations? Página 52 Europe Global 800 16.944 Expectations Europe Global Up to date on your industry 29,15% 28,89% Network with other members 28,38% 28,73% To be represented in the society 24,84% 21,23% To be represented in the administration 17,63% 21,15% What are the society members expectations? SampleSize 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00% Up to date on your industry Network with other members To be represented in the society To be represented in the administration Members expectations Global Europe Website Tool #1 – Growth & Retention
  10. 10. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 10 https://www.google.com/webmasters/tools/mobile-friendly/ Big Data Tool #2 – Growth & Retention To develop a tool that can perform complex analytics on the web, which involves detecting a range of evidence and using it to compile partial or full matches relating to specific individuals and organizations and will help identifying and reaching out to potential local “influencers” to champion the project About ICCA Big Data Big Data Explorer: Discover Local Ambassadors Big Data Explorer: Discover Local Ambassadors
  11. 11. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 11 Big Data Explorer: Discover Local Ambassadors Big Data Explorer: Discover Local Ambassadors Big Data Explorer: Discover Local Ambassadors Big Data Explorer: Discover Local Ambassadors Big Data Explorer: Discover Local Ambassadors
  12. 12. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 12 Big Data Explorer: Find Potential Sponsors Big Data Explorer: Find Potential Sponsors Big Data Explorer: Find Potential Sponsors Big Data Explorer: Find Potential Sponsors Big Data Explorer: Find Potential Sponsors
  13. 13. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 13 Big Data Explorer: Find Potential Sponsors ContentSpeakers Identify Committees Identify Potential Delegates http://www.microsoft.com/en-us/server- cloud/cortana-analytics-suite/overview.aspx Evolution “Do not pretend that things will change if we always do the same” Albert Einstein
  14. 14. Abstract AfSAE 2016 22/02/2016 By JJ García & C Fincham 14 Marketing is different in the not for profit world. Do you want to know why? Juan José García DOMS Barceló Congresos @ acereto1 Clare Fincham National Manager SASLAW Event Manager Blog http://www.eventmanagerblog.com Marketing General Incorporated http://www.marketinggeneral.com At That Point http://www.atthatpoint.co.za Event Marketing Blog http://bit.ly/EMB2016

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