Sheri Jacobs presented on transforming membership through effective branding. She discussed how branding has evolved from marketing to representing an organization's core identity and value proposition. Jacobs provided 20 tips for associations to create a raving fan base, including addressing member objections, thinking long-term, showing personality, crowdsourcing feedback, and building a brand around common sharing motivations like community and self-interest. The presentation emphasized designing memorable member experiences and focusing on an organization's emotional and social benefits to build loyal advocacy.

1. Creating a Raving Fan
Base
Transforming Membership
Through Effective Branding
Presented by
Sheri Jacobs, CAE, President + Chief Strategist
Avenue M Group, LLC
CalSAE Annual Conference
April 13, 2010
Long Beach, CA

2. What does branding mean to
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3. What does branding mean to
Branding used to mean the creative
part of marketing.
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4. What does branding mean to
Branding used to mean the creative
part of marketing.
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5. What does branding mean to
Branding used to mean the creative
part of marketing.
3

6. What does branding mean to
Branding used to mean the creative
part of marketing.
Snap.
Crackle.
Pop.
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7. Emotional Selling
Proposition
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8. Emotional Selling Proposition
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9. Organizational
Selling Proposition
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10. Organizational Selling Proposition
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11. Organizational Selling Proposition
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12. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
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13. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
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14. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
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15. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
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16. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
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17. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
5. 365 day return policy
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18. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
5. 365 day return policy
6. The phone call
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19. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
5. 365 day return policy
6. The phone call
7. Pointing members to competitors
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20. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
5. 365 day return policy
6. The phone call
7. Pointing members to competitors
8. Long-term payoff
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21. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
5. 365 day return policy
6. The phone call
7. Pointing members to competitors
8. Long-term payoff
9. Boot camp at the wharehouse
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22. Organizational Selling Proposition
10 Ways to Improve Your Internal Branding
Efforts
1. Personality
2. Free upgrades?
3. Fun work environment
4. “Not into shoes”
5. 365 day return policy
6. The phone call
7. Pointing members to competitors
8. Long-term payoff
9. Boot camp at the wharehouse
10. Airplane
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23. Brand Selling
Proposition
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24. Brand Selling Proposition
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25. Brand Selling Proposition
Have you built a brand that is so
powerful that members will buy
something from you or attend your
conference simply because your
association offers it?
Do your members want to show others
that they belong to your organization?
Do you give them a way to demonstrate
that they belong?
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26. Me Selling
Proposition
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27. Me Selling Proposition
Members feel
they own the
brand.
The Harley
Owners Group is
more than just an
organization. It’s
one million
people around
the world united
by a common
passion.
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28. Me Selling Proposition
H.O.G Fly & Ride
What do you offer that is
unique and valued and
available to members
only?
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29. Razorfish Study - November
4 out of 5 Online Adults Now
Participate in a Social Network
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30. 97% searched for a brand
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31. 77% watched an ad on
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32. 40% have friended a brand on
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33. 65% say a digital experience
changed their opinion of a
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34. 97% say the experience
influenced their decision to
Membership
Books
Education
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35. 67% have read a corporate
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36. 73% posted a review on Amazon,
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37. 26% follow a brand on Twitter
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38. Traditional Branding
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39. Social Influence Branding
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40. “Your brand is what Google says
it is,
not what you say it is.”
Chris Anderson, Wired Magazine
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41. Creating a brand-
focused organization.
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42. Creating a brand-focused
Dear Emily,
All those “hints” paid off.
Especially when you said,
“All I really want this year
is an iPhone.” All we ask is
that you show us how it
works. Dad might want
one too!
Love, Mom & Dad
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43. Creating a brand-focused
How do you welcome new
members and customers?
Do you personalize the
experience beyond adding their
name to the salutation line?
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44. Creating a brand-focused
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45. Creating a brand-focused
Do you make it easy for
members, prospects and
customers to start
working with you?
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46. Creating a brand-focused
Can you meet or beat your member’s
expectations with your product or
service?
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47. Creating a brand-focused
What
unexpected
delight do you
offer your
members?
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48. Do you follow up with new
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49. What are 3 ways
your organization can
create a memorable
brand experience at
the beginning of the
relationship?
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50. 20 Tips to Creating a
Raving Fan Base at your
Organization.
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51. 20 Tips to Creating a Raving Fan
Tip #1
Offer V.I.P. Status
Establish simple criteria and then
provide benefits to your VIP
members.
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52. 20 Tips to Creating a Raving Fan
Tip #2
Make it easy to
share ideas.
Promote social
sharing if you
want your
message to go
viral.
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53. 20 Tips to Creating a Raving Fan
Tip #3
Address emotional needs
Create a brand based on how
your offerings will meet
emotional needs.
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54. 20 Tips to Creating a Raving Fan
My
budget Tip #4 I don’t
have the
has been Address objections. time.
cut.
Identify all of the reasons
someone will say no - and
address them. Don’t ignore
My
colleague them.
is already
a
member.
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55. 20 Tips to Creating a Raving Fan
Tip #5
Create a mantra and stick with it.
Use your mantra as a filter.
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56. 20 Tips to Creating a Raving Fan
Tip #6
Think long-term pay-off,
not short-term cost.
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57. 20 Tips to Creating a Raving Fan
Tip #7
Give a reason why.
Your branding message should
answer the questions on the
minds of buyers. What are those
questions?
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58. 20 Tips to Creating a Raving Fan
Tip #8
Show a personality.
Use real photos, real
words and real stories.
People connect with
people.
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59. 20 Tips to Creating a Raving Fan
Tip #9
Ask for feedback not
testimonials
“This session was
worth getting up at
5:00 am and driving
halfway across the
state to attend!”
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60. 20 Tips to Creating a Raving Fan
Tip #10
Create messages that are portable.
Does it take longer than 5 seconds to
understand your message?
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61. 20 Tips to Creating a Raving Fan
Tip #12
Include free items or upgrades with
membership.
Free shipping, free online courses.
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62. 20 Tips to Creating a Raving Fan
Tip #13
Pick 1-3 real words that describe your
key benefit. If you are not sure what to
select, ask your employees, members
and customers.
What’s happening?
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63. 20 Tips to Creating a Raving Fan
Tip #14
Use logos and well-known name
brands to give you credibility.
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64. 20 Tips to Creating a Raving Fan
Tip #15
Use crowdsourcing tools to solicit
feedback, obtain suggestions and
collect and rank ideas.
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65. 20 Tips to Creating a Raving Fan
Tip #16
Offer a 365-day return policy.
Membership
Conference Registration
Books
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66. 20 Tips to Creating a Raving Fan
Tip #17
Have a sense of humor.
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67. 20 Tips to Creating a Raving Fan
Tip #18
Promote the brand not the
location.
Is WHAT you know…REALLY so?
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68. 20 Tips to Creating a Raving Fan
Tip #19
Create a human connection.
Members may only interact with your
association via the Web and on the
phone.
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69. 20 Tips to Creating a Raving Fan
Tip #20
Build your branding around the most
common reasons people share.
1. Self Interest - They will benefit
2. Altruism - Sharing makes them feel good.
3. Validation - Sharing makes them feel important
4. Affinity - Sharing makes them feel part of a
community.
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70. Do you still have questions?
Contact me.
Sheri Jacobs, CAE
President + Chief Strategist
Avenue M Group, LLC
jacobs@avenuemgroup.com
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