1. 10 Simple Tips for Effective
Membership Marketing
Kate Chunka
Partner Relations & Industry Communications Manager
KChunka@VISITFLORIDA.org
October 16, 2013

3. 11,903

4. Membership Marketing is different from product marketing.
vs.

5. Enroll
Service
Retain

6. Tip #1
Ask your members what they want.

7. Go to the source.
Find out what your members want or think.
Methods: Survey vs. Hold a meeting,
brainstorming session or focus group.
Take action based on feedback.

8. Surveys
Focus Groups
Wide and shallow
Short and deep

9. Surveys
• You need a little information about a lot of different topics.
• You think you already know some of the answers.
• You want to know the frequency with which an answer is
given.
• Decisions you will be making must be based on numbers.
• The people you want to respond to your survey are generally
interested enough in the topic that they will complete the
survey.
• You have already defined key issues through a qualitative
approach (focus groups, interviews, etc.) and want to know
what the larger population thinks.

10. Focus Groups
• You don’t know what the issues are; have a complex issue you
want to understand.
• You want to hear a wide diversity of opinions.
• You are trying to develop some preliminary theories of why things
are the way they are.
• You want to hear about people’s deep feelings, insights and
perceptions.
• Some of your questions will require probing or prompting to elicit
useful information.
• People will need time to ponder the answers to your questions in
order to provide thoughtful responses.
• Insights or historical perspectives of people close to issue are
needed.

11. Consumer
Industry

15. Results and Action Taken
• 80.2% said they use Facebook professionally
• 58% said they were unaware VISIT FLORIDA had an
industry social media page
• 55% said they don’t follow our social media sites
because they already get enough information from
VISIT FLORIDA
• Of those respondents that stated they do follow
VISIT FLORIDA, 89% said they follow us via the
consumer social media pages
As a result, VISIT FLORIDA re-branded its Industry
Facebook page and reprioritized.

17. Partner Benefits Platform Review
Special audience; divided group into 4 categories.
Wanted to know what benefits were important for those
specific categories.
Involve members in engaging activities to get detailed
feedback about different aspects of Partnership.
Flip charts
Activities
Detailed questions and answers

18. Tip #2
Know Your Members’ Communication Preferences

19. HOW
WHEN

20. Some stats…
People increasingly prefer to browse the
Internet on tablets rather than smartphones.
For the first time ever, worldwide tablet
traffic has surpassed smartphone traffic
Tablets now drive 8 percent of all Internet
traffic, while smartphones generate 7 percent.

21. Formatting is key! Website and emails need
to be compatible with:

24. VISIT FLORIDA Communications Audit
Objective: Develop an Industry Communications platform
that creates a superior and engaging partnership
experience for our stakeholders while increasing industry
participation with VISIT FLORIDA.
Methodology: Evaluate all industry-focused communication
touch points across VISIT FLORIDA departments and
implement appropriate recommendations for both print
and digital communications using industry and Committee
feedback.

25. • Use multiple communication channels.
• Send monthly vs. weekly e-newsletters.
• Allow members to opt into the
communication they want to receive.

26. Don’t do social media just to do social media.
Make sure you are using it in a way that
benefits your members.

27. Tip #3
Communication is all about KISS-ing

29. The average human attention span is eight
seconds. - Google Business

30. Tighten copy to draw attention to a message’s main call
to action, “get to the point” and reduce wordiness.

31. Keeping it simple with email:
Headline
Visual
Body Copy
Logo
PICK ONE OF THE ABOVE AS THE FOCAL POINT
White space is OK

35. Tip #4
Members don’t care about how great your business is.
They want to know what’s in it for them.

37. No one cares about your boring business

38. They care about themselves
• 3 Bad B’s: Boastful, Blatant, Boring
• Give them a reason to peak over the wall,
spark their interest, create intrigue
• Personalize communication
• Predictable = Skippable

39. No
“Webinar Invite for
May 9: Advanced
Online Targeting”
Unique Opportunity
to Participate in VISIT
FLORIDA’s Fall
Campaign
Yes
“You don’t want to
throw this away…”
“Want to attract
more guests this
fall?”

40. Identify why your product matters
Show you understand their world
Bring your benefits to life

41. Find out what your audience struggles with
Many VISIT FLORIDA Small Business Partners have very
low marketing budgets.
Budgets are an issue.
They need access to free or low-cost ways to get
exposure for their businesses.
Do not want to “fish” for information.

42. “ 5 Ways to Maximize your Partnership Without
Reaching in Your Wallet”
1. Order free maps and magazines to distribute to visitors.
2. Upload your press release on VISITFLORIDA.org.
3. Set up a table for free at a Welcome Center. Learn more.
4. Add Deals & Events to your web listing.
5. Review valuable research pertinent to your business.
Need additional assistance? Feel free to call our toll-free Industry
Hotline at (877) 435-2872. Our team is happy to assist you!

43. Tip #5
Be proactive with retention and don’t give up on
“declines.”

44. Something to realize..
It’s cheaper, easier and more effective to retain current
customers than to acquire new ones.

45. Long term customers are more profitable.
• The cost of managing long term customers is less (you do not have to
spend time and money on finding new ones).
• Long life customers are advocates and create new business by
advertising your business to their friends and contacts.
• Referrals are the strongest leads and most likely to be converted into a
sale. People are more likely to go with a product or service that someone
they know has already experienced.
• Long term customers are not as price sensitive – they want your
service and are happy paying for it.
• A first time customer generally expects discounts as opposed to repeat
customers.

46. Keep your members.
Retention starts with Welcome communication.
Need a communication plan to keep members
engaged; half way check-in calls.
Offer members opportunities relevant to them.
Consultations
Don‘t accept a “no” without finding out why;
often times you can keep a member by some
simple actions.

47. Tip #6
“Steal” programs that work and find the right people to
execute them.

48. Former Governor Jeb Bush
I don’t know about you, but I get moved by a lot of books. Smart
people. I’m not that smart, so I try to steal ideas from people.
There’s no trademark on these things, the best I can tell. I’ve
never gotten sued for it. I encourage you all to do it too.”

49. It happens everywhere…
Whole Foods set the standard for the natural/organic
grocery store.
You can replicate products and programs that work, but
you can’t replicate people.

50. Apply this to Memberships
Scope out the competition: other membership
models and websites
Successful membership programs
Website designs
Enrollment forms
Customer service
Etc.

52. Tip #7
Test and Learn

53. Analyze response and conversion
By programs:
- Ie. Pay for 2 years of membership up front
at a discount
- Referral programs
- Different membership discount offers
By audience: New members, founding members,
etc.

54. Email items
Subject lines: A/B test (copy or size)
Button size
Color
Images
Use of social media buttons
Email sender field
Time of day/frequency

55. Tip #8
Focus on Delivering Value

56. Benefits > Cost

57. Members want to know they are getting what they
paid for….and more.
Be able to provide data metrics and program results
so members can understand ROI where possible.
Identify what your organization can provide them
with that no one else provides….then deliver.

58. Tip #9
How you treat members matters.

60. No cold calls.
Be genuine and honest – it’s OK to tell someone
membership may not be the right fit.
Set expectations accordingly.
Focus on solutions, not excuses.
Let them know you are there to help. “My pleasure”
Let them know you appreciate them.

61. Tip #10
Let your members be your best marketers.

62. Word of mouth – influence is greatest when
consumers are buying a product for the first time.
Testimonial videos
Referral programs
Enlist them to call members in their area to
encourage them to participate in events, etc.

63. Testimonials
Video or written
Real world examples
Authentic
Detailed

65. 1. Ask your members what they want.
2. Know your members’ communication preferences.
3. Communication is all about KISS-ing.
4. Members don’t care about how great your business is. They
want to know what’s in it for them.
5. Be proactive with retention and don’t give up on
declines.
6. Steal programs that work and find the right people to
execute them.
7. Test & Learn.
8. Focus on delivering value.
9. How you treat members matters.
10. Let your members be your best marketers.

66. Thank you—Have a great day!
KChunka@VISITFLORIDA.org