Growth Opportunities in a Consolidating Industry - Collision RepairBradley Mewes, MBA
Discover five foolproof growth strategies to trounce the competition in 2016. Understand how consolidation will continue to impact the industry and how to compete taking advantage of the same tools and trends as the large consolidators.
Sarah Tavel of Greylock Partners analyzes the unique financial pain points that young Americans are facing and explains why fintech is ripe for disruption.
Keeping it real - How authentic is your Corporate Purpose? Burson-Marsteller
Burson-Marsteller and Swiss-based IMD have been working together to research corporate purpose since 2008. This year’s study is presented in the context of the findings of Burson-Marsteller’s Corporate Perception Indicator, a global survey of public hopes and expectations of companies and their leaders.
How to Grow Your Auto Body Business and Dominate Your Local Market in a Conso...asTech
How to Grow Your Auto Body Business and Dominate Your Local Market in a Consolidating Industry was presented to several auto body shops in Springfield, MA on October 2, 2014. A special thank you to Sherwin Williams for sponsoring this event.
This form of investment can come in the form of one very wealthy
individual or from a group of wealthy individuals, intent on investing
into a venture that has promising prospects.
The financial technology boom of the past few years will ultimately lead to opportunities for the banks willing to take advantage of them—either through partnership or acquisition. In November, 145 bank senior executives and board members shared their views on the fintech boom. The poll was conducted at Bank Director’s annual Bank Executive & Board Compensation Conference in Chicago. Additional respondents participated online. We’ve tabulated the results, which we share along with insights from leaders in the fintech space.
Growth Opportunities in a Consolidating Industry - Collision RepairBradley Mewes, MBA
Discover five foolproof growth strategies to trounce the competition in 2016. Understand how consolidation will continue to impact the industry and how to compete taking advantage of the same tools and trends as the large consolidators.
Sarah Tavel of Greylock Partners analyzes the unique financial pain points that young Americans are facing and explains why fintech is ripe for disruption.
Keeping it real - How authentic is your Corporate Purpose? Burson-Marsteller
Burson-Marsteller and Swiss-based IMD have been working together to research corporate purpose since 2008. This year’s study is presented in the context of the findings of Burson-Marsteller’s Corporate Perception Indicator, a global survey of public hopes and expectations of companies and their leaders.
How to Grow Your Auto Body Business and Dominate Your Local Market in a Conso...asTech
How to Grow Your Auto Body Business and Dominate Your Local Market in a Consolidating Industry was presented to several auto body shops in Springfield, MA on October 2, 2014. A special thank you to Sherwin Williams for sponsoring this event.
This form of investment can come in the form of one very wealthy
individual or from a group of wealthy individuals, intent on investing
into a venture that has promising prospects.
The financial technology boom of the past few years will ultimately lead to opportunities for the banks willing to take advantage of them—either through partnership or acquisition. In November, 145 bank senior executives and board members shared their views on the fintech boom. The poll was conducted at Bank Director’s annual Bank Executive & Board Compensation Conference in Chicago. Additional respondents participated online. We’ve tabulated the results, which we share along with insights from leaders in the fintech space.
17 B2B Women Marketers: One Question, Many ChallengesSiegel+Gale
In the spirit of International Women’s Day, as Global CMO of Siegel+Gale, I thought it would be intriguing to ask a sample of top female B2B marketers one question:
“What’s the #1 brand challenge facing B2B companies today?”
This question elicited thought-provoking responses. It is fascinating to hear from these 17 women, who come from a variety of industries including technology, healthcare and financial services.
Bankings Biggest Problem: The Millennial Generation (Updated)George Samuel Samman
Millennials are the fastest growing demographic worldwide and they have unique characteristics which companies must tap into if they want to succeed in the coming decades. Fintech is seizing this opportunity and the banks are failing. There is a major opportunity here for those who win the millennials and the underbanked globally.
The cashless direction in which the world is moving has both its advantages and shortcomings, as was clear at a recent event hosted by UK challenger bank Monzo, where speakers debated the question, ‘Is cash dead?’
Such a heavily regulated industry was always going to take a little longer to disrupt but banks as we know them will soon be no longer.
Money is pouring into Financial Technology (almost $14bn investment in the past 12 months) and growth is expected to be 4x faster than the UK GDP.
Disruption is occurring at multiple levels. When coupled with rapidly changing consumer behaviors and a significant uptake in interest from VCs, the face of finance is changing daily.
With digital banking transactions now worth almost £1bn a day, the traditional banks are investing huge money into innovation and new product development.
But can they evolve fast enough to survive, let alone thrive?
This report provides an overview of the changing financial landscape, taking a closer look at a few of the digital investments made by the big brands and where the true Fintech disruption is coming from.
Why the Financial Services need simplicitySiegel+Gale
Customer demand for simplified experiences continues to rise and never more has this been so prevalent in the financial services sector. Hardly surprising considering the complexity of lives today and the sheer volume of critical choices that need to be made on a daily basis.
The most successful brands are wise to the reality that to be loved is not the primary objective. What’s more critical is to be truly essential in the ways that matter most. Defined by knowing how to add value rather than complexity. Respected for delivering simple and straightforward products and services that people actually understand and have need for.
Our EMEA Strategy Director, Liana Dinghile provided insights into the leaders and laggards of the global pack of brands vying for that all-important, but alarmingly elusive, customer favour at the Financial Services Forum Annual Member's Conference. Shedding light on the new disruptors who are rewriting the rules of service delivery and elevating customer expectations to a whole new level by:
- Empowering people
- Reimagining the experience
- Removing friction
In a complex world, #SimplicityPays
Financing Small Business Success: The Rise of Online LendingIntuit Inc.
As part of its ongoing efforts to solve persistent pain points for small business, Intuit released a new research report, “Financing Small Business Success” which shows how online lenders are reshaping the small business financing market.
The research was conducted by Ebiquity and based on 500 interviews held July 20-27. Research was completed online among owners and managers of U.S. small businesses that have attempted, either successfully or unsuccessfully, to secure funding for their company through business financing channels.
The forecast was prepared by Emergent Research, based on existing assessments of the small business credit market outlined in the Harvard Business School paper, “The State of Small Business Lending: Credit Access During the Recovery and How Technology May Change the Game.” The forecast assumes moderate U.S. economic growth averaging 2-3 percent over the forecast timeframe.
How Generation Y millennials are driving financial industry changeHarland Clarke
Financial marketers are being put to the test as fairly predictable generations of customers give way to the less familiar and less predictable. Pre-Baby Boom generations have been in retirement for years, and their pattern of drawing down assets continues. Now, Baby Boomers themselves are busy liquidating assets to fund college educations, weddings and their own retirements. Generation Xers have well-established careers and saving/investing habits to match.
Insurance products, savings and investments are crucial elements of financial health that evolve throughout our lifetime. But getting consumers to think long-term is not easy.
How are other associations and membership organizations succeeding? To better understand the association landscape and opportunities, we've compiled the offerings and positioning of the best practices to utilize.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Is it crazy to talk about membership growth in the midst of a recession? Not according to Tony Rossell, Senior Vice President of Marketing General, Inc. As he outlined in his February, Associations Now article, The Upside of Down, “right now is perhaps the best time in recent memory to acquire new members. And organizations that are taking advantage of this are seeing remarkable returns”. But how are associations going about achieving the results that Tony talked about in the article? View his presentation to find out.
Chris J Snook- Founder Institute Denver mentor presentation on the rules of good revenue model design and the laws of revenue, compensation, and growth along.
Trade Associations: Make Your Members HappyDel Aitchison
Trade Associations sometimes struggle. Are we adding enough value for our members? How can we attract younger members (millennials)? What sources of non-dues revenue can we tap into to keep our association financially strong? Can we help our members more? This book will show you 5 ways you can make your members happy. It will also introduce you to a new tool that you can provide to your members at absolutely no charge to you that will save them time and money, and definitely make them happier.
What goes into a pitch deck? Jeremy Halpern of Nutter McClennen and Fish tells us. Want to learn more? Check out the October 24 Fast Track: http://www.thecapitalnetwork.org/programs/venture-fast-track/
17 B2B Women Marketers: One Question, Many ChallengesSiegel+Gale
In the spirit of International Women’s Day, as Global CMO of Siegel+Gale, I thought it would be intriguing to ask a sample of top female B2B marketers one question:
“What’s the #1 brand challenge facing B2B companies today?”
This question elicited thought-provoking responses. It is fascinating to hear from these 17 women, who come from a variety of industries including technology, healthcare and financial services.
Bankings Biggest Problem: The Millennial Generation (Updated)George Samuel Samman
Millennials are the fastest growing demographic worldwide and they have unique characteristics which companies must tap into if they want to succeed in the coming decades. Fintech is seizing this opportunity and the banks are failing. There is a major opportunity here for those who win the millennials and the underbanked globally.
The cashless direction in which the world is moving has both its advantages and shortcomings, as was clear at a recent event hosted by UK challenger bank Monzo, where speakers debated the question, ‘Is cash dead?’
Such a heavily regulated industry was always going to take a little longer to disrupt but banks as we know them will soon be no longer.
Money is pouring into Financial Technology (almost $14bn investment in the past 12 months) and growth is expected to be 4x faster than the UK GDP.
Disruption is occurring at multiple levels. When coupled with rapidly changing consumer behaviors and a significant uptake in interest from VCs, the face of finance is changing daily.
With digital banking transactions now worth almost £1bn a day, the traditional banks are investing huge money into innovation and new product development.
But can they evolve fast enough to survive, let alone thrive?
This report provides an overview of the changing financial landscape, taking a closer look at a few of the digital investments made by the big brands and where the true Fintech disruption is coming from.
Why the Financial Services need simplicitySiegel+Gale
Customer demand for simplified experiences continues to rise and never more has this been so prevalent in the financial services sector. Hardly surprising considering the complexity of lives today and the sheer volume of critical choices that need to be made on a daily basis.
The most successful brands are wise to the reality that to be loved is not the primary objective. What’s more critical is to be truly essential in the ways that matter most. Defined by knowing how to add value rather than complexity. Respected for delivering simple and straightforward products and services that people actually understand and have need for.
Our EMEA Strategy Director, Liana Dinghile provided insights into the leaders and laggards of the global pack of brands vying for that all-important, but alarmingly elusive, customer favour at the Financial Services Forum Annual Member's Conference. Shedding light on the new disruptors who are rewriting the rules of service delivery and elevating customer expectations to a whole new level by:
- Empowering people
- Reimagining the experience
- Removing friction
In a complex world, #SimplicityPays
Financing Small Business Success: The Rise of Online LendingIntuit Inc.
As part of its ongoing efforts to solve persistent pain points for small business, Intuit released a new research report, “Financing Small Business Success” which shows how online lenders are reshaping the small business financing market.
The research was conducted by Ebiquity and based on 500 interviews held July 20-27. Research was completed online among owners and managers of U.S. small businesses that have attempted, either successfully or unsuccessfully, to secure funding for their company through business financing channels.
The forecast was prepared by Emergent Research, based on existing assessments of the small business credit market outlined in the Harvard Business School paper, “The State of Small Business Lending: Credit Access During the Recovery and How Technology May Change the Game.” The forecast assumes moderate U.S. economic growth averaging 2-3 percent over the forecast timeframe.
How Generation Y millennials are driving financial industry changeHarland Clarke
Financial marketers are being put to the test as fairly predictable generations of customers give way to the less familiar and less predictable. Pre-Baby Boom generations have been in retirement for years, and their pattern of drawing down assets continues. Now, Baby Boomers themselves are busy liquidating assets to fund college educations, weddings and their own retirements. Generation Xers have well-established careers and saving/investing habits to match.
Insurance products, savings and investments are crucial elements of financial health that evolve throughout our lifetime. But getting consumers to think long-term is not easy.
How are other associations and membership organizations succeeding? To better understand the association landscape and opportunities, we've compiled the offerings and positioning of the best practices to utilize.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Is it crazy to talk about membership growth in the midst of a recession? Not according to Tony Rossell, Senior Vice President of Marketing General, Inc. As he outlined in his February, Associations Now article, The Upside of Down, “right now is perhaps the best time in recent memory to acquire new members. And organizations that are taking advantage of this are seeing remarkable returns”. But how are associations going about achieving the results that Tony talked about in the article? View his presentation to find out.
Chris J Snook- Founder Institute Denver mentor presentation on the rules of good revenue model design and the laws of revenue, compensation, and growth along.
Trade Associations: Make Your Members HappyDel Aitchison
Trade Associations sometimes struggle. Are we adding enough value for our members? How can we attract younger members (millennials)? What sources of non-dues revenue can we tap into to keep our association financially strong? Can we help our members more? This book will show you 5 ways you can make your members happy. It will also introduce you to a new tool that you can provide to your members at absolutely no charge to you that will save them time and money, and definitely make them happier.
What goes into a pitch deck? Jeremy Halpern of Nutter McClennen and Fish tells us. Want to learn more? Check out the October 24 Fast Track: http://www.thecapitalnetwork.org/programs/venture-fast-track/
Insight-Led Selling: Taking Theory and Making It Reality (Welch Allyn)SAVO
Nowadays, customers identify their own problems, solutions, and requirements before contacting a sales pro, leaving little else to the seller other than sourcing a price quote. Watch Paul Liberatore’s presentation and learn how a sales person can reframe the entire sales conversation using insight-led selling. See how Welch Allyn is using SAVO’s Sales Content Pro and Mobile Sales Pro to help their sales pros reframe the conversation.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)
Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
Leadership Ethics and Change, Purpose to Impact Plan
Insurance + Changing Face of Membership Associations
1. Insurance + The Changing Face
of Membership Associations
Sequence Consulting
1
2. THE CHANGING FACE OF MEMBERSHIP
2
Deep, fundamental shifts in the membership world:
The Internet
Competition
Generational
Attitudes
As a result, membership models are changing:
• Membership as an ecosystem – membership drives products, advertising, fundraising,
everything
• Value exchange – what do you get for what you give?
• Organizations struggling to find/deliver new value
3. THE CHANGING FACE OF MEMBERSHIP
3
ESTIMATED US POPULATION, BY AGE
Millennials
Gen X Baby Boomers
Over the next 10 years, the
Millennials will supplant Baby
Boomers and Generation X as the
driving force within industries,
professions and associations.
Image Source: NPR
4. THE CHANGING FACE OF MEMBERSHIP
4
Members
committing less
time and money,
prioritizing
engagement.
81% 79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Less Time Less Financial Engagement
Association Leaders are “Very” or “Somewhat”
Concerned about Members Providing…
Source: Association Laboratory, Inc.
5. I need to differentiate my
association more effectively and find
new revenue streams.
5
If my members are prioritizing engagement, time,
and money…
6. THE NEW WORLD IS ALL ABOUT ENGAGEMENT
6
In membership organizations we define it as:
• Doing something
• Buying something
• Asking for something
What goes into making it work?
• Deeply understanding your target audience (and there may be more than one)
• Messaging and communications that reinforce and infuse your value proposition in all channels
• Products, offers and experiences that pay off on your unique assets
7. WAY TO PLAY: WHAT MOST ASSOCIATIONS ARE MISSING
7
A winning vision and strategy aligns the unmet needs of a specific segment with what you can offer that
cannot be easily duplicated.
Your “Way to Play” is a succinct statement of how you will bring your assets to bear on the opportunity
Compelling
Market
Opportunity
Unique
Assets and
Capabilities
+
“Way to
Play”=
How You Earn the “Right to Win"
Confidence that you should expect to prevail over others is your “Right to Win.”
8. WAY TO PLAY: EXAMPLES
8
Unmet
Market
Needs
Unique
Assets and
Capabilities
+ “Way to
Play”=“Way to Play”
Framework
• Easy access to products
• Rich product information
/ user reviews
• Frictionless delivery
• Elegant retail interface
• Back end supply chain
• Merchandising
• Customer relationship
management
• Technology innovation
“Super Aggregator”
• AMAZON offers convenient, one-stop product
delivery
• BY providing a seamless retail interface and
delivery system
• LEVERAGING their technology, CRM, and
merchandising expertise
• A strong, respected voice
for a large, but often
ignored, population
• Health, financial services,
and lifestyle resources as
we age
• Brand equity
• Scale
• Intellectual Property
“Resource Aggregator”
• AARP helps the 50+ enhance their quality of
life
• BY providing valuable resources
• LEVERAGING their brand power, scale, and
intellectual property
9. MEMBER VALUE PROPOSITION AND STRATEGY
9
A strong member value proposition contains the one to two elements that set the you apart from the
competition.
It must be compelling, believable, and relevant to your audience.
10. PUTTING THE BRAND IN ACTION
How we relate to our audience. Bring the brand attributes to life through our communications and offers.
• Example: Faster delivery of Welcome Kit to show we’re responsive, more dialog to demonstrate our
alliance with them.
What we could offer. We want to meet their needs and deliver on our promises.
• Example: More tailored and focused versions of our transition guides; full life management
program that includes information and relevant discounts.
Mode and style of
delivery
Offers
Commercial or for-fee tangible benefits
Information
Intellectual capital provided free to members
What How
Experience
10
11. INFLUENCING THE RENEWAL DECISION
Along the Member Journey, “Tipping Points” – or prime areas to solidify the
Association/Member relationship – occur.
Here are some examples.
1. ENACT A “NO FLY ZONE” PRIOR TO THE RENEWAL DRIVE
2. BEGIN BUILDING THE RELATIONSHIP EARLY ON
3. IDENITY WHAT DRIVES RENEWAL, AND FOCUS ON THAT DURING THE
WELCOME STREAM
4. PRSENT THE “NEXT BEST OFFER”
11
12. INSURANCE AND THE MEMBER EQUATION
Insurance is one of the top reasons to join (usually around #5).
BUT…
It is also one of the strongest predictors of renewal.
65%
83%
90%
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
Non-Buyers 1 Product 2+ Products
Illustrative Renewal Percentages, by Purchaser Group
12
13. INSURANCE AND THE MEMBER EQUATION
13
This is especially true for first time members, where renewal rates can be as low 40%
(or worse) but 70% with a product.
WHY?
Primary reasons include…
• Tangible value
• Recurring transaction (top of mind)
• Unique value (especially if tailored, e.g., professional liability)
• “Delighted” members more likely to renew. 18% of new members report delight with an insurance
experience.
14. INSURANCE AND THE MEMBER EQUATION
14
Retained Dues
Revenues
3-5X cheaper
to renew a member
than attract
a new one
And it compounds
every year
A 2-3% change in renewal rate could mean thousands of members (your prospects!)
and millions of dollars in revenue and savings.
HOW?
IDEAL SCENARIO:
Member joins and buys two insurance products on day one.
They would be a member for life.
15. INSURANCE AND THE MEMBER EQUATION
15
People say they do not want insurance offers
BUT…
The more they get,
the more they buy (and
renew)
There is a pattern
to it: right after join
and right after
renewal
16. WHAT DOES THAT HAVE TO DO WITH YOU?
16
We are all membership marketers now:
There is A LOT you can do about membership:
• Help them offer more relevant / valuable products for their audience
• Help them market them more effectively to prospects and current members
• And you will directly impact membership and revenue (yours and theirs)
More
Prospects
More Sales
More
Members
17. WHAT DOES THAT HAVE TO DO WITH YOU?
17
The most enlightened organizations know this now and are
working with their providers and membership team to create
better products.
The unenlightened can see the light if someone shows them.
18. OUR OBSERVATIONS OF MOST MEMBERSHIP ORGANIZATIONS
18
Membership Organizations…
• Do not always know what to ask for
• Are not marketers by trade
• And are especially weak on data and digital
• Have limited resources to invest (but will if there’s a strong case)
• Are way more conservative than they need to be
• “Rules” about what they can do and how they can do it are often outdated and sometimes just plain wrong
• May or may not know all of the above about themselves
• Not educated about how or why to offer members insurance
YOU can help them.
19. REAL WORLD EXAMPLES
19
Non-Member Marketing
• Provider markets to non-members and enrolls them on orgs behalf.
• Provider renews members on orgs behalf when they renew policy.
• Member pays the dues.
• The organization pays Provider a bounty, which is their less own cost to acquire.
• Everyone wins.
Co-Operative Marketing
• Organization and group of providers pool resources to market the portfolio as a whole.
• Data shows it drives unique, qualified leads who do not respond otherwise.
• Shared cost makes more expensive channels affordable.
• Rising tide lifts all boats.
20. REAL WORLD EXAMPLES
20
Products as Member Value
• Org promotes products as a member value, at their own cost.
• ROI comes from life in member acquisition and renewal.
• Stick issue in lot of orgs, but the more enlightened are loosening their rules.
• It works.
Cross-Sell Marketing
• Marketing one type of product to previous buyers of another.
• Limits on what is possible, of course, but highly effective especially when timed well.
• Drives revenue and long-term loyalty. Everyone wins.
21. REAL WORLD EXAMPLES
21
Data Sharing / Analysis
• Example: Shared marketing data warehouse for multiple providers.
• Combining data / analytics resources for smarter targeting.
• Doubled the response rate in one recent test.
Creative Revenue Models
• Straight royalty model is not the only game in town anymore.
• Revenue share, pay per lead, and other models are in play now.
• Significant upside for all players if done right.
22. REAL WORLD EXAMPLES
22
Optimizing the Experience
• First 90 days after join / renew are critical.
• Earlier Provider access to member data improved response by 28% and conversions by 46%
• The quieter the channel, the more effective the message.
• Preferred access to members at specific times showed almost 10% lift.