SHRM2013

1. ENGAGE * Inspire * Lead
5th Annual Regional Council Summit
February 22 – 23, 2013
Phoenix, AZ

2. Membership Marketing
Madness
And How to Stay Sane
Chantal Rotondo
Manager, Membership Acquisition Marketing

3. Membership Marketing Madness
Marketing Stats
 Inbound Leads Cost 61% less than Outbound leads
 A customer has an average of 3.8 touch points with a brand before
taking an action.
 50% of qualified leads are not ready to purchase immediately.
 The average sales cycle has increased 22% over the past 5 years
due to more decision makers being involved in the buying process.
 90% of consumer buying decisions start on the web
 Blogs, social media and organic search are the 3 least expensive
methods of lead generation
 81 billion minutes spent on social networks and blogs in 2011
3

4. Membership Marketing Madness
Marketing Stats
 Companies that blog effectively generate 55% more traffic and 70%
more leads than those who don’t
 70% additional leads generated by B2B companies that blog 1 to 2
times per month over those that don’t blog at all
 LinkedIn is 277% more effective for lead generation than Facebook
and twitter
 35% of email recipients open email based on the subject line alone
 188 million U.S. Internet users watched 37.7 billion online content
videos in August 2012 alone
 Video testimonials on YouTube can generate up to 3x more
conversions than organic visitors
4

5. Membership Marketing Madness
JOIN
ENGAGE
RENEW
5

6. Membership Marketing Madness
What can You do at the State Level?
 Evaluate your State Council’s identity/online presence
 Think about how you can help share content, generate
leads, drive traffic to your chapters
 Online lead capture forms
 State-coordinated mailings to at-large members, expired
chapter members & prospects
 Manage media relations including online event postings
 Solicit a marketing agency, intern or professional marketer in
transition to help give advice and/or take on work
6

7. Membership Marketing Madness
What can You do at the State Level?
 Conduct a Membership Survey to all individuals in the state
 Identify what members value most
 Help clarify the elevator speech of why to join a chapter
 Identify areas of improvement
 Help your chapters understand the lifetime value of a member
 Most associations lose money acquiring a new member but make it
back once they renew or purchase additional products
 Help the chapters create/update their membership marketing plans
 Identify 4 P’s: People, Price, Promotion, Place
 How are they generating awareness for themselves
 How are they following up on leads
 How are they engaging current members, especially first time
members
7

8. Membership Marketing Madness
Resources for You & the Chapters
 CLA calls and webinars with Scott and Phyllis
 Membership Marketing Summit at Leadership (and past
presentation slides online)
 VLRC
 Each Other
8

9. Membership Marketing Madness
So… How do we stay sane?
 Prioritize – look at cost, potential impact, effort and importance to
the audience
 Create a plan of the 3 things you want to accomplish in 2013
 Share the vision to engage your board and chapters
 Share the “WIIFM” message
 Be data driven
 In today’s marketing world, it’s fine to fail- as long as you learn from
it!
 Remember to record and share learnings
9