December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engagement Webinar Series)
Associations want marketing to create new members at a predictable cost. We hear a lot these days about the “Long Tail” with its untapped and micro-targeted prospecting segments such as government, healthcare, and education. Mass marketing models are not designed to go downstream or cost effectively reach these new, targeted member segments. In this webcast, you will learn how the core elements of influencer programs, online community building and social media are being used to cost effectively identify influencers and build relationships that produce loyal members and supporters. Mitch will also be sharing case studies and best practices for results-driven association programs, projects and campaigns. You will learn that reaching the promise of the Long Tail is hard but can be done using research, tools, analytics and the right people!
1. BY A SHOW OF HANDS, HOW MANY OF US CAN RELATE WHEN IT COMES TO OUR ASSN MKTG EFFORTS? ARE WE FISHING IN THE SAME PROSPECTING POND WITH A LOT OF OTHER PEOPLE?
2. BY A SHOW OF HANDS, HOW MANY OF US HAVE HEARD OF THE LONG TAIL? Long tail is the belief that there is an infinite number of segments or niches. And those segments are only limited by interest of affiliation. Think about ebay, amazon & pandora. Also think about AARP, NAB and NDIA that are also doing their member prospecting in niche segments. There is enormous value for organizations that can efficiently reach micro segments -- what some people call the long tail. More targeted and specific to the needs and concerns of the segment or community More affordable to reach with a higher propensity to buy or join Less susceptible to distractions & clutter of mass market messages
3. BY A SHOW OF HANDS, HOW MANY OF US HAVE A WEBSITE THAT’S OPTIMIZED FOR THE SOCIAL WEB?
NSBA: school boards-> edu reform, tech RWJF: at risk portfolio-> patients rights gps, community activists, social service providers NDIA- defense industry-> cybersecurity, energy, space
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engagement Webinar Series)
FISHING IN THE RIGHT PLACE Mitch Arnowitz Tony Presenter Karrer ModeratorWe will be starting soon. In the meantime, please select “All” in the chat and type in: Where are you located right now? What’s the weather there? You can hit *0 if you have issues and need an operator. Proudly Sponsored By:
Micro Marketers Fishing in the Right Pond Wednesday, December 12, 2012 Tuvel Communications, LLC Engage Customers in Unconventional Ways 301.545.0843
Is Your Association Marketing Like Fred? Is Your Association Marketing Like Fred? 7
You May Just Be Fishing In the Wrong Place.You May Just Be Fishing In the Wrong Place. 8
Let’s Get Started! Let’s Get Started!o How many of us have mapped out industry issues & know who our competitors & coopitors are?o How many of us don’t have Facebook, LinkedIn & Twitter social media icons on our association’s website? 9
The Need The NeedAssociations are looking for marketing departments to createnew members & attendees at a predictable cost.The desire is to: o Find untapped sources of revenue; o Build long-term relationships with those sources; o Convert sources from prospects to members 11
The Answer The AnswerThe answer for many associations lies in the “LongTail” with its vast numbers of untapped & uncontestedmicro-targeted segments, but …o It’s been expensive to implement.o Few people understand how to use it ando Few solutions exist to reach these micro segments. Long Tail Segments Are Long Tail Segments Are 12 Often Uncontested Often Uncontested
but… but… Associations have looked to industries built on mass marketing models to create micro-segment programs: o PR Firms o Advertising Agencies o Direct Response Companies These business models were designed for mass markets, but not to cost effectively reach micro segments. 13
A New Approach A New ApproachA new approach is needed that:oIs built to reach precisely targeted customer segments.oApplies existing marketing services in new ways.oOffers accurate, predictive modeling tools.oGrows prospects into long-term members.oIs fast, affordable & reasonably priced. 14
Imperatives ImperativesThis Approach Should:o Use research, tools, process & analytics…o to identify micro segments of influencers in targeted marketing channels…o that build relationships.o And produce loyal members, customers & supporters. 15
What is Micro-Marketing?What is Micro-Marketing? 16
Why Is This Important?Why Is This Important? 17
Long Tail Going Forward Long Tail Going Forwardo Associations are learning to cost-effectively reach the Long Tail & deliver membership information. o Members will continue to get their information through social media & the mobile web- learn how to communicate with members on their own turf!o Micro targeting addresses membership needs & concerns.o More affordable to reach with a higher propensity to join or attend an event. 18
Associations Are Using Niche Marketing Associations Are Using Niche Marketingo To drive event attendee efforts.o To identify issues & opportunities.o To grow membership & increase retention.o To create differentiators.o To help content marketing efforts.o To educate.o To improve customer service. 19
Discovery phase: Define why, what, where, when, who & how. Develop targeted initiatives that are aligned with all parts of the marketing and communications mix. Listen to identify where conversations are taking place. Define appropriate marketing channels. Locate, validate, prioritize and rank influencers. Compile targeted database of contacts & opportunities. Develop targeted, relevant and personalized messaging and content based on marketing channels and opportunities.Execute an outreach campaign that disseminates messages to each contact. one-by-one. Follow up with those who respond and build relationships client’s behalf. Build engaged, responsive communities. Determine metrics for success .Compile reports that demonstrate overall program effectiveness and return 2 on investment.
Tools Tools Micro Marketing System Step Methodology Key Tool Consulting Strategic Assessment Baseline Assessment Score Market Research Data Assessment Propensity Index Data Filtering Data Cleansing Micro Segment Mapping Program Execution Micro Segmented Influencer Dashboard OutreachReporting & Analytics Micro Segment Analysis Engagement Index Program Extension Community Building 22
Tools Tools Propensity Index ROCK STARS WITH HIGH ROCK STARS WITH HIGH REACH HIGH RELEVANCE BUT LOW REACH AND HIGH RELEVANCE I II RELEVANCE LOW III IV PEOPLE WITH LOW REACH AND ROCK STARS WITH HIGH REACH LOW RELEVANCE AND LOWER RELEVANCE LOW REACH HIGH 23Through market research, we rank, segment & prioritize influencers.
Tools Tools Contributors High Engagement Active brand involvement, contributes in a beneficial way.Engagement Index Endorsers Endorses a brand, recommends to networks.Tuvel awards points forparticipation, resulting in Engagersoverall score that measures Actively engages with a brand.engagement. Followers Passively follows a brand, limited engagement. Observers Observes the conversation, doesn‘t participate. Low Engagement Engagement Index score 24
Sample Research DatabaseSample Research Database 25
Case Study Case StudyNational Association of BroadcastersTuvels social media campaigns havedelivered over 100% ROI and verifiableincreases in attendance for the 2009-2011 NAB Shows. In 2011 alone, Tuvelsurpassed registration goals by 250%,increased overall reach by 50% anddelivered 3% of NAB Show attendeesin micro segments such as onlinevideo, post production, broadband andtelepresence. 31
Case Study Case Study National Defense Industrial AssociationTuvel conducted market research to identify niche segments & onlinemultipliers in the defense industry. Research was used in the areas ofmember acquisition and event marketing. NDIA executed a marketingcampaign that disseminated custom communications to the researchdatabase. To date, program efforts have produced a 7.5% responserate. 32
Case Study Case StudyAmerican Heart AssociationTuvel reached more than150,000 supporters throughresearch & targetedoutreach efforts thatincreased the number ofgrassroots advocates in theAHA network by 25 percent.As a result, phone calls, e-mails and signatures toCongress tripled from 5,038in 2002 to 14,158 in 2003. 33
Best Practices Best Practices Its all about building relationships. Its not one thing you do, its everything you do! Dont Astroturf. Dont mistake what is valuable to your members with what is valuable to your association. Dont be inconsistent with your message. Don’t broadcast, do engage. Dont assign social media efforts to interns. Don’t make the mistake of thinking that members only play in your sandbox. Offer value and relevance. 34
Summary Summaryo The future of marketing is inexorably tied to micro segmentation as represented by the Long Tail. o Reaching the Long Tail was hard & unpredictable.o And, by finding the right guide with the right experience & right tools to lead you to lucrative, less crowded micro segments, you’ll have a far better chance of achieving… 35
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FISHING IN THE RIGHT PLACE Mitch Arnowitz Tony Karrer firstname.lastname@example.org email@example.com 301.545.0843 Questions / Discussion Proudly Sponsored By: