Micro Marketers

Tuvel Communications, LLCEngage Customers in Unconventional Ways

hello@tuvel.com301.545.0843

Alexandria Brown Bag: September 19, 2013 Fishing in the Right Pond

Fred always dreamed of fishing in Alaska…

One day, he impulsively bought a ticket & headed North with dreams of catching the big one.

He got to Anchorage & went right to the nearest fishing spot.

And this is what he found.

Is Your Association Marketing Like Fred?Is Your Association Marketing Like Fred?

You May Just Be Fishing In the Wrong Place.You May Just Be Fishing In the Wrong Place.

Today's Discussion Today's Discussion

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

The NeedThe Need

Associations are looking for marketing departments to create new members & attendees at a predictable cost.

The AnswerThe Answer

The answer for many associations lies in the “Long Tail” with its vast numbers of untapped & uncontested micro-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 Often Uncontested

Long Tail Segments Are Often Uncontested

but…but…

Associations have looked to industries built on mass marketing models to create micro-segment programs:

o PR Firmso Advertising Agencieso Direct Response Companies

These business models were designed for mass markets, but not to cost effectively reach micro segments.

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.

This Approach Should:

A New Approach Is NeededA New Approach Is Needed

What is Micro-Marketing?What is Micro-Marketing?

Why Is This Important?Why Is This Important?

o 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.

Associations Are Using Niche MarketingAssociations Are Using Niche Marketing

Who’s Applying This?Who’s Applying This?

Discovery phase: Define why, what, where, when, who & how.

Develop targeted initiatives that are aligned with all parts of the marketing and communications mix.

Define appropriate marketing channels.

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.

Listen to identify where conversations are taking place.

Build engaged, responsive communities.

Locate, validate, prioritize and rank influencers.

Compile reports that demonstrate overall program effectiveness and return on investment.

Determine metrics for success.

Micro Marketing SystemStep Step Methodology Methodology Key ToolKey Tool

Consulting Strategic Assessment Baseline Assessment Score

Market Research Data Assessment Data Filtering

Data Cleansing Micro Segment Mapping

Propensity Index

Program Execution Micro Segmented Influencer Outreach

Dashboard

Reporting & Analytics Micro Segment Analysis Engagement Index

Program Extension Community Building

ToolsTools

Through market research, we rank, segment & prioritize influencers.

ROCK STARS WITH HIGH RELEVANCE BUT LOW REACH

I

ROCK STARS WITH HIGH REACH AND HIGH RELEVANCE

II

IIIPEOPLE WITH LOW REACH AND

LOW RELEVANCE

 

IVROCK STARS WITH HIGH REACH

AND LOWER RELEVANCE

 

HIGH

LOW

LOW HIGHREACH

RELEVA

NCE

Propensity Index

ToolsTools

ContributorsActive brand involvement, contributes in a beneficial way.

Engagement Index score

High Engagement

Low Engagement

EndorsersEndorses a brand, recommends to networks.

EngagersActively engages with a brand.

FollowersPassively follows a brand, limited engagement.

ObserversObserves the conversation, doesn‘t participate.

Engagement IndexTuvel awards points for participation, resulting in overall score that measures engagement.

ToolsTools

Sample Research DatabaseSample Research Database

Sample MessageSample Message

Sample ReportingSample Reporting

12

ClientsClients

National Association of Broadcasters

Tuvel's social media campaigns have delivered over 100% ROI and verifiable increases in attendance for the 2009-2011 NAB Shows. In 2011 alone, Tuvel surpassed registration goals by 250%, increased overall reach by 50% and delivered 3% of NAB Show attendees in micro segments such as online video, post production, broadband and telepresence. 

Case StudyCase Study

National Defense Industrial Association

Tuvel conducted market research to identify niche segments & online multipliers in the defense industry. Research was used in the areas of member acquisition and event marketing. NDIA executed a marketing campaign that disseminated custom communications to the research database. To date, program efforts have produced a 7.5% response rate. 

Case StudyCase Study

American Heart Association

Tuvel reached more than 150,000 supporters through research & targeted outreach efforts that increased the number of grassroots advocates in the AHA network by 25 percent. As a result, phone calls, e-mails and signatures to Congress tripled from 5,038 in 2002 to 14,158 in 2003. 

Case StudyCase Study

It's all about building relationships. It's not one thing you do, it's everything you do! Don't Astroturf. Don't mistake what is valuable to your members with what is

valuable to your association. Don't be inconsistent with your message. Don’t broadcast, do engage. Don't assign social media efforts to interns. Don’t make the mistake of thinking that members only play in your

sandbox. Offer value and relevance.

 

Best PracticesBest Practices

o 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…

SummarySummary

This…