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©SHRM 2011
Presentation Title (24 point Arial; color = white)
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Section Title (12 point Arial; color = white)
Membership Marketing SummitNovember 17, 2011
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Agenda
• Membership Lifecycle• Direct Marketing Overview• Sources of Prospective Members• Determining the Value Proposition, Offer and
Message• Marketing Mediums and Best Practices• Member Engagement and Renewal• Tracking and Budgeting
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the five key membership life stages:1. Awareness
2. Recruitment
3. Engagement
4. Renewal
5. Reinstatement
MGI Membership Lifecycle
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What is Direct Marketing?
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Direct marketing is defined as an interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead, retail purchase, or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects, or donors.
Along with mass advertising, direct marketing allows organizations to inform potential customers, create brand awareness, or spur immediate purchase behavior. In addition, direct marketing enjoys certain advantages over mass advertising such as measurability, accountability, efficiency, and higher return on investment.1
In Layman’s Terms:Methodically marketing to an individual
by addressing his or her particular needs,
using a specific call-to-action
that produces measurable results
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An Overview of Marketing Channels
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Face-to-face Events
Telephone
Direct Mail
Social Media
Online Advertising
Marketing Channels
Search Engine Marketing
Radio
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How SHRM Recruits and Engages Members
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Direct Mail• 101+ lists• 5.4MM + 130M pieces• 90-100 unique packages• .49% response rate (up
from .47%)• Join+ Reinstate• Drive to landing pages
Print Advertising• 6 publications• 4 main message points• Drive to microsite
Online Advertising• Banner ads on 6+ HR web sites &
e-newsletters, Facebook, etc.• Acquisition/prospecting• SEM with 400+ word buys / mth• Drive to microsite
E-mail• > 60 acquisition messages
to 670M non-unique recipients
• > 320+ retention messages to 8.2MM non-unique recipients
• > 55+ expiration messages to 97M non-unique recipients
Live Events• 23 national events (including
SHRM’s) – down from 27 in 2009• 65 state/chapter events*• 5 regional town hall meetings*• Chapter meetings*
JOIN
ENGAGE
RENEW
* Managed solely by Member Engagement
Interactive Marketing• Enhance microsite • Leverage Presentation maker• Word of mouth / Viral campaigns
(MGAM, YouTube, Blogs)• Leverage conference interactive work
(where applicable)
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The Hierarchy of Importance
Lists
Offer & Call to Action
Design &
Copy
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50% of the success or Failure of a marketing programDepends on who you market to
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1. Awareness
• Does every HR person in your area know about SHRM
and your chapter???
• Fact: 6 Touches before you reach level of consciousness
• You don’t know what is important to them
• You don’t know where to find them
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Trends from the 2011 Membership Research
Top Ways Prospects Become Aware of
AssociationsReported in 2011
Member recommendations 90%
Association Website 87%
Email to prospects 71%
Promotion to/at your events 65%
Co-worker recommendations 64%
Direct mail to prospects 62%
Association sponsored events 57%
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Recruitment
• Membership is a push product that has to be asked for
• Different ways to communicate and demonstrate value
• Testing your way to better results
• Value not features
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To Do’s
• Define Market – Who do you want to talk to? Who is likely to listen?
• Establish Value Proposition – What is your benefit to them?
• Identify Offer – What enticement do you want to give?
• Create Message & Call to Action
• Develop a Budget – How much can you spend?
• Determine the Media – How are you going to reach them?
• Implement Campaign
• Build a Process to Track Responses – How did we do???
> If you aren’t tracking, you aren’t learning
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Define the Market
• What are the industries that dominate your
locality?
• Size of Companies?
• White Collar? Blue Collar? Pink Collar?
• Union Shops?
• Other Defining Characteristics?
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Define the Value Proposition
• Definition> What is the vision?> What is the value?> What is the connection?
• What Business is your chapter in?
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Education Professional Development
Information/Knowledge Government Advocacy
Publishing Public Relations
Networking Standards & Certification
Convention & Exhibition Research
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Determine the Offer
The deal you're presenting to the prospect
• The offer can be: • “Buy one get one Free”• Introductory price of $9.95“
• The most important thing to an offer is that it be clear and concise.
• People really like free
• An offer is best when it has a deadline.
• Keep it simple: A confused mind always says "no”
What SHRM Chapters are offering now
• Discounted dues (i.e. - $25 off or free first year for SHRM members)
• Free first meeting, lunch, etc
• 15 months for the price of 12
• Drawing for large prize (iPad, etc.)
• Promotional Items14
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Create Message and Call-to-Action
• Grab their attention• Speak personally – from me to you• Describe benefits and show the value to the recipient• Ask for the join –
> tell the person what you want them to do
• Create a sense of urgency• P.S. Recap the offer in a P.S.
• “Respond by <date> and get <benefit>”• “Discount good through <date>”• “Offer good while supplies last”• “First 50 people get …..”
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SHRM Chapter Recruitment Methods
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Which of the following do you use for recruitment?
Offer free attendance to chapter meetings for new people 26%
Get involved in community groups (small business groups, chamber of commerce, etc) 21%
Member Get a Member Campaigns 20%
Other 15%
Local advertising (print, online, radio) 11%
SHRM At-large Lists (this option was a write-in as other) 5%
Offer free sign-up to chapter newsletters 4%
Utilize rented HR lists 1%
Give away content in exchange for contact information to build prospect list 1%
Source: Chapter Survey, Nov 2010
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Determine the Media
• What are the ways to connect with potential members??> It depends on what you want them to do> Different methods are better for different actions
• What is it you want the person to do??> Join> Come to a meeting> Buy something> Pay for a seminar> Exchange contact info for valuable content
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Most Effective Recruitment Methods
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Source: 2011 MGI Benchmarking Study
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Direct Mail Components
Outside Envelope (OE) Getting them to open the envelope
Letter Present the Offer, Make the Personal Ask (I am asking
You), Clearly Show the Price Reply Card – the most important component!
Affirmation (YES! I want to stay on top of HR changes) Repeat the offer, state the deadline Payment options
Reply Envelope Business Reply Envelope (BRE) or Courtesy Reply Envelope (CRE)
Make it easy to respond19
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Best Practices – Reply Cards & Landing Page
1. Focus on a single call to action, such as a download or a demo.
2. Content – Give it to them straight.
3. Call to Action – Forms – Don’t to ask too many questions up front.
4. Confirmation/ Thank You
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E-mail Advice
• Clear call to action at top and bottom• Include deadline for action (shorter deadlines create urgency)• Design for text and html versions• Personalize/segment• “From” line : Limit to 16-20 characters• “Subject” line:
• Include organization name• Limit to 45 characters• Avoid spam alerts (Free, !!!, etc)
• Proofread, spell-check• Clean layout• Use professional design and/or copywriting when possible• Try not to send attachments, as those e-mails are often blocked
by recipients’ ISPs. Post files on your website and provide links instead.
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• When possible, use e-mail software where you can download reports, such as delivery, open and click through by url. Metrics to track:• Open Rates• Click-through rates• Response/conversion Rates
• Continually test!• Subject line• Message content and appearance• Date, time sent
• Email blasts must have an opt-out• Be as specific as possible on the opt-out and make a phone, reply
e-mail and address available
• CAN-SPAM compliance – REALLY IMPORTANT!!
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SHRM E-mail Samples
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Social Media used by Chapters
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Which of the following does your chapter utilize?
Linked In 36%
None. My chapter does not use Social Media sites. 24%
Facebook 20%
Twitter 8%
SHRMConnect 8%
Other 2%
Youtube 2%
Flickr 1%
Source: Chapter Survey, Nov 2010
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Using LinkedIn
• Reach new influencers and acquire new members through online recommendations and word of mouth.
• Keep in touch with influencers who are engaged with your chapter.
• Build your industry network—online and in person. • Grow influence by answering questions in your area
of expertise. • Network with peers in your industry to establish your
chapter and you as HR professionals as thought leaders and influencers.
• Convince potential customers of your expertise by sharing unique content.
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Media Planning – FREE!!
• Announce meetings in local business journals
• Press releases to local newspapers
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Engagement
• They Joined!! Now what??
• Cultivate a one-to-one relationship> A planned, methodical process of engaging a new
member• Remind them of how to access benefits• What is important to them? Ask them…then remember
what they told you• Have new-member “radar”• A 2-way conversation
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Member Engagement
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Which of the following do you utilize to welcome and engage new SHRM chapter members?
Email welcome 32%
Introduction or announcement to new members at chapter meetings 28%
Other 12%
Mailed welcome letter or member kit 11%
Welcome phone call 10%
Membership card or certificate 3%
Special discounts 1%
None 1%
New member webcast or online chat1%
Source: Chapter Survey, Nov 2010
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Ideas for Welcoming New Members
• Ideas for welcoming new members• Welcome e-mail to new members• Mailed welcome letter or member kit• Membership card or certificate • Welcome phone call
• With follow up information by email• Special discounts• Announcement of new members at next chapter
meeting• New member webcast or online chat• Send link to recorded welcome video
from Chapter President
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A Sample SHRM Engagement Plan
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JOIN New Member Kit Member CardInvitation to view Member Benefits
webcast
New Member Cover Tip on HR
Magazine
Knowledge Center PromoRetention EmailRetention EmailKnowledge
Center PromoHR Research
Promo
1 & 2 Year Benefit email
Knowledge Center Promo Retention Email Knowledge
Center PromoTelemarketing
Survey (sample)
1 & 2 Year Benefit Email
Knowledge Center promoResearch PromoRetention Email1 & 2 Year
Retention Email
Knowledge Center promo
(email,’postcard)Retention Email Address /Demo
Update
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Renewals
• In 2010, 7% of people who did not renew their association membership said their reason for not continuing was “I forgot.”
• First Year members renew from 45% - 55% Didn’t see the value? Didn’t take advantage of the benefits? No follow-up from SHRM chapter?
• Renewals are a function of the success of the Engagement process
• Have you cultivated the member so that their decision to renew is a no-brainer?
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Trends from the 2011 Membership Research
Top Reason for Member Non-Renewal
Reported in 2011
Perceived Lack of Value 24%
Employer Won’t Pay Dues 15%
Too Expensive 14%
Left the field or industry 12%
Forgot Renewal 7%
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A Sample Renewal Series
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Renewal Effort # Communication Channel
Date
1 Email 120 days before expire
2 Direct Mail 90 days before expire
3 Direct Mail 60 days before expire
4 Email 45 days before expire
5 Direct Mail 30 days before expire
6 Email Day before expire
7 Telephone Call Day of expire
8 Direct Mail 15 days after expire
9 Telephone Call 60 days after expire
10 Email Exit Survey 75 days after expire
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Renewal Series used by Chapters
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How many times do you reach out to expiring members with the following
methods?0 1 2 3 4+
Phone 32.1% 41% 14.1% 12.8%
Email 4.3% 6.8% 28.2% 31.6% 29.1%
Mail 57.5% 27.4% 8.2% 4.1% 2.7%
Source: Chapter Survey, Nov 2010
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Reinstatement
Expires are your best prospects• How long after a member expires do you
continue to let them receive benefits? • In general, after the grace period the process is
working to reinstate the former member• Find out why they let their membership lapse• Be sensitive that they were once a member
when recruiting them back• Two-way communication in between renewal and
reinstatement
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Track the Results – Learn from the Past
• Know how you did, so you can do better next time
• How to track?> Include a promotion/source code field in your
member database> Have promotion code as part of your application
process, online and in print> Include promotion codes on emails or other offers
and if possible> Have different promotion codes for each distinct
audience and offer delivery method
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Google Analytics
• Free tool to track emails, links, webpages, etc• Tutorials can be found on youtube• Track your emails and links online to see what people are
clicking on and going to with G.A. URL builder
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Google Analytics Data
• Number of Visitors• How long visitors spend on your site• Popular and problem pages• Search engine keywords being used to find
your site• Referring website traffic• Conversion data (how many visitors are
becoming members)
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Determine the Budget
• Members are multiple year revenue streams. The economics of membership. Think 2-3 year programs
• Spending to earn and justifying a budget. Lifetime Value ROI
• How much can you invest to get a member?
• What does success look like?
• Are your expectations reasonable??
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Economics of Membership
• Steady state analysis
• Lifetime Value (LTV)
• Renewal Rate
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Free Download
Download a free copy of the full report at: www.MarketingGeneral.com
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FREE Marketing Resources
Visit the Direct Marketing Association website for good marketing resources at www.the-dma.org
Privacy information can be found at www.the-dma.org/privacy
Sites with good marketing tips include• Marketing Profs, www.marketingprofs.com – free newsletter• MarketingSherpa www.marketingsherpa.com – free newsletter• membershipmarketing.blogspot.com• Email Institute www.emailinstitute.com – free newsletter• Smartbrief on Social Media www.smartbrief.com – free
newsletter
Additional Information is on the VLRC – Membership section
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Speaker Contact Info
QUESTIONS???
• Chantal Rotondo
• Tracy Liaw
• Teresa Sullivan
• Jason Gudenius