ten tips for membership marketing in todays economy
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Ten Tips for Membership Marketing in Today’s Economy
Kisha Green DimboVice President, Membership & Marketing
American Association for Justice
Erik SchonherVice President
Marketing General Incorporated
Goals for Today
Appreciation for the economic ‘big picture’
Personal checklist of what to look at Examples of what other associations
are doing 1 idea for me
The Headlines Tell the Story…
Economist: Bailouts Won’t Help Struggling Economy
Recession to last long, says IMFIMF says “long, severe” global recession
Former Fed Head: No Solid Plan to Ease RecessionGlobal Recession to be “Unusually Severe”
It’s worse than the Great Depression!
“…not even the gloomiest predict that today’s slump will approach the severity of the Depression.”
- The Economist March 14, 2009
So what is the government doing
about it?
Stimulus Spending for Correction
Commerce, Justice &
Science, $17.84
Defense & Security, $16.45
Agriculture and Rural
Development, $15.99
Federal & State Govt, $45.47
Labor, Health & Education,
$66.10
Energy and Environment,
$98.23
Transportation, Housing &
Urban Development,
$57.10
Source: CNN.com
Spending only; Excludes tax provisions
($s in Billions)
What does that mean for Associations?
Stimulus Brings Opportunity – Examples
Health & Science Research Research and training grants for disease and
environment Transportation/Infrastructure
Highway and bridge repair & construction Broadband infrastructure for rural & underserved
Education & Job Training Grants to analyze student data and address teacher
shortages Energy
Train workers for careers in energy efficiency Grants for renewable energy producers Rapid development of clean energy technology
Changed the ‘lay of the land.”
The Tip Guy
Bad News…Good News
Bad News: Greater scrutiny on value proposition
Good News: Associations are ‘Career Insurance’ Increased investment in education Increased self-evaluation
Deliver true value and deliver it with passion
Learn from your membership what is important and deliver it. Research Be specific Be as ‘personal’ as you can be when
delivering the benefit Personalize Niche
Know Your Most Important Members
Use modeling to… Refine your product offerings Refine your targeting
Low Hanging Fruit
Promote to… Lapsed Members Non-member Product Buyers and
Conference Attendees
Benchmarks & Dashboards
1. Current Membership2. Current Year New Members3. Conversions4. Y2 + Renewals5. Total Renewals6. Average Tenure7. Lifetime Value (LTV)8. Maximum Acquisition Cost (MAC)
Membership Dashboard
Secure Your Budget
Marketing is a Strategic Initiative Speak “CFO” - ROI Agree on “Measurements of Success” If you must trim spending, maintain
frequency New partnerships New channels
Use Media Properly…now more than ever!
Print Publications Direct Mail Fax Catalogs
Telemarketing
On-line Marketing Email Website Social Networks Search Engine
Advertisement
Know Your Capabilities
Is the glass half-empty or half-full? Is your association truly
entrepreneurial?
Test…Test…Test
Stand by for the next decade of staggering innovation!
The Great Depression – the period of Great Innovation Increased Social Reforms Elevation in the status of women Talking pictures
Think outside your box…
“A wise man will make more opportunities than he finds.”
- Francis Bacon, Stateman
Personalize the Member Experience
Create Member ‘Evangelists’ Membership Ambassadors Idea Swap - Send someone to a new
member to personally introduce the association.
Outrageous Offers
Free Hotel Member Relief
Displaced members Members serving in the Military
New Media
Web Conference Stroll the digital conference floor
Social Media “yes” to access, maybe not
Final Example …
WHAT ARE
YOU
GOING TO PUT HERE?
Thank you
Erik Schonher
Vice President
Marketing General Incorporated
(703) [email protected]
Kisha Green-Dimbo
Vice President of Marketing and Membership
American Association of Justice