tomorrow's membership organization 2012-30min
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30min version of Tomorrow's Membership OrganizationTRANSCRIPT
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SETH GODIN
Best-selling author and top daily business blogger in the world:
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THE WANT-TO'S ARE OUR FUTURE
The “have-to's”The “ought-to's”The “want-to's”
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Define Your Brand Character If your organization was a person, who would it be?
Give 3 one-word adjectives to describe her.
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TOMORROW'S MEMBERSHIP ORGANIZATION
Have a S.E.A.T. Service & Sell With The Latest
Technology Engage Members Without Asking
Them to Show Up Allow Members to Choose Their
Investment Teach Members How to Talk About Us
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SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY Who is GoDaddy and why are
they number 1? Gain the service advantage
enjoyed by other industries
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ENGAGE MEMBERS
… without asking them to show up! Participation vs. Partnership Membership does not require
participation Prevent drops due to “no time to
participate” Health club comparison Chamber Church Confessional
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BUYING AND JUSTIFYING
Businesses: People BUY emotionally, JUSTIFY intellectually
Chambers: People JOIN emotionally and JUSTIFY upon renewal Who MUST you reach in order to be
successful? Who will have the most impact over the
long-term?
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ALLOW MEMBERS TO CHOOSE THEIR OWN INVESTMENT
Of time, or money Advocacy
Public policy emails, public policy forums, neighborhood associations, Executive Leadership Council, City Council Reports, Citizen Candidates Academy, Chamber Day at the Capitol
Community Involvement Forum Luncheons, Greeters, Chamber Business Women,
Salem Area Young Professionals, Ribbon Cutting Events, CEO Luncheons, Workforce development initiative, Face2Face.SalemChamber.org
Marketing Business referrals, advertising on SalemChamber.org,
ChamberTV, directory listings, newsletter advertising, Try It Local, Who Can Help, Interactive Media Maps, Connect for Lunch
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TEACH MEMBERS HOW TO TALK ABOUT YOU Generate talk about your product or
service amongst peer groups Some products/services will only be
sold with referral Testimonials: People trust other
people’s opinions If you don’t tell your story, the public
will make one up about you
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Branding:
“If you don’t tell your story, the public will make up one about you.” ~Eric Alper
Walmart Tom’s Shoes Coca-Cola Burt’s Bees
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YOUR MARKETING MESSAGE
The Wrong Pitch: The chamber is a private non-profit
membership organization that works to ensure a healthy local economy.
The chamber is a group of businesses that share common community goals.
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YOUR MARKETING MESSAGE
The Right Pitch: The chamber solves common business
problems like not having enough time to lobby the government for less red tape and taxes.
The Chamber connects businesses to consumers and each other, in order to help them grow.
The Chamber helps people who are tired of doing business out of a phone book.
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Did Anyone Answer…
Responsive? Technological? Inclusive? Customizable? Easy-to-use? Valuable? Others?
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Choose Your Pathway
Advocacy Public policy emails, public policy forums, neighborhood
associations, Executive Leadership Council, City Council Reports, Citizen Candidates Academy, Chamber Day at the Capitol
Community Involvement Forum Luncheons, Greeters, Chamber Business Women, Salem
Area Young Professionals, Ribbon Cutting Events, CEO Luncheons, Workforce development initiative, Face2Face.SalemChamber.org
Marketing Business referrals, advertising on SalemChamber.org,
ChamberTV, directory listings, newsletter advertising, Try It Local, Who Can Help, Interactive Media Maps, Connect for Lunch