- 1. 10 Simple Tips for Effective Membership Marketing Kate
Chunka Partner Relations & Industry Communications Manager
[email protected] October 16, 2013
2. 11,903 3. Membership Marketing is different from product
marketing.vs. 4. EnrollServiceRetain 5. Tip #1 Ask your members
what they want. 6. Go to the source. Find out what your members
want or think. Methods: Survey vs. Hold a meeting,brainstorming
session or focus group.Take action based on feedback. 7.
SurveysFocus GroupsWide and shallowShort and deep 8. Surveys You
need a little information about a lot of different topics. You
think you already know some of the answers. You want to know the
frequency with which an answer is given. Decisions you will be
making must be based on numbers. The people you want to respond to
your survey are generally interested enough in the topic that they
will complete the survey. You have already defined key issues
through a qualitative approach (focus groups, interviews, etc.) and
want to know what the larger population thinks. 9. Focus Groups You
dont know what the issues are; have a complex issue you want to
understand. You want to hear a wide diversity of opinions. You are
trying to develop some preliminary theories of why things are the
way they are. You want to hear about peoples deep feelings,
insights and perceptions. Some of your questions will require
probing or prompting to elicit useful information. People will need
time to ponder the answers to your questions in order to provide
thoughtful responses. Insights or historical perspectives of people
close to issue are needed. 10. ConsumerIndustry 11. Results and
Action Taken 80.2% said they use Facebook professionally 58% said
they were unaware VISIT FLORIDA had an industry social media page
55% said they dont follow our social media sites because they
already get enough information from VISIT FLORIDA Of those
respondents that stated they do follow VISIT FLORIDA, 89% said they
follow us via the consumer social media pages As a result, VISIT
FLORIDA re-branded its Industry Facebook page and reprioritized.
12. Partner Benefits Platform Review Special audience; divided
group into 4 categories. Wanted to know what benefits were
important for thosespecific categories.Involve members in engaging
activities to get detailedfeedback about different aspects of
Partnership.Flip charts Activities Detailed questions and answers
13. Tip #2 Know Your Members Communication Preferences 14. HOWWHEN
15. Some stats People increasingly prefer to browse theInternet on
tablets rather than smartphones.For the first time ever, worldwide
tablettraffic has surpassed smartphone trafficTablets now drive 8
percent of all Internettraffic, while smartphones generate 7
percent. 16. Formatting is key! Website and emails need to be
compatible with: 17. VISIT FLORIDA Communications Audit Objective:
Develop an Industry Communications platformthat creates a superior
and engaging partnership experience for our stakeholders while
increasing industry participation with VISIT FLORIDA.Methodology:
Evaluate all industry-focused communicationtouch points across
VISIT FLORIDA departments and implement appropriate recommendations
for both print and digital communications using industry and
Committee feedback. 18. Use multiple communication channels. Send
monthly vs. weekly e-newsletters. Allow members to opt into the
communication they want to receive. 19. Dont do social media just
to do social media. Make sure you are using it in a way
thatbenefits your members. 20. Tip #3 Communication is all about
KISS-ing 21. The average human attention span is eight seconds. -
Google Business 22. Tighten copy to draw attention to a messages
main call to action, get to the point and reduce wordiness. 23.
Keeping it simple with email: Headline Visual Body Copy Logo PICK
ONE OF THE ABOVE AS THE FOCAL POINT White space is OK 24. Tip #4
Members dont care about how great your business is. They want to
know whats in it for them. 25. No one cares about your boring
business 26. They care about themselves 3 Bad Bs: Boastful,
Blatant, Boring Give them a reason to peak over the wall, spark
their interest, create intrigue Personalize communication
Predictable = Skippable 27. No Webinar Invite forMay 9: Advanced
Online TargetingUnique Opportunityto Participate in VISIT FLORIDAs
Fall CampaignYes You dont want tothrow this away Want to attract
more guests this fall? 28. Identify why your product matters Show
you understand their world Bring your benefits to life 29. Find out
what your audience struggles with Many VISIT FLORIDA Small Business
Partners have verylow marketing budgets.Budgets are an issue. They
need access to free or low-cost ways to getexposure for their
businesses.Do not want to fish for information. 30. 5 Ways to
Maximize your Partnership Without Reaching in Your Wallet 1. Order
free maps and magazines to distribute to visitors. 2. Upload your
press release on VISITFLORIDA.org. 3. Set up a table for free at a
Welcome Center. Learn more. 4. Add Deals & Events to your web
listing. 5. Review valuable research pertinent to your
business.Need additional assistance? Feel free to call our
toll-free Industry Hotline at (877) 435-2872. Our team is happy to
assist you! 31. Tip #5 Be proactive with retention and dont give up
on declines. 32. Something to realize.. Its cheaper, easier and
more effective to retain current customers than to acquire new
ones. 33. Long term customers are more profitable. The cost of
managing long term customers is less (you do not have to spend time
and money on finding new ones). Long life customers are advocates
and create new business by advertising your business to their
friends and contacts. Referrals are the strongest leads and most
likely to be converted into a sale. People are more likely to go
with a product or service that someone they know has already
experienced. Long term customers are not as price sensitive they
want your service and are happy paying for it. A first time
customer generally expects discounts as opposed to repeat
customers. 34. Keep your members. Retention starts with Welcome
communication. Need a communication plan to keep membersengaged;
half way check-in calls.Offer members opportunities relevant to
them. Consultations Dont accept a no without finding out why;often
times you can keep a member by some simple actions. 35. Tip #6
Steal programs that work and find the right people to execute them.
36. Former Governor Jeb BushI dont know about you, but I get moved
by a lot of books. Smart people. Im not that smart, so I try to
steal ideas from people. Theres no trademark on these things, the
best I can tell. Ive never gotten sued for it. I encourage you all
to do it too. 37. It happens everywhere Whole Foods set the
standard for the natural/organicgrocery store.You can replicate
products and programs that work, butyou cant replicate people. 38.
Apply this to Memberships Scope out the competition: other
membershipmodels and websitesSuccessful membership programs Website
designs Enrollment forms Customer service Etc. 39. Tip #7 Test and
Learn 40. Analyze response and conversion By programs:- Ie. Pay for
2 years of membership up front at a discount - Referral programs -
Different membership discount offers By audience: New members,
founding members,etc. 41. Email items Subject lines: A/B test (copy
or size) Button size Color Images Use of social media buttons Email
sender field Time of day/frequency 42. Tip #8 Focus on Delivering
Value 43. Benefits > Cost 44. Members want to know they are
getting what theypaid for.and more.Be able to provide data metrics
and program resultsso members can understand ROI where
possible.Identify what your organization can provide themwith that
no one else provides.then deliver. 45. Tip #9 How you treat members
matters. 46. No cold calls. Be genuine and honest its OK to tell
someonemembership may not be the right fit.Set expectations
accordingly. Focus on solutions, not excuses. Let them know you are
there to help. My pleasure Let them know you appreciate them. 47.
Tip #10 Let your members be your best marketers. 48. Word of mouth
influence is greatest whenconsumers are buying a product for the
first time.Testimonial videos Referral programs Enlist them to call
members in their area toencourage them to participate in events,
etc. 49. Testimonials Video or written Real world examples
Authentic Detailed 50. 1. Ask your members what they want. 2. Know
your members communication preferences. 3. Communication is all
about KISS-ing. 4. Members dont care about how great your business
is. They want to know whats in it for them. 5. Be proactive with
retention and dont give up on declines. 6. Steal programs that work
and find the right people to execute them. 7. Test & Learn. 8.
Focus on delivering value. 9. How you treat members matters. 10.
Let your members be your best marketers. 51. Thank youHave a great
day! [email protected]
