Membership Marketing Summit. 1.What’s working in membership marketing 2.Tactical Best Practices by...
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Membership Marketing Summit. 1.What’s working in membership marketing 2.Tactical Best Practices by Channel 3.How to Promote SHRM Membership 4.Understanding
1.Whats working in membership marketing 2.Tactical Best
Practices by Channel 3.How to Promote SHRM Membership
4.Understanding Your Value Proposition 5.Tools & Resources
Available to You What Well Cover This Afternoon
Slide 3
Membership is an ongoing process
Slide 4
865 participating trade, individual, and hybrid associations
Tells what is working in membership marketing Only benchmarking
research regularly conducted to determine the current best
practices for the association industry Sixth year FREE at
www.marketinggeneral.com/resources 2014 Membership Marketing
Benchmarking Report
Slide 5
2014 Benchmarking Top Reasons for Joining an Association
Slide 6
Most Effective Methods for Building Brand Awareness
Slide 7
Recruitment Top 3 for Individual Membership Organizations Other
top methods include: Promotion to event attendees & personal
sales calls
Slide 8
Engagement - Top Methods for Onboarding New Members
Slide 9
SHRM Onboarding E-mail series
Slide 10
Renewal Programs that Start 3 Months or More Before Expiration
Have Higher Renewal Rates
Slide 11
Which Channels Generate the Most Membership Renewals?
Slide 12
What is the ONE Top Reason Members do not Renew Their
Membership
Slide 13
1.PERSONAL COMMUNICATION WORKS - Few associations are using the
volunteer or staff welcome calls or mailed welcome kits 2.LISTEN TO
YOUR MEMBERS Significantly more likely than those associations with
a lower renewal rate to say they added member research. 3.START
EARLY - Start Renewals 3+ Months Prior to Expiration 4.KEEP
COMMUNICATING - Extend Renewal 3+ Months After Expiration 5.DIRECT
MAIL WORKS - Significantly more likely than those with lower
renewal rates to say direct mail is the most effective membership
renewal channel (59% vs. 50%). Practices Correlating with 80% or
Better Renewal Rates
Slide 14
MGI Experience in Testing Member Incentives 1.Discounts on 1 st
-year dues work the best 2.Research reports and surveys 3.Webinars
4.Books - The Essential HR Desk Set 5.Free months of membership (15
months for price of 12) 6.3 rd party gift cards Starbucks, Amazon,
etc.
Slide 15
E-mail Best Practices
Slide 16
Todays e-mail World: The total worldwide e-mail traffic will
grow to nearly 207 billion e-mails per day by the end of 2017 (The
Radicati Group) Subscribers only spend 3 - 4 seconds deciding
whether or not to open your email. (Litmus) 33% of email recipients
open e-mail based on subject line alone. (Convince & Convert
via Salesforce.com)
Slide 17
The good news is E-mail marketing has an ROI of 4,300% (Direct
Marketing Association) Personalized e-mails had a 29% higher open
rate and 41% unique click-through rate. (Experian) E-mails that
include social sharing buttons have a 158% higher click-through
rate. (GetResponse)
Slide 18
Email Best Practices: Subject Line Character Count (25 or less)
Short (can be just 1 word) Invitation Your Status Pending Can we
help? How About These Long Ones? Paid Leave, Overtime, Health Care,
Criminal Background Checks and More Employee Appreciation Day, New
FMLA Poster, Daylight Saving Time and More Emails with 4 to 15
characters in the subject line have the highest open rate and
clickthrough rate (MailerMailer)
Slide 19
E-mail Best Practices: Subject Line Urgent 2-Day Membership
Sale Your 3 Recert Credits Expire Friday Personalize (e.g. Include
your readers first name) Tracy, Your Invitation Use Actionable
Words Download I-9 How-To Guide Register for Employee Conflict Chat
Avoid SPAM Triggers: Free, Cash, !!!, $, ALL CAP
Slide 20
Email Best Practices: Call to Action Be Clear and Obvious: When
you ask people to sign up for a networking event, which one is more
likely to get more clicks? Click Here Submit Now Register
Today
Slide 21
Email Best Practices: Call to Action Above the Fold: Place it
in the top third of your email layout Remember the 3 seconds
rule!
Slide 22
Email Best Practices: Pre-Header Copy
Slide 23
Email Best Practices: Design Pretty is not always better. Test
using a clean and consistent template and focus on your offer and
messaging.
Slide 24
E-mail Best Practices: Sender Which one gets the highest open
rates from SHRM e-mails? Chantal Rotondo, SHRM SHRM Membership Team
SHRM Test what works for you! Especially when you use someones name
to send emails, people expect you to answer their questions in a
timely manner. It depends!
Slide 25
Email Best Practices: Offer & Messaging Clear Value
Proposition: What is it that they will get? Recert credits,
networking, big savings, free white paper, free webinar? Free
lecture? Mentoring opportunities? Find different ways to explain
ROI: SHRM Membership is $185 a year Or $15 a month Or less than 50
cents a day Or $3.75 a week
Slide 26
Email Best Practices: Offer & Messaging Short, Limited Time
Offer Short deadlines make people act quicker (1 day offer; 48 hour
discount, registration ends tomorrow, etc) Ask What Your Current
Members Think Why did they join? Why did they renew? Use their
feedback for your campaigns and pitch Use Your Own Personal
Experience Why did I join? Why do I like being part of this
chapter?
Slide 27
CASE Copy and Steal Everything Sign up for and learn from
others in the same space
Slide 28
1.Decide what component to test 2.Define success 3.Send test to
part of your list 4.Send the winning version to the rest of your
list Email Best Practices: A/B Testing
Slide 29
Offer Testing OfferResponsesResponse RateNet Revenue $165 $15
Discount472.38%$25,305 $170 $10 Discount407.33%$16,297 -Choose
offers to test (discounts, incentives, etc) -Number of members or
revenue: $10 or $15 discount?
Slide 30
E-mail Best Practices: How to Measure Success Key Metrics: Open
rate Click-through rate Conversion rate Unsubscribe rate Make sure
to compare apples to apples! Nonprofits Email Marketing Benchmarks
Open Rate 25.30% Clickthrough Rate 4.20% Unsubscribe Rate 0.16%
(Source: Silverpop)
Slide 31
Lets practice! Tell them why youre emailing right away and
create urgency Tell them whats in it for them. KISS: Keep in it
short and simple Repeat the offer again Use the right person to
sign this email to give it a personal touch Use a simple
template
Slide 32
How to Grow Prospective Member List: Run a member-get-a-member
promotion and offer a chance to win a giveaway to encourage
referrals, such as a gift card. (Note - extra engagement may be
needed for these new members.) Encourage current members to bring a
colleague for free to the next meeting Get in touch with lapsed
members, offer them an incentive to come back and join the chapter.
Reach out to local universities and create relationships with the
HR professors so they can help push membership to their
students
Slide 33
How to Grow Prospective Member List: Events and Promotions
Invite local employment attorneys to speak and have them share with
their small business clients Hold a value-driven webinar. Promote
it on your website and social media. (Host a co-marketing webinar
with a partner, and ask them to promote to their audience.) Partner
with other local associations for meetings and/or memberships:
ASTD, World at Work, Chamber of Commerce or other local small
business groups List your upcoming events online on a local
newspaper/business website calendar Consider changing the time of
an event from your standard events to attract a different
audience
Slide 34
Create an e-mail signup form/box. Allow your website visitors
to sign up for your emails (use free online form builders)
Encourage your current email subscribers to share your emails by
including social sharing buttons and an Forward-to-a-Friend bottom.
Include a Subscribe link at the bottom of your emails E-mail
Signature: Include a link to your sign-up page in your e-mail
signature How to Grow Prospective Member List: Website and
E-mails
Slide 35
LinkedIn messages. Search and message local HR professionals
directly. Be professional and be personal. Share content on your
social media pages and encourage sharing How to Grow Prospective
Member List: Social Media
Slide 36
How to Promote SHRM membership FROM SHRM: Information and
Knowledge, Peace of Mind Access to Knowledge Advisors. Seek advice
for a specific situation or to validate your proposed solution to a
challenge. Samples. Policies, forms, interview questions, job
descriptions. Lots to save time and utilize vetted resources.
HRWeek & HR Magazine. Making sure HR pros know what they need
to know. FROM A CHAPTER: Connections, Community. Discussions on
Local Challenges.
Slide 37
How to Promote SHRM membership Weve run the numbers for you: 10
Issues of HR Magazine$70 Reading 3 of the more than 50 research
reports$299.85 Participation in 12 webcasts from other
organizations$1,500 Savings by not having to pay some consultant
feesYour estimate Full access to SHRM sample forms, policies,
how-to guides and presentations$300 SHRM Membership Value =
$2169.85 or higher You Pay Only $185 for 1 year full professional
membership
Slide 38
Defining a Value Proposition
Slide 39
Understanding Your Value Proposition What is ?
Slide 40
Value is a Perception
Slide 41
The message... is that no company can succeed today by trying
to be all things to all people. It must instead find the unique
value it alone can deliver to a chosen market. Treacy and Wiersema,
The Discipline of Market Leaders, page xiv
FEATUREBENEFITS Continuing Education Programs Keeps you
knowledgeable and relevant as a professional Certification
ProgramsValidates your capabilities Members-Only DiscountsSaves you
$$$$$$$ Newsletter or eNewslettersEasy access to timely information
Monthly Magazine/Journal Covers the hottest topics and trends
around in your area WebinarsConvenient learning at your fingertips
Face-to-face lunches/dinners/meetings Networking with other
professionals like you to discuss and solve common problems
Slide 46
Avoidance: What People Dont Want to Experience
Slide 47
FEATUREBENEFITSAVOIDANCE Continuing Education Programs Keeps
you knowledgeable and relevant as a professional Missing out on
essential knowledge for professionals Certification Programs
Validates your capabilities Getting passed over for a higher
position Members-Only Discounts Saves you $$$$$$$ Paying too much
somewhere else! Newsletter or eNewsletters Easy access to timely
information Wasting time searching for critical information Monthly
Magazine/Journal Covers the hottest topics and trends around in
your area Not being on top of major employer concerns Webinars
Convenient learning at your fingertips Costs of travel, room and
board for educational needs Face-to-face lunches/dinners/meetings
Networking with other professionals like you to discuss and solve
common problems Working in isolation on key issues that would
benefit from multiple viewpoints
Slide 48
Emotional Drivers: Speaking to Aspirations
Slide 49
FEATUREBENEFITSAVOIDANCEEMOTIONAL DRIVERS Continuing Education
Programs Keeps you knowledgeable and relevant as a professional
Missing out on essential knowledge for professionals Gain
confidence in your abilities Certification Programs Validates your
capabilities Getting passed over for a higher position Becoming an
authority in my field Members-Only Discounts Saves you
$$$$$$$Paying too much somewhere else! Good steward of organization
money Newsletter or eNewsletters Ongoing access to timely
information Wasting time searching for critical information Allows
you more time to spend on the things that really matter Monthly
Magazine/Journal Covers the hottest topics and trends around in
your area Not being on top of major employer concerns Being on the
cutting edge of the profession Webinars Convenient learning at your
fingertips Costs of travel, room and board for educational needs
You can become an expert in a specific area Face-to-face
lunches/dinners/meetings Networking with other professionals like
you to discuss and solve common problems Working in isolation on
key issues that would benefit from multiple viewpoints Making
professional friendships that last a lifetime
Slide 50
Monthly Face-to-Face Meetings Youre not alone! Dozens of
professionals attend our collaborative events designed to meet,
learn and grow alongside other professionals. Members Only
Discounts Exclusive savings on all your local professional
networking and professional development needs, lightening the load
on your company and your wallet. Putting It All Together
Slide 51
1.Templates: Win-back calls, Renewal Notice, Acquisition
Mailing 2.Membership stats calculator, marketing budget and more
3.Free newsletter, webinars, and research from MGI Resources
Available to You on the VLRC