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1 Presentation Title (24 point Arial; color = white) Section Title (12 point Arial; color = white)Presentation Title (24 point Arial; color = white)Membership Marketing Summit November 17, 2011
2 Agenda Membership Lifecycle Direct Marketing Overview Sources of Prospective MembersDetermining the Value Proposition, Offer and MessageMarketing Mediums and Best PracticesMember Engagement and RenewalTracking and Budgeting
3 MGI Membership Lifecycle the five key membership life stages:AwarenessRecruitmentEngagementRenewalReinstatement
4 What is Direct Marketing? 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.1In Layman’s Terms:Methodically marketing to an individualby addressing his or her particular needs,using a specific call-to-actionthat produces measurable results
5 An Overview of Marketing Channels Face-to-face EventsTelephoneMarketing ChannelsSearch Engine MarketingRadioOnline AdvertisingDirect MailSocial Media
7 The Hierarchy of Importance ListsOffer & Call to ActionDesign&CopyWhy is that?50% of the success orFailure of a marketing programDepends on who you market to
8 1. AwarenessDoes every HR person in your area know about SHRM and your chapter???Fact: 6 Touches before you reach level of consciousnessYou don’t know what is important to themYou don’t know where to find them50% of all advertising is a waste of money – you just don’t know which 50%... – move this between budgeting and tracking slidesHow many chapters just send out one or letter and expect the propsect to respond?
9 Trends from the 2011 Membership Research Top Ways Prospects Become Aware of AssociationsReported in 2011Member recommendations90%Association Website87%to prospects71%Promotion to/at your events65%Co-worker recommendations64%Direct mail to prospects62%Association sponsored events57%
10 Recruitment Membership is a push product that has to be asked for Different ways to communicate and demonstrate valueTesting your way to better resultsValue not featuresReplace control package example late on in the presentation with a legislative package that shows timeliness and relevance, rather than using the control which is a list of features.Which did better? This or this? Show two examples and then discuss the results. Look at OE tests. Use the 2009 price tests. Look at full ROI or tests.
11 To Do’sDefine 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 ActionDevelop a Budget – How much can you spend?Determine the Media – How are you going to reach them?Implement CampaignBuild a Process to Track Responses – How did we do???If you aren’t tracking, you aren’t learning
12 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?Seating by Geography so breakout can address commonalities of marketSample BLS data
13 Define the Value Proposition DefinitionWhat is the vision?What is the value?What is the connection?What Business is your chapter in?EducationProfessional DevelopmentInformation/KnowledgeGovernment AdvocacyPublishingPublic RelationsNetworkingStandards & CertificationConvention & ExhibitionResearchTake answers from audience and flip chart at the national and chapter level
14 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 freeAn offer is best when it has a deadline.Keep it simple: A confused mind always says "no”What SHRM Chapters are offering nowDiscounted dues (i.e. - $25 off or free first year for SHRM members)Free first meeting, lunch, etc15 months for the price of 12Drawing for large prize (iPad, etc.)Promotional Items
15 Create Message and Call-to-Action Grab their attentionSpeak personally – from me to youDescribe benefits and show the value to the recipientAsk for the join –tell the person what you want them to doCreate a sense of urgencyP.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 …..”Other offer ideas?
16 SHRM Chapter Recruitment Methods Which of the following do you use for recruitment?Offer free attendance to chapter meetings for new people26%Get involved in community groups (small business groups, chamber of commerce, etc)21%Member Get a Member Campaigns20%Other15%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 newsletters4%Utilize rented HR lists1%Give away content in exchange for contact information to build prospect listSource: Chapter Survey, Nov 2010
17 Determine the MediaWhat are the ways to connect with potential members??It depends on what you want them to doDifferent methods are better for different actionsWhat is it you want the person to do??JoinCome to a meetingBuy somethingPay for a seminarExchange contact info for valuable contentSuggestions from the audience for all communication vehicles Paid and unpaid
18 Most Effective Recruitment Methods Source: 2011 MGI Benchmarking Study
19 Direct Mail Components Outside Envelope (OE)Getting them to open the envelopeLetterPresent the Offer, Make the Personal Ask (I am asking You), Clearly Show the PriceReply Card – the most important component!Affirmation (YES! I want to stay on top of HR changes)Repeat the offer, state the deadlinePayment optionsReply EnvelopeBusiness Reply Envelope (BRE) orCourtesy Reply Envelope (CRE)Make it easy to respond
20 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 You1. Focus on a single call to action, such as a download or a demo.Distractions kill conversions.We are educating our prospects and highlighting pain points in bite size chunks. Warming leads up to better qualify them for Sales.2. Content – Give it to them straight.Make it clear and to the point, give your prospects a reason to give their information.Setup the problem, talk about the solution (your offer)Deliver the goods (such as a white paper, video demo or webinar registration)Use bullets – much easier to read3. Call to Action – Forms – Don’t to ask too many questions up front.You don't need everything the first time a prospect engages with you. Remember you’re building a relationship. Collect more information as the prospect continues on the journey with you.4. Confirmation/ Thank Yous –It's just plain good manners to say thank you. Do you have something else they might be interested in? Make another offer.See if they bite. Taking you up on a second offer could be a sign of a cold lead moving to warm.
21 E-mail Advice Clear call to action at top and bottom Include deadline for action (shorter deadlines create urgency)Design for text and html versionsPersonalize/segment“From” line : Limit to characters“Subject” line:Include organization nameLimit to 45 charactersAvoid spam alerts (Free, !!!, etc)Proofread, spell-checkClean layoutUse professional design and/or copywriting when possibleTry not to send attachments, as those s are often blocked by recipients’ ISPs. Post files on your website and provide links instead.
22 When possible, use software where you can download reports, such as delivery, open and click through by url. Metrics to track:Open RatesClick-through ratesResponse/conversion RatesContinually test!Subject lineMessage content and appearanceDate, time sentblasts must have an opt-outBe as specific as possible on the opt-out and make a phone, reply and address availableCAN-SPAM compliance – REALLY IMPORTANT!!
24 Social Media used by Chapters Which of the following does your chapter utilize?Linked In36%None. My chapter does not use Social Media sites.24%Facebook20%Twitter8%SHRMConnectOther2%YoutubeFlickr1%Take quick survey to see what is still valid….Ideas to start using Youtube and Flickr –flickr: share photos from your chapter events so they are searchable by other professionals in the area, or your members can share them with their friends, colleagues, etc.Youtube- 4th most popular search engine- create a youtube channel and have your chapter president or membership director speak about why local professionals should join your chapter or about the value they’ll receive from upcoming events, etc. Interview current members about why they are members and post the testimonials. This can now be done with phones or flipcams, etc.Source: Chapter Survey, Nov 2010
25 Using LinkedInReach 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.
26 Media Planning – FREE!! Announce meetings in local business journals Press releases to local newspapers
27 Engagement They Joined!! Now what?? Cultivate a one-to-one relationshipA planned, methodical process of engaging a new memberRemind them of how to access benefitsWhat is important to them? Ask them…then remember what they told youHave new-member “radar”A 2-way conversationDb template in excel/ SHRM 1st year new member processCsi albequerque on-boarding processKnow results of the survey Chantal provided
28 Member EngagementWhich of the following do you utilize to welcome and engage new SHRM chapter members?welcome32%Introduction or announcement to new members at chapter meetings28%Other12%Mailed welcome letter or member kit11%Welcome phone call10%Membership card or certificate3%Special discounts1%NoneNew member webcast or online chatOther answers included:New member orientation session or receptionAnnouncement on chapter blog, newsletter, websiteBoard member greeting or other personal contact assigned at first meetingSource: Chapter Survey, Nov 2010
29 Ideas for Welcoming New Members Welcome to new membersMailed welcome letter or member kitMembership card or certificateWelcome phone callWith follow up information bySpecial discountsAnnouncement of new members at next chapter meetingNew member webcast or online chatSend link to recorded welcome videofrom Chapter President
30 A Sample SHRM Engagement Plan JOINNew Member KitMember CardInvitation to view Member Benefits webcastNew Member Cover Tip on HR MagazineKnowledge Center PromoRetentionHR Research Promo1 & 2 Year BenefitTelemarketing Survey (sample)1 & 2 Year BenefitKnowledge Center promoResearch Promo1 & 2 Year RetentionKnowledge Center promo ( ,’postcard)Address /Demo Update
31 RenewalsIn 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 processHave you cultivated the member so that their decision to renew is a no-brainer?Talk about most effective channels for renewal and reasons for putting some before others: mail, , phone, faxAdd a slide with a sample renewal program showing touch points with dates, channel used and sample creative/scriptAdditional approaches for calendar year renewals vs. anniversary date renewals -
32 Trends from the 2011 Membership Research Top Reason for Member Non-RenewalReported in 2011Perceived Lack of Value24%Employer Won’t Pay Dues15%Too Expensive14%Left the field or industry12%Forgot Renewal7%
33 A Sample Renewal Series Renewal Effort #Communication ChannelDate1120 days before expire2Direct Mail90 days before expire360 days before expire445 days before expire530 days before expire6Day before expire7Telephone CallDay of expire815 days after expire960 days after expire10Exit Survey75 days after expire
34 Renewal Series used by Chapters How many times do you reach out to expiring members with the following methods?1234+Phone32.1%41%14.1%12.8%4.3%6.8%28.2%31.6%29.1%Mail57.5%27.4%8.2%4.1%2.7%Source: Chapter Survey, Nov 2010
35 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 memberFind out why they let their membership lapseBe sensitive that they were once a member when recruiting them backTwo-way communication in between renewal and reinstatementBring in some statistics from the benchmarking study on how long people contact members after they expire?Give away the economics of membership marketing presentation. Possible ending handout?Add a slide with trends from 2010 benchmarking report….then transition
36 Track the Results – Learn from the Past Know how you did, so you can do better next timeHow to track?Include a promotion/source code field in your member databaseHave promotion code as part of your application process, online and in printInclude promotion codes on s or other offers and if possibleHave different promotion codes for each distinct audience and offer delivery methodShow examples of keycodes and how the tracking can be done, and how decisions can then be made.Talk about:The role of TestingAudiencesOfferTimingMedia
37 Google Analytics Free tool to track emails, links, webpages, etc Tutorials can be found on youtubeTrack your s and links online to see what people are clicking on and going to with G.A. URL builder
38 Google Analytics Data 3 buckets of traffic: Number of Visitors How long visitors spend on your sitePopular and problem pagesSearch engine keywords being used to find your siteReferring website trafficConversion data (how many visitors are becoming members)Traffic Sources:3 buckets of traffic:DIRECT – Typed/Bookmarked, Signature, Direct ClickREFERRING – From a 3rd party site: Facebook, Twitter, etcSEARCH ENGINES – From Google, Yahoo!, etc.; this includes paid or unpaid
39 Determine the BudgetMembers are multiple year revenue streams. The economics of membership. Think 2-3 year programsSpending to earn and justifying a budget. Lifetime Value ROIHow much can you invest to get a member?What does success look like?Are your expectations reasonable??Some organizations recruit members at a loss, long term income is the issueInsert the economics of membership
40 Economics of Membership Steady state analysisLifetime Value (LTV)Renewal Rate
41 Free DownloadDownload a free copy of the full report at:
42 FREE Marketing Resources Visit the Direct Marketing Association website for good marketing resources atPrivacy information can be found atSites with good marketing tips includeMarketing Profs, – free newsletterMarketingSherpa – free newslettermembershipmarketing.blogspot.comInstitute – free newsletterSmartbrief on Social Media – free newsletterAdditional Information is on the VLRC – Membership section