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©SHRM 2011 Presentation Title (24 point Arial; color = white) 1 Section Title (12 point Arial; color = white) Membership Marketing Summit November 17, 2011
©SHRM 2011 Agenda Membership Lifecycle Direct Marketing Overview Sources of Prospective Members Determining the Value Proposition, Offer and Message Marketing Mediums and Best Practices Member Engagement and Renewal Tracking and Budgeting 2
©SHRM 2011 the five key membership life stages: 1.Awareness 2.Recruitment 3.Engagement 4.Renewal 5.Reinstatement 3
©SHRM 2011 What is Direct Marketing? 4 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. 1 In Layman’s Terms: Methodically marketing to an individual by addressing his or her particular needs, using a specific call-to-action that produces measurable results In Layman’s Terms: Methodically marketing to an individual by addressing his or her particular needs, using a specific call-to-action that produces measurable results
©SHRM 2011 An Overview of Marketing Channels 5 Face-to-face Events Telephone Direct Mail E-Mail Social Media Online Advertising Marketing Channels Search Engine Marketing Radio
©SHRM 2011 How SHRM Recruits and Engages Members ©SHRM 2011 6 Direct Mail 101+ lists 5.4MM + 130M pieces 90-100 unique packages.49% response rate (up from.47%) Join+ Reinstate Drive to landing pages Print Advertising 6 publications 4 main message points Drive to microsite Online Advertising Banner ads on 6+ HR web sites & e- newsletters, Facebook, etc. Acquisition/prospecting SEM with 400+ word buys / mth Drive to microsite E-mail > 60 acquisition messages to 670M non-unique recipients > 320+ retention messages to 8.2MM non-unique recipients > 55+ expiration messages to 97M non-unique recipients Live Events 23 national events (including SHRM’s) – down from 27 in 2009 65 state/chapter events* 5 regional town hall meetings* Chapter meetings* JOIN ENGAGE RENEW * Managed solely by Member Engagement Interactive Marketing Enhance microsite Leverage Presentation maker Word of mouth / Viral campaigns (MGAM, YouTube, Blogs) Leverage conference interactive work (where applicable)
©SHRM 2011 The Hierarchy of Importance Lists Offer & Call to Action Design & Copy 7 50% of the success or Failure of a marketing program Depends on who you market to
©SHRM 2011 1. Awareness Does every HR person in your area know about SHRM and your chapter??? Fact: 6 Touches before you reach level of consciousness You don’t know what is important to them You don’t know where to find them 8
©SHRM 2011 Trends from the 2011 Membership Research Top Ways Prospects Become Aware of Associations Reported in 2011 Member recommendations90% Association Website87% Email to prospects71% Promotion to/at your events65% Co-worker recommendations64% Direct mail to prospects62% Association sponsored events57% 9
©SHRM 2011 Recruitment Membership is a push product that has to be asked for Different ways to communicate and demonstrate value Testing your way to better results Value not features 10
©SHRM 2011 To Do’s Define 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 Action Develop a Budget – How much can you spend? Determine the Media – How are you going to reach them? Implement Campaign Build a Process to Track Responses – How did we do??? >If you aren’t tracking, you aren’t learning 11
©SHRM 2011 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? 12
©SHRM 2011 Define the Value Proposition Definition >What is the vision? >What is the value? >What is the connection? What Business is your chapter in? 13 Education Professional Development Information/Knowledge Government Advocacy Publishing Public Relations Networking Standards & Certification Convention & Exhibition Research
©SHRM 2011 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 free An offer is best when it has a deadline. Keep it simple: A confused mind always says "no” What SHRM Chapters are offering now Discounted dues (i.e. - $25 off or free first year for SHRM members) Free first meeting, lunch, etc 15 months for the price of 12 Drawing for large prize (iPad, etc.) Promotional Items 14
©SHRM 2011 Create Message and Call-to-Action Grab their attention Speak personally – from me to you Describe benefits and show the value to the recipient Ask for the join – >tell the person what you want them to do Create a sense of urgency P.S. Recap the offer in a P.S. “Respond by and get ” “Discount good through ” “Offer good while supplies last” “First 50 people get …..” 15
©SHRM 2011 SHRM Chapter Recruitment Methods 16 Which of the following do you use for recruitment? Offer free attendance to chapter meetings for new people 26% Get involved in community groups (small business groups, chamber of commerce, etc) 21% Member Get a Member Campaigns 20% Other 15% 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 newsletters 4% Utilize rented HR lists 1% Give away content in exchange for contact information to build prospect list 1% Source: Chapter Survey, Nov 2010
©SHRM 2011 Determine the Media What are the ways to connect with potential members?? > It depends on what you want them to do >Different methods are better for different actions What is it you want the person to do?? >Join >Come to a meeting >Buy something >Pay for a seminar >Exchange contact info for valuable content 17
©SHRM 2011 Most Effective Recruitment Methods 18 Source: 2011 MGI Benchmarking Study
©SHRM 2011 Direct Mail Components Outside Envelope (OE) Getting them to open the envelope Letter Present the Offer, Make the Personal Ask (I am asking You), Clearly Show the Price Reply Card – the most important component! Affirmation (YES! I want to stay on top of HR changes) Repeat the offer, state the deadline Payment options Reply Envelope Business Reply Envelope (BRE) or Courtesy Reply Envelope (CRE) Make it easy to respond 19
©SHRM 2011 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 You 20
©SHRM 2011 E-mail Advice Clear call to action at top and bottom Include deadline for action (shorter deadlines create urgency) Design for text and html versions Personalize/segment “From” line : Limit to 16-20 characters “Subject” line: Include organization name Limit to 45 characters Avoid spam alerts (Free, !!!, etc) Proofread, spell-check Clean layout Use professional design and/or copywriting when possible Try not to send attachments, as those e-mails are often blocked by recipients’ ISPs. Post files on your website and provide links instead. 21
©SHRM 2011 E-mail When possible, use e-mail software where you can download reports, such as delivery, open and click through by url. Metrics to track: Open Rates Click-through rates Response/conversion Rates Continually test! Subject line Message content and appearance Date, time sent Email blasts must have an opt-out Be as specific as possible on the opt-out and make a phone, reply e-mail and address available CAN-SPAM compliance – REALLY IMPORTANT!! 22
©SHRM 2011 SHRM E-mail Samples 23
©SHRM 2011 Social Media used by Chapters 24 Which of the following does your chapter utilize? Linked In 36% None. My chapter does not use Social Media sites. 24% Facebook 20% Twitter 8% SHRMConnect 8% Other 2% Youtube 2% Flickr 1% Source: Chapter Survey, Nov 2010
©SHRM 2011 Using LinkedIn Reach 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. 25
©SHRM 2011 Media Planning – FREE!! Announce meetings in local business journals Press releases to local newspapers 26
©SHRM 2011 Engagement They Joined!! Now what?? Cultivate a one-to-one relationship >A planned, methodical process of engaging a new member Remind them of how to access benefits What is important to them? Ask them…then remember what they told you Have new-member “radar” A 2-way conversation 27
©SHRM 2011 Member Engagement 28 Which of the following do you utilize to welcome and engage new SHRM chapter members? Email welcome 32% Introduction or announcement to new members at chapter meetings 28% Other 12% Mailed welcome letter or member kit 11% Welcome phone call 10% Membership card or certificate 3% Special discounts 1% None 1% New member webcast or online chat 1% Source: Chapter Survey, Nov 2010
©SHRM 2011 29 Ideas for Welcoming New Members Ideas for welcoming new members Welcome e-mail to new members Mailed welcome letter or member kit Membership card or certificate Welcome phone call With follow up information by email Special discounts Announcement of new members at next chapter meeting New member webcast or online chat Send link to recorded welcome video from Chapter President
©SHRM 2011 A Sample SHRM Engagement Plan 30 JOIN New Member KitMember Card Invitation to view Member Benefits webcast New Member Cover Tip on HR Magazine Knowledge Center Promo Retention Email Knowledge Center Promo HR Research Promo 1 & 2 Year Benefit email Knowledge Center Promo Retention Email Knowledge Center Promo Telemarketing Survey (sample) 1 & 2 Year Benefit Email Knowledge Center promo Research PromoRetention Email 1 & 2 Year Retention Email Knowledge Center promo (email,’postcard) Retention Email Address /Demo Update
©SHRM 2011 Renewals In 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 process Have you cultivated the member so that their decision to renew is a no-brainer? 31
©SHRM 2011 Trends from the 2011 Membership Research Top Reason for Member Non-Renewal Reported in 2011 Perceived Lack of Value24% Employer Won’t Pay Dues15% Too Expensive14% Left the field or industry12% Forgot Renewal7% 32
©SHRM 2011 A Sample Renewal Series 33 Renewal Effort #Communication Channel Date 1Email120 days before expire 2Direct Mail90 days before expire 3Direct Mail60 days before expire 4Email45 days before expire 5Direct Mail30 days before expire 6EmailDay before expire 7Telephone CallDay of expire 8Direct Mail15 days after expire 9Telephone Call60 days after expire 10Email Exit Survey75 days after expire
©SHRM 2011 Renewal Series used by Chapters 34 How many times do you reach out to expiring members with the following methods? 01234+ Phone32.1%41%14.1%12.8% Email4.3%6.8%28.2%31.6%29.1% Mail57.5%27.4%8.2%4.1%2.7% Source: Chapter Survey, Nov 2010
©SHRM 2011 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 member Find out why they let their membership lapse Be sensitive that they were once a member when recruiting them back Two-way communication in between renewal and reinstatement 35
©SHRM 2011 Track the Results – Learn from the Past Know how you did, so you can do better next time How to track? >Include a promotion/source code field in your member database >Have promotion code as part of your application process, online and in print >Include promotion codes on emails or other offers and if possible >Have different promotion codes for each distinct audience and offer delivery method 36
©SHRM 2011 Google Analytics Free tool to track emails, links, webpages, etc Tutorials can be found on youtube Track your emails and links online to see what people are clicking on and going to with G.A. URL builder 37
©SHRM 2011 Google Analytics Data Number of Visitors How long visitors spend on your site Popular and problem pages Search engine keywords being used to find your site Referring website traffic Conversion data (how many visitors are becoming members) 38
©SHRM 2011 Determine the Budget Members are multiple year revenue streams. The economics of membership. Think 2-3 year programs Spending to earn and justifying a budget. Lifetime Value ROI How much can you invest to get a member? What does success look like? Are your expectations reasonable?? 39
©SHRM 2011 Economics of Membership Steady state analysis Lifetime Value (LTV) Renewal Rate 40
©SHRM 2011 Download a free copy of the full report at: www.MarketingGeneral.com www.MarketingGeneral.com 41
©SHRM 2011 42 FREE Marketing Resources Visit the Direct Marketing Association website for good marketing resources at www.the-dma.orgwww.the-dma.org Privacy information can be found at www.the-dma.org/privacywww.the-dma.org/privacy Sites with good marketing tips include Marketing Profs, www.marketingprofs.com – free newsletterwww.marketingprofs.com MarketingSherpa www.marketingsherpa.com – free newsletterwww.marketingsherpa.com membershipmarketing.blogspot.com Email Institute www.emailinstitute.com – free newsletterwww.emailinstitute.com Smartbrief on Social Media www.smartbrief.com – free newsletterwww.smartbrief.com Additional Information is on the VLRC – Membership section
©SHRM 2011 43 Speaker Contact Info QUESTIONS??? Chantal Rotondo email@example.com Tracy Liaw Tracy.firstname.lastname@example.org Teresa Sullivan email@example.com Jason Gudenius firstname.lastname@example.org
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