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MEMBERSHIP MARKETING 101
Queirra Rankin
Understanding the Membership Lifecycle to improve membership growth
Membership Marketing is just like being in a relationship
Get dressed up to go out
Know how to say sorry
Celebrate anniversaries
Plan amazing dates
Have a great pick up lineRecruitment
Engagement
Renewal
Reinstatement
AwarenessTHEMEMBERSHIP
LIFECYCLE
It’s Friday night and you have plans to go to a local cocktail lounge with a few of your other single friends. How do you prepare?
Scenario
Pick out a nice outfit
Brush your teeth
Shave
Go to the ATM
You also have to practice your pick up lines.
What will you say to spark your prospect’s interest?
Scenario
pick up line #1
I’m a thief,
and I’m here to steal
your heart.
… when you prepare to help your prospects discover you.Awareness
Before organizations can
begin recruiting members,
they must have clearly stated
value propositions.
Value Propositions are
statements that clearly
illustrate what you have to
offer from the prospects point
of view.
Value Proposition
How does my offer help them?
Who is my target audience?
Can I prove it?
Useful OfferYou have years of travel tips & advice
Target AudienceAttractive woman who likes to travel
Proof of ValueTravel photos in your wallet
It’s Friday night and you have plans to go to a local cocktail lounge with a few of your other single friends. You’re getting dressed and trying to think of a good conversation starter.
Scenario
The perfect conversation starter
Have you taken
any great
vacations lately?
… when you prepare to help your prospects discover you.Awareness
Top 3 Questions
Your Organization
Must Answer
The key in the
Awareness Stage
is preparation!
A strong Awareness Campaign proactively answers these
questions with through multiple prospect channels.
Website “content for contact” tools Social media channels Online press releases
Who are you?
What do you have to offer?
Why should I care?
When you get to the local cocktail lounge, you’re immediately noticed by all your prospects near the bar. Now you need a plan of action!
Scenario
1. Who will you approach?
2. What will you offer?
3. What will you say?
… when your prospect decides to take you for a test drive.Recruitment
Target Market
• Start with the prospects, meeting attendees and nonmember product buyers in your internal record database.
Offers
• Think of creative offers that will match the prospect’s potential objections
Messaging
• Use language that very practically answers the question:• Why should I join your organization?
Marketing Channels
• How will you send your message to your prospects? • Email is cost effective but direct mail can break through the clutter.
Testing & Tracking
• Effective testing and tracking will tell you how to optimize the methods, messages and channels you’re using.
You’re at the cocktail lounge and execute your plan of action
Target Market
• You target the most attractive woman
Offers
• You offer her a drink
Messaging• She tells you her favorite vacation spot
was to Morocco and you share your attractive knowledge about the world Marketing Channels
• You two exchange phone numbers
Testing & Tracking
• And talk on the phone 3 nights a week for the past month
You have successfully recruited your next relationship!
Scenario
Now it’s time to plan those amazing dates!Scenario
How frequent and extravagant does the
date need to be to achieve success?
How will you begin to reveal all the other
qualities that make you a great person to be in a
relationship with?
… when members want to do things with you.Engagement
Better engagement with new members mean better renewals!
• A welcome letter or phone call
• Mailing them a coupon for dollars off their next purchase
• Emailing a use of benefits survey
• Courtesy call to answer member questions
… when members want do things with you.Engagement
Give special attention to your first-year members. They are taking your organization for a test drive so show them the membership value that justifies the dues they paid.
The more frequent and more positive the interactions are with the first-year members, the higher the renewal rate.
It’s a year later and you have successfully developed a romantic relationship!Scenario
HAPPY ANNIVERSARY!
If you have done everything right,
when you ask her to continue
on your life journey together,
she should say yes.
That all depends on if you
ask her the right way.
… when members decide to keep you.Renewal
This is the moment when your member evaluates the value of your organization and if it’s worth continuing the relationship.
Most members simply
forget - so they job of
renewals is to remind
them often.
The most effective renewal processes are based around multi-media channels:
An early bird reminder email – offering an early bird discount
A direct mail notice during timed intervals before the member expires
Reminder phone calls during the month the member expires
… when members decide to keep you.Renewal
Consider more convenient payment options:
Automatic credit card renewal
Automatic electronic funds transfer (EFT)
Monthly or quarterly credit card installment billing
What happens if you completely blew the anniversary date?Scenario
She never wants
to hear from you
again and all you
want is another
chance?
Then ask for it!
… when former members decide to give you another chance.Reinstatement
This is the perfect opportunity for members to reconsider their decision to end the relationship.
The most likely member to return, is the one who most recently left – so early reminders are key!
Try win-back campaigns! Since you already had an established relationship with former members, you have all the information necessary to communicate with them.
Direct
Phone
… when you prepare to help your prospects discover you
… when former members decide to give you another chance
… when members decide to keep you
… when members want to do things with you
… when your prospect decides to take you for a test drive
Recruitment
Engagement
Renewal
Reinstatement
AwarenessTHEMEMBERSHIP
LIFECYCLE
Do you have a great membership marketing idea?Ask yourself which membership lifecycle stage it matches
Questions?
Resources
Marketing General, Inc., The Five Step MGI Membership Lifecycle Marketing Model, MGI Tipster Vol. 9-10 Issue 1-12, retrieved January 4, 2011, http://www.marketinggeneral.com/blog/category/tipster/
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