Upload
avenue-m-group-llc
View
282
Download
1
Embed Size (px)
DESCRIPTION
Citation preview
How to Wow Them, Get Them & Keep Them Recruitment + Reten7on Ideas
That Really Work
Associa'on of State Re'red Teacher Execu'ves August 3, 2010 St. Louis, MO
Presented by Sheri Jacobs, CAE, President + Chief Strategist
Avenue M Group, LLC
Assumed Constraints
“Who would buy shoes online or through the mail? People need to try them on first and what if they don’t fit?”
“The concept is interes'ng and well-‐formed, but in order to earn beTer than a ‘C,’ the idea must be feasible.”
What I learned from Zappos
• Help shape the stories people are telling about you.
• Show your personality.
• You don’t need to be into shoes.
• Go for the posi've expected value, not what’s least risky.
• Be pa'ent. Think long-‐term.
• Differen'ate. Do the opposite of what the rest is doing.
• It’s not about you. It’s about them.
What I learned from Zappos • Learn by doing. Theory is nice, but nothing replaces actual experience.
• Be nice and make friends. It’s a small community.
• Share what you’ve learned with others.
• Look for opportuni'es beyond just the business you set out to do.
• Have fun.
Individuals trust other individuals more than they trust adver7sing.
Sources: 1. Jupiter Research 2006 2. Nielsen: Word of Mouth The Most Powerful Selling Tool 2007 3. Edelman: Trust Barometer 2006
90% of large companies believe that consumer recommenda'ons influence purchase decisions1
78% say that consumer recommenda'ons are the most credible form of adver'sing2
68% “trust a person like me.”3
4 out of 5 Online Adults Now Par7cipate in a Social Network
Source: 2009 Razorfish Brand Experience Report
What you should know about Facebook • More than 500 million ac've users • 50% of our ac've users log on to Facebook in any given day • Average user has 130 friends • People spend over 700 billion minutes per month on Facebook
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
65% say a digital experience changed their opinion of a brand
Source: 2009 Razorfish Brand Experience Report
97% say the experience influenced their decision to take ac'on.
Join
Take Ac7on
Volunteer
Source: 2009 Razorfish Brand Experience Report
23
“Your brand is what your members say it is, not what you say it is.”
Sheri Jacobs, CAE, Avenue M Group, LLC
28
Responding promptly to posts (good and bad) on social media is as reflec've of your customer service as answering a phone call or email. Sharing is as important a community ac'vity as commen'ng.
3. Be available.
5. Take away the risk in a BIG way.
• Offer a FREE 1-‐year trial. • Guarantee sa'sfac'on
for 365 days.
• Ask for no money down when you take an applica'on or registra'on.
6. Tap into the emo'onal needs.
What emo'onal needs will membership solve? • Staying re'red – Not having to go back to work
• Freedom to see a doctor when you need one.
• What else?
7. Address objec'ons.
Too expensive? • Membership is less than $2/day • Offer LOTS of freebies to offset the cost to
aTend a mee'ng.
Lack of 'me? • Tell how aTendees can stay connected at the
conference
“Write down 3 issues you want to address when you come back from the Annual Conference”
8. Involvement & Ownership.
9. Retell stories from members.
We give members the tools they need to blah, blah, blah, blah, blah, blah.
My RTA helped me…
10. Add the word “You” to your copy. Instead of..
We connect great ideas and great people to inspire leadership and achievement in the associa'on community.
Use…
YOU will be connected with great ideas and great people. YOU will be inspired.
11. Jus'fy the purchase.
1. You buy on emo'on and jus'fy the purchase with logic.
2. View logic as the answer to the unspoken objec'on, “Why should I buy this thing?”
Emo'on: BMW. The Ul'mate Driving Machine!
Logic: Ul'mate efficiency. Well equipped. No-‐cost maintenance. No-‐cost BMW Assist Safety Plan.
11. Jus'fy the purchase.
12. Create a Sense of Urgency.
• Introductory price/offer
• Limited quan'ty – only the first 20 people who register will receive a free something.
• Pricing based on number of registra'ons sold
• First 50 registra'ons sell for $29
• Second 50 sell registra'ons for $39
• Third 50 registra'ons sell for $49
13. Keep it simple and easy.
Make it so easy to register, join or buy that all the customer needs to do is click or sign on the doTed line.
Don’t say
Say…
“NYSRTA members’ pensions are secure for the next 25 years thanks to our members efforts”
“We address issues such as financial security, health benefits and fellowship.”
14. Be Specific.
15. Create a Must-‐Read Headline.
• It’s possible to miss an en're gorilla • When was the last 'me you WOWed your members? • Nothing sinks a marke'ng campaign faster • 6 Ideas we guarantee will improve your brand’s image • 11 Great tweets from the Great Ideas Conference • 3 Ways to get a prospect to buy • Marke'ng to Gen X and Gen Y
16. Use the words “How to.”
Old Headlines (Actual 'tles) • Tac'cs for Avoiding Rehospitaliza'ons • Excep'onal Customer Service Builds Business
Revised Headlines • How to Avoid Losing Pa'ents to Other Hospitals • How to Grow Your Business and Keep Clients Happy AJer the Sale
17. Use a number in your copy.
The numbers ending in 5 and 0 feel manufactured. When you use a number such as 6, 7 or 9 it feels more real.
10 Steps to a Successful Virtual Conference Or
11 Steps to a Successful Virtual Conference
18. Cut your copy in half!
Provided that -‐ -‐ If In order to -‐ -‐ To The majority of -‐ -‐ Most Accordingly -‐ -‐ So Facilitate -‐ -‐ Help Frequently -‐ -‐ OJen
Improving Teacher Re'rement Benefits
98% of Re'red Teachers Believe their Pension will DECREASE this year.
At this luncheon, you will understand the key implica'ons of WEP/GPO and what other organiza'ons are doing to address the issue.
19. Use Curiosity to Get Them Interested.
Dear Reader:
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike…but there was one difference. One was a manager of a small department and the other was the CEO of the same company. What made the difference.
22. Leave out the brochure.
Do you want to understand the REAL implica'ons for re'red teachers to health care reform?
Are you interested in job opportuni'es for re'red teachers?
23. End your copy with a ques'on.
Design the brochure so that it can easily be skimmed.
When asked how young professionals (YP) first learned about their association, 76% of survey respondents selected colleagues and 56% selected employers. A significant percentage of young professionals also become aware of the association through the organization’s website (70%) and through their academic environment (66%).
How do young professionals first learn about your associa7on?
Colleague 76%
Website 70%
24. Use graphics instead of words.
If your members are resistant to paying $150 to aTend your
conference, try offering it for 3 installments of $49
25. Offer installments to lower the price.
1. Emphasize your guarantee.
2. Repeat your key benefit.
3. Repeat your limited 'me offer.
4. Provide contact informa'on.
75% of recipients read the P.S. first!
28. Use a P.S. in your communica'ons.
29. Pretend you are selling face-‐to-‐face.
1. Prepare a sales pitch.
2. Pitch the sale to a friend who does not work at your associa'on.
3. Use the conversa'onal tone in your copywri'ng.
4. Address the ques'ons.
31. Ask why 3 'mes before wri'ng. Why did you aTend this conference? We are struggling with membership recruitment
What is the challenge? It is so difficult to cut through the cluTer; to get someone to open my mailing and respond.
Why do you think this session would help? I don’t have any formal marke'ng training. I need to learn how to stand out!
33. Focus on the first sentence.
1. Is it short?
2. Is it easy to read?
3. Is it compelling?
Examples of powerful words:
Discover, Explained, Finally, Reasons to, Proven, Ways to, and FACT.
35. Edit your copy.
1. Eliminate “that” words.
2. Eliminate “the” words.
3. Edit for rhythm.
4. Combine sentences
5. Rearrange thoughts so they flow beTer.
41. Use simple font types.
Our experts will discuss: • The current environment for single-family
residential construction lending • Strategies, alternatives and hazards for both
performing and non-performing credits • Potential legal options that may be available to
builders.
76
46. Highlight Special Interest Items
Encourage other staff and leaders to contribute; highlight various segments of your membership
and build connec'ons (access) to interes'ng and insigh|ul leaders.
79
“To dare is to lose one’s foo'ng momentarily. To not dare is to lose oneself.” ~ Soren Kierkegaard
79
Q & A Do you s'll have ques'ons? Contact me.
Sheri Jacobs, CAE, President + Chief Strategist Avenue M Group, LLC
[email protected] T. 847.236-‐1920