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M b d C tM b d C tMembers and CustomersMembers and CustomersStrategies for Tapping the Revenue PotentialStrategies for Tapping the Revenue Potential
of your Two Most Important Marketsof your Two Most Important Marketsof your Two Most Important Marketsof your Two Most Important Markets
ASAE Denver ASAE Denver -- August 20, 2002August 20, 2002
Nicholas Dousmanis, Managing Director of Strategy and Development, g g gy pInstitute of Management Accountants
Caroline Fuchs, Vice President of Business DevelopmentAmerican Chiropractic Association
Jay Younger, Vice PresidentMcKinley Marketing Inc
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
McKinley Marketing, Inc.
AgendaAgendaAgendaAgenda
• Associations– Know your customers, priorities, applications
• Corporations– Working with members and customersg
• Case StudyIMA Lif l L i C t– IMA Lifelong Learning Center
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Quick PollQuick PollQuick PollQuick Poll
• How many sell products or services to non-members?
• How many have actively identified audiences and matched your products and services accordingly?y p g y
• What issues have surfaced?
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
AssociationsAssociationsAssociationsAssociations
“… He dangles herring before prospective customers evincing a joy identical with that of Pavlowa dancing.”
Excerpt from the poem Fish CrierCarl Sandburg
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The BasicsThe BasicsThe BasicsThe Basics
• Know your audiences
• Develop priorities
• Apply to marketing efforts
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ASSOCIATION AUDIENCES
Advocacy Constituents
Donors/SponsorsConstituents
Prospective Staff/Leadership
Transaction-based
G l
Prospective Members
MEMBERSCustomers General
Public
I t di Our Members’Customers
Othe A diences
Intermediary Organizations
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Other Audiences
Know Your AudienceKnow Your AudienceKnow Your AudienceKnow Your Audience
• Are you serving everyone who should be served?
• Is revenue maximized?
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Audubon Naturalist Society (ANS)Audubon Naturalist Society (ANS)udubo atu a st Soc ety ( S)udubo atu a st Soc ety ( S)
Identifying customers:Identifying customers:
• Current customer profiles (database analysis)p ( y )
• Free-form visioning of current and prospective customers customers
*At i i k t d ti *At a minimum, know your customers and prospective customers, then prioritize your pursuit of additional customers.
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
What Would Happen if ANS did not Exist?What Would Happen if ANS did not Exist?What Would Happen if ANS did not Exist?What Would Happen if ANS did not Exist?
• Six highways through Washington DC
• Roads where there are now forests
• Children with little exposure to the natural world
• No more flying squirrels• No more flying squirrels
• Fewer community action outlets for adults
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ANS Customers (partial list)ANS Customers (partial list)ANS Customers (partial list)ANS Customers (partial list)
Schools Board of DirectorsAnimal RehabilitationGovernment employeesNature lovers who use public
Brides and familiesLong-term membersCommunity service
transportationInner city membersDirect mail members
New residentsAll nature loversSanctuary neighbors
Fair attendeesCommunity-at-large (uninitiated)Singles volunteer groups
Unaffiliated birdersWater Quality MonitorsEducation participants
Public school kids Many customers: bookstore, class participants campers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Product/Service Audience #1 Audience #2 Audience #3
Educational Programs: children
Educational Programs: adults
Teacher Training g Children’s Summer Camps
Travel Programs
Bookshop
Mansion House Rentals
Advocacy Activities y Sanctuary Visits
News and Information
Holiday Fair
Nature Fair
Volunteer Program
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
g Other services
Know Your PrioritiesKnow Your PrioritiesKnow Your PrioritiesKnow Your Priorities
• Revenue
• New members
• Public relations
d• Brand expansion
• Competitionp
• Other
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ExamplesExamplesExamplesExamples
American Chiropractic Association (ACA) represents approximately 20% of its target market
American Speech-Language-Hearing (ASHA) represents a 80% of its target market
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ASHA Public Site EffectsASHA Public Site EffectsASHA Public Site EffectsASHA Public Site Effects
• ASHA perceived as member advocate
• Increase in public interest in referral service
• Need for ASHA to improve referral service
• Ability to survey the public• Ability to survey the public
• Results used to influence potential sponsors
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Know Your Priorities (Revisited)Know Your Priorities (Revisited)Know Your Priorities (Revisited)Know Your Priorities (Revisited)
• Revenue
• New members
• Public Relations
d• Brand expansion
• Competitionp
• Other
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Apply to Marketing EffortsApply to Marketing EffortsApply to Marketing EffortsApply to Marketing Efforts
ASHA, ACA, ANS:
• Resource application
• List selection• List selection
• Messages
• Promotional vehicles
Other• Other
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ANS Bookstore ProgramANS Bookstore ProgramANS Bookstore ProgramANS Bookstore Program
Audubon Naturalist Society: Bookstore Retail OperationsAudubon Naturalist Society: Bookstore-Retail Operations
Audience Message Communication Vehicle
S t i itSanctuary visitors
Parents with children in camps
Neighbors
Event attendees
Members
Other
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
CorporationsCorporations
Two cases of working withTwo cases of working withMembers and CustomersMembers and Customers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Case #1Case #1Case #1Case #1
“The Walled Garden”kaka
Turning Members into Customers at
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
1.31.20011.31.20011.31.20011.31.2001
“Th d i l f h “The tremendous potential of our new company has already been demonstrated by the success we have had in using our online services to showcase gWarner Music CDs, promote Warner Bros. movies and generate new magazine subscriptions.”
Richard Parsons, COOAOL Time Warner
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: AOL Time Warner
The TheoryThe TheoryThe TheoryThe Theory
Create a “walled garden”Create a walled garden
• “Synergy”• Content glut• Cross promotionp• Marketing efficiency• Brand expansion• Brand expansion
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
7.18.20027.18.20027.18.20027.18.2002
"We have the best media, entertainment and communications businesses in the world, but our challenge-and our goal in making these changes-is to take the lessons we've learned over the past two to take the lessons we ve learned over the past two years and use them to make the parts work together to create greater value for our shareholders.”
Richard Parsons, CEOAOL Time Warner
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: AOL Time Warner
$46.88 on Aug. 1, 2001
$11.05 on Aug. 12, 2002
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: YAHOO Finance
What’s Wrong?What’s Wrong?What s Wrong?What s Wrong?
b CMembers = Customers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Walled Garden?Walled Garden?Walled Garden?Walled Garden?
"In order for the AOL service to be successful it has In order for the AOL service to be successful it has to be very member oriented...we'll make a strong effort to tell them what's on the Warner Bros.
t k B t if d 't t ll th h t' CBS network. But if we don't tell them what's on CBS and NBC as well, they won't feel well served.”
Marshall CohenAOL Marketing
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: Fast Company
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
MotivationsMotivationsMotivationsMotivations
"People come to AOL to meet other People come to AOL to meet other people. We figured that out early on --and it was what helped us pull ahead and it was what helped us pull ahead of all of the other Internet services.”
Belinda HankinsAOL Community
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: Fast Company
AOL TW AUDIENCESProspective
Current
ShareholdersMovie-goers
ISPSubscribers
MusicBuyersNetwork TV
Viewers
Cable TVSubscribers
GeneralPublic
MagazineS b ibSubscribers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
What’s this all about?What’s this all about?What s this all about?What s this all about?
Why it’s so hard to turn members into customers:Why it s so hard to turn members into customers:
– Different audiences– Establishing prioritiesEstablishing priorities– Resolving differences of opinion– Creating business process– If you build it, they may not come
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Why it might work for AOL TWWhy it might work for AOL TWWhy it might work for AOL TWWhy it might work for AOL TW
• The numbers
• Examples of success• Examples of success
• Broadband
• Advocates
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The NumbersThe NumbersThe NumbersThe Numbers
AOL Members: 34,000,000
Daily IM’s: 1 380 000 000Daily IM s: 1,380,000,000
QTR ISP rev: $1,786,000,000
Days to add 1M: 45
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
2001’s Top 10 Grossing Films 2001’s Top 10 Grossing Films 2001 s Top 10 Grossing Films 2001 s Top 10 Grossing Films
Film Studio Gross (millions)
Harry Potter and the Sorcerer's Stone Warner Bros $317 56Harry Potter and the Sorcerer s Stone Warner Bros. $317.56The Lord of the Rings New Line $313.32Shrek DreamWorks $267.65 Monsters, Inc. Buena Vista $255.52Rush Hour 2 New Line $226.14The Mummy Returns Universal $201.95 Pearl Harbor Buena Vista $198.47 Ocean's Eleven Warner Bros $183 35Ocean s Eleven Warner Bros. $183.35Jurassic Park III Universal $181.17Planet of the Apes 20th Century Fox $180.00
Total $2,325.13 AOL TW Share $1,040.37 (45%)
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: The Movie Times.com
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Case #2Case #2Case #2Case #2
“Members Only”aka
Turning customers into members atTurning customers into members at
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Costco By the NumbersCostco By the NumbersCostco By the NumbersCostco By the Numbers
Last 6 month rev: $26 470 000 000Last 6 month rev: $26,470,000,000Stores worldwide: 390SKU’s stocked: 3,700 - 4,500Members: 35,000,000+Dues: $45
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
A powerful experienceA powerful experienceA powerful experienceA powerful experience
“When we get in a shipment of cashmere sweaters, you’ll see women flipping open their cell phones, calling their friends.”
Wendy DavisCostco General ManagerCostco General Manager
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: The Oakland Press
When Costco TippedWhen Costco TippedWhen Costco TippedWhen Costco Tipped
St t d B2B• Started B2B• Identified a trend: consumers• Learned they could meet both needs• Discovered the “circle effect”• Discovered the circle effect• 35 million and growing
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Costco StrategyCostco StrategyCostco StrategyCostco Strategy
M b l• Members only– Members are more loyal shoppers– Improves profitabilityp p y– Helps bargaining power– Protect “integrity”
L t i b t d t• Lowest price on best products
• Members rule
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ClarityClarityClarityClarity
“Our members come first.”
Ginny Roeglin, SVP Member ServiceCostco
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
COSTCO AUDIENCES
Prospective
Current
Consumer Members
Business Members
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Costco TacticsCostco TacticsCostco TacticsCostco Tactics
• Partner for success
• Detailed member feedback• Detailed member feedback
• Multi-level “bundled” memberships
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Audience MappingAudience MappingAudience MappingAudience Mapping
• $45
• Spouse card
• $100
• Spouse card
• $45
• Spouse card
• Up to 6 add’l at $35 each
• 2% rebate
• Discount programs
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Members & CustomersMembers & CustomersMajor ObstaclesMajor Obstacles
1. Not identifying audiences
2. Not knowing what specific audiences want & need
3 Not prioritizing or defining success3. Not prioritizing or defining success
4. Silos
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Members & CustomersMembers & CustomersMajor TakeMajor Take--AwaysAways
1. Members = Customers
2. Membership is what you make of itp y
3. YOU must prioritize and allocate resources
–Audience identification–Marketing and positioning–Member and customer serviceMember and customer service
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Case StudyCase StudyCase StudyCase Study
Collaborative Commerce:An Association on the Cutting EdgeAn Association on the Cutting Edge
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The WhyThe Whyyy
• Lowest survey scores for Education Department
• Sparsity of product – dated product• Sparsity of product – dated product
• Costly $$$ to develop new product
• Time to market
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The Outsource IdeaThe Outsource Idea
• Not new to outsourcing
• Next step from web links• Next step from web links
• Vendors under one roof
• Funds collected up front
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The VisionThe Vision
• Virtual catalog of vendor products
• Web driven• Web driven
• Single point of contact/admin.
• “Collaborative Marketing”
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
HurdlesHurdles
• Technology provider
• Taxonomy - search engine• Taxonomy - search engine
• Shipping tables
• Vendor uploads
• Pricing models
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
PromotionPromotion
• E-mail blast to members
• Special offers/discounts
• Newsletter
• Gift certificates• Gift certificates
• Chapter incentive points
• Direct mail inserts
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Business Building Business Building gg
• Growing the product line; hard and soft skills
• Expanding the business via portability• Expanding the business via portability-Franchise to chapters, other assns-Unique website “CPE” Learning Center
f-For profit sites
• The world
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
IMA Lifelong Learning Center
2000
4000SeminarsSelf StudyE-Learning
0
E LearningBooks
IMA Today Tuesday 6/25
Fall 2002 AICPA Cat
Seminars 25 0 0 40
Self Study 18 175 3300 277
0 530 3600 700
6/25
E-Learning 0 530 3600 700
Books 25 1000 3000 364
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The IMA will become one of the largest Educational content providers in the CountryCountry.
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Useful ReadingUseful ReadingUseful ReadingUseful Reading
“Envisioning ” Diane L Nickolson Envisioning, Diane L. Nickolson, Association Management, May 2002
“Achieving Indispensability With Your Customers,” Donald Achieving Indispensability With Your Customers, Donald Norris, ASAE Marketing Fast Facts, December 2001
“AOL’s True Believers,” George Anders, , g ,Fast Company, July 2002
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Thanks!Thanks!Thanks!Thanks!
Contact us:[email protected]@[email protected]
This presentation available at:www.mckinleymarketing.com/resources/presentationsy g / /p
Copyright 2002 McKinley Marketing, Inc. ASAE Denver