Mass marketing is so 1990's! Spend spend/waste wasteThis blog will take you in a different direction. It focuses on association recruitment and retention of members by using targeted methods and communications, and there will be an occasional sojourn into related topics of interest. Rather than discuss the broad, the general, and the "same old," the goal of this blog is to provide useful tools, fact sheets that answer specific questions, and inspiration to those looking to make their jobs more interesting and fun.Thank you for visiting and I welcome your feedback and ideas.

Posted By Leah Baker

The Virginia Society of Association Executives has invited Dr. Dale Paulson, President of Allegiance Research Group, to their Annual Conference in May 2010 to give a presentation on member segmentation and target marketing. This is in Northern Virginia and is a good chance for those of you in the Washington, DC Metro Area to attend an association conference without incurring the cost of traveling a long distance. No need to go to the West Coast or to Canada! Great information is right here in the Metro Area.

 

For those interested in consumer psychology, take a look at the recently-published book “Brick & Mortar: Shopping in the 21st Century” that includes a chapter by Dr. Paulson describing his pictographic research. He describes cartoon sequence research and addresses the mystery of consumer decision-making and rationale. This book is edited by Tina Lowrey, Ph.D., Professor at the University of Texas in San Antonio, and has its foundations in the 25th Annual Advertising and Consumer Psychology Conference of the American Psychological Association and the Association for Consumer Research.

 

Free Fact Sheets! Just give us a call or send an e-mail and we will be glad to send some to you. There are over a dozen and a list of all of them is at our Web site at www.AllegianceResearch.com The most popular are:

 

YTheyJoin™ - nine member types and target marketing

 

Determining Confidence Level From Sample Size Using Your Calculator

 

Developing Effective Survey Questions

 

Prioritizing Objectives of Board Members by Using Fixed-Sum Preference Scales

 

If you would like more info about research call us at 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

This blog is dedicated to finding, keeping, and serving members. It helps associations that are interested in learning about member needs and motivations. It is this knowledge and personalized service that leads to stronger bonds and higher retention rates, as well as to the ability to get new members. These are member-driven associations.

 

Other associations prefer to skip this step and simply “churn ‘em and burn ‘em” which means they send mass mailings, sometimes called direct mailings, to thousands of people with the hope of a 1% response rate. They do not care if they lose members because they figure they can find enough new ones to replace them. These are not member-driven associations. They hire companies to find lists, write generic letters, and use junk-mail methods and postage.

 

Today I received a member application from SHRM, the Society for Human Resource Management. Please note that I did not request an application so this appears to be part of a mass mailing, and it looks it. It uses junk-mail postage and a plain white envelope - and my name and address, along with the SHRM address, look like they were xeroxed onto the envelope.

 

Inside the envelope were a business reply envelope and a member application that looks like an IRS form! There was no letter, simply this cold and intimidating form. At the top it has a “Promotion Code Number” and a statement that says “Reply by December 11, 2009.” I am turned off right away. It does not ask about my professional needs, interests, or motivations at all. It lists some things that are included in the membership like the magazine and government representation. The usual stuff. Nothing that excites me, but then they know nothing about me! It also says that Conferences/Seminars are included but when I read the fine print it says “at discount registration rates.” At the bottom of the form is a portion to tear off and include with your payment – like a phone bill.

 

I turn the form over and in very small print there is a laundry list of services, a Web site address, and some questions that ask about my company, my gender, and my birth year. Are they planning special services for women of a certain age who work in large companies? My feeling is that they request this info so they have demographics for their advertisers.

 

There is a better way! Learn about YTheyJoin™ at www.YTheyJoin.com or call 703-772-5263, or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

 

Here is the most common question we get concerning the YTheyJoin program: “Is it software?” The answer is “No!” The program is actually very low-tech which is refreshing in a counter-culture kind of way.

 

YTheyJoin is simple to understand, simple to implement, and simple to use. There is no software to buy or large manual to master. Over the years, the goal of Allegiance Research Group (ARG) has been to simplify rather than complicate the lives of its clients. Here is how the program works.

 

1. Distribute the one-page survey (tagging form) to your members. This form asks one question, “Why did you join the association?” It gives the member 100 points to spend on various assn services to show which they consider the most important.

 

2. ARG reviews each completed form and summarizes the most important info into a 3-digit code that is written in pencil at the top of the form.

 

3. YTheyJoin identifies nine categories of members including Mailboxers, Relevant Participants, Shapers, CompShoppers, Cognoscenti, Boosters, Altruistics, Doubters and Non-Relevants. The 3-digit code tells you the member’s primary category, strength of that category, and secondary category. For example, John Smith may be a “367” which means “Shaper-60 Points-Altruistic.”

 

4. The assn enters these codes into its member database. Now the assn knows what each member wants and can do target marketing and build stronger relationships with the members.

 

Along with the codes, you also receive a Pie Chart showing the dominant categories for your assn, a Summary of the Implications, and a Workbook with marketing ideas for each category. There is more info in earlier articles on this blog, or visit www.YTheyJoin.com


 
Posted By Leah Baker

Allegiance Research Group has a pre-employment test that enables employers to look at nine attitudes relevant to the workplace and identify possibly warning signals. A person’s attitudes are predictive of good or poor customer relations, and harmonious or disruptive workplace behavior. Our test is “The Workplace Attitudes Test” and it looks at the following attitudes:

 

Judgmental

Vindictive

Adversarial

Egocentric

Entitled

Undisciplined

Insubordinate

Risk-Inclined

Non-Traditional

 

The test includes 45 questions and usually takes about ten minutes, then results are summarized in a bar chart where each of the attitudes is measured on a scale of 0 to 100. The test can be taken on the Internet or by paper. This is a proven tool for organizations and is used by associations, hospital systems, police academies, government agencies, etc.

 

When looking at work-related attitudes it is important to understand your own work environment. For example, a formal organization may desire an employee who is low on “risk-inclined,” while an informal organization may desire an employee who is more “risk-inclined” if they are looking for entrepreneurial ideas or if they reward initiative.

 

Some organizations may prefer a certain combination of attitudes. For example, law enforcement may expect high “judgmental” but it should be coupled with moderate or low “egocentric.” Remember that you are looking for a good match for your organization.

 

The test should be used in conjunction with good interviewing techniques and other good practices related to hiring and promoting. Attending to these results will make you a better interviewer and if you would like more info please visit our Web site at www.WorkplaceAttitudes.com or call 703-772-5263.


 
Posted By Leah Baker

Are you looking for a cost-effective way to do member segmentation and target marketing? With our program, YTheyJoin™, there is an option for those wanting to do a test drive before implementing it on a larger scale.

 

YTheyJoin identifies nine types of members based on their professional needs and motivations and it starts with a one-page survey that we call a tagging form that goes to all members. For those wanting to do a test drive, you can distribute the form only to new members.

 

New members have the least ties to the association and may be the most likely not to renew membership at the end of the year. Intervention is essential! Include the tagging form with the member application or welcome-aboard packet and the new member immediately sees that you want to meet their specific needs. The form asks them to spend 100 points on the various association services that they consider the most important.

 

With this info we can identify nine types of members including Mailboxers, Relevant Participants, Shapers, CompShoppers, Cognoscenti, Boosters, Altruistics, Doubters, and Non-Relevants. Each new member is identified with a 3-digit code that goes into your data base. You also receive a Pie Chart that shows which member types dominate your association, a Summary of the Implications, and our Workbook with marketing ideas for each member type.

 

Now you know what each member wants and you can do very effective target marketing and communications!

 

Call for a quote and more information. 703-772-5263 Or e-mail us at AllegianceResearch@gmail.com


 


 
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