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

 YTheyJoin™ knows that members have varying needs and expectations. They attend meetings, buy products, read articles, become volunteer leaders, and mobilize for action at varying rates. By understanding their needs and expectations you can segment members into nine types such as Shapers, Cognoscenti, and Altruistics. It starts by asking members or prospects a simple question, “what do you expect from the association?”

 

How is member segmentation and target marketing different from other methods?

 

* It is unlike data mining that is based on past behavior, is time-consuming, and has little or no info on first-year members.

 

* It is unlike mass marketing/direct marketing that is expensive, wasteful, assumes everyone is the same, and achieves very low response rates.

 

* It is unlike membership surveys that just go to a small, random sample and answers are not recorded in member records.

 

* It is unlike membership or renewal applications that are cold and impersonal.

 

YTheyJoin gives you the opportunity to change all this. It may be the only time you ask every member why they wrote the check and what they expect. The one-page form (see May 14 article in this blog) goes to all members and their most important answers are recorded in your member database. Members appreciate being asked about their needs, and a personal relationship can be established. It makes your job easier and personal relationships also lead to increased loyalty to the association. The form can also be given to prospective members and in that case you ask, "why would you join the association?"

 

For more info about the YTheyJoin program, visit www.YTheyJoin.com, e-mail AllegianceResearch@gmail.com or call 703-772-5263 in the U.S. We welcome inquiries from around the world.


 
Posted By Leah Baker

With target marketing you segment your members into various types, and I like to segment them into nine types. These types are based on the member’s professional needs and expectations, not on traditional demographics. It is part of a program called YTheyJoin based on why they paid the dues. The key question always is: Why did you join the association?

 

1. Mailboxers-(snail or electronic) want concise info/no time to mingle

2. Relevant Participants-like to attend meetings for info or to network

3. Shapers-like to serve on committees, help shape assn policy

4. CompShopers-look for value such as discounts/benefits

5. Cognoscenti-like the publications or opportunity to write/speak

6. Boosters-like the assn to boost the image of the profession

7. Altruistics-believe in your mission and legislative action

8. Doubters-tend to resist change and new initiatives

9. Non-Relevants-may be retiring or changing professions

 

I will discuss each type in later blog articles, and provide marketing ideas for each, but first you need to learn the three steps to implement a simple target-marketing system and this is in the next article.

 

(Please note that YTheyJoin and the nine member categories are trademarks of ARG.)


 


 
Google

User Profile
Leah Baker
Washington, ...

 
Archives
 
Visitors

You have 1201315 hits.

 
Latest Comments

No Latest Comments at this time.

 
Navigation