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

I would like to introduce you to YTheyJoin™, the original member-segmentation and target-marketing program for associations. We identify and code nine types of members including Cognoscenti, Altruistics, and Boosters.

 

The categories are based on member needs and expectations which takes you beyond traditional demographics. It starts with a one-page form that each member completes (distribute 100 points among your various services and products), and based on their answers we assign a 3-digit code to each. Then your organization enters the codes into its member database and now you know what each member wants!

 

The program is very simple to implement. There is no software to buy or manual to learn.

 

YTheyJoin can pinpoint your efforts with more efficiency and accuracy. Want members to serve on a committee? Contact Shapers. Want members to write or buy publications? Contact Cognoscenti. Want members to sign up for certification programs? Contact Boosters. Want to learn more about the members most likely to attend meetings? Contact Relevant Participants. Want members to write legislators? Contact Altruistics.

 

The program also includes a Workbook that has marketing and communications ideas for each of the nine segments – For example, why write the same renewal letter to all members? We show how to customize the letters for each segment so as to maximize response rates. There are numerous ways you can make this information work for you so you become pro-active rather than re-active.

 

For more info go to www.YTheyJoin.com or call 703-772-5263.


 
Posted By Leah Baker

Are you looking for new ways to communicate with your members? The Virginia Society of Association Executives (VSAE) will hold its Annual Conference this May and there will be a seminar by Dr. Dale Paulson on member segmentation and target marketing.

 

Title:    “Nine Member Types and Target Marketing for Associations”

Presenter: Dale Paulson, Ph.D. and President of Allegiance Research Group

Date:   Thursday, May 6, 2010

Time:   10:30 a.m. to Noon

Where: The National Conference Center in Lansdowne, VA

 

For more information about the VSAE Conference and their registration fee please visit www.vsae.org. For more information about the member segments and target marketing please visit Dale Paulson’s Web site at www.YTheyJoin.com

 

If you have a chance to attend he would enjoy meeting you.


 
Posted By Leah Baker

We are often asked, “What are the YTheyJoin profiles of various associations?” YTheyJoin™ identifies nine types of members based on their professional needs and motivations. Each association has a unique mix and an organization dominated by Relevant Participants and Shapers is very different from one dominated by Altruistics and Boosters. After doing the research, we give each association a pie chart to show their mix and here are the top three categories for three national associations.

 

An association of land developers:

Relevant Participants

Shapers

Altruistics

 

An association of doctors:

Cognoscenti

Altruistics

Relevant Participants

 

An association of nurses:

Altruistics

Boosters

Mailboxers

 

Some associations also like to break out a profile of full members and associate members, or national members and local chapters, and the differences can help you provide more effective services and spend money more efficiently.

 

Our program shows how to do target marketing based on the nine member types. For example, the first paragraph of renewal letters should change for each member type: a letter to Relevant Participants should emphasize meetings and speakers; while a letter to Cognoscenti should emphasize publications and opportunities to write.

 

Learn more at www.YTheyJoin.com or call us at 703-772-5362.


 
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

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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