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

 

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

Tag lines are powerful for their ability to establish a memorable image and streamline an organization’s mission statement. Here is one challenge and how we solved it.

 

The Challenge: Family, Career and Community Leaders of America (FCCLA) had changed its name from Future Homemakers of America. Across nearly six decades they had evolved to include boys as well as girls, and to provide a wide range of programs from child development to community youth violence prevention. But the message about how it is different was still not getting across. They hired a firm to facilitate meetings to find a tag line but the groups kept getting deadlocked and could not make progress.

 

Then they came to us because they know we have a unique methodology for research and breaking logjams - to find the best tag line, count points! We call this methodology Fixed-Sum Preference Scales.

 

Developing a new tag line was a key part of creating a new image for FCCLA and to find the best tag line we counted points. In focus groups we gave various members 100 points and asked them to spend their points on possible tag lines or words they found the most appealing. One tag line or word could receive all 100 points or the points could be spread among several options. The top picks were then tested again with another 100 points. This allows quantification of the entire process to produce a clear winner. It is also easier for respondents than ranking long lists and it is more effective because it reveals both preference and intensity.

 

In this process we are going from the general to the specific. The next blog article will describe how various words measured up, and the resulting new tag line.

 

To learn more about our unique research methodologies visit www.AllegianceResearch.com or call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 

 

 
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