recruit retain and engage members

Download Recruit Retain and Engage Members

Post on 19-May-2015

376 views

Category:

Education

1 download

Embed Size (px)

DESCRIPTION

AENC Annual Meeting 2014

TRANSCRIPT

  • 1. 7/11/2014 1 HowtoMovePeopletoAction Content From: Sheri Jacobs, FASAE, CAE President & CEO Avenue M Group Presented (with permission) by: Greg Melia, CAE @gmeliacae June 2014 BIGSHIFTS UNDERWAY Whatisimpactinghowwerecruit,retain andengagemembers?

2. 7/11/2014 2 HowwespendmoneyHowwespendmoney 4 ConsumerShoppingBehaviorConsumerShoppingBehavior In2013,80%ofconsumerslookfordeals orbestpricescomparedto69%in2012. Price was the most importantPrice was the most important purchase driver for every income level. 3Xmoreinfluentialthananyother criteria. Wecheckourphonesevery9.6minutes 3. 7/11/2014 3 Context notcontent isking! TheMakerEconomy TheSharingEconomy 4. 7/11/2014 4 Notallmemberswant the same thing!thesamething! 5. 7/11/2014 5 InformationSeeker LifelongLearner CERequirement 6. 7/11/2014 6 PrestigeMembers ThoughtLeaders Current&Aspiring SocialMembers 7. 7/11/2014 7 TransactionalMembers Identify benefits for each type InformationSeeker LifelongLearner PrestigeMember RisingStars 20 Networkers MissionMembers TransactionalMembers SocialMembers Findoutwhy Becauseitsrequired. Toincreasemymarketability. Ifinditfunandenjoyable.j y Iwishtoberecognized. Iwanttogiveback. 8. 7/11/2014 8 SolvingProblems Problem Offerings Benefit/Outcome What problems do What What is an outcome ofWhatproblemsdo yourmembers have? What programs/products doyouoffer? Whatisanoutcomeof usingyourprogramor product? Whatcanyou compare?Howcanp youshowvalue? 9. 7/11/2014 9 Two options Smallprice difference Compareprices addvalue difference Lessthan thecostto download oneissue $89 $99 Compareprices addvalue $3.00 $7.00 Compareprices addvalue $3.00 $6.50 $7.00 10. 7/11/2014 10 Priceincrease everyweek Ditchearlybirdpricing Priceincreaseby seatssold CreateVIP,LimitedOffers Makethemember thestarofyour message Add Youmessage Add You toyourcopy 11. 7/11/2014 11 Takethetimetogetto know members Slide knowmembers. First30Days NewMemberPage 12. 7/11/2014 12 AskQuestions CreateOneCriticalConversation 1. Downloadaresource. 2. Readanarticle. 3. Purchaseaproduct. 4. Optintoreceiveemails. 5 Register for an event5. Registerforanevent. 6. Volunteer. 7. Participateinadiscussion. 8. Joinasharedinterestgroup. Includemobile marketing tacticsmarketingtactics 13. 7/11/2014 13 Buildyourlistwithanexchange 97%Oftextmessagesare 15g opened 15within15minutesof sendingoutyourmessage Buildyourlistwithanexchange Tips: 1. Rewardpeople whosignup 2. Maketheoffer special 3. Includeacallto action/date 4. Promoteit! Useaconversational tonetone 14. 7/11/2014 14 Useathe infomercialinfomercial approach Showrealexamples GivesomethingforFREE 15. 7/11/2014 15 Showthevalue(MSRP) Breakitdownintoeasypayments Before&afterstoriesearnyouatshirt 45 16. 7/11/2014 16 Offeraguarantee 46 Createaminiversion 47 The last 7 words spoken by all failed companies are 17. 7/11/2014 17 But weve always done ity that way. Questions? SheriJacobs,FASAE,CAE President&CEO AvenueMGroup,LLC