december 2012: member prospecting – fishing in the right ponds (member engagement webinar series)
DESCRIPTION
Associations want marketing to create new members at a predictable cost. We hear a lot these days about the “Long Tail” with its untapped and micro-targeted prospecting segments such as government, healthcare, and education. Mass marketing models are not designed to go downstream or cost effectively reach these new, targeted member segments. In this webcast, you will learn how the core elements of influencer programs, online community building and social media are being used to cost effectively identify influencers and build relationships that produce loyal members and supporters. Mitch will also be sharing case studies and best practices for results-driven association programs, projects and campaigns. You will learn that reaching the promise of the Long Tail is hard but can be done using research, tools, analytics and the right people!TRANSCRIPT
FISHING IN THE RIGHT PLACE
Proudly Sponsored By:
Mitch ArnowitzPresenter
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Tony KarrerModerator
Micro Marketers
Tuvel Communications, LLCEngage Customers in Unconventional Ways
301.545.0843
Fishing in the Right Pond Wednesday, December 12, 2012
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Fred always dreamed of fishing in Alaska…
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One day, he impulsively bought a ticket & headed North with dreams of catching the big one.
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He got to Anchorage & went right to the nearest fishing spot.
6And this is what he found.
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Is Your Association Marketing Like Fred?Is Your Association Marketing Like Fred?
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You May Just Be Fishing In the Wrong Place.You May Just Be Fishing In the Wrong Place.
o How many of us have mapped out industry issues & know who our competitors & coopitors are?
o How many of us don’t have Facebook, LinkedIn & Twitter social media icons on our association’s website?
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Let’s Get Started!Let’s Get Started!
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Today's WebinarToday's Webinar
The desire is to:o Find untapped sources of
revenue;o Build long-term relationships with
those sources;o Convert sources from prospects to
members
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The NeedThe Need
Associations are looking for marketing departments to create new members & attendees at a predictable cost.
The AnswerThe Answer
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The answer for many associations lies in the “Long Tail” with its vast numbers of untapped & uncontested micro-targeted segments, but …
o It’s been expensive to implement.o Few people understand how to use it ando Few solutions exist to reach these micro segments.
Long Tail Segments Are Often Uncontested
Long Tail Segments Are Often Uncontested
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but…but…
Associations have looked to industries built on mass marketing models to create micro-segment programs:
o PR Firmso Advertising Agencieso Direct Response Companies
These business models were designed for mass markets, but not to cost effectively reach micro segments.
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A New ApproachA New Approach
A new approach is needed that:oIs built to reach precisely targeted customer segments.oApplies existing marketing services in new ways.oOffers accurate, predictive modeling tools.oGrows prospects into long-term members.oIs fast, affordable & reasonably priced.
o Use research, tools, process & analytics…
o to identify micro segments of influencers in targeted marketing channels…
o that build relationships.o And produce loyal members,
customers & supporters.
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This Approach Should:
ImperativesImperatives
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What is Micro-Marketing?What is Micro-Marketing?
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Why Is This Important?Why Is This Important?
o Associations are learning to cost-effectively reach the Long Tail & deliver membership information.
o Members will continue to get their information through social media & the mobile web- learn how to communicate with members on their own turf!
o Micro targeting addresses membership needs & concerns.o More affordable to reach with a higher propensity to join or attend an
event.
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Long Tail Going ForwardLong Tail Going Forward
o To drive event attendee efforts.o To identify issues & opportunities.o To grow membership & increase retention.o To create differentiators.o To help content marketing efforts.o To educate.o To improve customer service.
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Associations Are Using Niche MarketingAssociations Are Using Niche Marketing
Who’s Applying This?Who’s Applying This?
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Discovery phase: Define why, what, where, when, who & how.
Develop targeted initiatives that are aligned with all parts of the marketing and communications mix.
Define appropriate marketing channels.
Compile targeted database of contacts & opportunities.
Develop targeted, relevant and personalized messaging and content based on marketing channels and opportunities.
Execute an outreach campaign that disseminates messages to each contact. one-by-one.
Follow up with those who respond and build relationships client’s behalf.
Listen to identify where conversations are taking place.
Build engaged, responsive communities.
Locate, validate, prioritize and rank influencers.
Compile reports that demonstrate overall program effectiveness and return on investment.
Determine metrics for success.
Micro Marketing System
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Step Step Methodology Methodology Key ToolKey Tool
Consulting Strategic Assessment Baseline Assessment Score
Market Research Data Assessment Data Filtering
Data Cleansing Micro Segment Mapping
Propensity Index
Program Execution Micro Segmented Influencer Outreach
Dashboard
Reporting & Analytics Micro Segment Analysis Engagement Index
Program Extension Community Building
ToolsTools
Through market research, we rank, segment & prioritize influencers. 23
ROCK STARS WITH HIGH RELEVANCE BUT LOW REACH
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ROCK STARS WITH HIGH REACH AND HIGH RELEVANCE
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IIIPEOPLE WITH LOW REACH AND
LOW RELEVANCE
IVROCK STARS WITH HIGH REACH
AND LOWER RELEVANCE
HIGH
LOW
LOW HIGHREACH
RELEVA
NCE
Propensity Index
ToolsTools
ContributorsActive brand involvement, contributes in a beneficial way.
Engagement Index score
High Engagement
Low Engagement
EndorsersEndorses a brand, recommends to networks.
EngagersActively engages with a brand.
FollowersPassively follows a brand, limited engagement.
ObserversObserves the conversation, doesn‘t participate.
Engagement IndexTuvel awards points for participation, resulting in overall score that measures engagement.
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ToolsTools
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Sample Research DatabaseSample Research Database
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Sample MessageSample Message
Client DashboardTuvel's overview of current campaign activity including schedules, metrics & results.
What it includes:
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ToolsTools
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Sample ReportingSample Reporting
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Sample ReportingSample Reporting
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ClientsClients
National Association of Broadcasters
Tuvel's social media campaigns have delivered over 100% ROI and verifiable increases in attendance for the 2009-2011 NAB Shows. In 2011 alone, Tuvel surpassed registration goals by 250%, increased overall reach by 50% and delivered 3% of NAB Show attendees in micro segments such as online video, post production, broadband and telepresence.
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Case StudyCase Study
National Defense Industrial Association
Tuvel conducted market research to identify niche segments & online multipliers in the defense industry. Research was used in the areas of member acquisition and event marketing. NDIA executed a marketing campaign that disseminated custom communications to the research database. To date, program efforts have produced a 7.5% response rate. 32
Case StudyCase Study
American Heart Association
Tuvel reached more than 150,000 supporters through research & targeted outreach efforts that increased the number of grassroots advocates in the AHA network by 25 percent. As a result, phone calls, e-mails and signatures to Congress tripled from 5,038 in 2002 to 14,158 in 2003.
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Case StudyCase Study
It's all about building relationships. It's not one thing you do, it's everything you do! Don't Astroturf. Don't mistake what is valuable to your members with what is
valuable to your association. Don't be inconsistent with your message. Don’t broadcast, do engage. Don't assign social media efforts to interns. Don’t make the mistake of thinking that members only play in your
sandbox. Offer value and relevance.
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Best PracticesBest Practices
o The future of marketing is inexorably tied to micro segmentation as represented by the Long Tail.
o Reaching the Long Tail was hard & unpredictable.o And, by finding the right guide with the right experience & right tools
to lead you to lucrative, less crowded micro segments, you’ll have a far better chance of achieving…
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SummarySummary
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This…
New World of Member Engagementhttps://www.eiseverywhere.com/ehome/50467
Young Association ProfessionalsDynamic community of passionate association professionalshttp://yapstar.org
Association UniverseAll the best content for association professionalshttp://www.associationuniverse.com/
AggregageWorking with associations to create sites like Association Universe http://www.aggregage.com
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FISHING IN THE RIGHT PLACE
Proudly Sponsored By:
Mitch [email protected]
Questions / Discussion
Tony [email protected]