5 th Annual Regional Council Summit February 22 – 23, 2013 Phoenix, AZ ENGAGE * Inspire * Lead

Membership Marketing Madness And How to Stay Sane Chantal Rotondo Manager, Membership Acquisition Marketing

3 Membership Marketing Madness Big Picture Marketing Stats  A customer has an average of 3.8 touch points with a brand before taking an action.  90% of consumer buying decisions start on the web  35% of recipients open based on the subject line alone  50% of qualified leads are not ready to purchase immediately.  The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process.  Inbound leads cost 61% less than outbound leads

4 Membership Marketing Madness Big Picture Marketing Stats  91% of B2B Marketers use content marketing  Blogs, social media and organic search are the 3 least expensive methods of lead generation  81 billion minutes spent on social networks and blogs in 2011  LinkedIn is 277% more effective for lead generation than Facebook and Twitter  188 million U.S. Internet users watched 37.7 billion online content videos in August 2012 alone  Video testimonials on YouTube can generate up to 3x more conversions than organic visitors

5 Membership Marketing Madness JOIN ENGAGE RENEW SHRM’s Marketing Reach

6 Membership Marketing Madness What can You do at the State Level?  Evaluate your State Council’s identity/online presence  Think about how you can help share content, generate leads, drive traffic to your chapters  Online lead capture forms  State-coordinated mailings to at-large members, expired chapter members & prospects  Manage media relations including online event postings  Solicit a marketing agency, intern or professional marketer in transition to help give advice and/or take on work  Help your chapters understand the lifetime value of a member  Most associations lose money acquiring a new member but make it back once they renew or purchase additional products or attend events  Ensure expired members are still being included in communications

7 Membership Marketing Madness What can You do at the State Level?  Conduct a Membership Survey to all individuals in the state  Identify what members value most  Help clarify the elevator speech of why to join each chapter  Identify areas of improvement  Help the chapters create/update their membership marketing plans  Identify 4 P’s: People, Price, Promotion, Place  How are they generating awareness for themselves  How are they following up on leads  How are they engaging current members, especially first time members  Encourage chapters to utilize chapter and outside volunteers to help them create content, awareness, etc.  Gather chapter success stories and failures to help others learn

8 Membership Marketing Madness Resources for You & the Chapters  CLA calls and webinars with Scott and Phyllis  Membership Marketing Summit at Leadership Conference (and past presentation slides online)  VLRC  Each Other  Tons of Free Marketing & Membership Newsletters, Blogs, etc.

9 Membership Marketing Madness So… How do we stay sane?  Create a plan of the 3 things you want to accomplish in 2013  Prioritize – look at cost, potential impact, and effort involved  Share the vision to engage your board and chapters  Share the “WIIFM” message  Figure out how to track results so you can be data driven  Get help and learn from experts!  In today’s marketing world, it’s fine to fail- as long as you learn from it!  Remember to record and share learnings