ARSTE august 2010 presentation

How to Wow Them, Get Them & Keep Them Recruitment + Reten7on Ideas

That Really Work

Associa'on of State Re'red Teacher Execu'ves August 3, 2010 St. Louis, MO

Presented by Sheri Jacobs, CAE, President + Chief Strategist

Avenue M Group, LLC

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Connect the dots with four straight lines without liJing the pen from the paper.

Assumed Constraints

“Who would buy shoes online or through the mail? People need to try them on first and what if they don’t fit?”

“The concept is interes'ng and well-‐formed, but in order to earn beTer than a ‘C,’ the idea must be feasible.”

How to WOW Them. (and keep them coming back)

Zappos on Nightline – YouTube Video

What I learned from Zappos

•  Help shape the stories people are telling about you.

•  Show your personality.

•  You don’t need to be into shoes.

•  Go for the posi've expected value, not what’s least risky.

•  Be pa'ent. Think long-‐term.

•  Differen'ate. Do the opposite of what the rest is doing.

•  It’s not about you. It’s about them.

What I learned from Zappos •  Learn by doing. Theory is nice, but nothing replaces actual experience.

•  Be nice and make friends. It’s a small community.

•  Share what you’ve learned with others.

•  Look for opportuni'es beyond just the business you set out to do.

•  Have fun.

How to Get Them. (Marke'ng with and not

to members and prospects.)

Individuals trust other individuals more than they trust adver7sing.

Sources: 1. Jupiter Research 2006 2. Nielsen: Word of Mouth The Most Powerful Selling Tool 2007 3. Edelman: Trust Barometer 2006

90% of large companies believe that consumer recommenda'ons influence purchase decisions1

78% say that consumer recommenda'ons are the most credible form of adver'sing2

68% “trust a person like me.”3

4 out of 5 Online Adults Now Par7cipate in a Social Network

Source: 2009 Razorfish Brand Experience Report

97% searched a brand online

77% watched an ad on YouTube

40% have friended a BRAND on Facebook

What you should know about Facebook •  More than 500 million ac've users •  50% of our ac've users log on to Facebook in any given day •  Average user has 130 friends •  People spend over 700 billion minutes per month on Facebook

•  Average user is connected to 80 community pages, groups and events

•  Average user creates 90 pieces of content each month

•  More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

65% say a digital experience changed their opinion of a brand


97% say the experience influenced their decision to take ac'on.

Join

Take Ac7on

Volunteer


69% have read a organiza'on’s blog

73% posted a review on Amazon, TwiTer


26% follow a BRAND on TwiTer

Tradi'onal Marke'ng

Social Influence Marke'ng

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“Your brand is what Google says it is, not what you say it is.”

Chris Anderson, Wired Magazine

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“Your brand is what your members say it is, not what you say it is.”

Sheri Jacobs, CAE, Avenue M Group, LLC

46 Ways Energize Your Members + Grow Your

Organiza'on

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1. Create a mantra – use it as a filter

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2. Make messages portable.

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Responding promptly to posts (good and bad) on social media is as reflec've of your customer service as answering a phone call or email. Sharing is as important a community ac'vity as commen'ng.

3. Be available.

4. Show proof of value.

5. Take away the risk in a BIG way.

•  Offer a FREE 1-‐year trial. •  Guarantee sa'sfac'on

for 365 days.

•  Ask for no money down when you take an applica'on or registra'on.

6. Tap into the emo'onal needs.

What emo'onal needs will membership solve? • Staying re'red – Not having to go back to work

• Freedom to see a doctor when you need one.

• What else?

7. Address objec'ons.

Too expensive? •  Membership is less than $2/day •  Offer LOTS of freebies to offset the cost to

aTend a mee'ng.

Lack of 'me? •  Tell how aTendees can stay connected at the

conference

“Write down 3 issues you want to address when you come back from the Annual Conference”

8. Involvement & Ownership.

9. Retell stories from members.

We give members the tools they need to blah, blah, blah, blah, blah, blah.

My RTA helped me…

10. Add the word “You” to your copy. Instead of..

We connect great ideas and great people to inspire leadership and achievement in the associa'on community.

Use…

YOU will be connected with great ideas and great people. YOU will be inspired.

11. Jus'fy the purchase.

1.  You buy on emo'on and jus'fy the purchase with logic.

2.  View logic as the answer to the unspoken objec'on, “Why should I buy this thing?”

Emo'on: BMW. The Ul'mate Driving Machine!

Logic: Ul'mate efficiency. Well equipped. No-‐cost maintenance. No-‐cost BMW Assist Safety Plan.

11. Jus'fy the purchase.

12. Create a Sense of Urgency.

•  Introductory price/offer

•  Limited quan'ty – only the first 20 people who register will receive a free something.

•  Pricing based on number of registra'ons sold

•  First 50 registra'ons sell for $29

•  Second 50 sell registra'ons for $39

•  Third 50 registra'ons sell for $49

13. Keep it simple and easy.

Make it so easy to register, join or buy that all the customer needs to do is click or sign on the doTed line.

Don’t say

Say…

“NYSRTA members’ pensions are secure for the next 25 years thanks to our members efforts”

“We address issues such as financial security, health benefits and fellowship.”

14. Be Specific.

15. Create a Must-‐Read Headline.

•  It’s possible to miss an en're gorilla •  When was the last 'me you WOWed your members? •  Nothing sinks a marke'ng campaign faster •  6 Ideas we guarantee will improve your brand’s image •  11 Great tweets from the Great Ideas Conference •  3 Ways to get a prospect to buy •  Marke'ng to Gen X and Gen Y

16. Use the words “How to.”

Old Headlines (Actual 'tles) •  Tac'cs for Avoiding Rehospitaliza'ons •  Excep'onal Customer Service Builds Business

Revised Headlines •  How to Avoid Losing Pa'ents to Other Hospitals •  How to Grow Your Business and Keep Clients Happy AJer the Sale

17. Use a number in your copy.

The numbers ending in 5 and 0 feel manufactured. When you use a number such as 6, 7 or 9 it feels more real.

10 Steps to a Successful Virtual Conference Or

11 Steps to a Successful Virtual Conference

18. Cut your copy in half!

Provided that -‐ -‐ If In order to -‐ -‐ To The majority of -‐ -‐ Most Accordingly -‐ -‐ So Facilitate -‐ -‐ Help Frequently -‐ -‐ OJen

Improving Teacher Re'rement Benefits

98% of Re'red Teachers Believe their Pension will DECREASE this year.

At this luncheon, you will understand the key implica'ons of WEP/GPO and what other organiza'ons are doing to address the issue.

19. Use Curiosity to Get Them Interested.

20. Avoid Clichés – Be descrip've.

They will make your marke'ng invisible!

wordle.net

21. End your price with a 7 or 9.

$129 will typically generate more sales than a price of $120.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike…but there was one difference. One was a manager of a small department and the other was the CEO of the same company. What made the difference.

22. Leave out the brochure.

Do you want to understand the REAL implica'ons for re'red teachers to health care reform?

Are you interested in job opportuni'es for re'red teachers?

23. End your copy with a ques'on.

Design the brochure so that it can easily be skimmed.

When asked how young professionals (YP) first learned about their association, 76% of survey respondents selected colleagues and 56% selected employers. A significant percentage of young professionals also become aware of the association through the organization’s website (70%) and through their academic environment (66%).

How do young professionals first learn about your associa7on?

Colleague 76%

Website 70%

24. Use graphics instead of words.

If your members are resistant to paying $150 to aTend your

conference, try offering it for 3 installments of $49

25. Offer installments to lower the price.

An envelope with no wri'ng has to be opened to see what’s inside.

26. Keep your envelope blank.

27. Tell a story that is bigger than you.

1.  Emphasize your guarantee.

2.  Repeat your key benefit.

3.  Repeat your limited 'me offer.

4.  Provide contact informa'on.

75% of recipients read the P.S. first!

28. Use a P.S. in your communica'ons.

29. Pretend you are selling face-‐to-‐face.

1. Prepare a sales pitch.

2. Pitch the sale to a friend who does not work at your associa'on.

3. Use the conversa'onal tone in your copywri'ng.

4. Address the ques'ons.

30. Form follows func'on.

31. Ask why 3 'mes before wri'ng. Why did you aTend this conference? We are struggling with membership recruitment

What is the challenge? It is so difficult to cut through the cluTer; to get someone to open my mailing and respond.

Why do you think this session would help? I don’t have any formal marke'ng training. I need to learn how to stand out!

How to write marke'ng copy that sells. A class for those without a marke'ng degree.

32. Use a coupon or giJ card.

33. Focus on the first sentence.

1.  Is it short?

2.  Is it easy to read?

3.  Is it compelling?

Examples of powerful words:

Discover, Explained, Finally, Reasons to, Proven, Ways to, and FACT.

34. Add a Q & A to your copy.

35. Edit your copy.

1.  Eliminate “that” words.

2.  Eliminate “the” words.

3.  Edit for rhythm.

4.  Combine sentences

5.  Rearrange thoughts so they flow beTer.

36. Compare your speaker to someone famous.

Sheri Jacobs Warren Buffet

37. Use a crowdsourcing tool – slinkset.

38. Use social sharing to spread the word.

39. Use white space to draw aTen'on.

40. Look at your compe'tors.

41. Use simple font types.

Our experts will discuss: •  The current environment for single-family

residential construction lending •  Strategies, alternatives and hazards for both

performing and non-performing credits •  Potential legal options that may be available to

builders.

42. Free content is viral. Offer...

•  Tips

•  Discounts codes •  Videos

•  Expert op-‐eds

43. Make your email readable... when images are disabled.

44. Use humor!

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45. Ditch the single voice

Vs.

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46. Highlight Special Interest Items

Encourage other staff and leaders to contribute; highlight various segments of your membership

and build connec'ons (access) to interes'ng and insigh|ul leaders.

The last 7 words spoken by all failed companies are…

But we’ve always done it that way.

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“To dare is to lose one’s foo'ng momentarily. To not dare is to lose oneself.” ~ Soren Kierkegaard

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Q & A Do you s'll have ques'ons? Contact me.

Sheri Jacobs, CAE, President + Chief Strategist Avenue M Group, LLC

[email protected] T. 847.236-‐1920

ARSTE august 2010 presentation

Documents

Transcript of ARSTE august 2010 presentation