Voorstelling Commerciële opleiding, 5 februari 2007 Aangesloten bij: Looking for (and keeping) new member companies.
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VoorstellingCommerciële opleiding, 5 februari 2007
Aangesloten bij:
Looking for (and keeping) new member companies
Some figuresSome figures
• Today 8000 members construction-companies• +/- 4000 self employed• +/- 4000 companies with staff
• 2002: integration with Unizo (the interprofessional Flemish Association of SME’s)• Joint membership• Growth 2002 – 2008: 100%!• Mutual support: advice department,
recruitment of new members,…
Recruitment of members - RenewalRecruitment of members - Renewal
Previous remark:
Membership per calendar-year• +/- 15% loss per year (in number of members)• +/- 20% growth per year (in number of members)
= Net growth: 5%
Conclusion:“care” for members is as important as recruitment!
Renewal membershipRenewal membership
• By? Direct mailing and target actions
• Who?– Group 0 – 9 staff: by Unizo
– Group 10+ staff: focussed DM & actions by Bouwunie
• How?– Group 0 – 9 staff:
• 4 mailings (period October to February)
– 1. ask for payment (October)– 2. reminder with leaflet (November)– 3. reminder with leaflet and inquiry (December)– 4. reminder in brown envelope + teaser
(January)– Phone-action group 5 – 9 staff (February)
Renewal membershipRenewal membership
• How?– Group 10+ : more focussed and personal approach
• 5 mailings (period October to February)– 1. ask for payment (November)– 2. reminder with covering letter + leaflet
syndical demands (December)– 3. New-Year’s card (December)– 4. reminder with covering letter, + leaflet
benefits (January)– 5. reminder with announcement phone action
(February)– Phone action by advisers and regional
directors (February)
Uw bouwbedrijf
Renewal membershipRenewal membership
• Not renewing the membership means:– “Member only” section of website is blocked (from
January)– No monthly magazine Bouwnieuws (from February)– First-line advice stops (from February)– No invitations for networking activities + seminars
(unless payment of full fee)– Stop of information via e-mail newsletter, fax, etc.– Membership Unizo stopped– Board membership stops (if relevant)– Shipment of pocket-guides stops– Discount for members (in Bouwunie-shop) stops
Prospection – attract new Prospection – attract new membersmembers
• How?– Direct mailing (period October – February) + targeted
prospection by regional directors– 1 free issue of monthly magazine Bouwnieuws– Participation at professional fairs– Invitations (not free) to seminars and networking
activities– Intermediary (sectororganisations, members of the
board)– Golden Pages– Spontaneous application for info – help - advice– Public section of the website– …
Prospection– Direct mailingProspection– Direct mailing
• Target groups1. 0 – 9 staff: by Unizo
• 8000 correspondents• 4 mailings
– October, November, December, January– Teaser (gift, voucher, brochures)
• Target: 10%
2. + 10 staff: target actions by Bouwunie• 450 correspondents• 3 mailings + phone action
– November, December, January– Phone action by regional directors– Visit (after appointment)
• Target: 7%
Prospection – 1 free issue Prospection – 1 free issue Bouwnieuws Bouwnieuws
1. Target group = depends on sector1. Special issue Bouwnieuws: general entrepreneurs,
painters, roofworkers, joiners / interior builders
2. +/- 1500 correspondents per special
3. Shipment includes:1. Bouwnieuws
2. Covering letter by director or president of the professional sector organisation
3. Membership formular
4. Objective: become widely known + attract members
Participation at fairs Participation at fairs
• Which? Mainly professional:– Batibouw (biggest construction fair of Belgium)– Prowood (wood-working)– Matexpo (machinery equipment)– Copagrodays (painters)
• Financial aspect– Free publicity for the fair via means of communication of
Bouwunie, in exchange for free stand
• Means of communication– Website Bouwunie (www.bouwunie.be)– Monthly magazine Bouwnieuws– Electronic newsletters– Direct mailings
Participation at fairs Participation at fairs
• Objectives– Become widely known– Recruitment of members– Networking– Sell products (cd-roms, documents, guides,…)
• Activities– happening for members (ex. drink at the stand)– Seminars about sector specific topics
• Be aware: think about:– Budget: renting and/or building stand, electricity,
catering, buying admission tickets, parking, decoration, staff for building up,…
Access non-members at seminars and Access non-members at seminars and networking activitiesnetworking activities
• Objectives– Become widely known– Recruitment of members– Networking
• Pay attention to– Non-members always pay a fee– Give opportunity to join for membership– Quality is very important– Good catering– Good follow-up!
Intermediary persons Intermediary persons (ex. members of the (ex. members of the
board,…)board,…)
• Objectives– Become widely known– Recruitment of new members (interesting because of
presence and experience of local members)
• Focus points– Provide tools– Syndical demands known by board-members?– Good follow up
Other possibilities by…Other possibilities by…
• Golden Pages– Become widely known– “address in case of need” for advice, help,…
• Spontaneous– Urgent need for advice, service– On condition that membership is offered
• Public section website– On homepage: link to “on line membership”– On line payment (by creditcard)
• “Startersday” Unizo– Own stand, seminar for starters in construction
sector, opportunity to give advice and promote membership
ContactContact
Bouwunie
Spastraat 8
B-1000 Brussel
tel. +32 2 238 06 05
Fax +32 2 238 06 11
http://www.bouwunie.be
E-mail: info@bouwunie.be
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