M b d C t M b d C t Members and Customers Members and Customers Strategies for Tapping the Revenue Potential Strategies for Tapping the Revenue Potential of your Two Most Important Markets of your Two Most Important Markets of your Two Most Important Markets of your Two Most Important Markets ASAE Denver ASAE Denver - August 20, 2002 August 20, 2002 Nicholas Dousmanis, Managing Director of Strategy and Development Institute of Management Accountants Caroline Fuchs, Vice President of Business Development American Chiropractic Association Jay Younger, Vice President McKinley Marketing Inc Copyright 2002 McKinley Marketing, Inc. ASAE Denver McKinley Marketing, Inc.
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M b d C tM b d C tMembers and CustomersMembers and CustomersStrategies for Tapping the Revenue PotentialStrategies for Tapping the Revenue Potential
of your Two Most Important Marketsof your Two Most Important Marketsof your Two Most Important Marketsof your Two Most Important Markets
ASAE Denver ASAE Denver -- August 20, 2002August 20, 2002
Nicholas Dousmanis, Managing Director of Strategy and Development, g g gy pInstitute of Management Accountants
Caroline Fuchs, Vice President of Business DevelopmentAmerican Chiropractic Association
Jay Younger, Vice PresidentMcKinley Marketing Inc
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
McKinley Marketing, Inc.
AgendaAgendaAgendaAgenda
• Associations– Know your customers, priorities, applications
• Corporations– Working with members and customersg
• Case StudyIMA Lif l L i C t– IMA Lifelong Learning Center
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Quick PollQuick PollQuick PollQuick Poll
• How many sell products or services to non-members?
• How many have actively identified audiences and matched your products and services accordingly?y p g y
• What issues have surfaced?
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
AssociationsAssociationsAssociationsAssociations
“… He dangles herring before prospective customers evincing a joy identical with that of Pavlowa dancing.”
Excerpt from the poem Fish CrierCarl Sandburg
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The BasicsThe BasicsThe BasicsThe Basics
• Know your audiences
• Develop priorities
• Apply to marketing efforts
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
ASSOCIATION AUDIENCES
Advocacy Constituents
Donors/SponsorsConstituents
Prospective Staff/Leadership
Transaction-based
G l
Prospective Members
MEMBERSCustomers General
Public
I t di Our Members’Customers
Othe A diences
Intermediary Organizations
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Other Audiences
Know Your AudienceKnow Your AudienceKnow Your AudienceKnow Your Audience
• Are you serving everyone who should be served?
• Is revenue maximized?
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Audubon Naturalist Society (ANS)Audubon Naturalist Society (ANS)udubo atu a st Soc ety ( S)udubo atu a st Soc ety ( S)
Identifying customers:Identifying customers:
• Current customer profiles (database analysis)p ( y )
• Free-form visioning of current and prospective customers customers
*At i i k t d ti *At a minimum, know your customers and prospective customers, then prioritize your pursuit of additional customers.
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
What Would Happen if ANS did not Exist?What Would Happen if ANS did not Exist?What Would Happen if ANS did not Exist?What Would Happen if ANS did not Exist?
• Six highways through Washington DC
• Roads where there are now forests
• Children with little exposure to the natural world
• No more flying squirrels• No more flying squirrels
• Fewer community action outlets for adults
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
CorporationsCorporations
Two cases of working withTwo cases of working withMembers and CustomersMembers and Customers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Case #1Case #1Case #1Case #1
“The Walled Garden”kaka
Turning Members into Customers at
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
1.31.20011.31.20011.31.20011.31.2001
“Th d i l f h “The tremendous potential of our new company has already been demonstrated by the success we have had in using our online services to showcase gWarner Music CDs, promote Warner Bros. movies and generate new magazine subscriptions.”
Richard Parsons, COOAOL Time Warner
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
7.18.20027.18.20027.18.20027.18.2002
"We have the best media, entertainment and communications businesses in the world, but our challenge-and our goal in making these changes-is to take the lessons we've learned over the past two to take the lessons we ve learned over the past two years and use them to make the parts work together to create greater value for our shareholders.”
Richard Parsons, CEOAOL Time Warner
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: AOL Time Warner
$46.88 on Aug. 1, 2001
$11.05 on Aug. 12, 2002
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: YAHOO Finance
What’s Wrong?What’s Wrong?What s Wrong?What s Wrong?
b CMembers = Customers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
"In order for the AOL service to be successful it has In order for the AOL service to be successful it has to be very member oriented...we'll make a strong effort to tell them what's on the Warner Bros.
t k B t if d 't t ll th h t' CBS network. But if we don't tell them what's on CBS and NBC as well, they won't feel well served.”
Marshall CohenAOL Marketing
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: Fast Company
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
MotivationsMotivationsMotivationsMotivations
"People come to AOL to meet other People come to AOL to meet other people. We figured that out early on --and it was what helped us pull ahead and it was what helped us pull ahead of all of the other Internet services.”
Belinda HankinsAOL Community
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: Fast Company
AOL TW AUDIENCESProspective
Current
ShareholdersMovie-goers
ISPSubscribers
MusicBuyersNetwork TV
Viewers
Cable TVSubscribers
GeneralPublic
MagazineS b ibSubscribers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
What’s this all about?What’s this all about?What s this all about?What s this all about?
Why it’s so hard to turn members into customers:Why it s so hard to turn members into customers:
– Different audiences– Establishing prioritiesEstablishing priorities– Resolving differences of opinion– Creating business process– If you build it, they may not come
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Why it might work for AOL TWWhy it might work for AOL TWWhy it might work for AOL TWWhy it might work for AOL TW
• The numbers
• Examples of success• Examples of success
• Broadband
• Advocates
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
The NumbersThe NumbersThe NumbersThe Numbers
AOL Members: 34,000,000
Daily IM’s: 1 380 000 000Daily IM s: 1,380,000,000
QTR ISP rev: $1,786,000,000
Days to add 1M: 45
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
2001’s Top 10 Grossing Films 2001’s Top 10 Grossing Films 2001 s Top 10 Grossing Films 2001 s Top 10 Grossing Films
Film Studio Gross (millions)
Harry Potter and the Sorcerer's Stone Warner Bros $317 56Harry Potter and the Sorcerer s Stone Warner Bros. $317.56The Lord of the Rings New Line $313.32Shrek DreamWorks $267.65 Monsters, Inc. Buena Vista $255.52Rush Hour 2 New Line $226.14The Mummy Returns Universal $201.95 Pearl Harbor Buena Vista $198.47 Ocean's Eleven Warner Bros $183 35Ocean s Eleven Warner Bros. $183.35Jurassic Park III Universal $181.17Planet of the Apes 20th Century Fox $180.00
Total $2,325.13 AOL TW Share $1,040.37 (45%)
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: The Movie Times.com
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Case #2Case #2Case #2Case #2
“Members Only”aka
Turning customers into members atTurning customers into members at
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Costco By the NumbersCostco By the NumbersCostco By the NumbersCostco By the Numbers
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
A powerful experienceA powerful experienceA powerful experienceA powerful experience
“When we get in a shipment of cashmere sweaters, you’ll see women flipping open their cell phones, calling their friends.”
Wendy DavisCostco General ManagerCostco General Manager
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Source: The Oakland Press
When Costco TippedWhen Costco TippedWhen Costco TippedWhen Costco Tipped
St t d B2B• Started B2B• Identified a trend: consumers• Learned they could meet both needs• Discovered the “circle effect”• Discovered the circle effect• 35 million and growing
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
PromotionPromotion
• E-mail blast to members
• Special offers/discounts
• Newsletter
• Gift certificates• Gift certificates
• Chapter incentive points
• Direct mail inserts
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
Business Building Business Building gg
• Growing the product line; hard and soft skills
• Expanding the business via portability• Expanding the business via portability-Franchise to chapters, other assns-Unique website “CPE” Learning Center
f-For profit sites
• The world
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
IMA Lifelong Learning Center
2000
4000SeminarsSelf StudyE-Learning
0
E LearningBooks
IMA Today Tuesday 6/25
Fall 2002 AICPA Cat
Seminars 25 0 0 40
Self Study 18 175 3300 277
0 530 3600 700
6/25
E-Learning 0 530 3600 700
Books 25 1000 3000 364
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The IMA will become one of the largest Educational content providers in the CountryCountry.
Copyright 2002 McKinley Marketing, Inc. ASAE Denver
“Envisioning ” Diane L Nickolson Envisioning, Diane L. Nickolson, Association Management, May 2002
“Achieving Indispensability With Your Customers,” Donald Achieving Indispensability With Your Customers, Donald Norris, ASAE Marketing Fast Facts, December 2001
“AOL’s True Believers,” George Anders, , g ,Fast Company, July 2002
Copyright 2002 McKinley Marketing, Inc. ASAE Denver