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Transcript
7/11/2014
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How to Move People to Action
Content From:Sheri Jacobs, FASAE, CAE
President & CEOAvenue M Group
Presented (with permission) by:Greg Melia, CAE
@gmeliacae
June 2014
BIG SHIFTS UNDERWAYWhat is impacting how we recruit, retain and engage members?
In 2013, 80% of consumers look for deals or best prices compared to 69% in 2012.
Price was the most importantPrice was the most important purchase driver for every income level. 3X more influential than any other criteria.
We check our phones every 9.6 minutes
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Context ‐ not content ‐ is king!
The Maker Economy
The Sharing Economy
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Not all members want the same thing!the same thing!
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Information Seeker
Lifelong Learner
CE Requirement
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Prestige Members
Thought Leaders ‐ Current & Aspiring
Social Members
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Transactional Members
Identify “benefits” for each typeInformation Seeker
Lifelong Learner
Prestige Member
Rising Stars
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Networkers
Mission Members
Transactional Members
Social Members
Find out whyBecause it’s required.To increase my marketability.I find it fun and enjoyable.j yI wish to be recognized.I want to give back.
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Solving Problems
Problem Offerings Benefit/Outcome
What problems do What What is an outcome ofWhat problems do your members have?
What programs/products do you offer?
What is an outcome of using your program or product?
What can you compare? How can pyou show value?
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• Two options
• Small price difference
Compare prices ‐ add value
difference
• Less than the cost to download one issue
$89 $99
Compare prices ‐ add value
$3.00 $7.00
Compare prices ‐ add value
$3.00 $6.50 $7.00
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Price increase every week
Ditch early bird pricing
Price increase by seats sold
Create VIP, Limited Offers
Make the member the star of your
message Add “You”message ‐ Add You to your copy
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Take the time to get to know members
Slide
know members.
First 30 Days
New Member Page
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Ask Questions
Create One Critical Conversation
1. Download a resource.2. Read an article.3. Purchase a product.4. Opt in to receive emails.5 Register for an event5. Register for an event.6. Volunteer.7. Participate in a discussion.8. Join a shared interest group.