Voorstelling Commerciële opleiding, 5 februari 2007 Aangesloten bij: Looking for (and keeping) new member companies.

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: [email protected]