ARSTE august 2010 presentation

ARSTE august 2010 presentation

• 1.
  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  
• 2.
  Connect  the   dots  with     " " four  straight   lines  without     " " liJing  the     " " pen  from  the   paper.  
• 3.
  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.”  
• 4.
  How  to  WOW  Them.   (and  keep  them   coming  back)  
• 5.
  Zappos  on  Nightline  –  YouTube  Video  
• 6.
  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.  
• 7.
  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.  
• 8.
  How  to  Get  Them.   (Marke'ng  with  and  not   to  members  and   prospects.)  
• 9.
  Individuals  trust  other  individuals   more  than  they  trust  adver7sing.     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   Sources: 1. Jupiter Research 2006 2. Nielsen: Word of Mouth The Most Powerful Selling Tool 2007 3. Edelman: Trust Barometer 2006
• 10.
  4  out  of  5  Online  Adults  Now   Par7cipate  in  a  Social  Network   Source: 2009 Razorfish Brand Experience Report
• 11.
  97%  searched  a  brand  online  
• 12.
  77%  watched  an  ad  on  YouTube  
• 13.
  40%  have  friended  a  BRAND  on  Facebook  
• 14.
  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.    
• 15.
  65%  say  a  digital  experience     changed  their  opinion  of  a  brand   Source: 2009 Razorfish Brand Experience Report
• 16.
  97%  say  the  experience  influenced     their  decision  to  take  ac'on.   Join   Volunteer   Take   Ac7on   Source: 2009 Razorfish Brand Experience Report
• 17.
  69%  have  read  a  organiza'on’s  blog  
• 18.
  73%  posted  a  review  on  Amazon,  TwiTer   Source: 2009 Razorfish Brand Experience Report
• 19.
  26%  follow  a  BRAND  on  TwiTer  
• 20.
  Tradi'onal  Marke'ng  
• 21.
  Social  Influence  Marke'ng  
• 22.
  “Your  brand  is  what  Google  says  it  is,     not  what  you  say  it  is.”   Chris  Anderson,  Wired  Magazine     22
• 23.
  “Your  brand  is  what  your  members   say  it  is,  not  what  you  say  it  is.”   Sheri  Jacobs,  CAE,  Avenue  M  Group,  LLC   23
• 24.
  Break  
• 25.
  46  Ways  Energize  Your   Members  +  Grow  Your   Organiza'on  
• 26.
  1.    Create  a  mantra  –  use  it  as  a  filter   26
• 27.
  2.  Make  messages  portable.   27
• 28.
  3.  Be  available.   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.   28
• 29.
  4.  Show  proof  of  value.  
• 30.
  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.  
• 31.
  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?  
• 32.
  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  
• 33.
  8.  Involvement  &  Ownership.   “Write  down  3  issues  you   want  to  address  when  you   come  back  from  the   Annual  Conference”  
• 34.
  9.  Retell  stories  from  members.     My  RTA   helped   We  give   me…   members  the   tools  they  need   to  blah,  blah,   blah,  blah,  blah,   blah.  
• 35.
  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.  
• 36.
  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?”  
• 37.
  11.  Jus'fy  the  purchase.   Emo'on:  BMW.  The  Ul'mate  Driving  Machine!   Logic:  Ul'mate  efficiency.  Well  equipped.  No-­‐cost   maintenance.  No-­‐cost  BMW  Assist  Safety  Plan.    
• 38.
  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  
• 39.
  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.  
• 40.
  14.  Be  Specific.   Don’t  say   “We  address  issues  such  as  financial  security,   health  benefits  and  fellowship.” Say…   “NYSRTA  members’  pensions  are   secure  for  the  next  25  years  thanks   to  our  members  efforts”  
• 41.
  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  
• 42.
  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  
• 43.
  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  
• 44.
  18.  Cut  your  copy  in  half!   Provided  that  -­‐  -­‐  If   In  order  to  -­‐  -­‐  To   The  majority  of  -­‐  -­‐  Most   Accordingly  -­‐  -­‐  So   Facilitate  -­‐  -­‐  Help   Frequently  -­‐  -­‐  OJen  
• 45.
  19.  Use  Curiosity  to  Get  Them  Interested.   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.  
• 46.
  20.  Avoid  Clichés  –  Be  descrip've.   They  will  make  your  marke'ng  invisible!   wordle.net  
• 47.
  21.  End  your  price  with  a  7  or  9.   $129  will  typically  generate  more   sales  than  a  price  of  $120.    
• 48.
  22.  Leave  out  the  brochure. 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.
• 49.
  23.  End  your  copy  with  a  ques'on. 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?  
• 50.
  24.  Use  graphics  instead  of  words. Design  the  brochure  so  that  it  can  easily  be   skimmed.     When asked how young professionals (YP) first learned about their How  do  young  professionals   association, 76% of survey first  learn  about  your   respondents selected colleagues and associa7on?   56% selected employers. A significant Colleague  76%   percentage of young professionals also become aware of the association through the organization’s website (70%) and through their academic Website  70%   environment (66%).
• 51.
  25.  Offer  installments  to  lower  the  price. If  your  members  are  resistant  to   paying  $150  to  aTend  your   conference,  try  offering  it  for  3   installments  of  $49    
• 52.
  26.  Keep  your  envelope  blank. An  envelope  with  no  wri'ng  has  to  be   opened  to  see  what’s  inside.    
• 53.
  27.  Tell  a  story  that  is  bigger  than  you.
• 54.
  28.  Use  a  P.S.  in  your  communica'ons. 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!    
• 55.
  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.  
• 56.
  30.  Form  follows  func'on.
• 58.
  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!  
• 59.
  How  to  write  marke'ng  copy  that  sells.     A  class  for  those  without  a  marke'ng  degree.  
• 60.
  32.  Use  a  coupon  or  giJ  card.
• 61.
  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.  
• 62.
  34.  Add  a  Q  &  A  to  your  copy.
• 63.
  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.    
• 64.
  36.  Compare  your  speaker  to  someone  famous. Sheri  Jacobs   Warren  Buffet  
• 65.
  37.  Use  a  crowdsourcing  tool  –  slinkset.
• 66.
  38.  Use  social  sharing  to  spread  the  word.
• 67.
  39.  Use  white  space  to  draw  aTen'on.
• 68.
  40.  Look  at  your  compe'tors.
• 69.
  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.    
• 70.
  42.  Free  content  is  viral. Offer...   •  Tips   •  Discounts  codes   •  Videos   •  Expert  op-­‐eds  
• 71.
  43.  Make  your  email  readable... when  images  are  disabled.  
• 72.
  44.  Use  humor!
• 75.
  45.  Ditch  the  single  voice   Vs.   75
• 76.
  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.     76
• 77.
  The last 7words spoken by all failed companies are…
• 78.
  But we’ve always done itthat way.
• 79.
  “To  dare  is  to  lose  one’s   foo'ng  momentarily.  To   not  dare  is  to  lose   oneself.”   ~  Soren  Kierkegaard   79 79  
• 80.
  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