5 th Annual Regional Council Summit February 22 – 23, 2013 Phoenix, AZ

1. ENGAGE * Inspire * Lead 5th Annual Regional Council Summit February 22 – 23, 2013 Phoenix, AZ

2. Membership Marketing Madness And How to Stay Sane Chantal Rotondo Manager, Membership Acquisition Marketing

3. Membership Marketing Madness Big Picture Marketing Stats A customer has an average of 3.8 touch points with a brand before taking an action. 90% of consumer buying decisions start on the web 35% of email recipients open email based on the subject line alone 50% of qualified leads are not ready to purchase immediately. The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. Inbound leads cost 61% less than outbound leads

4. Membership Marketing Madness Big Picture Marketing Stats 91% of B2B Marketers use content marketing Blogs, social media and organic search are the 3 least expensive methods of lead generation 81 billion minutes spent on social networks and blogs in 2011 LinkedIn is 277% more effective for lead generation than Facebook and Twitter 188 million U.S. Internet users watched 37.7 billion online content videos in August 2012 alone Video testimonials on YouTube can generate up to 3x more conversions than organic visitors

5. Membership Marketing Madness SHRM’s Marketing Reach JOIN ENGAGE RENEW

6. Membership Marketing Madness What can You do at the State Level? Evaluate your State Council’s identity/online presence Think about how you can help share content, generate leads, drive traffic to your chapters Online lead capture forms State-coordinated mailings to at-large members, expired chapter members & prospects Manage media relations including online event postings Solicit a marketing agency, intern or professional marketer in transition to help give advice and/or take on work Help your chapters understand the lifetime value of a member Most associations lose money acquiring a new member but make it back once they renew or purchase additional products or attend events Ensure expired members are still being included in communications

7. Membership Marketing Madness What can You do at the State Level? Conduct a Membership Survey to all individuals in the state Identify what members value most Help clarify the elevator speech of why to join each chapter Identify areas of improvement Help the chapters create/update their membership marketing plans Identify 4 P’s: People, Price, Promotion, Place How are they generating awareness for themselves How are they following up on leads How are they engaging current members, especially first time members Encourage chapters to utilize chapter and outside volunteers to help them create content, awareness, etc. Gather chapter success stories and failures to help others learn

8. Membership Marketing Madness Resources for You & the Chapters CLA calls and webinars with Scott and Phyllis Membership Marketing Summit at Leadership Conference (and past presentation slides online) VLRC Each Other Tons of Free Marketing & Membership Newsletters, Blogs, etc.

9. Membership Marketing Madness So… How do we stay sane? Create a plan of the 3 things you want to accomplish in 2013 Prioritize – look at cost, potential impact, and effort involved Share the vision to engage your board and chapters Share the “WIIFM” message Figure out how to track results so you can be data driven Get help and learn from experts! In today’s marketing world, it’s fine to fail- as long as you learn from it! Remember to record and share learnings