Leveraging Organizations and Associations

1. Leveraging Organizations and Associations AIM 2.0 Conference Santa Clara, CA December 8, 2011 AIM 2.0 Conference for Suppliers

2. Methodology • Survey Format • 10 questions for affiliates • 8 questions for suppliers • Personal telephone interviews • Conducted in October and November • Affiliates recommended by NAA • Suppliers are national and regional in scope; both product and service providers AIM 2.0 Conference for Suppliers

3. National Opportunities Electronic Opportunities Webinars and Training NAA Education Institute NAA Learning Management System – ads and curriculum sponsors Grace Hill Call Source MPro TV The Training Factor More???? • MFE Business Update • NAA Industry Insider • MultiHousing News • NMHC Industry Updates • NAA E-Units • NAHMA • NAA Supplier Center • Housing Industry Foundation AIM 2.0 Conference for Suppliers

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6. Affiliate Survey ResultsBest Way to Attract New Suppliers • Trade Show – either exhibit or walk the floor • Buyer’s Guide listing – paper and electronic; to members, BBB, Chambers • Structured New Member Support • Mentorship Programs • New Member Meetings; Buddies; Ambassadors • Volunteer Supplier Leader re: participation • “Members Use Members” programs AIM 2.0 Conference for Suppliers

7. Trade Show Participation AIM 2.0 Conference for Suppliers

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10. Affiliate Survey ResultsMost Supplier Involvement • Trade Show • Food Drive and other Community Service • Golf Outing – PAC or Community Service • Reverse Trade Show/Business Exchange • Committees and Board Service • Membership Campaigns • Awards Dinners and Galas AIM 2.0 Conference for Suppliers

11. Affiliate Survey ResultsAvenues for Supplier Contribution - I • Trade Shows • Event and Education Sponsorships • Bid in auctions or online Marketing Guide Book • Newsletters and magazines • Content - Non promotional, fact-driven • Advertising • “Supplier of the Month” feature • Buyers Guide/Associate Directory • Print and electronic AIM 2.0 Conference for Suppliers

12. Sponsorship Sampling AIM 2.0 Conference for Suppliers

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14. Magazine Advertising Rates Other options for sizes as small as business card Weekly e-newsletters run about $200-$300 per edition Website Banners – by choice location - $50 to $300 AIM 2.0 Conference for Suppliers

15. Affiliate Survey ResultsAvenues for Supplier Contribution - II • Member Communications • Fax blasts • Weekly email blasts • E newsletters • Face Book • Use affiliate group page for info and photos • Tags in blogs to expand impact – usually event driven • Some Twitter Feeds during events AIM 2.0 Conference for Suppliers

16. Newsletter

18. Sample Facebook page

19. Sample Affiliate E Mail Signature AIM 2.0 Conference for Suppliers

20. Affiliate Survey ResultsOther Supplier Opportunities • Participate in Affinity programs • Insurance/workers’ comp coverage • Use of affiliate Face Book page to reach beyond membership • Naming rights to events • Buy a wall for an association office remodeling • Lunch with decision makers • Sponsorship of videos on website AIM 2.0 Conference for Suppliers

21. Affiliate Survey ResultsOther Supplier Opportunities • Share website promotions – association uses supplier’s and vice versa • Share supplier facilities for association programs • Put association marketing pieces in invoices • Run association videos and promos with links on your email signature AIM 2.0 Conference for Suppliers

22. Affiliate Survey ResultsSupplier Social Media Opportunities • Provide tweets as testimonials for home page • Provide links to association tools and registration on supplier websites • Use your FB page for event follow-up with photos and posts • Sponsor Cyber Cafes at conferences AIM 2.0 Conference for Suppliers

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24. Facebook page with photos

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28. Supplier Survey ResultsWhy Be Involved? • Best way to get face-to-face with buyers • Involved at national level for visibility, at local level for direct impact • At first, to get more sales, now to be more involved in the industry • To be part of affiliate networks and support their values AIM 2.0 Conference for Suppliers

29. Supplier Survey ResultsWhat Types of their Outreach do you Use? • Face Book • NAA Community Site • Provide white papers for their use • Monthly informational materials to my customers who then share it with affiliate • Sponsor their videos on their website • Ads on website with url link to me. AIM 2.0 Conference for Suppliers

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32. Supplier Survey ResultsWhat Types of their Outreach do you Use? • Require my local reps to attend local events • Ads in magazine and guide • Content in magazines • Membership Directory • For outreach AFTER meeting – not to solicit • Sponsor tickets to affiliate events as prizes – win/win AIM 2.0 Conference for Suppliers

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35. Supplier Survey ResultsWhat Investment offers the Best Benefits? • Committee service – esp. membership • Membership directory listing • Sponsorship of events and meetings – choose the event/meeting that links to my product • Sponsorship of educational programs – esp. designations AIM 2.0 Conference for Suppliers

36. Supplier Survey ResultsWhat are newest Marketing Platforms? • Face Book and Linked in • Use “Like us” on their homepage • Can get to a reluctant owner at night on FB! • Newsy tidbit to Linked In group • Skype with clients (offer free informational training on product or service) • Affiliates often welcome your managing of their blogs or FB – due to no time or experience AIM 2.0 Conference for Suppliers

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39. Supplier Survey ResultsWhat are newest Marketing Platforms? • Marketing to members using White Fence or All Connect – online portals that serve new resident move-ins. • If your product or service serves residents directly, monitor reputation and rating sites to capture good and bad – links back to your affiliate stake! • Offer owners partner portals for their residents AIM 2.0 Conference for Suppliers

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41. Supplier Survey ResultsWhat are newest Marketing Platforms? • Provide a service they need to owners thru a link to your site - i.e. rent proration calculator for new move-ins you are carpeting. • Provide unique and special product reporting on your website through direct link or affiliate • Create a smart phone app so owners can shop and order on mobile device. AIM 2.0 Conference for Suppliers

42. Sample of Mobile App AIM 2.0 Conference for Suppliers

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44. Supplier Survey ResultsWhat are newest Marketing Platforms? • Collaborate with vendors providing complementary services and products – share links on each other sites, blogs and email signatures • If you provide industry services – offer them free to affiliate website to add new value. • QR Codes? Mixed bag – be sure they link to something special or of value not found elsewhere. Post on affiliate website for kicks. AIM 2.0 Conference for Suppliers

45. Supplier Survey ResultsSuccess Tips • Always pay attention to the site people • Never talk business while at an affiliate event • Keep your messaging consistent – motto, slogan, byline – in all print and electronic media – be easy to find! • Use affiliate to build vendor to vendor relationships- cross functional referrals work! • Refresh your Trade Show teams with new people! Fresh approach, no biases. AIM 2.0 Conference for Suppliers

46. Organizations and Associations Critical Elements in your Business Plan for Success AIM 2.0 Conference for Suppliers