AENC Annual Meeting 2014

1. 7/11/2014
1
How to Move People to Action
Content From:
Sheri Jacobs, FASAE, CAE
President & CEO
Avenue M Group
Presented (with permission) by:
Greg Melia, CAE
@gmeliacae
June 2014
BIG SHIFTS
UNDERWAY
What is impacting how we recruit, retain
and engage members?

2. 7/11/2014
2
How we spend money How we spend money
4
Consumer Shopping BehaviorConsumer Shopping Behavior
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

3. 7/11/2014
3
Context ‐ not content ‐ is king!
The Maker Economy
The Sharing Economy

4. 7/11/2014
4
Not all members want
the same thing!the same thing!

5. 7/11/2014
5
Information Seeker
Lifelong Learner
CE Requirement

6. 7/11/2014
6
Prestige Members
Thought Leaders ‐ Current & Aspiring
Social Members

7. 7/11/2014
7
Transactional Members
Identify “benefits” for each type
Information Seeker
Lifelong Learner
Prestige Member
Rising Stars
20
Networkers
Mission Members
Transactional Members
Social Members
Find out why
Because it’s required.
To increase my marketability.
I find it fun and enjoyable.j y
I wish to be recognized.
I want to give back.

8. 7/11/2014
8
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 p
you show value?

9. 7/11/2014
9
• 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

10. 7/11/2014
10
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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11
Take the time to get to
know members
Slide
know members.
First 30 Days
New Member Page

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12
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.
Include mobile
marketing tacticsmarketing tactics

13. 7/11/2014
13
Build your list with an exchange
97% Of text messages are
15g
opened…
15 within 15 minutes of
sending out your message
Build your list with an exchange
Tips:
1. Reward people
who sign up
2. Make the offer
special
3. Include a call to
action/date
4. Promote it!
Use a conversational
tonetone

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14
Use a the
infomercialinfomercial
approach
Show real examples
Give something for FREE

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15
Show the value (MSRP)
Break it down into easy payments
Before & after stories earn you a t‐shirt
45

16. 7/11/2014
16
Offer a guarantee
46
Create a mini version
47
The last 7 words
spoken by all
failed companies
are…

17. 7/11/2014
17
But we’ve
always done ity
that way.
Questions?
Sheri Jacobs, FASAE, CAE
President & CEO
Avenue M Group, LLC