October 2nd, 2012 | Posted in Membership Management
What’s your member persona?
Marketers have long created buyer personas to help them pinpoint their ideal customer. It helps them target their message when they know who their audience is. As a membership organization have you given thought to your member persona? Membership organizations, especially professional or trade organizations, may think that if someone is in a particular profession that is enough of a qualifier, and while I’m not suggesting turning folks away who are interested in your organization, you should take a look at your data and decide who is the ideal.
How to establish your ideal member: Read the rest of this entry »
June 12th, 2012 | Posted in Membership Management
…but the memory lasts forever.
No, I’m not writing for Hallmark. I’m trying to tell you how to stand out. I’ve written about personalizing the member experience for years now but Chris Brogan reminded me in his weekly newsletter just how far personalization can go. In his newsletter he wrote about how the folks at Social Media Camp in Victoria, British Columbia made his experience memorable. When they picked him up from the airport, they had comic books for his reading pleasure (Chris is a big comic fan) and had his preference in music covered. How did they know all of this? Did they ask him? Nope, all they had to do was read a few of his posts. While Chris is relatively open with what he shares, and the information can be garnered easily, they took the time to do it. They put his preferences first. They did so in minutes but it had such an effect on him he wrote about it in his newsletter. Read the rest of this entry »
April 27th, 2012 | Posted in Membership Management
My kids have been obsessed with Goldilocks and Three Bears recently (of course, it helps when I throw in surprises like Mama Bear was making pizza instead of porridge). If you can’t remember the plot, a family of bears goes out on a walk and a child comes along and helps herself to their things. She always tries Papa Bear’s stuff first and it is too ____, then Mama’s is too ____ (but the exact opposite of Papa’s) and Baby Bear’s is “just right.” From food, to chair to bed, she takes everything Baby Bear has because it’s to her liking.
You want your content to have the same effect on for your members. Sure they might sample others offerings but ultimately you want to entice them to come to you to take/use (and ultimately share) what you have. “Just right” does not mean perfect. It does not mean smartest, best written or any other superlative. “Just right” is about offering something that resonates with your audience – suites their taste – something targeted to them, that they will enjoy. (Not what YOU think they should enjoy.)
How do you know when what you’re providing is “just right”? Your member will let you know because you’ll catch her enjoying it and when you do, make sure you offer more of the same.