Good Data: The Fuel for your Association's Marketing Engine
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Personalization drives membership engagement. Your database is overflowing with data that will help you send targeted, triggered, and timely messages to keep members informed and engaged. In this webinar, learn how you can put your data to work for your association.
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Good Data: The Fuel for your Association's Marketing Engine
- 2. Welcome! • Questions throughout the presentation? Send them through the chat box. • Recording will be sent to all registrants. • Use #AssnDataWebinar on Twitter.
- 3. Today’s Panelists Chris Scavo Jane NassiriWes Trochlil
- 4. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Good Data: The Fuel for your Association’s Marketing Engine Wes Trochlil President Effective Database Management, LLC
- 5. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Data Channels • Where does your data come from?
- 6. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com In-office Exercise Identify your data channels Data Channel Where it’s Kept Who Manages it Data Points Within
- 7. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Identifying Data Channels • Membership • Committee service • Events registration • Product Sales • Subscriptions • Exhibits • Sponsorship • Accreditation • Certification • Awards • Advertising • Fundraising Obvious Channels
- 8. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Identifying Data Channels • Industry databases • Customer inquiries • Phone apps • Website downloads • “Send me more info” • Volunteers • Face-to-face meetings • Focus group participation Less Obvious Channels
- 9. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com In-office Exercise Identify your data channels Data Channel Where it’s Kept Who Manages it Data Points Within Membership AMS Membership Dept Type of member, length of membership Event Registration Online System Events Dept Type of registration, type of event Donations Spreadsheet Executive Office Size of donation, number of donations Exhibits Spreadsheet Events Dept Size of booth, number of years exhibiting
- 10. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study NACUBO • $10 million budget, 54 staff, ~3,000 organization members • Promotes nearly 40 educational events per year
- 11. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study • Objective: Decrease marketing costs • Action: Develop system for identifying best customers • Result: Decreased marketing costs by 40%, increased attendance by 35%, increased revenue by $100K
- 12. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study • Twelve different data points • Three years of data
- 13. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study Purchases •Books •Conferences •Web seminars •CDs / Podcasts •Online Self Study Courses •Mailing lists Participation •Award Nominations •Focus Groups •Listserves •Research studies •Volunteer or facilitator •Testimonials or surveys
- 14. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study Assign Value 1-low level (instant) 3-mid level (time) 5-high level (travel/time/money) Books - 1 Conferences - 5 Web seminars - 4 CDs / Podcasts -1 Subscriptions - 2 Advertising - 1 Award Nominations - 3 Focus Groups - 2 Listserves -1 Research Participation - 3 Annual Convention - 5 Testimonials or surveys – 2 Online self-study course - 3
- 15. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study #1
- 16. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study • Gold – 837 • Silver – 607 • Bronze – 706 • Tin – 1801 • Zero - 5808
- 17. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Case Study
- 18. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com Five Key Data Management Tips 1. Know where your data is (data channels exercise) 2. Understand implied interest 3. Allow for segmented opt-outs 4. Centralize data to the extent possible 5. Success, not perfection
- 19. Informz = Opportunity Results-driven digital marketing solutions for associations and nonprofits Chris Scavo, Digital Marketing Strategist
- 20. The Power of Integrations • Seamless transition of data • Reduction of manual intervention • “Jack be nimble, Jack be quick” • More powerful marketing automation initiatives
- 21. Using Data to Get Personal • Head Data versus Heart Data • Increased audience insight • Personalized content marketing plan for more effective messaging • More effective subscriber analysis
- 22. Personas enable us to easily separate constituents based on their needs.
- 23. Meaningful Connections Drive Results • Unsubscribe versus Opt-Out • Give subscribers a voice • Use a preference center to gain insight
- 24. Meaningful Connections Drive Results
- 25. Meaningful Connections Drive Results
- 26. Recognize Trends through Scoring
- 27. Recognize Trends through Scoring
- 28. Recognize Trends through Scoring
- 29. When to Reach Out • Updates to Interests and/or Profile information • Membership renewal (90 days, 60 days, 30 days) • Lapsed Renewals • Donations • Changes to your market • Opportunities for calls to action • Reasons to celebrate • Birthday • Membership anniversary • “Thanks for helping us reach our goal”
- 30. Opportunities with Automation • What to automate • Welcome • Event • Nurture • Membership Renewal • Re-engagement • Winback • Best practices • Know your audience • Map the process • Understand the journey • Create relevant content • Label your flow • Remain focused • Analyze
- 31. Data on Your Data • Know the power of your data • Stay engaged • Mailing Activity Reports • Campaign Dashboards • Subscriber Reports
- 32. MemberSuite Good Data: The Fuel for your Association’s Marketing Engine
- 33. • Membership • Products • Awards and Competitions • Exhibits • Events and Sponsorships COLLECTING AND USING DATA FOR MARKETING
- 34. MEMBERSHIP Follow your members • Networking • Social media • Capture Data
- 35. PRODUCTS • Repeat customers • Purchasing cycle • Demand of the product Data powers sales
- 36. AWARDS and COMPETITIONS • Past entrants • Past winners • Membership category And the winner is ….
- 37. EXHIBITS • Assign priority points • Leverage the competition • Demographics Location, location, location
- 38. EVENTS and SPONSORSHIPS Sponsored event? Be Creative • Job function • Industry product • Location of event
- 39. Thank You! Chris Scavo Jane NassiriWes Trochlil Effective Database Management wtrochlil@effectivedatabase.com www.effectivedatabase.com 540.338.9404 @westrochlil Informz Scavo@informz.com www.informz.com 888.371.1842 x5 @scavoatinformz Membersuite jnassiri@membersuite.com www.membersuite.com 678.606.0310 @janenassiri