Tipster

  • MGI’s 2019 Membership Marketing Benchmarking Report is out!

    We recently released the 11th edition of our MGI Membership Marketing Benchmarking Report, the industry’s most comprehensive membership marketing study. This year, 824 unique individual, trade, and combination associations responded to our survey, answering questions covering the spectrum of the membership cycle. We also added questions delving into innovation, membership models, and value delivery.

  • It’s that time already. Time for your mid-year marketing check-in.

    Flowers are blooming, butterflies all aflutter, and days are getting longer, which can only mean one thing. It’s almost July 2. With 182 days before it and 182 after, July 2 is the exact middle of the year.

    If you’re wondering where the time went, you’re not alone. The good news is that right now is the perfect time to look at your 2019 plan and ask yourself if this year’s results are meeting expectations. If you wait until your year-end review, you are missing out on more than 6 months to course correct.

  • Does Your Association Have a Member Referral Program?

    If you answered “no,” you are likely missing out on an opportunity to engage your members by referring their colleagues and friends, while promoting your association. How, you might wonder? With one of the oldest forms of advertising—”word of mouth.”

    According to Nielsen, 92% of consumers trust referrals from people they know. When you are looking to introduce your association to potential new members, existing engaged members make great trusted sources; engaged members know the benefits of your association and how they have personally used their membership to grow their knowledge and network.

  • Do New Member Discounts Really Work?

    Many associations struggle with the question of whether or not to offer new members an introductory discount to improve recruitment efforts. Within limits, the data that we have seen over the years support offering a discount to incentivize new members to join your association.

  • The S Word

    Coffee is for closers!

    What image comes to mind when you think about the S word? If you grew up in the 70s or early 80s, it might be Herb Tarlek of WKRP in Cincinnati. For movie fans from the 90s, images of Alec Baldwin in Glengarry Glen Ross might come to mind. Perfectly slicked back hair, a plaid jacket perhaps, a slight aura of cigarette smoke in the air. It is the Hollywood image of the S-person. Power lunches, power ties, power suits, pinkie rings, high pressure closes, golden circle clubs, spiffs, expense accounts, blah, blah, blah. You went to college, got your MBA, and pursued a CAE so you wouldn’t have to do that horrible stuff… right? Not Sales!

  • When Money Talks…

    Once, very early in my career – actually right out of college – I took a stab at selling insurance. I won’t bore you with the particulars of my epic failure, but like most jobs in life, I did learn a few valuable lessons. And an aphorism or two to boot!

  • Where to Start When Your Board Says “Increase Membership NOW!”

    We’ve all been there, right? Maybe you are even there right now. The powers that be have sent an important directive to you and your team. Without much detail. And with an urgent deadline. So you need to provide an impressive answer. Not just one that shows you are a subject matter expert; but one that demonstrates your strategic thinking.

  • 2018 Association Innovation Benchmarking Report

    Innovation is all about taking chances. Yet, that is often easier said than done. What encourages some to take chances? What causes others to balk at the opportunity?

    Those are the questions that Marketing General Incorporated (MGI) asked association professionals, in conjunction with our client the National Business Aviation Association (NBAA), for the 2018 Association Innovation Benchmarking Report.

  • What Lies Beneath!

    The Hidden Obvious – Search and Discover it Before Adding another Layer of Complexity.

    I said this in the last Tipster I wrote: I am nearing retirement after 41 years of professional marketing. It has been an invigorating, aggravating, and enervating run. I vowed never to become “that guy” who pretends to aphorisms and witticisms about the many experiences I have had in this field.

  • How Does Your Association Compare?

    Marketing General Incorporated has just released the tenth annual Membership Marketing Benchmarking Report. Learn how your association compares to others, and what best practices are being implemented across the industry!

    MGI’s research team surveyed association executives in an effort to provide benchmarks by which association leadership can evaluate their own membership programs and learn about best practices in membership marketing. This year, 821 unique organizations participated in the survey.

  • Time for a Mid-Year Marketing Review! 8 Great Tips for a More Successful 2018.

    Summer is right around the corner, and the end of our marketing year will be rapidly closing in. Every year we like to remind our professional colleagues that, although the year is flying by, there is still time to review and alter late summer and fall plans before the end of the year. It’s not too late to improve your YE 2018 marketing results.

    Marketing efforts are only successful when they generate new revenue at an effective rate of return. Are this year’s results meeting your expectations? What’s most important is that you are looking at the results and making adjustments along the way – while there is time to impact results this year. Here are some old and new suggestions you can use:

  • Marketing May Be Automated, But It Is Not Automatic.

    We live in an age of wonder. What is truly amazing is how much of what marketers once dreamed has become commonplace: one-to-one marketing to individuals – not mass audiences – GeoFencing a conference center to advertise to attendees, tracking marketing effort by source to the exact sale, and much more!