Before we started Membership180, I spent more than 15 years in sales, marketing & advertising, working for corporate radio stations from Phoenix to Orlando and beyond. When the recession hit, I ventured out and created SellPhone Marketing, a text message marketing company working predominantly with night clubs and restaurants. SellPhone took off in no small part because of my understanding of the STEPS required to create effective messages for my clients, and eventually myself.
I’ve distilled the information I’ve learned over these last 20 years into the 8 M’s of Marketing, and refined them yet again to fit specifically into the Organization Management industry. I hope you’ll find them as helpful as I have…as my salespeople have…as my clients have.
Let’s get started!
STEP #1: MISSION….Define your goals, your purpose, your mission. WRITE THEM DOWN and refer back to them every step of the way. Share them with your staff, your Board, your committees, members, volunteers & your community. Look back at what you’ve written and use it as a compass. Ask yourself “Is this ON mission or OFF mission?” You’ll be miles ahead of the competition already! Know where you’re going or you’re going nowhere!
STEP #2: MARKET…Drill down, eliminate fringe demographics from your targeted efforts and IDENTIFY YOUR MARKET! Write it down! Know what 20% of your membership brings in 80% of your revenues, and go after THAT demographic aggressively. They’re the ones who can affect your bottom line quickly.
STEP #3: MEDIUM…Once you know WHO you’re going to target (your MARKET), figure out where they gather and BE THERE! If it’s somewhere you can advertise, do it. If it’s an online community you can join and start talking to people, become a part of that discussion. And if a community doesn’t already exist, or you think you can build a better one…OWN THAT MEDIUM!
STEP #4: MESSAGE…If you stay true to your MISSION, write for your MARKET and choose MEDIUMS that reach that market, your MESSAGE will be well-received by those that matter and you’ll write more effective copy every time! Stir the pot…don’t be afraid…talk to your prospects in a voice that sounds like their own, and they’ll respect you. People buy from people they like, and they like people just like themselves!
STEP #5: MAXIMIZE…Go big or go home! Determine your budget, narrow your focus as much as possible and buy Frequency first, Reach second. In other words, it’s more important to be seen or heard by the right 200 people 10 times each than it is to be seen or heard by 2000 random people one time.
STEP #6: MEASURE…You can’t coach what you can’t measure. Measure twice, cut once! Then MEASURE again and determine if that change helped or hurt the overall campaign. Never stop MEASURING. Without that benchmark, you’ll never know if your efforts are successful.
STEP #7: MANAGE…To effectively MANAGE your growth in a manner you can handle, prepare for every possible contingency and a few IMPOSSIBLE ones as well. You asked for more business, more members, more calls…make sure you’re ready for them! And make sure you know WHY they’ve joined.
STEP #8: MASSAGE… The wise Chamber or Association professional foresees change, welcomes the challenges it presents, invites it and is skilled at adapting to it. Don’t let it paralyze you. Keep tweaking the message as situations change and the need arises.
BONUS TIP: Don’t confuse SALES with MARKETING. They are two totally different animals and need to be treated as such. Marketing gets the phone ringing, sales rings the REGISTER!