Many organizations get stuck focusing most of their marketing on generating awareness. Members are not flocking to our door because we think they don’t even know we exist. So we pour our money and time into getting noticed. It is worth noting what message we are sending when we are trying to get noticed.
- Are we asking previously unaware non-members to join?
- Are we asking previously unaware non-members to attend our $800 conference?
- Are we telling previously unaware non-members that people who are their boss typically are our members?
- Are we telling previously unaware non-members that this association is the largest, oldest, or smartest?
- Are we telling previously unaware non-members that membership costs a mere $49?
So much of our awareness marketing is not the message prospective members need to hear. Instead we tell the story we want to tell. And generally that story is about what they can do for us, not about what we can do for them. When in fact, we need to start doing for them far before they will be interested in coming to us.
This post was inspired by one of my favorite marketers Bernadette Jiwa. She says this in a recent post, “We’ve mistakenly made being found the number one goal of our marketing. But being found is useless if we can’t make people feel like they wouldn’t even consider the competition. That’s what you’re shooting for. Put your energy there.”
- Mind the member gap
- The members we should focus on
- Should we look outside the association to talk to prospective young members?