Think of how you feel when your 4-year old is falling asleep on a paper placemat. As the waitress takes your order she sees your groggy kid says she’ll have you in and out in a jiffy. An hour and a half later she hands you the check. That was a jiffy?
Lets rewind. Your seated and you look around and notice that the atmosphere is really lovely. The room is just the right temperature. The music is fun but not too loud. The food comes and it is yummy and there’s just enough of it. The waitress is helpful and funny. But still you thought by now you would be tucking little sprout into bed.
What happened? The waitress set an expectation and that expectation went unfulfilled.
Setting an expectation but not delivering happens all the time in marketing… and also in association marketing.
- Networking at the conference…. but what about new attendees who can’t find ways to join in the conversations?
- Sponsor us…. but what happens when the corporation sees no new business from their contribution?
- Sign up to volunteer….but how do members feel when openings have all been filled and they are asked to try again next year?
Is your messaging setting member’s expectiations? Are you delivering on those promises? Fulfilling promises is the key to meeting member expectations.