Why get help for Membership Acquisition?

Many organizations seek outside help from advertising agencies and marketing firms when they are looking to acquire new customer or members. Why is that?

I think that the main reason is that we are very comfortable with using our “inside” marketing media channels. But we may need help when we try to employ less familiar “outside” marketing media.

As the following chart highlights, the process of making prospective members aware of an organization and recruiting them is highly dependent on the use of marketing media that does not reside within the organization. Outside media can come into play once again when a member defects from an organization.