The most expensive task in marketing is new customer,
member, or donor acquisition. But many
associations are trying to fight the marketing wars on multiple fronts because
they have not identified their introductory or missionary product. Instead they reach out to the marketplace
with many products like membership, certification, conference, or publications.
An association that defines the product with the best level
of response and return on investment and focuses its marketing resources on it
to bring prospects into relationship with the association will achieve the most
success. The strategy is then to upgrade
or cross-sell additional products and services to buyers of the introductory
product. However, when acquisition marketing
efforts are spread over many products lines the marketing impact is diluted and
the costs increase.
For associations, the most successful missionary
product is membership. This makes sense
when you think about it. As a member, a
prospect is signing on to stay in touch with you for the next twelve months
allowing for regular upgrade and cross-selling opportunities for secondary
products and services. Additionally, the
average member stays with an association for five years, so there is a long-term
income stream tied to a new member that supports the initial marketing
investment.
On the other hand, a book buyer may only be interested in a
specific topic and perhaps make their next purchase through an online
bookstore. And a conference registrant or
certification candidate has to make a much bigger financial and time investment
compared to the price of purchasing a membership.
But whatever product or service an association chooses to use
for new customer acquisition, it makes sense to support it with adequate
budgets and push. Growth comes through
focused efforts targeted at a specific market segment.
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