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How to Move People to Action

Content From:Sheri Jacobs, FASAE, CAE

President & CEOAvenue M Group

Presented (with permission) by:Greg Melia, CAE

@gmeliacae

June 2014

BIG SHIFTS UNDERWAYWhat is impacting how we recruit, retain and engage members?

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How we spend money How we spend money 

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Consumer Shopping BehaviorConsumer Shopping Behavior

In 2013, 80% of consumers look for deals or best prices compared to 69% in 2012.

Price was the most importantPrice was the most important purchase driver for every income level. 3X more influential than any other criteria.

We check our phones every 9.6 minutes

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Context ‐ not content ‐ is king!

The Maker Economy

The Sharing Economy

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Not all members want the same thing!the same thing!

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Information Seeker

Lifelong Learner

CE Requirement

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Prestige Members

Thought Leaders ‐ Current & Aspiring

Social Members

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Transactional Members

Identify “benefits” for each typeInformation Seeker

Lifelong Learner

Prestige Member

Rising Stars

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Networkers

Mission Members

Transactional Members

Social Members

Find out whyBecause it’s required.To increase my marketability.I find it fun and enjoyable.j yI wish to be recognized.I want to give back.

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Solving Problems

Problem Offerings Benefit/Outcome

What problems do What What is an outcome ofWhat problems do your members have?

What programs/products do you offer?

What is an outcome of using your program or product?

What can you compare? How can pyou show value?

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• Two options

• Small price difference

Compare prices ‐ add value

difference

• Less than the cost to download one issue

$89 $99

Compare prices ‐ add value

$3.00 $7.00

Compare prices ‐ add value

$3.00 $6.50 $7.00

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Price increase every week

Ditch early bird pricing

Price increase by seats sold

Create VIP, Limited Offers

Make the member the star of your 

message Add “You”message ‐ Add  You  to your copy

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Take the time to get to know members

Slide

know members.

First 30 Days

New Member Page

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Ask Questions

Create One Critical Conversation

1. Download a resource.2. Read an article.3. Purchase a product.4. Opt in to receive emails.5 Register for an event5. Register for an event.6. Volunteer.7. Participate in a discussion.8. Join a shared interest group.

Include mobile marketing tacticsmarketing tactics

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Build your list with an exchange

97% Of text messages are  15gopened… 15 

within 15 minutes of sending out your message

Build your list with an exchange

Tips:

1. Reward people who sign up

2. Make the offer special

3. Include a call to action/date

4. Promote it!

Use a conversational tonetone

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Use a the infomercialinfomercial approach

Show real examples

Give something for FREE

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Show the value (MSRP)

Break it down into easy payments

Before & after stories earn you a t‐shirt

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Offer a guarantee

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Create a mini version 

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The last 7 words spoken by all

failed companies are…

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But we’ve always done it y

that way.

Questions? 

Sheri Jacobs, FASAE, CAE

President & CEOAvenue M Group, LLC