Membership

Daily Buzz: Want to Cultivate Member Loyalty? Focus on Your Image

By / Sep 6, 2019 (olm26250/iStock/Getty Images Plus)

Membership retention goes beyond providing value—accessibility and public image play a role, too. Also: Understand attendee goals before your next meeting.

Let’s start with a little Business 101: It’s more costly to acquire a new customer than to retain one.

For associations, the same rule applies to members. Providing value to current members is an easier way to grow your organization than launching a new membership campaign. But the success of this effort hinges on one main element: member loyalty—something that isn’t easy to cultivate in a crowded marketplace.

The WBT Systems team writes on its blog that although loyalty might start with the value of a product or service, smart processes and accessibility shape behavior, too.

“Consumers, including your learners and members, bring high expectations to the online experience you provide,” they say. “Remove any friction in the user experience. Speed is essential. They must be able to quickly and easily find, purchase, and start using your products and services.”

Another reason loyalty might shift? If a brand has a public image problem.

“Associations have an advantage here. Remind your audience about your mission and core values,” writes the team. “Their participation and revenue help your association fulfill that mission and contribute to the greater good. You’re not here to make investors and shareholders richer, you’re on a mission to move your industry or profession forward for the common good.”

Get Inside Attendees’ Heads

The meeting experience starts long before guests walk through the door. Like planners, they have expectations and goals for the event—and understanding these points can help ensure that the event you plan exceeds what they are envisioning, says the MemberSuite team.

So, connect with attendees before the meeting begins. “Find out about their education and networking goals, and learn about their questions, pain points, needs, and expectations at each stage of their attendee journey—before, during, and after the event,” they say. “The more you understand, the better you can design an attendee experience that meets their needs and exceeds their expectations.”

Other Links of Note

Planning a meeting on a low budget? Smart Meetings offers strategies to maximize planning dollars.

An effective home office can be the difference between being productive or not while telecommuting. Fast Company talks design tips for your at-home desk.

You can’t change people, but meetings have the potential to change lives, says meetings designer and facilitator Adrian Segar.

Sophia Conforti

Sophia Conforti is a contributor to Associations Now. More »

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