How to Demystify the Mind of the Member

Regular price $97.00 Sale

2.5 HOUR COURSE

Credits: 2.5 CAE


In this course you will walk away with a better understanding of: 
  • How your members’ minds process incoming information from external sources like association promotions. 
  • How they make sense of this information (often adding their own biases in the process).  
  • How do we integrate all of these messages to arrive at the decision to join an association or register for a meeting?   
  • We will also look at some major disruptions in the association/member relationship due to technological and cultural changes, and explore how learners can stay on top of these important developments to enhance the member experience.  
DESCRIPTION:
As an association executive, you are faced with the biggest challenge of finding effective ways to grab a members’ attention -- never mind luring new members into the fold. Digital noise is a real obstacle for association executives who don’t understand the needs and expectations of their members.  
 
Members are bombarded with over 4000 commercial messages every day. The average Millennial spends about 11 hours a day looking at one or more screens. Associations that can stand out in of this communications tsunami, with messaging that is valuable and delivered in a compelling way, will be rewarded with their members’ loyalty.   
 
How does an association executive create an experience that’s truly meaningful to your members and attract new members? 
 
Nothing is more foundational than your messaging. Strong messaging is all about members and potential members—grasping what their challenges are, and demonstrating the specific ways you can help them overcome those challenges. 
 
TRUTH: Engaged members are more satisfied, see value in their membership, and participate in more activities.  At the end of the day, your members are consumers: the factors that drive their decisions aren’t much different than those that determine how they choose among competing brands of cars, fragrances or vacation destinations. This course will review some important concepts from the discipline of consumer behavior that will help you to navigate this new, confusing marketplace.   
 
Walk away with a better appreciation of the factors that determine when, or whether, members will tune in to what you say.  You’ll learn how to influence the likelihood they will choose to participate.  Understand how to capture their attention and earn their loyalty.   

 

OBJECTIVES:

  • Uncover the factors that determine which messages people pay attention to. The learner will understand how we process information from competing sources, and how to construct and place messages to make it more likely they will be noticed. 
  • Understand what influences someone's loyalty after they join an organization.  
  • Analyze how people choose among options such as competing associations or events.  We will review the basic steps in consumer decision making, and show how to favorably influence the process at each stage.  
  • Build messages that will be persuasive and inspire your members to be more engaged.  We will understand the factors that determine whether communications are effective to enable learners to develop a compelling messaging strategy.   
  • Establish standards to evaluate the best prospects to target for membership or participation in association activities. We’ll review the major forms of market segmentation in both B2C and B2B contexts, and describe how differences in media and buying habits among market segments influence the likelihood that people will respond favorably to an association’s content.  
  • Integrate the association’s brand in your messages. How do people learn about new offerings?  Understand how important processes like word-of-mouth (WOM), peer pressure, and internet search determine the likelihood that people will become aware of an association’s offerings. 
  • Explore the future of the meeting attendee experience.  Discover major disruptions in member behavior that will impact associations.  These include the new “prosumer,” the blurring distinction between work and play and the thirst for events that integrate “high-tech” and “high-touch” experiences. 

 

CREDITS WHEN YOU NEED THEM:

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