W259: Hyper-Personalize to “The Market of One”

Are you still communicating to members as segments, based on their behaviors and transactions? Or to The Market of One? Each individual in your community, member or not, has her own set of needs that your association is trying to meet. Traditional marketing has us speaking to segments based on behaviors and transactions. And often, traditional broadcasts are about what the association has to offer rather than what the member actually needs right then and there. Instead of building campaigns around segments and broadcasting information, focusing on “The Market of One” connects associations and individuals by asking questions regularly over time to understand and immediately act on member needs. See how associations are using a conversational approach to member communications – talking to “The Market of One” – to gain member insights and drive action. Presented by: Brianne Wheeler, Director of Marketing, PropFuel