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W260: How to Increase Engagement Through Personalization

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.

LEARNING OBJECTIVES
  • Understand the contrast between traditional and conversational methods of member communications and develop methods for starting conversations with individual members.
  • Explore The Market of One, and be able to implement strategies and use cases that enable one-on-one association staff to member communications.
  • Gain use case campaign examples in the areas of member recruitment/renewals, event engagement, member profile building and utilize them in future strategic planning.

Presented by Dave Will, Jemilah Senter

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