Monday, September 14, 2009

Integrated member acquisition strategy

Many of us appreciate the positive impact that an integrated marketing strategy can have on driving member acquisition and retention. But for those of you who may still question its effectiveness, I want to bring your attention to a program we recently executed for a client here at MGI. The person who oversaw this program is Tony Rossell, a dear friend and mentor. On today's installment, he summarized his findings in his blog the "Membership Marketing Blog"

"We tested...recently using mail and email simultaneously to prospective members. We split our audience into two groups. One group only received a direct mail membership solicitation. The second group received the same direct mail package, but also received a follow up email. The mail only group produced a 1.23% response rate. The combined mail and email group produced a 2.08% response rate. This represents a 69% lift in overall response by adding the email."

For over 50 years, the mantra for advertising has been repeat, repeat, repeat again! Any 'sale' is oportunistic by nature. It is the measureable result of multiple exposures of an organization or product to a specific prospect. What is often the question is the "type" of exposure (Trump has often said he does not care what people say as long as they are talking about him), over what time period, and the "personal impact" it carries on the prospect (this is also covered a bit by Tony's posting so I really really really recommend that you take a peek at it).

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