Congratulations! Your Membership Campaign Generated a Ton of Leads. Now What?

By | Industry, Marketing, Membership | No Comments

Your inbound leads for membership come in cycles. A successful event or marketing campaign can generate many leads at once, overwhelming your membership sales team. How do you know which leads to chase first? There is no good way to tell if that lead was really interested in you or was just trying to get a free t-shirt.

When faced with a long list of potential new members, staff often cherry pick leads for follow-up or invest time endlessly chasing what they hope are good leads, leaving the bulk of the leads go cold.

It typically takes 8 or more calls to reach a lead but only 10 percent of teams persist in engaging a lead after failing the first few times. It’s a losing battle. Here’s a few reasons why:

  • Never enough membership resources – Most leads never get reached by staff
  • Don’t call me – According to SalesForce, 90% of buyers want to decide when to engage with a company, and according to Forrester Research, 82% of customer want to know more about you before connecting. Almost all of them prefer to connect with your company on your own terms.
  • Bad timing – The first five minutes after a lead comes in are crucial. Accoding to InsideSales.com, if you miss out on that window, you are 9 times less likely to close the sale. Half the sales go to the person who connect first. Your lead scoring system misses the real-time opportunity by hours or days.
  • Your staff needs more information to do a good job – Membership sales staff needs the right person to call, the right contact information, the right time to call, and the member interests to do their job effectively. What if you had a way to ask these questions easily – before passing the lead to staff? Leads will volunteer valuable information if you ask.

 

Wouldn’t it be great if you could hand-off just the hot leads that are ready to join now? Daxko has partnered with Conversica, a leader in AI-powered business conversations and the only provider of AI-driven lead engagement software for marketing and sales organizations to offer an AI-driven membership sales assistant named Nora for the member-based health and wellness market.

Nora utilizes 8 different types of conversations to reach out to your membership prospects and help foster new memberships and engagement:

  1. Prospect Conversation – Convert stale leads into hot prospect. Nora will engage stale leads and find your future members.
  2. Recovery – Reach out to recently terminated members and ask them to give you another chance.
  3. Win-back – Reach out to members that terminated more than 6 months ago to remind them what they are missing.
  4. Program Member Conversion – Convert current and past program participants to members by informing them of all the member benefits they stand to gain.
  5. Guest Conversion – Many guests are ready to make the decision to become a member. Nora will contact them to encourage them to become a member of your facility.
  6. Program Upsell – Nora will contact members to let them know about the latest hot programs (like personal or small group training) to get them even more involved at your club.
  7. Orientation Encouragement – Participation in a new members wellness appointment is a key indicator of a member’s long term success and Nora will reach out to new members to encourage and schedule their wellness appointment.
  8. Event Recruitment – Nora will reach out to people you deem likely to be interested in an event and encourage them to participate or donate.

To learn more about how Nora can help your organization, visit daxko.com/conversica.

Assess and Align Part III: Evangelize

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In the most recent segment of our 3-part program on aligning your brand for growth, I outlined how to build a brand toolkit. Let’s dig a little deeper into how to use the brand toolkit evangelize your brand.

First, identify the different groups you want to reach at your organization. Your message will likely vary slightly depending on their relationship with your club. A few ideas to get you started:

  • Internal team members: after you’ve done all the legwork, it can be tempting to rush to share your new brand externally. I get it– you’re excited to share. However, make sure you take the time to educate and train your team first. Your staff are THE most important advocates for your brand and their actions will bring it to life. Ensure they are well-versed in terms of what your brand stands for…and what it does not.
  • Influencers: After your staff is up to speed, next up is educate external influencers. Who are they? Think of individuals with a wide sphere of influence—such a members who are well-connected, board members, even members of the media. Your message will spread faster when these stakeholders are in the know. A bonus? Giving this group information ahead of everyone else as a sneak peek will make them feel special and show your recognition of their importance to your organization.
  • Members: Next up is to educate your members. From our earlier post, you already have a good understanding of their current perception. Now it’s time to educate them on what you learned and how you’re changing.
  • Previous members: Members leave your organization for a variety of reasons. They move away, they can’t afford or aren’t using the membership anymore, or worse, they had a negative experience. Let them know how you’re changing and it may just nudge them to re-engage with you.
  • Your broader service area: The final area of focus will be on community members who are in your target demographic but not yet members. They may have some familiarity with your club or medical wellness center, or be completely new to you. What do they need to know?

Second, execute your communication plans. Remember, it will take multiple repetitions across various media for your message to begin sinking in. While advertising, email, social media, and direct mail campaigns may be your most obvious choices for communicating, here are some hidden gems for extending your brand:

  • Phone greeting: When people call in, do you have a pre-recorded greeting mentioning your hours of operation or elevator music for when they are put on hold? This is a perfect spot to incorporate “the new you”.
  • Email footers: For your staff that are regularly emailing, make sure your new brand and messaging is represented in the email footer. A simple way to get a brand touchpoint in!
  • Branded swag: Sometimes a tangible touchpoint is the most effective. Is there new swag that you can give members when they join or renew to reiterate who you are?

This concludes our 3-part series on quickly assessing and aligning your brand for growth. In part one, we outlined a guide to help you assess market perceptions about your organizations brand and in part two, we covered the importance of building a brand toolkit. Be sure to download this quick Brand Audit Checklist and prepare to take your brand to the next level in 2018.

Assess & Align Your Brand Part II: Define and Evolve

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In the first segment of our 3-part program on aligning your brand for growth, we outlined the process we used to understand market perceptions about the Daxko brand.

You now have clear understanding of your current brand perception post-evaluation. And you’re pleased with what you found (yay!). What’s next?

(Disappointed by what you learned? We’ll cover some ideas for shifting perceptions in another post.)

Build a brand toolkit. Let’s look inside at the different tools that will enable you and your team to articulate, reinforce, and amplify your brand.

  1. Your differentiator. You’re competing in a crowded market. Why do customers choose—and stay with you—instead of the club down the street? Is it your friendly and knowledgeable staff? The innovative programming you offer? State of the art equipment? A combination?
  2. Your key message(s). Using your differentiator above, what are the key messages that articulate who you uniquely are? At Daxko, we call these our core truths. For example, one of our four core truths is that we are the member-based health & wellness leader. No other company is able to provide a wider variety of technology solutions to more types of organizations than Daxko. What simple messages reinforce your clubs brand? Typically these relate to what you provide, how you provide it, and to whom.
  3. Personality. Your brand has its own personality which is expressed linguistically, visually, and experientially.
    • Language & tone: What words, phrases, and tone express your brand? Are you friendly or authoritative? What do you call your customers? Are they clients, customers, or partners? What about your team? Are they staff, associates, team members?
    • Visual: Your brand expression transcends more than simply your logo or mark. What colors and fonts are part of your branding toolkit. When choosing photos and images, do you rely on stock photography or images of actual members in your facility?
    • Experiences: Your club likely has an online and a physical presence. Does the experience you provide across the board reflect who you are or work against you? For instance, is your brand welcoming yet front-desk staff don’t greet members with a smile as they check in? Or are online interactions with your club frustrating and confusing? Those are experiences you’ll want to realign with your brand.

After you’ve stocked your toolkit, document it all for your team. This toolkit will help each person to understand what types of words and interactions reinforce your brand, and also what detracts from it.

Join me next week for Part III in this program where I’ll share how to evangelize your brand, starting with the most important stakeholders—your team.