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.
Credit card declines are more than just a headache for your business and your members. They negatively impact on your bottom line. First, there’s a fee per decline which typically ranges between $0.06-$0.08. Then there’s the labor cost to your staff who are spending countless hours tracking those members down to update payment information. And finally, there’s the lost membership revenue that comes from members who decide to terminate their membership when you reach out to update payment information. Those costs can really add up!
Use this calculator to see how invalid and expired card declines are impacting your organization.proactive card account updater will reduce the number of declined cards, preventing decline fees and drastically cutting down on staff time spent contacting members regarding invalid and expired credit cards. Wouldn’t you rather their time be spend on more meaningful activities to your organization?
Preventing declines also keeps members from leaving. Contacting members regarding returned payments from expired or invalid cards often triggers member termination. We have found that 1 in 3 members will leave within 30 days of this happening. Think of all the future membership revenue you prevent from walking out the door when you never have to have those conversations in the first place.
Interested in how Daxko Payment Services can help improve your bottom line and member retention? We’d love to talk you.
On June 5th Apple held it annual Worldwide Developer Conference. During the keynote address a slide was presented that highlighted a number of items that Apple would be focused on in the next year. One of the items was app store cleanup. Anyone would think that this was just an attempt to get rid of the multiple junk apps that exist on the store. While it will take care of a good portion of those apps, it also will impact legitimate apps that businesses have come to rely on for a presence in the app marketplace. Apple is citing one rule in particular from their developer agreement, rule 4.2.6. This rule states that “apps created from a commercialized template or app generation service will be rejected.” We have unfortunately run into this at Daxko. We create apps that tightly integrate with our platforms and have been able to offer branded apps for each of our customers. Apple has put a stop to the practice of creating a separate app for each customer, they are requiring that similar apps from the same developer be combined into something called a container app. Let me stop and say this, if you currently have an app from us that is live on the app stores, then you are not impacted by this! Apple knows that this is a huge change for app development and has grandfathered our current live apps.
So what is a container app? A container app is an app that once downloaded from an app store can be used to display a branded experience for multiple different clients. The app is generic while it is on the store and then once a member downloads the app they will either be automatically brought to their correct organization or have to choose their organization from a search. Once the initial selection of an organization is complete, the app will then always open with the default organizations information. It provides the same user experience for your members only inside a container app. Daxko is working hard to provide an excellent user experience for our new container app. We want to provide you tools that will allow your app to succeed and will give you access to a communication channel that if highly effective.
We will be doing a series of webinars on this new app delivery method and invite your to join and find out more. Our first webinar will focus on the Apple guideline and how Daxko will address the changes. Future webinars will show you our solution and provide best practices for making sure that your members find and use your app.