The Delta Media P.R. Clinic

Maximum Awareness Equals Maximum Value

By Bernard Gauthier, MA

Money is tight and you want to make sure your members derive maximum value from their membership. Here’s a simple and cost-effective way to get there: tell them what you do for them. I know it sounds self-evident but one of the most interesting revelations from the many membership surveys we’ve run for clients has come from giving members a simple option when they answer questions about the programs and services you offer: “NA” or “Not Applicable.” In this case, and we’re always careful to define this, “NA” means the respondent does not know enough about the program to offer an assessment of its relevance and quality. Giving people an option to tell you they know very little about programs and services allows you to assess how effectively you are promoting them. I’m always taken aback by how often the “NA” option is the number-one choice of respondents.

The fact that so many of your members know actually very little about the range of programs and services you offer should come as no surprise. After all, they’re as busy as you are. They receive at least as much email, voice mail, junk mail and plain old mail as you do. Members, like you, are trying to somehow fit work, family, friends and life into 24 hours each day. So what’s an association to do?

First, capitalize. Capitalize on every opportunity you have to communicate with members about your programs and services. Think of simple and inexpensive tactics like inserts in newsletters and statements, a few words at the bottom of each email, a rotating series of simple messages on the main page of your website, or a slide or two before every PowerPoint presentation. You could also add a few words on the back of business cards, in your voice mail greeting, and alongside the music callers listen to when they’re placed on hold.

Second, minimize. Keep the messages about your products and services short and simple. Don’t try to promote the whole suite of programs all at one time. Instead, promote them one at a time with messages that are as concise as possible and that lead your members to more detailed information. Think in terms of a brief “Did you know…” message that includes a link to a web page or a toll-free number.

Third, humanize. Make sure your messages focus on benefits: how your products and services will help members meet their needs (i.e. save time, save money, find new clients, keep up to date, connect with others). If all you do is focus on technical specifications and features, the audience will tune out and look elsewhere for solutions.

Fourth is to analyze. Add the “NA” option to your next membership survey. Track sales and usage of your key products and services regularly. Explore new ways to meet your members’ needs and give some thought to streamlining your existing offerings so only the most valuable remain. The fewer products and services you need to promote, the more likely it is your members will actually learn about them and make the most of them.

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