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Sunday, April 23, 2017



Association 201: Marketing Workbook
Association Laboratory
1560 Sandburg
Chicago, IL 60610
312.466.5702
dwest@associationlaboratory.com
www.associationlaboratory.com


Definitions

The following are brief definitions of some key terms used throughout the presentation.

Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.

Marketing concept (philosophy)

The marketing concept holds that the key to achieving organizational goals consists of the organization being more effective than competitors in creating, delivering and communicating customer value to the chosen target markets.

Marketing management

Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

Market segmentation

A market segment is a distinct group of buyers who might prefer or require varying products and marketing mixes.

Marketing mix

The marketing mix is a set of marketing tools that the organization uses to pursue its marketing objectives toward a distinct target market.

There are four primary components to the marketing mix:

  • Product = customers solution
  • Price = customer cost
  • Place = convenience
  • Promotion = communication

Total customer value

The total customer value is the bundle of benefits customers expect from a given product or service.

Total customer cost

The total customer cost is the bundle of costs customers expect to incur the in evaluating, obtaining, using and disposing of the product or service.

Customer delivered value

The customer delivered value is the difference between total customer value and total customer cost.

Customer satisfaction

Customer satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a product's perceived performance in relation to his or her expectations.

Differentiation

Differentiation is the act of designing a set of meaningful differences to distinguish the association's offering from competitor's offerings.

Positioning

Positioning is the act of designing the association's offering and image to occupy a distinctive place in the target market's mind.

Features

A feature is the specific physical or tangible characteristics of a product.

Benefit

A benefit is the tangible and/or intangible reward received by a target audience from the use of your product.


Target Audience Analysis Worksheet

This worksheet will help you define your target audience and its primary decision-making characteristics. Answer the questions on the worksheet to the best of your ability. This will help you identify and prioritize the key audience characteristics to be considered during strategy development.

The members of your organization might be either individuals or businesses. If your association has corporate members, the decision to join is still made by an individual. In the following space provided, briefly describe the most important characteristics of the individuals and organizations that are your primary prospects for membership.
Individuals:
In order of importance, what are the three most important characteristics that impact the individual's decision to join your association and impact their decision to join?

  1. ________________________________________
  2. ________________________________________
  3. ________________________________________
Table 1
 
Business:
In order of importance, what are the three most important characteristics that impact the organization's decision to support joining your association?

  1. ________________________________________
  2. ________________________________________
  3. ________________________________________
Table 2


Audience Needs Analysis Worksheet

This worksheet will help you understand your target audience needs by describing the primary problems faced by your potential members within their environment. Answer the questions on the worksheet to the best of your ability.

Individual Decision-maker
In order of importance, what are the three most important problems faced by your potential members that are relevant to your association and could be solved by existing programs and services?

  1. ________________________________________
  2. ________________________________________
  3. ________________________________________
Table 3
 
Business:
In order of importance, what are the three most important problems faced by your potential organizational members that are relevant to your association and could be solved by existing programs and services?

  1. _____________________________________________
  2. _____________________________________________
  3. _____________________________________________
Table 4


Competitor Analysis Worksheet

This worksheet will help you understand your competition. Competitors are any entity that performs services similar to yours or services that can be substituted for yours. Fill in the following table about your primary direct competitor.

Strategic Question Direct Competitor
Who is the organization that also serves your primary audience and addresses the problems you've identified?
What is the competitor's primary service? How do they meet audience needs?  
What is the primary strength of this service?  
What is the primary weakness of this service?  
What is their cost compared to your organization? Higher? Lower? Same?  
Table 5


Differentiation Worksheet

The following worksheet is designed to guide you through the process of developing a positioning strategy that is reflected in a statement of your unique value proposition. The unique value proposition is a brief, targeted statement describing what your target audience will receive and at what price.

Description You Competitor
Primary problem faced by target audience.    
Product solution to this problem.    
Primary features of your association/product. 1.__________________

2.__________________

1.__________________

2.__________________

Primary benefit(s) realized by the target audience through these features. 1.__________________

2.__________________

1.__________________

2.__________________

What is the price (discount, moderate, premium)    
State the unique value proposition?

Examples:

  • World-class education at a premium price.
  • Specific industry news delivered to your desk every month for free.
   
Table 6


Association Marketing Self-Assessment

The following worksheet is designed to help you identify the existence and extent of your marketing problem.

The first step in crafting a solution is to determine the state of the problem. Three questions need to be answered:

  1. Do I have a problem?
  2. What is the extent of my problem?
  3. What information do I need to craft a solution?

Most associations have, over the years, created a complex mix of services, products and programs. Many different types of individuals and/or companies might be targeted.

This complexity makes it difficult to recognize you have a marketing problem. Without understanding the nature and scope of your problem, crafting effective solutions is difficult.

A systemic marketing problem is a matter of survival for the organization. This type of problem indicates that the basic relationship that creates meaning and value between the organization and the member is at risk.

A systemic marketing problem may reflect broad shifts in the basic needs of the membership, demographics of potential members or fundamental changes in the dynamics of an industry.

If you answer consistently decreasing, flat or don't know to the following questions you face a systemic problem.

A programmatic marketing problem involves just one program or component of the association's many products and services. In this instance, poor performance does not necessarily threaten the survival of the organization.

If you answer consistently decreasing, flat or don't know in any one particular area, you face a programmatic marketing problem.

By identifying whether you have a systemic or programmatic marketing problem, you can prioritize how to respond.

Take a moment to answer the following questions. Place an [X} in the column that best describes your association.

By answering "Decreased" or "Flat" you have identified an area that is trending down and merits closer attention as to why. By answering, "Don't know" you have identified an area that is in need of more research. By answering, "Increased" you have identified an area of marketing success and should evaluate to identify the reason why so they can be applied throughout the organization.

For more information contact the following:

Association Laboratory
1560 Sandburg Terrace
Chicago, IL 60610
312.466.5702
marketing@associationlaboratory.com
www.associationlaboratory.com

Self-Test Questionnaire

Financial Outcomes

Question Decreased Flat Increased Don't Know
What he's the five-year trend in gross revenue for your top three revenue generating programs or services? 1._________

2._________

3._________

1._________

2._________

3._________

1._________

2._________

3._________

1._________

2._________

3._________

What is the five-year trend in net income for your top three revenue-generating programs or services? 1._________

2._________

3._________

1._________

2._________

3._________

1._________

2._________

3._________

1._________

2._________

3._________

Table 7

Membership

Question Decreased Flat Increased Don't Know
What is the five-year trend in your membership retention?
What is the five-year trend in your membership satisfaction?        
What is the five-year trend in new membership?        
What is the five-year trend in the number of dropped members?        
What is the five-year trend in net members gained?        
Table 1

Conferences

Question Decreased Flat Increased Don't Know
What is the five-year trend in membership attendance at your primary conference?
What is the five-year trend in membership attendance at your conference as a percentage of total membership?        
What is the five-year trend in nonmember attendance at your primary conference?        
What is the five-year trend in the number of companies exhibiting at your conference?        
What is the five-year trend in the amount of booth space sold at your conference?        
What is the five-year trend in the retention rate of companies who exhibit at your conference?        
Table 1

Conferences

Question Decreased Flat Increased Don't Know
What is the five-year trend in the number of new subscriptions for your primary publication?
What is the five-year trend in the renewal rate for subscription to your primary publications        
Table 8


Association Marketing Resources

The following is a listing of organizations dedicated to providing information and resources to management and marketing professionals.

Name URL Description
Association Forum of Chicagoland www.associationforum.org Professional society devoted to serving association professionals
Association Laboratory www.associationlaboratory.com A Chicago-based consulting firm specializing the creation and execution of association strategy.
American Marketing Association www.ama.org Professional society devoted to serving marketing professionals
American Society of Association Executives www.asaenet.org Professional society devoted to serving association professionals
Direct Marketing Association www.the-dma.org Professional society devoted to serving direct marketing professionals
Greater Washington Society of Association Executives www.gwsae.org Professional society devoted to serving association professionals
International Association of Association Management Companies www.iaamc.org Trade association representing companies offering management services to associations
Internet Advertising Bureau www.iab.net Professional society devoted to studying online marketing and advertising
Market Research Association www.mra-net.org Professional society devoted to serving marketing research professionals
National Center for Non-Profit Boards www.ncnb.org General information on non-profit management and board leadership
Product Development Marketing Association www.pdma.org Professional society devoted to supporting product development professionals
Project Management Institute www.pmi.org Professional society devoted to serving project management professionals
Public Relations Society of America www.prsa.org Professional society devoted to serving public relations professionals

The following are some general business publications that frequently have articles discussing new issues in business management and marketing.

Name URL Description
Busines2.0 www.business2.com Magazine devoted to management issues related to new business models and the use of technology for marketing and product delivery.
Inc Magazine www.inc.com Magazine devoted to the management of small business.
Fast Company www.fastcompany.com Magazine devoted to new management methods and business models.

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