april 28, 2011 lisa a. juhl director of marketing | membership committee chair

April 28, 2011

Lisa A. JuhlDirector of Marketing | Membership Committee Chair

An arsenal of new (or updated) marketing, membership and public relations materials designed to increase awareness of the MBCA for the purpose of getting and keeping more Members.

What the NBO Promised: November 2010 (St. Louis Board Meeting)

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An arsenal of new (or updated) marketing, membership and public relations materials designed to increase awareness of the MBCA for the purpose of getting and keeping more Members.

Designed around the campaign theme, “Beyond Ownership. Membership.”

What the NBO Promised: November 2010 (St. Louis Board Meeting)

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• (8) National Board Members • (11) Regional Directors • (83) Section Presidents • (50) Section Membership Chairs • (9) NBO Staff* • (3) MBUSA Staff** • (6) National Membership Committee Chairs

What the NBO Delivered: First Quarter 2011

170 three-ring binders (“Tool Kits”) delivered to:

* Includes Adam Lumsden, Gary Anderson, Gene Ramp**Includes Geoff Day, Adam Paige, Christine Chase

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What the NBO Delivered: First Quarter 2011 (cont’d)

Inside each binder:

1. Letter of Introduction to Club Ambassadors

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Inside each binder:

1. Letter of Introduction to Club Ambassadors

2. NBO Staff Directory

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3. Tools to Get Members

• “The Importance of Member Recruitment”

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• MBCA Fact Sheet

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• MBCA Fact Sheet

• Membership Application

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• MBCA Fact Sheet


• Door Hanger/Contact Card

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• MBCA Fact Sheet



• Classified Ad | Display Ad Templates

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• MBCA Fact Sheet



• Classified Ad | Display Ad Templates

• Newspaper Advertising Rate Sheet

– How to design your own print ad


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4. Tools to Keep Members

• “The Importance of Member Retention”

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• Relationships. Relationships. Relationships.

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– Sample “Welcome to the Club” letter




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– Sample “Thank You for Renewing Your Membership” letter




• U.S. Loyalty Rewards Program Ad (promote often in Section newsletters)

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• U.S. Loyalty Rewards Program Ad (promote often in Section newsletters)

• List of (17) Member benefits and how to remember them in conversation


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• Benefit Partner logos (promote often in Section newsletters)

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5. Tools to Get Local Publicity

• Announce Local Officers

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• Announce Local Events

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• Announce Local Events

• “How to Get the Media’s Attention”


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• Branding & Style Guide

6. Tools to Strengthen, Unify Internal & External Communications

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• Newsletter Copy & Layout Guidelines – Printed Newsletters


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• MBCA Business Cards (use often)


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• The Club Communicator Newsletter – Second Half 2010


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• 3-Minute Video Messages from the NBO


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• The Club Communicator Newsletter – Second Half 2010


7. CD ROM and printed instructions for accessing and designing tools supplied for categories recruitment, retention and publicity

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What the NBO Invested: First Quarter 2011

25 cents x 30,000 (two press runs) = $7,500 +

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37 cents x 5,000 (two press runs) = 1,850 +

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30 dollars x 170 = $5,100 +

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30 dollars x 170 = $5,100 +

Ship = $1,600

Total = $16,050


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Return on Investment: First 60 Days

Orange County Section Nadine SchwartzThis Section recognized by Vertical Response (4.11.11) as a winner of VR’s quarterly customer awards program. Awarded to top 500 small businesses with high “email engagement rates” (consistently high number of OC Section members open andclick-through their Club’s emails each month)

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Orange County Section Nadine SchwartzThis Section recognized by Vertical Response (4.11.11) as a winner of VR’s quarterly customer awards program. Awarded to top 500 small businesses with high “email engagement rates” (consistently high number of OC Section members open andclick-through their Club’s emails each month)

Central Georgia Section President Charles UtriasNegotiated with Columbus, Macon and Albany, Georgia Dealerships to put Club Membership Application into Dealers’ new owner information packets (~150 packets/month)

Columbus Dealer will also include CGS’s events andactivities in their monthly customer emails

Return on Investment: First 60 Days

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Kansas City Section President Jeff Klepac“At breakfast meetings with Members, I try not to sit with the onesI know best (or my favorites) but rather, try to sit by folks I don’t knowas well in hopes of getting to know them better. I do my best to not talkabout ‘me’ but rather ask questions that allow them to talk aboutthemselves and their interests.”

Return on Investment: First 60 Days (cont’d)

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North Texas Section President Lee Ewing“As Section President, I feel that it is important to stay in touch with Members. Even though I have a little over 600 Members, I still call them to be a little more personable with them and get their ideas and thoughts about the Club. This helps with membershiprelationships and retention.”

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North Texas Section President Lee Ewing“As Section President, I feel that it is important to stay in touch with Members. Even though I have a little over 600 Members, I still call them to be a little more personable with them and get their ideas and thoughts about the Club. This helps with membershiprelationships and retention.”

Central Ohio Section President Rodd Masteller• Will launch a new, more interactive website in May 2011 and sell ad space on website to help create revenue• Will start advertising in local newspaper• Will promote Club through other Mercedes-Benz enthusiast websites• Will dig deep into marketing, membership & PR binder and do more with that



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Where We Stand: First Quarter 2011

Membership up 1.6%

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Membership up 1.6%

Length of membership term slowly increasing

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Membership up 1.6%

Length of membership term slowly increasing

And speaking of membership terms and retention …”


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The (Temporary) State of Car Club Membership

October 2010: Bruce Hazard, BMW CCA President Report

The Problem — External

• 250,000 BMW’s sold in 2010

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• 250,000 BMW’s sold in 2010

• Attracted ~ 17,000 Members

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• 250,000 BMW’s sold in 2010


• Lost ~ 9,010 Members (53%)

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• 250,000 BMW’s sold in 2010


• Lost ~ 9,010 Members (53%)

• Predominantly one-year term

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• Vilfredo Pacto’s 80-20 rule applies: “Roughty 80% of the effects come from 20% of the causes”



The Problem — Internal

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• Believes 80% Recruitment must come from National efforts; 20% from Section




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• Believes 80% Recruitment must come from National efforts; 20% from Section

• Believes 80% Retention must come from Section interaction with Members; 20% from National




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• Many ideas exchanged; very few executed

– No tools from National

– Lack of Section interest

– Too difficult/too inconvenient for Sections to effect change





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The Solution

• Formation of new Committee

– High energy

– One representative per Region

– Meet bi-monthly

– “Solicit, synthesize and bring forward to the National Board ideas and recommendations to improve membership retention and recruitment, to be implemented by local Chapters and/or the National office.”

The (Temporary) State of Car Club Membership (cont’d)


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The Solution (cont’d)



• Committee works directly with Chapters and Members (member-conceived; member-driven)

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• Chapter evaluate current trends (what Members need, want, expect most)

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• Chapter set measurable benchmarks for success

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• Chapter set measurable benchmarks for success

• Chapter develop plan of action every quarter




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April 2011: Jerry Wannarka, SCCA BOD Chairman Report

The Problem


• For every 100 Members who join SCCA, only 20 continue into fourth year

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The Problem



• Attracted ~ 10,000 new Members

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The Problem




• Lost ~ 11,000 Members

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• Lost ~ 11,000 Members

• Survey of non-renewing Members revealed a half-dozen common reasons for leaving. The most prominent reason? How they were treated:

– “Grouchy leaders”– “Too many rules”– “No one asked me to participate”


The Problem


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• Develop recruitment and retention tools

• Advertise in targeted magazines, websites

• “Region leaders have the most influence on retention”

– “What are you doing to help and can you be doing more?”


The Solution


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What’s Next? — Second Half 2011

(Lisa hand-out)

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What’s Will You Do?

(April 19 email to Section Presidents; cc to Lisa)“I ask you to look at the good things in the (marketing, membership & public relations) binder and concentrate on that. Let the parts you don’t like lie dormant for now. Let us be positive … thank you for your support in moving us forward to bigger and better things.” Steve Ross, Director, Southwest Region

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(April 20 emails to Lisa)“We are in the process of building a Section website and we’d like to embed future NBO message videos into our site. This will be a perfect addition; the timing of your video last week could not have been better.” Bob Scudder, Past President, Channel Islands Section

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“I think your video message is a great way to communicate ideas and information to our Sections. We have begun using many of the ‘tool kit’ materials. All the help we can get to build our Section as well as retain as many members as possible, is always welcome and greatly appreciated.” Bill Fix, Vice President, Niagara Section

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“I am a long-time member and recently elected to lead promotion and advertising in my Section. I own an independent Mercedes-Benz shop and I struggle with customer retention just like the Club does. You mention in the (NBO) video that one of the best ways to keep members is frequent contact. I am so excited about my new position. Thank you for helping me learn more through your video messages.” Janet Migliore, San Francisco Section

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“I am a long-time member and recently elected to lead promotion and advertising in my Section. I own an independent Mercedes-Benz shop and I struggle with customer retention just like the Club does. You mention in the (NBO) video that one of the best ways to keep members is frequent contact. I am so excited about my new position. Thank you for helping me learn more through your video messages.” Janet Migliore, San Francisco Section

“Watching the NBO video prompted me to write you. At our Board Meeting last week, I was given the task of developing a survey to send to our Members, asking what kinds of things they would like to see in the way of events throughout the year (driving events, drive and eat events, defensive driving courses, overnight trips, trips to area points of interest, etc). Do you already have a survey that I can use?” Fred Finney, Treasurer, Chaparral Section

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What’s Will You Do? (cont’d)


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“I am the founding member of the Fort Worth Section, past president and membership chairman. I now serve as Director of our Section. I have found that handing The Star magazine along with a membership application is an impression that is very hard to duplicate in recruiting new members. I like to have them in our lobby for special prospects. Thanks sincerely.” Gerry Goodman, Director, Fort Worth Section; Sales & Service Manager, European Motor Cars, Ltd

What’s Will You Do? (cont’d)


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Questions?

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april 28, 2011 lisa a. juhl director of marketing | membership committee chair

Documents

membership letter slide

club letter slide

club letter sample

member benefits

section membership chairs

national board members

sample welcome

letter of introduction