Yesterday, I wrote about how one business’ drip marketing campaign could easily be amended to serve chamber members. Today, I’m going to share another idea from business that could be implemented for greater retention.
Retention is a yearlong job but at some point, you probably send out letters reminding members to renew and pay their dues. When you do, are you sharing what their membership has been worth to them over the year? No, you can’t place a price on value but you can tally up some of what you’ve provided throughout the year.
How Amazon Lures in Prime Members Can Help You in Showing Chamber Value to Members
Amazon offers a Prime membership. For just under $100 a year, you get free two-day shipping; book borrowing of certain titles; streaming music, movies, TV shows and more. The $100 a year membership fee is billed annually and automatically to a credit card. Amazon sends out a renewal notice a couple of months in advance of the renewal just like you do. But here’s the part chambers can glean something from:
Amazon totals up what I saved being a member and then tells me what membership is worth.
This works well to resell me on Prime because what I save is more than what I spend on membership. This is probably true for your members as well. Plus the information Amazon gave me was customized to me. It didn’t say “most of our members save X.” It told me exactly what I saved.
You can easily tally up chamber value items like:
- Events. Was there a member discount or were members free? Add that number up.
- Use of office space.
- Ribbon cuttings.
- Learning. What did they attend and how much would that seminar cost if it was put on by another business.
And don’t forget to mention the services that can’t be directly qualified or tallied like:
- Email blasts.
- Member to Member Discounts. You may not have any idea how many they took advantage of but by adding this information it will cause them to think about how they used the program.
- Legislation that was passed or defeated. Try to get your hands on some of the estimated statistics that surrounded the bill. Often they estimate the impact to the region and present it in their marketing.
- Educational resources. You may not have insight into what they read or consumed of the resources you supply, but if you have enough you could guestimate what a similar online course would cost.
- Leads. Add in anyone you knowingly sent over to their business. Estimate these based on your membership stats.
There are many other ways the chamber brings value. Add up what your members are getting and promote those numbers.
Ultimately buying decisions–including membership–are emotional ones but if you can help members see exactly what they received from their membership it can show them what they’re getting from a numbers standpoint.
If their personal numbers are lackluster, you could do an estimate of what other members (in their industry, if you have it) are receiving and share that. Assuming that their competition is getting significant value from the chamber, may incentivize them to do more next year.
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