Better Together explains the relationship between member research and association marketing. At The Loyalty Research Center and Willow Marketing, we have the experience independently that yields results. It is in concert, though, where research and marketing ROI soars.
Consider it. Rather than allocate dollars to survey your members then carve out a budget for member communication, why not build your marketing strategies backed by tailored and timely research?
The Loyalty Research Center’s association practice focuses on member retention, benefits assessment and member segmentation. For Willow Marketing, it is full-service marketing communications and implementation. Engaging members based on what they’ve told you is important will flip their mindset of merely paying dues to that of becoming a brand ambassador.
Add non-dues revenue generation as a component of the marketing conversation and the possibilities are limitless.
Research and marketing are better together.
Prospects may consider Willow Marketing because of our breadth of experience but clients choose Willow because of our know-how in their industry. Our Association Division understands member-based organizations, and the potential realized through sound communication strategies and non-dues revenue generation.
Curious to hear more? Consider what Willow can do for your association by hearing what we do for other clients like you. Call us. We’re happy to connect you with our contacts at our current Association Division clients.
Phi Kappa Psi Fraternity and Endowment Fund
National Association of Conservation Districts (NACD)
National FFA Organization
National Insurance Crime Bureau (NICB)
Indiana Health Care Association (IHCA)
Toyota Motor Sales
Tennis is Healthy Foundation
Applying best practices research principles and methodologies, The Loyalty Research Center designs and implements member satisfaction/loyalty measurement and management programs for some of the most well-known, large and medium sized companies in the world. We’re not the only company that does this. But when asked about what makes The LRC different we hear:
“The Loyalty Research Center is a partner that takes you from bare bones findings to getting to the heart of what really matters—according to our members.”
Founded in 1998 by Al Paison and Aldy Keene, pioneers in the field of customer satisfaction/loyalty measurement and management, The Loyalty Research Center’s Association practice is dedicated to helping Associations better understand their member needs, how well those needs are being served, as well as how to make change in order to attract new and retain current membership.Larry Seibert, Ph.D., a longtime educator and marketing research consultant as well as American Marketing Association instructor, heads up The Loyalty Research Center’s Association practice. He works with Associations to help them build value into their member offerings.
Larry designs measurement programs that are based on scientifically validated modeling and research practices, tailored to Associations’ special needs and challenges—including member segmentation and benefits assessment. He works closely with clients to assure that the information is understood at a practical level and leveraged effectively for decision-making.
Many Associations are surprised by Larry’s emphasis on member Loyalty and not Satisfaction. However, as he explains, it is not uncommon for some Associations to see their Satisfaction metric improve while member retention declines. Larry educates his clients on the latest thinking in building value and loyalty so that retention goes up, not down.
If you are looking to improve the health of your Association, consider a baseline member measurement program. It’s like an annual physical that helps you diagnose any problem areas that need further investigation and action.
