BETTER TOGETHER
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 and 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 customer, employee and member satisfaction/loyalty measurement and management programs for some of the most well-known, large and medium sized organizations 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.”
Aldy Keene, Founder of the Loyalty Research Center as well as frequent American Marketing Association workshop instructor, works with Associations to help them build value into their member offerings. He 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. Aldy 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 the Loyalty Research Center’s emphasis on member Loyalty and not Satisfaction. However, as Aldy explains, it is not uncommon for some Associations to see their Satisfaction metric improve while member retention declines. Aldy 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.
