Building relationships via your events
Market your conference to non-members
Getting non-members along gives you extra income (due to the higher non-member price) as well as a chance to showcase the benefits of membership and to meet potential members face to face.
Target your events marketing to different segments
This will assist you to generate a higher attendance rate. Your promotional mix should include a different mix of channels to your various member segments. While email and direct mail is appropriate in many case there are still industries where faxes are still popular.
Use the registration process to generate members
Incorporate a mechanism into your registration process. This should include an incentive to join on the registration brochure, a call when a non-member registers to offer them a members (to enable them to register at the lower price), an incentive to join at the event and follow-up contact after the event.
Get members involved
Use member ambassadors at your events who are responsible for engaging with non-members and encouraging them to join
Run events for prospects
Run events to generate interest in your services among non-members. Promote these events widely to non-members on your database to get them to attend. Of course members are welcome to attend. Invite a few members who are vocal proponents of your association as guests. Charge non-members a higher price to attend. At the event ensure you have mechanisms in place to engage people further - such as invitations to other, related events.
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