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YTheyJoin™
Target Marketing for the
Association World
- This pie chart shows the nine
types of members that our
research has identified.
- Every association
has a
unique mix and this pie chart
shows the types
that
dominate one organization.
- Each member type has
unique needs.
-When you meet their needs
you will build
loyalty and
personalized relationships.
-Target
marketing becomes a
reality and there is no more
guesswork.
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YTheyJoin™
"Remember, if you don't ask your members what
they want, they may not stay!"
YTheyJoin was invented by Dr. Dale Paulson who has done
extensive, original research in this field and found nine
types of members based on their professional needs and
motivations. This takes you beyond traditional demographics
and enables you to do very efficient, effective, and
creative segmentation and target marketing. (For detailed information on
how this methodology was developed, read Dale
Paulson's book, Allegiance: Fulfilling the Promise of
One-to-One Marketing for Associations, available at
Amazon.)
Give Me Some Examples of What I
Can do With YTheyJoin
 | Id members who believe in your mission and will
communicate with legislators (Altruistics) |
| Id members most likely to attend your
conventions and meetings (Relevant Participants) |
| Id members most likely to buy your publications
(Cognoscenti) |
| Id members most interested in serving on
committees or the board (Shapers) |
| Id members most likely to buy affinity products
such as insurance (CompShoppers) |
| Id members most interested in your certification
programs (Boosters) |
| Id members most interested in writing articles
or speaking (Cognoscenti) |
| Id members who are thinking of leaving the
organization (Doubters, Non-Relevants) |
| Instead of the same renewal letter to everyone,
write different letters based on each member
type |
| Develop a new tag line based on the member types
that dominate. For example, an organization
dominated by Shapers and Cognoscenti is very
different than one dominated by Mailboxers and
Altruistics. |
| You will look like a star when you provide this
info to your boss or the board! Boards especially
like to see the pie chart for their organization
and it opens their eyes and minds. |
How Does it Work?
YTheyJoin starts with a one-page form that goes to all
members. It gives them 100 points to spend on
your programs and services, then we summarize the most
important information into a 3-digit code, and the
association enters the codes into its member data
base. Now you know what each member wants. It is very
easy from start to finish.
YTheyJoin uncovers member needs and motivations.
Unlike data mining that is very costly, slow, and
based on past behavior, YTheyJoin is quick and is
based on current and future behavior. Unlike member
surveys that go to a small, random sample of members
and are anonymous, YTheyJoin goes to all members and
it records their answers. It may be the only time that
you ask all your members about their needs, and they
appreciate it!
How do I Learn More About This
Product?
| Read
the book, Allegiance, by Dale Paulson
available at Amazon |
| Visit
the web site at www.YTheyJoin.com |
| Call or e-mail any
time |
Dale Paulson, Ph.D.
President
Allegiance Research Group
3213 Duke Street, #803
Alexandria, VA 22314
U.S.A.
Phone 703.772.5263
e-mail AllegianceResearch@gmail.com
Web site www.AllegianceResearch.com
Web site www.YTheyJoin.com
Web site www.WorkplaceAttitudes.com
Blog site http://apps.ytheyjoin.com/blog
Note
| Please note that YTheyJoin and the nine member
types are trademarks of Dale Paulson and
Allegiance Research Group. |
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