This post is based on a recent seminar I attended a couple of months ago in Washington, DC.
The following are my notes based on the conversation led by Dave Will, PropFuel, CoFounder and CEO, and Jemilah Senter, VP of Marketing and Communications, Special Libraries Association.
They started out talking about marketing and how that is really broadcasting to your general audience. And how you need to think about marketing to one. There is a difference in membership needs vs an individual member’s needs.
The “Market of One” Philosophy
Personalization vs Individualization Personas – first name and other demographics is what personalization is all about. Individualization is about just in time information on what your members need.
One to one conversation = market of one. If you were face to face with a new member, what would you ask them?
Conversational engagement is about asking questions any time you are communicating with your members and getting that information in your database.
Segmentation is the key word they used over and over and the importance of starting there and then drilling down on what the individual wants from the membership. That’s hyper-personalization.
For more information on the subject visit PropFuel's website HERE.