Guest Author: Samantha Whitehorne, Associations Now
To acquire new members and retain existing ones, associations have to understand consumer behavior and embrace nonlinear marketing techniques, said Jamie Turner, opening keynoter at ASAE’s 2018 Marketing, Membership & Communications Conference.
Most association marketing efforts revolve around getting more people to become members or engaging and retaining existing members. And to accomplish this, marketers often take a traditional approach.
Jamie Turner, author and CEO of the marketing consultancy SIXTY, speaking Tuesday as the opening keynoter at ASAE’s 2018 Marketing, Membership & Communications Conference
“The problem is that these traditional models don’t reflect how the real world works.”
Case in point: the sales funnel, which is how marketers traditionally think about the journey of a person going from a passerby to an active member.
“Guess what? The sales funnel is dead,” Turner said. “It doesn’t allow marketers to accurately understand how people engage with an organization or a brand.”