Numbers, Members, Reminders, Blinders

This was not a shy group. Nor a depressed one, unlike the relatively pervasive mood out there. Their questions were top-drawer stuff, seeking the “next thing” in this now-changed economy. Plus, I’m always appreciative when people don’t throw blunt objects at the seminar leader. In a dark room, there’s so little time to respond.

Having just returned from the ACCA National Conference, I’m glad to report they had record attendance. I don’t mean “if you count everyone twice” or any other statistical hogwash, I mean “biggest ever”. This, the result of a few things, nearly all marketing based:

1. Relentless retention efforts. Members of the “old” way were contacted infrequently, and then generally about something thrilling like IRS codes. Current members get weekly, snappy communiqués, membership benefits are regularly restated (take note if you have an Agreement program) member-discounts are liberally announced. Likewise the “disconnect” fee should you rescind membership is painfully stated, as it should be.

2. “New and Improved” is powerful for a reason. The “old” events were primarily aimed at the deceased (and I’m being kind) with hushed changes – if any – as not to cause any stir. The “new” event formats are jiggered, adjusted, yanked, stretched to the point of mild confusion. The question for you and your company “What’s new?” had better have an answer.

3. Relevance. Upgrades and updates are a regular subject in their newsletter, magazine, ezine, and platform announcements. (Note how many ways they communicate with members.) Mainly, ACCA “gets their point across” to members that they’re not just “behind” members, but “ahead” of them too. This helps breed a dependent community (vital for membership, as it is for “customer-ship”) that appreciates the service. You want to become irrelevant? Quit telling your customers what you do for them, what you’ve learned, how you’ve changed.

4. Education. ACCA offers their annual Conference but now has ComfortU (acclaimed topical monthly webinars.) Two smart moves here. Instead of just telling members they should “get smarter” ACCA actually offers, organizes, schedules and wisely charges for it. Likewise, it gives them another way to communicate directly, reinforce value, enhance membership experience. Even if you NEVER took advantage, you couldn’t blame them for educational deficiency. With your customers, this is done by any form of regular communication (newsletter) where you marvel at how different your company is from just 5 years ago: diagnostic gizmos, GPS, billing, training, hiring standards, etc. If you just invest in this stuff and don’t tell your customers, how in the world are they to value it over Lonny the Half-Wit and his #2 pencil? Too many contractors invest in “customer enhancements” and fail to tell the customer.

All these things have been done front and center, for all to witness over the past 5 years, and the transformation has been remarkable. Attendance and membership continues to climb while loyalty (retention) to the mission deepens, as well it should. Of course, I focus primarily on the marketing initiative behind the incredible content, value, and leadership, but that’s my job. It is applicable to all contractors, all those who’s “service” can occasionally be hidden behind what a customer might deem a dull exterior. In a crowded market, trying to cut through the clutter is tough enough. Now, in a fairly dismal mental state, getting noticed is even tougher. Attempting to do this through frightened silence, impossible.

Please note, that a common theme in their message has been “regular reminders of value”. You’d be wise to emulate. Yet be prepared for the negative “advice” you’ll get...

When other membership groups decided to “save money” and go with cheap, very deletable, very forgettable email only, ACCA improved their magazine. When others talked of the dismal 2008 event attendance and how this year would be worse, ACCA put on the blinders (if not the earmuffs too) and marketed earlier, harder, smarter, actually adding targeted events to the schedule. (Four marketing lessons in this paragraph. Click here if you caught them all – a prize awaits.)

In many ways, ACCA had a harder challenge with contractor members than you have with your customers. (“Optional vs. Required” comes to mind.) Make your presence known to customers; rattle your competitor’s cages; push while others pull back. It’s a changed market out there. The thinking that forced many contractors to the brink of insolvency is not the same thinking that’ll keep you from it.