Associations want marketing to create new members at a predictable cost. We hear a lot these days about the “Long Tail” with its untapped and micro-targeted prospecting segments such as government, healthcare, and education. Mass marketing models are not designed to go downstream or cost effectively reach these new, targeted member segments. In this webcast, you will learn how the core elements of influencer programs, online community building and social media are being used to cost effectively identify influencers and build relationships that produce loyal members and supporters. Mitch will also be sharing case studies and best practices for results-driven association programs, projects and campaigns. You will learn that reaching the promise of the Long Tail is hard but can be done using research, tools, analytics and the right people!

1. FISHING IN THE RIGHT PLACE
Mitch Arnowitz Tony
Presenter Karrer
Moderator
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2. Micro Marketers
Fishing in the Right Pond
Wednesday, December 12, 2012
Tuvel Communications, LLC
Engage Customers in Unconventional Ways
301.545.0843

3. Fred always dreamed of fishing in Alaska…
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4. One day, he impulsively bought a ticket & headed North
with dreams of catching the big one.
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5. He got to Anchorage & went right to the nearest fishing spot.
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6. And this is what he found. 6

7. Is Your Association Marketing Like Fred?
Is Your Association Marketing Like Fred?
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8. You May Just Be Fishing In the Wrong Place.
You May Just Be Fishing In the Wrong Place.
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9. Let’s Get Started!
Let’s Get Started!
o How many of us have mapped out industry issues & know who our
competitors & coopitors are?
o How many of us don’t have Facebook, LinkedIn & Twitter social
media icons on our association’s website?
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10. Today's Webinar
Today's Webinar
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11. The Need
The Need
Associations are looking for marketing departments to create
new members & attendees at a predictable cost.
The desire is to:
o Find untapped sources of
revenue;
o Build long-term relationships with
those sources;
o Convert sources from prospects to
members
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12. The Answer
The Answer
The answer for many associations lies in the “Long
Tail” with its vast numbers of untapped & uncontested
micro-targeted segments, but …
o It’s been expensive to implement.
o Few people understand how to use it and
o Few solutions exist to reach these micro segments.
Long Tail Segments Are
Long Tail Segments Are 12
Often Uncontested
Often Uncontested

13. but…
but…
Associations have looked to industries built on mass marketing
models to create micro-segment programs:
o PR Firms
o Advertising Agencies
o Direct Response Companies
These business models were designed for mass markets, but
not to cost effectively reach micro segments.
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14. A New Approach
A New Approach
A new approach is needed that:
oIs built to reach precisely targeted customer
segments.
oApplies existing marketing services in new ways.
oOffers accurate, predictive modeling tools.
oGrows prospects into long-term members.
oIs fast, affordable & reasonably priced.
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15. Imperatives
Imperatives
This Approach Should:
o Use research, tools, process &
analytics…
o to identify micro segments of
influencers in targeted marketing
channels…
o that build relationships.
o And produce loyal members,
customers & supporters.
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16. What is Micro-Marketing?
What is Micro-Marketing?
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17. Why Is This Important?
Why Is This Important?
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18. Long Tail Going Forward
Long Tail Going Forward
o Associations are learning to cost-effectively reach the Long Tail &
deliver membership information.
o Members will continue to get their information through social media &
the mobile web- learn how to communicate with members on their
own turf!
o Micro targeting addresses membership needs & concerns.
o More affordable to reach with a higher propensity to join or attend an
event.
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19. Associations Are Using Niche Marketing
Associations Are Using Niche Marketing
o To drive event attendee efforts.
o To identify issues & opportunities.
o To grow membership & increase retention.
o To create differentiators.
o To help content marketing efforts.
o To educate.
o To improve customer service.
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20. Who’s Applying This?
Who’s Applying This?

21. Discovery phase: Define why, what, where, when, who & how.
Develop targeted initiatives that are aligned with all parts of the marketing and
communications mix.
Listen to identify where conversations are taking place.
Define appropriate marketing channels.
Locate, validate, prioritize and rank influencers.
Compile targeted database of contacts & opportunities.
Develop targeted, relevant and personalized messaging and content based on
marketing channels and opportunities.
Execute an outreach campaign that disseminates messages to each contact.
one-by-one.
Follow up with those who respond and build relationships client’s behalf.
Build engaged, responsive communities.
Determine metrics for success .
Compile reports that demonstrate overall program effectiveness and return
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on investment.

22. Tools
Tools
Micro Marketing System
Step Methodology Key Tool
Consulting Strategic Assessment Baseline
Assessment Score
Market Research Data Assessment Propensity Index
Data Filtering
Data Cleansing
Micro Segment Mapping
Program Execution Micro Segmented Influencer Dashboard
Outreach
Reporting & Analytics Micro Segment Analysis Engagement Index
Program Extension Community Building
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23. Tools
Tools
Propensity Index
ROCK STARS WITH HIGH ROCK STARS WITH HIGH REACH
HIGH RELEVANCE BUT LOW REACH AND HIGH RELEVANCE
I II
RELEVANCE
LOW
III IV
PEOPLE WITH LOW REACH AND ROCK STARS WITH HIGH REACH
LOW RELEVANCE AND LOWER RELEVANCE
LOW REACH HIGH
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Through market research, we rank, segment & prioritize influencers.

24. Tools
Tools
Contributors High Engagement
Active brand involvement, contributes in a
beneficial way.
Engagement Index Endorsers
Endorses a brand, recommends to networks.
Tuvel awards points for
participation, resulting in Engagers
overall score that measures Actively engages with a brand.
engagement.
Followers
Passively follows a brand, limited engagement.
Observers
Observes the conversation, doesn‘t participate. Low Engagement
Engagement Index score
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25. Sample Research Database
Sample Research Database
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26. Sample Message
Sample Message
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27. Tools
Tools
Client Dashboard
Tuvel's overview of current campaign activity including schedules, metrics & results.
What it includes:
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28. Sample Reporting
Sample Reporting
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29. Sample Reporting
Sample Reporting
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30. Clients
Clients
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31. Case Study
Case Study
National Association of Broadcasters
Tuvel's social media campaigns have
delivered over 100% ROI and verifiable
increases in attendance for the 2009-
2011 NAB Shows. In 2011 alone, Tuvel
surpassed registration goals by 250%,
increased overall reach by 50% and
delivered 3% of NAB Show attendees
in micro segments such as online
video, post production, broadband and
telepresence.
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32. Case Study
Case Study
National Defense Industrial Association
Tuvel conducted market research to identify niche segments & online
multipliers in the defense industry. Research was used in the areas of
member acquisition and event marketing. NDIA executed a marketing
campaign that disseminated custom communications to the research
database. To date, program efforts have produced a 7.5% response
rate. 32

33. Case Study
Case Study
American Heart Association
Tuvel reached more than
150,000 supporters through
research & targeted
outreach efforts that
increased the number of
grassroots advocates in the
AHA network by 25 percent.
As a result, phone calls, e-
mails and signatures to
Congress tripled from 5,038
in 2002 to 14,158 in 2003.
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34. Best Practices
Best Practices
 It's all about building relationships.
 It's not one thing you do, it's everything you do!
 Don't Astroturf.
 Don't mistake what is valuable to your members with what is
valuable to your association.
 Don't be inconsistent with your message.
 Don’t broadcast, do engage.
 Don't assign social media efforts to interns.
 Don’t make the mistake of thinking that members only play in your
sandbox.
 Offer value and relevance.
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35. Summary
Summary
o The future of marketing is inexorably tied to micro segmentation as
represented by the Long Tail.
o Reaching the Long Tail was hard & unpredictable.
o And, by finding the right guide with the right experience & right tools
to lead you to lucrative, less crowded micro segments, you’ll have a
far better chance of achieving…
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36. This…
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37. New World of Member Engagement
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Dynamic community of passionate association
professionals
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All the best content for association professionals
http://www.associationuniverse.com/
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Working with associations to create sites like
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39. FISHING IN THE RIGHT PLACE
Mitch Arnowitz Tony Karrer
mitch@tuvel.com tony.karrer@aggregage.com
301.545.0843
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