The Customization & Segmentation of Data

MSAE's Communications Networking Group, led by Tara Loftus of Adapta Interactive came together to discuss the book "Custom Nation" by Anthony Flynn and how we can apply the principles of a custom world to the association community.  Here are top takeaways from the meeting.

Everyone.  I mean everyone is accustomed to a a customized world.  Need an example?  Here are a few:

1. Why buy a CD, when you can go on iTunes and purchase your favorite song?
2. Don't need to watch a channel for your favorite show anymore, just get it on Netflix.
3. Music. Sick of waiting for the right music on your station?  Head to Pandora.

Everything is customized.  From your experience at a restaurant like Chipotle, to your phone case and coffee you just grabbed from Caribou. We live in a world of instant gratification.

What can a custom experience lead to?

1. Free publicity
2. Customers/members paying higher prices
3. Free market research
4. More sales, especially repeat business
5. Stronger online presence
6. Customer loyalty

So how can all of this apply to associations?  Well the challenge comes as most associations don't have a product, they have a service.  Here are some ideas the Communications Networking Group came up with on how to customize your association experience:

1. Create a "build your own membership"
2. Give your members what they need, not what they ask for
3. Give your members things they didn't think about
4. Avoid too many choices, it can be overwhelming
5. Provide recommendations, favorites guides or layout a process in easy to follow steps
6. Give your members the options of picking a finished package as a starting point. Provide them with the basics and let them build it from there.

How do you get started?  Use a test group. Ask members what they want. Give presentations to a small group of your new ideas. Just go for it! Create the buzz.

Buzz worthy headlines that associations can fill in the blanks...

"It's now possible to have a completely customized ______________"
"A new website, ______________ allows members to create their very own _________ and _________"

Ask yourself... "How do you shop?" "How do you want to shop?"

What experience can you offer to your members that is custom and keeps them coming back for more?

Led by: Tara Loftus, Adapta Interactive