A segment is portion or a section of a whole. The verb segment means to separate. If you want to cut the clutter with your communications, you will reach more members if you get more selective. When we conduct formal reviews of association materials we ask one question before we begin. We always ask the […]
Segmenting
A Big Shift Starts with a Big Sift
The Big Shift happened in 2016. Kansas Association of REALTORS® made the transformational shift from the “everyone” mentality to planning and communicating to a particular type of member. If you are like KAR you could be thinking, “We want to serve everyone, but we only have so much band-width. How do we reach the people […]
Cluster Your Members Into Distinct Groups to Help You Know Them Better
(Value Proposition Step 1) Have you ever been to a party when someone suggested, “Let’s play charades and the teams are the boys against the girls?” That is the most basic kind of segmentation – or clustering. A cluster is a group of like people who have one or more like characteristics. WHY CLUSTER (or […]
Segmenting Your Membership Is Hard To Do…And Sometimes Even Harder To Sell
You can’t be all things to all members. End of discussion. It’s hard to accept, but it’s the truth. When I work with associations to develop their value proposition, the first step is often the hardest: segment and prioritize your audience. When I ask associations to identify the top 3 member segments, the most common response is […]
