Structure
7
MARKETING TOOLS
tion
our Association
Do you divide your membership into different segments for marketing purposes? If so, which of the following best describes your approach to segmentation? (Check all that apply.)
TYPES OF SEGMENTS USED FOR MARKETING
Total (n = 666)
Individual (n = 298)
Trade (n = 198)
Combination (n = 170)
Membership level/type
59%
62%
52%
61%
Demographic-based
36%
45%
25%
35%
Job/occupation-based
31%
35%
25%
30%
Model-driven personas
9%
11%
6%
8%
Other
5%
5%
8%
3%
Our organization does not use segmentation
20%
13%
26%
24%
y 59% of associations use membership level/type segmentation for marketing purposes. y 45% of IMOs use demographic-based segments, significantly higher than other associations (30%).
y 86% of associations with lower renewal rates (<80%) use some form of segmentation. - This is significantly higher than associations with higher renewal rates (79%), indicating that segmentation is a method employed by associations seeking to boost low renewal rates.
Among associations seeing a five-year increase in membership, 57% use online digital advertising to market their professional development meetings and programs.
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