I have a client, a diamond/jewelry dealer, who is trying to sign up associations for a program whereby their members get jewelry at 30-40% off. He's finding it an unexpectedly hard row to hoe, even though the free program benefits both the organization and the members.

I'm wondering if anyone knows of any course or resource specifically on marketing to associations that I can recommend to him for his further edification and orientation to this market. I'm helping him redo the web site, which wasn't presenting the program clearly, and with PR for the program. Maybe also with direct mail.

Thanks,
Marcia Yudkin

Hi Marcia,

I don't know if this will help, but there is a guy that is really good at this sort of target marketing. His name is Richard Weylman. I'm in the financial services industry and Weylman is actually the top "guru" if you will that the big companies turn to (my company, John Hancock has a contract with him).

Anyway, he has a course titled "How To Target Market To Build Profitable Relationships" (http://www.unlimitedprospects.com/
OnlineStore/_TargetMarketing.cfm).

I haven't been through this particular course, however I've been exposed to most of his material through company meetings. He's amazing.

Anyway, I hope this helps.

Chris

BTW - I'm a big fan of yours.

why is he offering such steep discounts ... by offering 20-40 percent discounts on jewlery. those faced with approveing the program are questioning the quality of the jewlery.

So if he is not explaining why he can offer the discounts . Why is he offering the discounts to the organizations . Then he is creating doubt about the quality .

If his computer system can handle it .. maybe he would be better off running a vip credit with purchase program. Let's say someone but a piece of jewlery for $500.. instead of them saving $50-$200 then .. They get Credit tword their next purchase . but the purchase has to be at another time . And within a certain timeframe ...

with a vip program .. start people out with the lowest discount .. then as they buy more stuff at full price offer them more and more credit with each purchase.

nice part about this .. is every month your client can send out direct mail pieces .. reminding customers how much credit they have built up . and include a flyer with jewlery pieces in that price range.

Then during slow times .. instead of running sales .. He can send out mail pieces to customers with credit built up.. with offers like ... if you come in by this date we will turn you $200 of credit into $300.. but only if you come in and bye before X ...

this way his promotions benefit his repeat buyers ...instead of bargain hunters .

this works out to something like frequent flyer miles .. only his customers will really be able to use the credit

Ken

Chris,

Thank you for your suggestion. I'll take a look, although I am really seeking material for him that's specific to the association market. And thanks for the kind words, too.

Ken,

This client is a very successful Fifth Avenue diamond merchant who has valid reasons for providing discounts to the association market, and he can do so credibly. So your comments are not relevant, but thank you anyway for taking the time to make suggestions.

Sincerely,
Marcia Yudkin

Marcia,

In the last few years I've sold over a quarter of a million dollars in products through the association market with "endorsements."

I can tell you three things:

1) You have to talk their language. They desperately need two things... a) Non-dues revenue, and b) Valuable member benefits. In other words, they're always looking for other revenue sources -- that also enhance the value they deliver to members.

2) You have to make it dirt-simple for them to participate... completely turn-key everything. This group of people works very hard for limited amounts of money, so they don't need more to do.

3) A lot of people/companies have caught on to the idea of marketing through endorsements with associations. So, (as your client is discovering) it's becoming extremely difficult to gain their trust and get deals done.

I've never formalized my experience and systems into an information product, so I have nothing like that to sell your client. I could offer some one-on-one instruction or consultation.

Sorry I can't help more!

JP,

Thank you - that's a great phrase and I will pass that and your availability along to my client.

Marcia Yudkin