Member Psychographics
Do you know who your members are? Not their job titles or even their generation but their psychographics?
The reason I ask is a study from Mindset Media about media usage. Mindset does research to help advertisers figure out what media to buy. Their findings can help associations decide how to allocate member communications resources.
Are your members dynamic? If so, don’t add a YouTube channel. Dynamic people don’t watch TV. Are your members leaders? Consider newspaper—yes, newspaper—inserts, advertorials, authored articles, etc. Strong leaders, those with strong decision-making skills and a preference to include everyone, read newspapers. (They also are 68% more likely to eat organic cereal but I’m not sure what good that will do you.)
Dynamic people are the most likely to read magazines and they “devour” radio. Maybe your best tactic is a print magazine that pushes to podcasts.
The study confirms some of the conventional wisdom about media consumption—women read magazines more than men, young people consume new media, for instance. But the Internet has become almost more of a mass medium than TV. Since almost everyone uses the Web in some way, “it’s a bit more vanilla than it used to be,” according to Mindset’s John Durant. But it’s also “integral to everyday life.” As people reduce the amount of TV they watch, it has become “less vanilla.”
Figuring out how “vanilla” your members are could make all the difference in what is probably one of the biggest items in your budget.
