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What’s the Importance of Hyper-personalization in Marketing

February 23, 2022 @ 11:00 am - 12:30 pm EST

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Are you still communicating to members as segments, based on their behaviors and transactions? Or to The Market of One?

Each individual in your community, member or not, has her own set of needs that your association is trying to meet. Traditional marketing has us speaking to segments based on behaviors and transactions. And often, traditional broadcasts are about what the association has to offer rather than what the member actually needs right then and there.

Instead of building campaigns around segments and broadcasting information, focusing on “The Market of One” connects associations and individuals by asking questions regularly over time to understand and immediately act on member needs.

See how associations are using a conversational approach to member communications – talking to “The Market of One” – to gain member insights and drive action.

Understand the contrast between traditional and conversational methods of member communications and develop methods for starting conversations with individual members.
Explore The Market of One, and be able to implement strategies and use cases that enable one-on-one association staff to member communications.
Gain use case campaign examples in the areas of member recruitment/renewals, event engagement, member profile building and utilize them in future strategic planning.


Level Intermediate
NASBA (Field of Study) Communications and Marketing
CAE (Subject Domain) Marketing & Communications
Prerequisites and advance preparation needed At least 1 year of association or nonprofit operations experience. No advance preparation required for course
Reviewer Wade Tetsuka, CPA
CPE/CAE Credits 1.5
Cost Free
Delivery Group Internet Based

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Brianne Wheeler
Director of Marketing at PropFuel
Brianne leads marketing for PropFuel, a conversational engagement platform for associations. She speaks frequently on marketing and communications strategy, with recent talks at DigitalNow, the…