fromtheboard
claiming it came from Bill and Ted’s great adventure from two weeks prior, collecting content for the ON Utah Discovery series. We found out the riding in this area is fantastic. He then turned to Greg Feeler, 2017 rally chair and jokingly hinted, “We should have a rally here.”
• Media Team Highlights: We are maintaining our on-time delivery percentages, we have responsible page counts, and we are very pleased with the results of the launch of the discover series, something we are very excited about. The great thing about the discovery series is that it takes us to our members; it plays on their local knowledge of the area. We’ve published “Discover Wisconsin” and “Discover Washington;” we’re now trying to pinpoint the demographics and make it a bit more specific.
The ON Dealer Supplement was
recently launched, published and has been sent to dealers.
It’s basically a
sample of our magazine versus send- ing a whole magazine. This direction represents a huge savings on printing and shipping. We also anticipate the supplement having a longer shelf life, (stays at the dealer longer, less cus- tomers walking away with free maga- zines). This will allow us to plan on doing the supplement quarterly. We have seventy dealers we send supple- ments to. This represents a significant cost savings, and the RC’s are ensur- ing the dealerships are educated on how to display the products and that they are aware of how often and what products from the MOA to expect to receive. We are working very hard to coor-
dinate the social aspects of the print media of ON over digital platforms.
• Media Team Hurdles: Meeting the diverse interests of our read- ers, finding how to best serve our
84 BMW OWNERS NEWS January 2017
members, maintaining our dependency on traditional contributors are all chal- lenges. In addition, we are working on re-evaluating ON’s focus to build upon the pillars of the BMW motorcycling community with features and member profiles, member-tested product reviews, and high quality technical writing.
• Media Team Coming Attractions: • Growth of discovery series. • Broad subject areas need more spe- cific focus.
• Member profiles. • More frequent profiles of our members.
• Monthly “Me and My Bike” features highlighting members and their rides. (Similar to ‘I am the MOA.)
• Member-tested updates. • Additional supplements (will be used to hold the less colorful material of the magazine like mileage contests results) so as to not interfere with magazine content.
• The Salt Lake City Riders will be able to assist in rally promotion. Jeff Thur- man, president of the Beehive Club of Salt Lake City. will detail ten rides in the area, which will be a great resource, providing great content that promotes the rally starting in the Jan- uary issue.
Membership - Ted Moyer “Before I get into the membership brief I just want to talk about what a great job Bill is doing and how difficult it is to adjust our thinking in terms of content strategy in the magazine. I have essentially turned his world upside down from a magazine con- tent point of view, placing content as the number one priority in the magazine. The coordination of content is vital to success. A future national rally promotion video and its synchronization within the existing media structures currently present a fairly significant hurdle. We also have to find a way to effectively represent subgroups and their unique cultures. Bill is getting that magazine out the door, and on time, every
month.” • Membership: Results of a recent exit survey was conducted on expired mem- berships. We are down just a little bit overall this year. We carefully analyzed and measured all of the data collected from our members whose member- ships expired.
From the survey of everyone whose
membership expired between the months of April and May… • 64% are no motorcycles.
longer riding BMW
• 10% forgot or didn’t realize they expired • The remainder of the responses ran the gamut or reasons but most alluded to, not reading the magazine, not using the website, or did not using the benefits to save money.
Of those that left the MOA, four out of
five rated the MOA as a good value. Over 10% of expirations had been members for over 20 years. Of the members surveyed, we are currently holding a 64% first year reten- tion rate. The new motorcycle purchase program of one-year free membership sponsored by BMW is far below this rate. These members got something for free; we have got to do a better job of engaging these members. We need to have their email address, currently, that’s not a requirement on the form. It’s very difficult to engage the new members if we don’t have the means of contacting them. Ray Tubbs our digital marketing man-
ager also wears a membership hat. These are some of the things Ray’s going to be working on that directly affect membership: • His winter project is to update the front end usability on the MOA home page.
• We are going to refine the skin. • Menu system update. • Enhance ease of log in and renewal. • Focus regional coordinators on leverag- ing local clubs/dealers.
• Improved communication between clubs.
• Facilitate Cross-flow of member data where appropriate.
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