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motorcycle marketplace performance. If you took the big chart and compressed


it over a period of time and looked at it like you would the stock market, you would see that we are pretty much flat at this point but relatively stable, but the MOA is not growing at the rate we would like to from a membership standpoint. During the town hall meeting preceding the open session board meeting, Membership Committee Chair Sam Garst talked quite extensively about our strategic goals in regards to membership retention and recruitment. We are a membership organization that


has a lot of pieces and parts that can, at times, tend to overwhelm the other aspects of the organization. For example, this time of the year, during the rally, we look more like an event organization; balancing the time and resources necessary to run an event like the rally as a member/volunteer based organization, can be challenging, but at the end of the day, we are a membership organization and need to ensure we resource effectively that critical aspect of the BMW MOA. Ted Moyer and his team work very hard


to create and analyze a wide range of statis- tical variables associated with membership, retention percentages, return rates, demo- graphics, etc. not all of which are repre- sented on this one slide. For example, I will share some of the


analytics derived from statistics gained recently just from this rally. Of the three thousand people that are pre-registered for the rally, that we have the data on, almost 40 percent are age 65 and older, and in the next percentage below that demographic, we are looking at 45 to 65 yearsold. Less than 4 percent of the pre-registered rally attendees are in that 35 to 45-year-old range. Clearly, this product (the BMW MOA International Rally) as it exists today, while


it’s a very successful product within the organization, relative to the numbers of people that participate compared to other organizations that are like the MOA in size, can be better overall. This is a very mature event. It has its own demographic that enjoys it the way it sits currently; we have some challenges, clearly, in terms of attract- ing or reaching out to a different demographic. Which leads into that other aspect of


membership, “What are we doing to bring in or attract younger members?” First of all, we have to define what “younger” is, what that pool looks like, where do we go to get them, and most importantly we have to put forth the resources to bring them in and to develop a product that they will want. We have a very mature product in the form of the Owners News, the flagship of this organization. Certainly it is a signifi- cant part of what 31,500 members want today in the organization, but does it repre- sent what the next generation, whatever that demographic is, the forty-five-year- old BMW rider and younger would want? These types of questions are what we have to ask to more effectively target our recruit- ment and retention programs. I’ve often been asked who do you want as


an MOA member, and my answer is always, “I want everybody that rides a BMW motorcycle to be a member; I think that’s fairly clear.” We have to seek all BMW rid- ers in multiple demographics and age ranges. As a club we cannot be exclusive we must seek all riders from many walks of life and bring them in, we cannot close our eyes to multiple opportunities. (Bob Aldridge opens the briefing to any ques- tions from the members.)


IAN SCHMEISSER: “You use the word ‘product’ a lot, and I understand what you mean. What do you think is the central


product is that the BMW MOA makes?” BOB ALDRIDGE:


“Community. As we


went around the room earlier with intro- ductions, community is clearly that which draws many of us together. When you are talking about ‘buying’ a product in the tra- ditional sense of buying goods, one has to ask the question what is it that motivates a rider to ‘give’ us forty dollars? Historically, it’s been the magazine. I think the national rally, historically has been a central focus of the organization relative to what people see as a value to the organization. I don’t know that the next generation up and com- ing in the wings places the same value on these two traditional products. So I ask myself, what is that product that would attract the next generation, and I’m not talking about a ‘widget’ but something that would be seen as valuable to a potential member from a younger demographic. To sell community effectively, one needs to demonstrate the value of the organization.”


Ian Schmeisser discusses potential options with Bob and relays experiences gained from the past regarding the recruitment of new members and how to sell the value of the organization by informing riders of products like the Anonymous Book.


Another member present joins the conver- sation and highlights


the virtues of the


Weekend Getaway events as an effective recruitment tool and asks if there is any conversion data from the events that show riders becoming members as a result of their attendance. To attend a weekend get- away event, one does not have to be a member of the MOA.


BOB ALDRIDGE: “We currently don’t have a program in place for the getaway events


October 2017 BMW OWNERS NEWS 101


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