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HSMAI Had 7,000 Members to Win Back. How Did The Association Re-

Engage Them?

In summer 2020, Hospitality Sales and Marketing Association International realized it had an opportunity to win back over 700 lapsed members. In an industry particularly hard-hit by COVID-19, how could they go about it while being sensitive to the realities of their members?

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What You'll Learn Inside

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  • The questions HSMAI asked to drive lapsed member action.

  • What new data they captured to inform the campaign.

  • How new member information (zero party data) was used to cater to each individual member's renewal needs.

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