An Example of SME and Pull?
One thing jumped out at me. They offer a membership certificate and a member lapel pin… but you have to request them. They don't ship these items out automatically, you have to request them (or one) — online or via a post card.
Is this a purposeful example of “pull”? I could care less, honestly, about a membership certificate and I'm not even sure if I would need the lapel pin. So, it seems like SME is avoiding the waste “overproduction?”
Some smart aleck might say “they're just being cheap” but that's exactly the point right? If some members VALUE that pin, they can get it. Seems lean to me.