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February 17, 2010
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BETTER
MARKETING MATERIALS
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| Show and tell isn't just for kindergartners anymore. Yesterday, we joined association staffers at ASAE for an exhibition of marketing materials. Ideas flew on how to lure new members, get them to conferences, and convince them to read those fancy brochures. |
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A few of the smart ideas we picked up from the crowd's collective wisdom:
- Instead of putting your online membership application all on one page, consider breaking it into sections on progressive pages (beginning with name and contact info) so people don't get overwhelmed upfront.
- Don't automatically conclude that because member retention is down, member acquisition will be down too. Prospective members may be particularly interested in your networking or professional services in a down economy.
- Test multiple landing pages for those looking to join your org or sign up for an event, to see what works and when people click away.
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Convincing your members' employers to send them to a convention in Vegas or Orlando can be kind of like a college kid convincing his parents to send him on a community service trip to Cancun. National Cancer Registrars Association's Lauren Hefner shows off an in-progress brochure for the org's upcoming education conference in Palm Springs, which some members complained was "too shiny" to show their bosses. To strike a balance between fun and serious, especially in a tough economy, marketing pros in the room suggest playing down the palm trees and focusing on the association's name and educational benefits upfront. Info on golf courses and scenic tours can always be printed on an insert or published online.
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Top take-away from the afternoon: Less is more, say association marketing consultants Scott Oser and Kevin Whorton. The duo, who led the idea swap, say association promotional materials are often cluttered. Scott tells us it's critical for orgs to think about goals for the materials and create content with a clear message. For example, is the goal to create awareness or sell something? Kevin says problems stem from failing to ask enough questions during the creative process regarding your audience’s needs, your objectives, and how well the end-product meets them.
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| MORE FROM UNTECH10 |
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"When people think mobile, they think, 'ooh, the iPhone,'" says Avectra's Ray van Hilst, who led a discussion on mobile for associations at last week's UnTech10 conference. But don't forget the Droid, Blackberry, and others. The participants agreed that orgs should think cross-platform if they're looking to create a mobile app or website. Ray also says people are giddy about smartphone apps, but like anything else, there needs to be a business reason and strategy behind building them. (In the pic above, we assume Ray is demonstrating that one way to get four reception bars is to use four phones—one bar per phone.)
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The most engaged people are typically the ones you haven't heard of, says Higher Logic's Andy Steggles. He suggests looking beyond the chapter and committee officers to generate engagement. Maybe the people who've submitted session suggestions for an event but were rejected because of limited space could contribute an article to the org's magazine or blog. He also suggests finding your industry's top bloggers and bringing their content together under your org's website.
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| UPCOMING EVENTS |
| Click here to place your own listing |
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February 23 - Bisnow Breakfast & Schmooze - The New NoMa - Learn how the neighborhood has transformed and is looking to encourage a new concentration of non-profits and associations, given its competitive pricing and proximity to the Hill. 7:15-9:45am. Info
March 18 - College of Association Marketing - Tips to use technology effectively in your marketing. $149-$229. (Coupon: Save10 during checkout.) Mathematical Association of America Conference Center. 8:30-3:30pm. Info
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This newsletter is a journalistic news source which accepts no payment for featured interviews. It is supported by conventional advertisers clearly identified in the right hand column. You have been selected to receive it either through prior contact or professional association. If you have received it in error, please accept our apologies and unsubscribe at bottom of the newsletter. © 2009, Bisnow on Business, Inc., 1323 Connecticut Avenue, NW, Washington, DC 20036. All rights reserved.
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