Integrated Marketing for Associations

Ginger Nichols, CAE
President of GinCommGroup

Drucker on Marketing:

"Marketing is so basic that it cannot be considered a separate management function...it is the whole business seen from...the customer's point of view."
 

What's Your Marketing?
These are some of the marking approaches we've seen in associations:
 

• None
   
• Oops!
   
• "We made it; you should buy it"
   
• Silos on the prairie (every department does its own thing)
   
• All of the above

What Is Integrated Marketing?

This approach integrates the marketing of all the association's products, services and programs into one cohesive plan.

It is member focused, not product or department focused. Using this approach, all departments and staff work collaboratively to promote the full range of association offerings, pool research and coordinate communications.

The result is synergy that increases the overall marketing effectiveness.
 

Who Benefits from Integrated Marketing?

If any of the following describe your association, you can benefit from an integrated marketing plan:
 

• You have a diverse product / service mix
   
• You represent a dynamic industry or membership base
   
• You represent a mature industry
   
• You are experiencing flat or declining revenues, sales, attendance
   
• You are receiving an increasing number of complaints
   
• You have limited resources for marketing.
  
   

Next: Implementing Integrated Marketing

 

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