|
Integrated Marketing for Associations
(Part 2)
Implementing an Integrated Marketing Plan
If you've decided that your association would benefit from integrated marketing, what strategies can you use to implement it? Here are five to consider:
1. Organize around the customer. Associations typically
organize around functions, such as meetings, publications, etc. How
could you organize around your key customer or member segments?
2. Segment your market. Are you treating all members the
same? As if they had the same needs and interests? Stop it.
Segmentation is the first step to more closely defining the needs of
important subgroups of members. This could be the first step in
organizing around these key segments.
3. Re-think your product lines. Again, we tend to think in
departments, but our members don't. Instead of defining product
lines around delivery mechanisms, such as seminar, newsletter,
books, how about organizing around key topics? If you're a member
looking for information on hiring practices, for example, you may
not care if it's delivered by a videotape, workbook or breakout
session at a meeting.
4. Organize marketing teams. You don't have to centralize all
your marketing to implement an integrated approach. Create teams
that include key staff from all relevant departments.
5. Develop a resource allocation strategy. Often the
resistance to integrated marketing comes from department heads
trying to protect their budgets. Working together as a team, senior
managers can fashion a strategy for allocating revenues and expenses
that is fair and works to the advantage of the entire organization.
|
|
|
870 North Point Street, San Francisco, California, USA, 94109
Telephone: 415 775-9918 Fax: 415 775-9919
E-mail: webmaven@gincomm.com Web: www.gincomm.com
Copyright © 1997-2001 by GinCommGroup. All rights reserved.
Created by WebResults |
|
