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This Marketing and Communications track highlights information at Association World that may be helpful in serving your members more effectively, generating non-dues income, and improving communications with your members and other target audiences.
Check back here often to see what's been added.
How To Develop An Integrated Marketing Program
"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."
This quote from Peter Drucker introduces "Integrated Marketing for Associations" an outline of a presentation by Ginger Nichols, CAE, president of GinCommGroup.
Ginger defines what integrated marketing is, what kinds of associations benefit from it and what the critical steps are.
Translate Features Into Benefits
To make your marketing materials more effective, focus on what's in it for the member. That is, emphasize the benefit the member receives, not just the features of your programs.
To translate your features into benefits, complete a FAB grid for your association. Be warned: it's more difficult than it looks!
Membership Development
Having a hard time getting started on that membership development plan? Use this handy outline to jump start your planning.
Using the Web for Communications
The World Wide Web can be an excellent tool for improving communications with your members and with other target audiences. However, like a newsletter or other publication, it is important to keep the Web in perspective as part of a communications program. At this point, you are highly unlikely to be able to reach all of your members through the Web.
Like other communications tools, it is important to define target audiences and plan how you will use the Web, in order to achieve meaningful results. Some useful suggestions for Web site planning and design are offered on the site of WebResults, which worked with GinCommGroup on Association World.
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