An Executive Director's point of view
February 26, 2014: Do more marketing
But if you don't tell anybody about your organization, nobody will know anything about it. They won't join, or donate, or volunteer.
Marketing should be an ongoing activity -all of the time. Not just before events or before fund-raising or membership recruitment campaigns.
And it should take place in as many venues as possible - not just the "one" that may be considered better than the others.
If you don't continually market your organization, there may soon be no organization at all and nothing to tell anybody about.
February 24, 2014: Are super bowl ads effective?
When planning your association's marketing activities, don't just run to where you think everybody will be. Identify your audiences, determine the venue(s) in which you are likely to be able to interact with them, and cost out the venture.
Make your decision based on the cost and effectiveness of the effort and don't succumb to emotion and excitement.
February 19, 2014: Do old tactics work in the new world?
February 05, 2014: One-hit wonders
They are wrong.
Association activities should be promoted as often as possible in as many venues as is practical.
Members and customers have a lot going on in their lives and it usually takes more than one attempt to grab their attention and make a sale.
January 23, 2014: Keep your acronym to yourself
That may be appropriate within an industry or profession (but not always) but it is not appropriate when communicating with others.
It does nothing to increase name recognition. In fact, it does the opposite, identifying you as a representative of an obscure, unknown, and perhaps unworthy organization.
Your acronym is not a brand, no matter how much you think it is. And that's especially true for associations that do not have widespread public exposure.
So, tell people the name of your organization when you identify yourself. Otherwise, you might as well not even bother saying who you are.
January 09, 2014: Effectiveness of print media
November 04, 2013: Shorter is better
Get more tips about email marketing here.
August 21, 2013: Value, not just tactics
You can text until your thumbs turn blue, but if your message is not perceived as valuable by those to whom it has been sent, they just won't respond.
Why should a person join your organization, make a donation, or register for a conference? Why should a media venue publish your article or blog post? Why should a legislator vote for your bill?
Why should anybody even answer your telephone call, email, or text message?
The vehicles you use to communicate - social media, direct mail, video streaming, billboards, whatever -- are tactics. They are not the message.
If the message does not have value, the tactics you use really don't matter.
August 14, 2013: Underdog marketing
July 25, 2013: Losing the sale
He was wrong.
Selling on his web site would allow him to capture customers who didn't buy at the fair.
Your association's products - membership, educational conferences, publications, doodads, etc. -- should be promoted everywhere possible.
Customers often (very often) need more than one encounter before making purchasing decisions, so ensure they'll encounter your organization in many places.
Just being visible in one place - whether at a conference, exhibit booth, magazine, web site, or in a direct mail piece or e-blast - is not sufficient.