Marketing is not something you do once, or every so often, or when you have a big event coming up. It's something you do all of the time. And you budget for it.

Your market changes daily. Lots of potential members and customers didn't receive the direct mail piece, the e-blast, or the Tweet that you sent about the annual conference, office open house, or legislative fly-in.

And marketing is not a clever gimmick or something extra that you do in addition to your programs. It is a veneer that you place over everything your association does, so all of your messages can more effectively reach a larger audience.

Marketing is not just for a particular event, it's for everything your association does.