December 20, 2011: Marketing forever
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.