We’ve all been there, right? Maybe you are even there right now. The powers that be have sent an important directive to you and your team. Without much detail. And with an urgent deadline. So you need to provide an impressive answer. Not just one that shows you are a subject matter expert; but one that demonstrates your strategic thinking.
Innovation is all about taking chances. Yet, that is often easier said than done. What encourages some to take chances? What causes others to balk at the opportunity?
Those are the questions that Marketing General Incorporated (MGI) asked association professionals, in conjunction with our client the National Business Aviation Association (NBAA), for the 2018 Association Innovation Benchmarking Report.
The Hidden Obvious – Search and Discover it Before Adding another Layer of Complexity.
I said this in the last Tipster I wrote: I am nearing retirement after 41 years of professional marketing. It has been an invigorating, aggravating, and enervating run. I vowed never to become “that guy” who pretends to aphorisms and witticisms about the many experiences I have had in this field.
Marketing General Incorporated has just released the tenth annual Membership Marketing Benchmarking Report. Learn how your association compares to others, and what best practices are being implemented across the industry!
MGI’s research team surveyed association executives in an effort to provide benchmarks by which association leadership can evaluate their own membership programs and learn about best practices in membership marketing. This year, 821 unique organizations participated in the survey.
Summer is right around the corner, and the end of our marketing year will be rapidly closing in. Every year we like to remind our professional colleagues that, although the year is flying by, there is still time to review and alter late summer and fall plans before the end of the year. It’s not too late to improve your YE 2018 marketing results.
Marketing efforts are only successful when they generate new revenue at an effective rate of return. Are this year’s results meeting your expectations? What’s most important is that you are looking at the results and making adjustments along the way – while there is time to impact results this year. Here are some old and new suggestions you can use:
We live in an age of wonder. What is truly amazing is how much of what marketers once dreamed has become commonplace: one-to-one marketing to individuals – not mass audiences – GeoFencing a conference center to advertise to attendees, tracking marketing effort by source to the exact sale, and much more!
I was abruptly woken up at 4:57 am by a text from VRE (Virginia Railway Express). The text indicated there would be train delays of 10-20 minutes due to flash flood warnings. Since I no longer take the train, I dismissed the text and luckily was able to get another 30 minutes of sleep before my alarm went off.
In order to answer that question, it helps to understand the concept. A thought leader can be defined as a person or organization recognized as an authority in a specific field. But does it stop there? An association provides information, resources, and data for its members, making it an authority in a specific area, certainly by definition. But does that really make the organization a thought leader? We would argue there is more to it.
Charity Moody, the manager of MGI’s telemarketing services, and I had the pleasure of presenting a webinar on telemarketing in January, and one question that came up a few times was how to choose the best outbound calling firm.
The “best” choice of outbound calling firms is linked to your needs, so we are offering you the following help lists to guide you in your quest. The first list is a review of the type of calling services your association or trade group might require; the second is a best practices list of questions that will help you assess and weigh the vendors in which you are interested.
Sometimes reconnecting with one of the more timeless concepts of membership marketing is a rewarding way to start a new year of best practices.
What is the value of our organization? What kind of benefits do our features offer, and are they sufficient to drive prospects to join and members to renew?
This Tipster has appeared once before but the perceptual exercise it encourages is still most relevant.
Enjoy and Happy New Year!
Content is King – Bill Gates
Bill Gates wrote an article under this title in 1996. Now, almost no marketing discussion, article, blog post, etc. fails to talk about the importance of your content.
One of the concerns we hear from many of the associations we work with is how to stay relevant and perceived as a thought leader in the era of 24/7 free access to more content than any one person can consume on just about any topic.
We’re also often told that associations don’t feel they have enough content, the right content, or know how to use the content they have most productively.
Are your efforts to grow your membership persistent? It is a loaded question. I think most membership professionals would immediately answer “yes.” I suspect a good many, given a moment to think about it, might begin to hedge…
Persistent can mean different things in different situations. A persistent cough or sore throat is a bad thing, as is a child’s persistent demand for candy at the checkout aisle. Is persistence in your association’s member recruitment, renewal, and reinstatement process actually a good thing? I think that it is a good thing, a crucial thing, a rare thing.