Contact

Category Archives: marketing

What Will 2017 Hold?

Aptify set out to answer this question, at least for associations, in their recent e-book: Top Association Management Predictions for 2017. In the monograph, 13 association pros (including me) share their thoughts about the future as relates to topics like member engagement, online … Continue reading

Posted in innovation, leadership, marketing, membership | Tagged | Leave a comment

What Is Your “Customer Journey”?

Reading a recent article in the Harvard Business Review on the topic of “customer journeys” got me thinking about their role in the association space. What is a “customer journey”? The example HBR used was of a solar company. Their initial … Continue reading

Posted in Feature Story, innovation, marketing, membership | Tagged , , | Leave a comment

What’s Your Marketing Resolution for 2016?

I’m totally stealing this idea from smartie Beth Brodovsky, who emailed me this same question recently for her Driving Participation podcast series. My resolution for association marketers would be for us to stop talking about segmentation and personalization and start … Continue reading

Posted in marketing | Tagged , | 1 Comment

Turning Good Ideas Into Action

Looking to increase your association’s revenue? Growth can come about either through acquiring new customers/members or increasing sales to existing customers/members. And you can sell either existing programs, products, and services or new programs, products, and services. In short, Ansoff’s … Continue reading

Posted in leadership, management, marketing, membership | Tagged | Leave a comment

Farewell, Associations 101

For the past two years, Spark, in partnership with Scott Oser Associates and Peach New Media, has sponsored the free Associations 101 monthly webinar series: “10 tips in 20 minutes” on a variety of topics, designed to provide a quick … Continue reading

Posted in leadership, management, marketing, membership, webinars | Tagged , , | Leave a comment

Four Keys to Writing Good Marketing Copy

How do you write good marketing copy? In a nutshell:  Think about your audience. Who are they? What do you know about them? Use that information to craft a personalized message. Talk like a real person, and write like you … Continue reading

Posted in marketing | 2 Comments

Seven Keys to Great Testimonials

One of the best ways to promote your association and its programs, products, and services is to let your members, customers, audiences, and other stakeholders do it for you. In other words, to use testimonials. ASAE’s June 2010 Communications Section … Continue reading

Posted in communication, Feature Story, marketing | Leave a comment

Five Tips for Overcoming Your Fear of Sales

One of the toughest things in marketing is crossing over into sales. While our end goal is to get people to buy what we’re selling, no one wants to be this guy –> So how do you get one (sales) … Continue reading

Posted in marketing | Leave a comment

More Tips to Improve Your Open Rate

Tips to help your blast emails shine, Part 2:  Personalize it – It’s 2014. We all have the ability to send emails to “Dear Elizabeth” rather than “Dear Colleague” so be sure to call people by name. Be a real … Continue reading

Posted in communication, marketing | Leave a comment

How Do I Know What to Charge?

One of the hardest things to do in creating a product or service is to set the price – too high, no one will buy because it’s too expensive; too low, no one will buy because they think what you’re … Continue reading

Posted in marketing | Leave a comment