Blog
Book Review: The Back of the Napkin
Yes, I know this book was published in 2008, and it’s been sitting on my “to read” pile almost that long. Fortunately, the Association Chat book club got me to bump it to the top…
Read More →The Mom Test
You’re putting together a marketing campaign. You have clarity on your audience and goals. You can clearly describe who you’re trying to reach, what outcomes you seek, and how you’re planning to measure success. You…
Read More →It’s Our Fault
Overheard the other day: “You don’t want to have a debate in front of your CEO.” Are we sure about that? We all complain that our CEOs are out of touch. Don’t lie, you do…
Read More →Forget the Box! There is no Box!
How often do you hear the phrase: “think outside the box”? I’m guessing the answer is: “way too damn much!” When did we decide that ideas are supposed to live in boxes? (Well, OK, we…
Read More →But What Do You Want Me To DO?
This may be the most important question you need to ask yourself when launching a marketing campaign. If you aren’t clear about the answer to “what do you want me to DO?” your campaign’s not…
Read More →Clarity Is the Key
Thinking about putting together a marketing campaign? Not sure where to start? You have a lot of options: the 4 P’s, the 4 C’s, market analysis, competitive landscape analysis, pricing strategies, making a list of…
Read More →What Do You REALLY Want to Know?
Data, data everywhere – but what does it MEAN? We can measure a lot of stuff – opens and clicks and visits and time on page and community engagement scores and number of members and…
Read More →Who Are Your Allies?
Associations, particularly small associations, tend to suffer from a lack of resources, aka “that’s a great idea, but we don’t have any money for it.” Which can have a seriously negative consequences on impact and…
Read More →Looking into My Crystal Ball
I’ll be speaking for DMAW’s Bridge Conference in August. Leading up to the event, they’ll be devoting a feature in their July issue of AdVents to“Fall 2012 Predictions from the Experts To Jump Start Your…
Read More →Big Risk, Big Reward
This is IT. You’ve just come up with THE game-changing idea for your organization. It’s going to transform membership, and through it, your profession or industry. Upside: potential HUGE reward. Downside: equally HUGE risk. But…
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