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 doing it.
We know it’s important, but we’re full of excuses for why we don’t do it (and no, by personalization, I don’t mean sending an email to “Dear Elizabeth” as opposed to “Dear Colleague”): we don’t have the data, our systems won’t support it, it takes too much time, our members respond to our “spray & pray” tactics so we don’t need to worry about it, we don’t know how…
It’s 2016! No more excuses! Figure out how to collect and use the necessary data to allow you to find out what your members and other audiences care about, need, and want to know, and then serve that – and ONLY that – to them.
What would your 2016 marketing resolution be? Tell me in the comments!
Beth Brodovsky says:
Elizabeth,
Love it! I’m all for stealing ideas….I stole it from Courtney Hunt of the Denovati Group. I’ll have the podcast up with your idea and 9 others on December 31 on http://www.drivingparticipation.com Thanks again for always adding great ideas to the conversation on communications. Here’s to a fabulous 2016 ~ Beth