10
Aug
15

New report: Association marketing has a ways to go

marketing-mix-priceMarketing is much more difficult than most people think. It requires creativity, strategic planning, vision and data analysis.

Marketers have a vast skill set, and that’s why they should have a seat at the decision-making table.

That’s according to a new benchmarking study on association marketing by Demand Metric and HighRoad Solution.

The State of Association Marketing,” unveiled this week during ASAE’s annual conference in Detroit, summarizes the marketing efforts of 373 survey respondents, mostly comprising membership associations.

Key findings:

  • 73 percent of survey respondents rate their overall association marketing as somewhat or very effective.
  • Marketing communications was the most prevalent marketing capability in associations surveyed, provided by 70 percent of marketing functions to their associations.
  • Only 25 percent of study participants report members perceive their marketing communications as always relevant and professional.
  • Membership retention saw the largest year-to-year increase, offered by 47 percent of association marketing departments in 2014 compared to 62 percent in 2015.
  • Event marketing was identified by 78 percent of respondents as the most effective marketing tactic.
  • Associations are embracing marketing analytics more closely, with the percentage reporting no usage of analytics dropping from 13 percent in 2014 to 9 percent in 2015.
  • The budget line item most frequently found in association marketing budgets is for print, found in 46 percent of association budgets. Print, however, ranks eighth in terms of effectiveness.
  • More staff and more funding rank first and second as the resources that would most help improve marketing effectiveness. However, neither staffing nor funding correlated to greater marketing effectiveness in the analysis of the study’s data.
  • Survey respondents identified internal meetings as consuming the most time.

“The baseline study sadly pointed out how far behind associations are in areas such as digital advertising and marketing automation,” said Suzanne Carawan, chief marketing officer for HighRoad Solution. “As you will see in this year’s report, we’re making progress, but there is a lot more work to do before we can bridge the gap between corporations and associations.”

A few things to consider. (My two cents here.)

contentmarketingWhile it makes sense to have the marketing director handle the main marketing duties – banner ads, social media ads, marketing material, website marketing, etc. – it’s also beneficial to have marketers contribute to membership retention efforts. After all, it’s a marketer’s job to explain why membership is valuable, and this means keeping members from losing interest – enter the skill set I referenced above.

In addition, according to the survey, strategic planning wasn’t a top priority for associations. That’s a problem.

As someone who’s learned to blend public relations and marketing, I can vouch for the fact that marketing can’t exist without strategy. A marketing plan isn’t a strategic plan. Instead, marketing should be part of the strategic plan, with clearly defined messaging, tactics and audiences. Marketing should support the association’s strategic vision; not compete with it.

Marketing communications is perhaps the most effective piece of the marketing puzzle –provided there’s good content. Effective, meaningful, useful content.

According to the report, print is still an effective marketing vehicle among associations. But I’d argue that association marketers should consider the power of digital marketing. LinkedIn and Facebook marketing campaigns can yield huge rewards.

Tell us…what role does your marketing staff play in your organization? What works best for you?


3 Responses to “New report: Association marketing has a ways to go”


  1. August 12, 2015 at 2:36 pm

    Kristen – thanks for covering this research, which I’ve had the privilege of working on with the Highroad team over the past two years. I agree with your two cents: in this era of customer lifecycle marketing, it makes no sense (no pun intended) for association marketers to not own member retention. Our study didn’t explore the reasons for this organizational anomaly, but it certainly exists.

    One correction I’d like to make: print was the line item most frequently found in association marketing budgets, but it ranked 8th in terms of effectiveness. This seems to point to a misalignment of budgets and approaches.

  2. October 14, 2015 at 2:53 am

    Good resource for statistics about marketing. I see how content is useful in marketing specially in websites. Content is King. A poor, thin content would not be helpful to users. Through content, you should be able to convey what you are promoting to them.


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meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, running, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Digital content manager. Proud mom of three. Total word geek. Spartan for life.

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