Archive for the 'Marketing' Category

12
Jul
16

The growth spurt continues for associations

membership-associationWhat keeps association leaders up at night?

According to Marketing General Inc.’s 2016 Membership Marketing Benchmarking Report, it’s issues such as balancing a limited budget, engaging younger members and understanding what members truly want, especially in terms of networking and professional development.

The good news, though, is that associations continue to grow.

Slightly up from last year’s report, this year 49 percent of associations reported a growth in membership. The largest individual member organizations (those with more than 20,000 members) were the most likely to see increased growth. In fact, only 14 percent report of respondents indicated no change in their number of members, a decrease from 16 percent in 2015.

For most associations, membership renewal rates didn’t change this year. Nor did the top methods for recruiting new members: word of mouth and email. Perhaps not surprising, associations said conferences and trade shows are also common recruiting tools, ranking No. 3.

Magnified illustration with the words Marketing Plan on white background.

So why do associations remain popular? Most association executives believe members join for networking and continuing education opportunities.

Other key findings from the MGI report:

  • The primary internal challenges to growing membership are difficulty in communicating value or benefits, insufficient staff and difficulty meeting members’ needs due to a broad membership base.
  • Competitive associations or sources of information (34 percent) and economy/cost of membership (31 percent) are the biggest external challenges to growing membership.
  • Nearly 80 percent of associations with increasing renewal rates indicate increased participation in their private social networks, with Facebook and Twitter being the most popular platforms.
  • A majority of associations consider the average age of their members to be between 45 and 54 years old.
  • Similar to acquiring new domestic members, the most effective methods for recruiting international members is through word-of-mouth recommendations, email and by promotion of or at an association conference or trade show.
  • The majority of associations currently have a separate strategic initiative or tactical plan for increasing engagement (58 percent).
  • More than 30 percent of associations offer certification of some kind.

So what does this mean for the future?

The MGI report includes best practices, predictions and tips from association leaders who participated in the survey.

As one respondent said, “Associations will need to find services that can’t be provided by any other organization — such as professional credentials. Networking can be online and social; professional development can be searched online; and knowledge is not valued, as information can be easily gathered. But status can only be gained by peer review and credentials are important.”

24
May
16

No more masses for association marketers

email-marketing-for-your-home-businessAs some of you may know, Event Garde sends a monthly e-newsletter. So every month, I jump into Constant Contact to look at stats.

Admittedly, I’m a word nerd, but I find the stats and data fascinating. I get excited when the click and open rates increase. And I use those – based on the popularity of certain topics – to decide what to write the next month.

Email marketers: Does this sound familiar?

According to most reports, email is the No. 1 tool for marketing among associations. But do email campaigns work?

A new report by Informz may help marketers decide.

The 2016 Association Email Marketing Benchmark Report analyzes nearly 2 billion emails sent by associations in 2015. According to the report, email volume rose nearly 12 percent from 2014.

We’ll delve into the findings shortly, but first, Informz points out marketing automation technology has transformed the way associations communicate. For example, it allows senders to more easily segment audiences, allowing for topical, personalized responses.

“Associations are making a purposeful shift to integrate and maximize their digital marketing reach, utilizing all their data assets,” Informz says. “Websites, email marketing programs, account management databases and online communities are no longer perceived as separate functional entities. Taking a holistic approach means moving away from a single communication strategy to a tailored, one-to-one communication approach.”

click-460In addition, the report revealed email relevancy is top of mind for subscribers. As such, marketers are moving away from mass emails, instead sending customized communications to members – which translates into more meaningful member experiences.

And now the findings from the Informz report:

  • The average email metrics for associations include a 98 percent delivery rate, 36 percent open rate and 16 percent click rate.
  • More than 70 percent of email subscribers were sent one to five emails per month.
  • Emails containing eight or more links represent 77 percent of the email sent volume.
  • Audiences between 5,000 and 50,000 accounted for 63 percent of all emails sent; however, the smaller the audience, the higher the open and click rates were.
  • For the second consecutive year, emails sent during midday hours accounted for the largest percentage of emails sent, as well as the highest click rates.
  • Tuesday, Wednesday and Thursday had the highest email volume with an average open rate of 35 percent.
  • Friday had the highest weekday open rate at 37 percent.
  • Subject lines with fewer than 40 characters had open rates that exceeded the 2015 benchmark of 36 percent.
  • More than 60 percent of opened email had engagement for more than 10 seconds, which is an increase from last year’s metric of 62 percent.
  • Mobile readers engage with emails longer than desktop readers, with 67 percent of mobile readers spending longer than 10 seconds.

So…what are your thoughts? How does your association use email?

Remember that newsletter I referenced? We’re always looking to feature examples of success so if you’ve developed an email campaign that works, please send information to Kristen Parker at Kristen@eventgarde.com.

17
Nov
15

A look back at 2015

 

IHS group

From left to right: Jenny Hill, Aaron Wolowiec and Cally Hill

As Thanksgiving approaches, it’s time for us at Event Garde to reflect on the many things for which we’re thankful.

From education to content creation, we’ve had a successful year and have experienced tremendous growth.

And we owe much of that to you. Thank you for trusting us to help you learn, network and transfer differently. (See more on this below).

This year end report is just a smattering of the successes we’ve achieved. It’s hard to quantify those day-to-day “ah-ha” moments, but we hope you enjoy this glance at our 2015.

We look forward to spending 2016 with you, and can’t wait to see what’s in store!

Here’s a look at 2015:

communication_strategy_01Marketing and Communications

In September, Event Garde held a marketing and communications retreat in which we discussed our communications strategy and marketing goals. With so many moving parts and pieces throughout the last year, it was time to reflect on our brand.

So we asked ourselves: What have we become? How are we different from our competitors?

Thus the birth of our new tagline: Learn. Network. Transfer.

Learn – We are educators and we are educated. As responsible contributors to our industry, we participate in professional development while also planning it.

Network – We plan events and programs with an emphasis on providing networking environments and opportunities for program attendees and participants. And individually, we belong to networks and organizations that enhance our personal and professional goals.

Transfer – We realize the needs and wants of an industry that experiences ups and downs and use our collective and individual experiences and knowledge to foster performance improvement.

As for personality, here’s a list of words we think describes us:

  • Authentic
  • Capacity-building
  • Client-oriented
  • Detailed
  • Knowledge-seeking
  • Leading-edge
  • Tenacious

Next month, we’ll be discussing how to implement our marketing and communications plan. So stay tuned.

airplane wing

A view from one of Aaron’s many flights

Speaking engagements

This year, Aaron spent many hours on an airplane for speaking engagements. From Atlanta to Florida to Michigan, Aaron spoke at 25 events on a range of topics. Audience size varied from three to 144, but in total, Aaron spoke to more than 1,200 people. Some of the topics: learning/how the brain learns; how to improve conferences and events; and membership.

And here’s what some people had to say:

“Aaron is knowledgeable and engaging.”

“This is the first webinar I actually paid attention to throughout the whole hour.”

“Very engaging, personable, knowledgeable, understood his market, well prepared, very good at herding cats, great content, well-presented. Kept us engaged and moving.”

EG relay for life team

The Event Garde Relay for Life team

Professional development and community engagement

As stated above, we’re lifelong learners, so the staff of Event Garde attended 28 professional development sessions this year, with topics ranging from instructional design to volunteer training to conference presentations.

At the same time, we value the communities in which we live, work and play. And we understand the importance of giving back. So again this year, Event Garde sponsored a Relay for Life team, walking 24 hours around the track at East Lansing High School in recognition of those fighting cancer, in honor of those who’ve triumphed and in remembrance of those who’ve lost their battles.

Episode-29-Aaron-Wolowiec
Content

In 2015, Event Garde produced 50 blog posts. Kristen Parker contributed most of the content, but Aaron wrote posts at the beginning of each month and each month we featured guest bloggers.

On average, blog posts received about 220 views and the site averaged about 200 visitors per month. Topics of the posts varied, but the most popular seemed to be those focused on hotels – rates and room blocks, specifically.

In addition, Event Garde published a newsletter each month, with an average open rate of 600. As an education resource, each newsletter included links to stories or blog posts we found inspiring and informative. In addition, we featured “bright ideas,” in each newsletter and, of course, an Event Garde-ian of the Month.

Throughout the year, niche media publications re-printed blog posts from Kristen and Aaron, quoted Aaron as expert or included written pieces by Aaron. Key media hits include Michigan Meetings + Events, Naylor Publications, Associations Now, Biz Bash, MSAE Association Impact and TSAE Association News.

Here’s a look at some of the media hits:

Meetings and Conventions

Pure Reinvention podcast

Associations Now

Michigan Meetings & Events

new house

Aaron’s new home and Event Garde’s new headquarters

New headquarters
And finally… Event Garde got a new headquarters this year!

Aaron bought a new house in Kalamazoo, which will serve as Event Garde’s new home.

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?

05
May
15

20 reasons to book within the official group block

PS_Hotel_KingRoom_newWith unprecedented access to vacation rentals through websites like airbnb and VRBO, as well as the availability of discount hotel stays through websites like Priceline and Orbitz, it’s no wonder organizations are having difficulty filling their group room blocks during in-person meetings, conventions and exhibitions.

A quick survey of industry professionals via ASAE’s Collaborate turned up the following 20 reasons (in no particular order) for booking within the official group block. Consider customizing this list and sharing it with your members and attendees via marketing materials (e.g., brochure, website and social media) prior to your next big event.

  1. Official hotels are inspected by the organization prior to your arrival.
  2. Greater informal networking opportunities exist in hotels within the group block (as this is where a majority of attendees are staying and frequenting).
  3. It will take you less time to travel from the meeting to your hotel room, making it easier for you to adjourn to your room to nap or work during down time.
  4. The important announcements and information the organization may need to share with attendees when they check-in are provided only at those hotels within the group block.
  5. Any room drops arranged by the organization or its exhibitors are only available to those staying at hotels within the group block.
  6. The organization is able to conduct high-quality meetings at desirable sites for a reasonable registration fee because a significant block of hotel rooms is reserved for meeting attendees.
  7. Friendly booking terms (e.g., no full pre-payment) are negotiated as part of the organization’s hotel contract.
  8. Meeting attendees receive a reduced rate (negotiated by the organization) for their sleeping rooms.
  9. Low group rates are guaranteed prior to the established cut-off date and are usually extended three days pre- and post-event.
  10. Attendees receive the negotiated benefits and amenities contracted for the group room block (e.g., fitness center or bottled water).
  11. Reservations within the group block are protected from hotel relocation (also known as walking).
  12. Complimentary shuttle service may be provided (e.g., to/from the airport, conference center or local attractions).
  13. The size of the official room block determines priority status for function space. By booking rooms outside the block, the organization may not get its preferred dates/function space on a first option basis.
  14. green_moneyIn exchange for filling the required number of sleeping rooms, the organization is permitted to use the hotel’s meeting space at no/reduced cost.
  15. The organization is penalized financially for not filling a minimum number of contracted sleeping rooms.
  16. Securing a smaller room block makes it more difficult for the organization to gain favorable hotel services, concessions and function space both this year and in future years at new/different properties.
  17. The hotel provides certain concessions to the organization based on filling the group room block (which help to offset registration rates).
  18. Helping the organization meet its room block obligation allows the event to earn reductions toward the overall master bill (e.g., comp rooms, commissions or rebates.)
  19. Future housing and registration rates can remain low when a majority of attendees book within the official group block.
  20. Booking within the group block is the right thing to do both to support the organization and to ensure the event remains financially viable.

Tell us in the comments what other reasons for booking within the official group block you would add to this list.




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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