Posts Tagged ‘associations

16
Aug
16

What’s the state of association marketing?

Digital-Marketing-TrainingAs many of you probably know by now, I’m a public relations fanatic. Not only is it my full-time profession, but I’m constantly soaking up stories about new trends, PR disasters, crisis communications and more.

Years ago, PR (which used to be more focused on media relations) and marketing didn’t always mix well. Fast forward: The line is fuzzy – if it exists at all.

Now, marketing is very much about content. Without content, you’ve got nothing to communicate, no brand and no campaign.

But not just anyone can do marketing. It takes careful planning, strategic thinking and skill.

This week at the ASAE Annual Meeting, Demand Metric (sponsored by HighRoad Solution) unveiled its benchmark report, “2016 State of Digital Marketing in Associations.”

Among the findings: Association customers think marketing communications are rather stagnant – and each year, those feelings grow a bit stronger, according to the survey results. In fact, in the 2016 report, only one-fourth of respondents reported their members perceive communications as always relevant. (Marketing Tip No. 1: Know your audience!)

“All associations need a strategic marketing plan to drive all marketing capabilities and tactics,” Demand Metric said. “In the absence of a marketing strategy that is based on an association’s values and objectives, it is difficult for marketing to have the impact that it should. So for marketing communications and all other capabilities, the right approach is to lead with strategy and planning.”

As for tactics, email marketing again took the No. 1 spot as the most effective (the same as last year.) The biggest dip: mobile marketing. It dropped 11 percent from last year, and this year, only 18 percent of respondents said it’s an effective marketing tactic. Event marketing took the No. 2 spot while content marketing took No. 3.

Other key findings:

  • 71 percent of study participants report their association marketing overall effectiveness as somewhat or very effective.
  • More one-third of study participants rate their understanding of member needs as poor to neutral.
  • 91 percent of associations in the study are tracking some sort of marketing metric. Just 22 percent track ROI as a marketing metric.
  • 82 percent of the associations that track ROI report high overall marketing effectiveness.
  • The average annual marketing budget for associations in this study falls in the $250,000 to $299,999 range.

ROI_blog_graphicSpeaking of ROI, according to the study, many marketers shy away from analytics – which can be a fatal mistake. My two cents: There’s no point in engaging in marketing if efforts are fruitless, right? And so, marketers need to have a key spot at the table when it comes to strategic planning.

According to the report, IT handles many marketing tactics (the logistics of email campaigns, for instance), but marketing staff needs to be involved in the overall vision of an organization. All this said, it’s crucial for marketing staff to have an understanding of HTML and other basic web functions. Unfortunately, according to the report, that skillset has decreased among association marketing staffs.

Here’s where learning and professional development come in.

“Associations must view training as an investment, not just in growing the skills of the marketing team, but in enabling the marketing function to help the organization achieve its goals,” Demand Metric said. “Marketing needs to exist within a culture that values learning. The marketing team that has a competitive technical skill set is an asset to the entire organization it serves.”

So marketers, what do you think? How do you fit into your association’s strategic plan? Share your comments here.

21
Jul
16

How will new overtime rules affect your organization?

OT-Map-FINAL-medium-600x300In May, the United States Department of Labor released new overtime rules that will take effect on Dec. 1.

Since December will be here before we know it, nonprofits are already making adjustments, as the new rules will have significant implications for the nonprofit sector.

According to the National Council of Nonprofits, it all comes down to salary requirements.

With limited resources, many nonprofits can’t afford to pay their staff big bucks. Under the new regulations, most employees earning less than $47,500 will be entitled to overtime compensation. So think about your events and meetings. What will that mean?

That said, it’s a complex formula for understanding compliance, but the U.S. Department of Labor has published resources.

According to DOL, employers have a few options:

  • Pay time-and-a-half for overtime work.
  • Raise workers’ salaries above the new threshold.
  • Limit workers’ hours to 40 hours per week.
  • Combine options above.

The council offers some tips, as well.

“Employers have various options to comply with these change in overtime rules, ranging from increasing exempt employees’ salaries to the new level, converting them to hourly employees and paying overtime or making other changes to benefits or operations,” the National Council of Nonprofits said. “Nonprofits with budget years ending on June 30 will need to develop new budgets for the fiscal year beginning in six weeks that take these new changes into account. Nonprofits with budget years ending on Dec. 31 have more time to adjust and plan for 2017.”

In addition, the rules allow for the use of volunteers under certain circumstances, but DOL warns nonprofits shouldn’t use volunteers to skirt the regulations.

Working overtime

The department contends its new regulations will ensure companies – including nonprofits – adhere to the Fair Labor and Standards Act. It also says the new regulations will lead to a better work-life balance while increasing productivity and reducing turnover.

“Job titles never determine exempt status under the FLSA,” DOL said. “Additionally, receiving a particular salary, alone, does not indicate that an employee is exempt from overtime and minimum wage protections.”

Regardless of the exemptions the new rule provide, associations are concerned about the ramifications. According to ASAE, more than 250,000 associations submitted comments on the proposed rule to the department last year.

“Because the rule would dramatically expand the number of employees now eligible for overtime pay, associations and other employers could be forced to lay off staff or limit employees’ work outside of core business hours, stinting employees’ career growth and harming productivity,” wrote Chris Vest on June 1 in “Associations Now.”

Additionally, Alex Beall wrote about the new regulations, offering advice from Julia Judish, special counsel with Pillsbury Winthrop Shaw Pittman LLP.

“Once the employer has identified which of its currently exempt employees would convert to nonexempt, the employer should start now requiring those employees to do the equivalent of clocking in and clocking out and track their average hours,” Judish said.

As December approaches, we’ll track the new DOL overtime rules and report changes and their implications for nonprofits.

Until then, if you’ve got tips to share, please email Kristen Parker at Kristen@eventgarde.com. We’d love to share them!

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.”

28
Jun
16

Plan, attack, conquer: A conference strategy

IMG_1037

Tom Morrison, CEO, MTI Management

With the ASAE Annual Meeting and Expo quickly approaching Aug. 13-16, we wanted to share more advice from conference goers to help you capitalize on your experience. This month’s guest blog post is from Tom Morrison, CEO of MTI Management.

Do you have tips to share? Contact Kristen Parker at Kristen@eventgarde.com.

Like many people, when I attended my first ASAE conference in 2006, I was overwhelmed and distracted by how the massive number of people, sessions and booths. And so I ran around like a kid in a playground.

However, it wasn’t the best use of my time and I wasn’t able to maximize my experience to absorb the key ideas that could transform my association’s future.

So I developed a process I now use for every conference, including ASAE.  It goes as follows:

1) Prior to arriving at the conference, determine the two biggest issues for which you need to find an idea or a solution. This allows you to know what you are looking for.

2) Determine the obstacles potentially coming your way that could have a negative impact on your members.

3) Make a list of the types of people you would like to meet and carry enough business cards to meet them.

4) Study the sessions and events and use the ASAE Conference App to build a schedule that keeps you on track. But be flexible and don’t be afraid to jump into a session with someone you meet.

5) Day one of EXPO: Start in row one and walk every aisle, seeing everything in the trade show. Make notes of booths to come visit in more detail on day two.

6) Day two of EXPO: Visit all booths you wrote down on day one to get more details or demos on products.

6) MOST IMPORTANT: At the conference each day, write down three things:

  • One new idea or a new way of doing something you already do.
  • Something you will do differently on the Monday you return.
  • Someone you met who can help you with an idea.

I’ve used this plan of attack for 10 years now and it has contributed to our association growing more than 1,000 percent in net worth and has increased my professional network the same.

 

14
Jun
16

Globalization isn’t a ‘one-size-fits-all’ strategy for associations

global biz expansionAccording to the United Nations, in the year 2100 the world’s population will be 11.2 billion people.

Not surprisingly, Africa and India account for much of that growth, meaning businesses will steadily expand into those regions. As such, we could see a booming global marketplace, which opens the door for associations.

As markets grow, businesses will increasingly need the services associations provide, such as professional development, knowledge transfer, networking, education and professional certifications, according to Globalstrat, which recently released, “2016 Association Growth Global Trends Survey Report.”

Among the challenges associations will have are identifying the markets yielding the most potential for growth and creating business models to address specific markets, Globalstrat said.

According to the report, 30 percent of associations have 5 percent or fewer international members and conference attendees. However, while only 18 percent indicate 5 to 14 percent of their members are international, nearly 30 percent of associations in that same range had international conference attendees. So there’s not always a direct link between international members and international program participants.

What does that mean for associations?

19957784-Global-business-plan-concept-presentation-With-creative-hand-drawing-business-strategy-plan-concept--Stock-PhotoFor those with a high number of international members, there may be opportunities to better market events internationally, Globalstrat said. At the same time, these organizations should consider hosting events outside their home countries. On the other hand, associations with a high number of international event participants but a low number of members may consider improving membership value for international members.

Other key findings in the report:

  • North America is the most popular location in the world for global expansion among associations, followed by Europe, Australia/New Zealand and South America.
  • Organizations that have a solid international business strategy experience faster growth.
  • The top three metrics for success are membership, financial performance and number of meeting and event participants.
  • In terms of services, trade associations place a high emphasis on in-person networking opportunities while professional organizations rank the delivery of a journal or magazine as a priority. (For global expansion, Globalstrat recommends professional associations lead with live events, focusing less on membership, while trade associations should focus on membership and live events in tandem.)
  • About 50 percent of survey respondents use Facebook, Twitter and LinkedIn proactively while 90 percent of respondents use these social media channels in some fashion. (Twitter is the most popular.)

“Associations are so diverse and operate under conditions and in environments that are so significantly different from one another that it is impossible to suggest a ‘one-size-fits-all’ solution to international development,” Globalstrat said. “Yet, it is hard to identify an association or organization that is not affected, in some significant manner, by globalization. The question for association leaders, managers, staff and their stakeholders is, ‘How will they interpret the changes taking place, correctly identify the implications and then decide a course of action that successfully navigates these changes?’”

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.

16
Feb
16

And the survey says…we’re scared

paris-attacks-new-york-670-1It was a Friday night and it had been a long week. I was just starting to unwind when my iPhone’s email notifications starting coming full blast.

And then the mindless show on TV was interrupted by horrific images of blown up Paris buildings; streets littered with debris; people scrambling for safety. And I sat there, trying to explain to my children why yet another act of terrorism destroyed lives, trying to assure them the world isn’t a dangerous place.

For days, the images of carnage shaped my thoughts. As I ran errands around town, I hoped that copycat incidents wouldn’t happen on my home turf. As for travel…I couldn’t even fathom the repercussions.

I’m guessing many of you experienced the same awful Friday night and since then have been rethinking international travel plans. Or what about your events? Are you prepared to handle acts of terrorism?

In the wake of the Paris attacks – and other acts of terrorism throughout the years – event professionals have grown increasingly concerned about safety, according to the latest Meetings Outlook by Meeting Professionals International.

The winter edition of the report found 44 percent of survey respondents think the meetings and events industry will change due to the increased threat of terrorism.

And this includes educational programming.

For example, MPI’s Carolinas Chapter plans to bolster its risk management education programs by bringing in law enforcement officials and leaders from the Red Cross to discuss how to best handle disaster.

The organization isn’t alone.

More than a quarter of respondents (28 percent) echo MPI Carolinas’ plans, making sweeping changes to how they run meetings. Measures include working with police on evacuation plans and offering employee training on rapid response.

sicurezzaIn addition, 15 percent of survey respondents plan to add security for the events – especially those organizations that host international conferences. Some are employing security agencies for counsel and preparation.

As for corporate travel plans? Increasing costs and security concerns mean fewer people will attend events. Instead of sending the whole staff, many companies will simply choose to send leadership, especially if an event is overseas.

The visa process will change, as will destinations of choice, MPI says.

The ripple effect: cost.

Nearly 40 percent of respondents believe room rates will rise. Food and beverage rates are predicted to increase 4.6 percent and air travel rates 4.2 percent. And so, organizations are spending much more cautiously.

“It’s not just having people at the registration desk but having a bit of heightened security on site,” said Bob Walker of the MPI Dallas/Fort Worth Chapter. “It’s having a larger security detail that is checking badges and making sure people who are in various areas of a hotel or convention hall have the credentials to be there.”

working-retirementIncreased protocol for security also means changing employee demographics, the report found. Why? The industry needs new professionals who have a better understanding of the current landscape, balanced by more seasoned professionals whose experience is invaluable to the newbies.

“For many meeting professionals, the challenge in coming months will be to balance concerns about lower spending power with the need to take advantage of current opportunities,” MPI says. “It’s not an easy one to tackle, but clearly, it’s an increasingly important one to master.”

The above is a lot to digest and the findings may seem a bit dismal. So to summarize:

  • 48 percent of respondents expect the cost of meetings to rise due to the need for increased security
  • 35 percent think room rates will rise by 6 percent or more throughout the next year
  • 31 percent say the number of full-time employees is increasing
  • 33 percent report online collaborative, interactive learning is important

What do you think? Have terrorism and/or safety concerns changed your event operations? Tell us about it.




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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