Does your association marketing focus on minutiae or on benefits?

Lori Halley 21 July 2010 0 comments

A recent post on the ASAE Acronym blog by Scott Briscoe looked at marketing on a shoestring budget for small associations. One of the points that stood out to me was "Heavily Promote Member Only Benefits." I like how Scott put it, that your members and prospects need to understand how your association:

  • Makes them smarter
  • Saves them money
  • Makes their lives easier

Not long ago, we asked a number of association professionals about the value proposition offered by their organization.  All of those who responded talked about education, which definitely goes to the idea of making members smarter.  Which lead me to wonder -- how many associations explicitly say on their website or marketing materials "here's how we'll make you smarter"?

What I see many marketing sites (association and otherwise) is a huge focus 'about us' types of information.  I used to work in music marketing, and band sites are notorious for this: "John & Stu met in high school and formed The Apple Sauce Band in John's uncle's friend's garage.  Stu borrowed the money to rent his first drum kit from his next door neighbor, a Gulf War veteran with a lazy eye.  They soon renamed the band The Lazy Eye Band and have been rockin' ever since."  Blah blah blah.  Who cares?  History and trivia are fun for fans, but I want to know what kind of music you play and more importantly, what kind of experience am I going to have if I come to see you live?

Many association websites are the same -- they focus on history and other organizational minutiae, when what they should be focused on are the benefits to members and potential members.

Do YOUR association website and other marketing materials focus on the benefit for prospective members?

Originally posted by Jay Moonah

Get a Special Report on Simplifying Membership Management

Enter your email and receive this special report in your inbox.
Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Wednesday, 21 July 2010 at 12:18 PM

Get a Special Report on Simplifying Membership Management

Enter your email and receive this special report in your inbox.
Sorry, this blog post is closed for further comments.

Search: WildApricot.com 

About results ( seconds) Sort by: 
Sorry, an error occured when performing search.