Marketing tips and ideas for association executives and member engagement specialists who want to build strong brands for their organisations and stay up-to-date with current marketing trends.

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The Y and Z of Membership Marketing

In the same way that consumer marketers are looking toward younger generations, many membership marketers are also looking to convert these up and coming professionals into loyal members. A new study presented at the Vivid Ideas Exchange in Sydney last week, A Gender for Change survey* of 2315 young Australians from both Gen Z (16…

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Social Media For Associations: Not How To, But Why

Why does your association need to use social media? In 2017, when virtually every organisation has a social media presence on at least one platform, this question might sound ridiculous. Yet surprisingly few association executives can actually answer it. Sure, you have a presence. You need a presence. But what purpose is it serving? What goals is it helping you achieve? Why do you spend valuable time and resources on social media activities?

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The Art Of Digging Deeper: How To Make Membership Segmentation Work For Your Association

Let’s talk about segmentation. While this is definitely not a new word for association managers, perhaps the concept requires greater thought if we are to use it effectively. Yes, technology advancement has made it easier to create smaller groups within your membership and to tailor your offerings to those sub-sections. In theory this is a big win. It should help you achieve your association’s engagement goals.

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IN BRANDS WE TRUST: The Challenge Of Brand Consistency For Professional Associations

Picture this real-life scenario: a well-known association has been operating for more than 80 years, yet still doesn’t promote itself with a consistent style. While more than capable of delivering beneficial outcomes, at times this association struggles to convey the genuine value of its services to members and potential members. Unfortunately, such a scenario is not unique. In fact, this lack of a clear ‘voice’ is typical of too many otherwise productive associations.

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