Happy New Year! Now that the holidays are over we’re turning our attention to marketing for our associations in the coming year. Of course, we’ll keep addressing the problems our individual client partners face, but we’ll also try to weave in new technologies and tactics to keep up with our ever-connected world.
Think Outside of the Inbox
The most cost-effective (and sometimes the most direct) way to communicate with your audience is through email. But these days everyone — from the retailers you love to your accountant to your water company — is sending emails clogging up your inbox.
At Association Headquarters we’re thinking creatively outside of the inbox to help our client partners deliver messages and content in new, interesting ways. Why say it in an email when a text message, a motion infographic, or a tweet would be more effective?
The Mobile Movement
Where is your cell phone right now? If you’re like most people, your phone is probably within arm’s reach. You may even be reading this post on your phone. Mobile phone use, as we all know, is increasing at a staggering rate. And with that, marketing is quickly changing. In 2013, we’ll turn our attention to mobile marketing for our client partners.
Mobile marketing is all about thinking about how people use their phones and capitalizing on it. A client partner’s mobile presence may start with a mobile website, a version of a site that keeps the organization or brand’s look and feel, but highlights the pages or information a mobile user would want. Think phone numbers and addresses, contact information, events, and latest news.
And though 2013 has us thinking about more than just email communications, they’re still an integral part of many marketing programs. It’s important to look towards email services and designs that format emails so they are easily read and understood on a mobile device with links to a mobile landing page. Much like the designs of website and emails, banner advertisements can also be redesigned and tweaked for mobile use so they are easily read. The rise of smartphones also means that mobile banner ads can appear when someone is in a specific location (conference or convention, anyone?). Beyond these basics, mobile marketing also includes push notifications or mobile alerts, paid mobile search marketing, quick response (QR) codes, and more.
Vivid Visuals
Content may be king, but it’s the way that we present things that grabs someone’s attention. We are lucky enough to have many easy-to-use tools at our disposal that help us create amazing visuals. For example, why not create a video for your next conference, complete with past-attendee testimonials; develop an infographic explaining why it’s important to join your organization; or create a pin board on Pinterest with information about your association’s products or its next meeting location. These are all possibilities that will help cut through some of the noise and keep your members and prospective members engaged and interested in what you’ve got to say.
Kaitlin Wingard is a Marketing Manager at Association Headquarters (AH), where she creates and executes strategic marketing initiatives with AH’s client-partners. Kaitlin’s expertise includes digital marketing, social media, creative direction, copywriting and branding. Kaitlin got her start working in Certification for the National Association of Healthcare Access Management (NAHAM), a non-profit nursing association. She developed her career in marketing by working as a copywriter and project manager for a small, fast-paced marketing agency, a digital marketer for a growing mobile healthcare company, and a communications manager for a management consulting firm. She has worked with numerous small business owners to develop their initial marketing strategies and enjoys the rewarding nature of marketing. Kaitlin earned a Bachelor’s degree in Nonfiction Writing and Political Science from the University of Pittsburgh. In her free time she enjoys going to concerts, running, reading about new music and cooking.
