Marketing is about communicating the value of a product, service, or brand to customers or consumers. In the case of associations, marketing is tailored toward members and is often segmented to deliver a tailored message to a specific type of member about their personal interests. Depending on how many types of people an association has in their membership (and how many platforms the association uses to distribute communications), sending tailored marketing messages can be time consuming and costly.
With the marketing technology landscape changing seemingly every other day, Red Chair Communications (RCC) is always on the lookout for software and tools that can deliver better results, decrease the time it takes to execute award-winning marketing, communications, and creative campaigns that help associations deliver the right messages to the right people at the right time.
One technology that has grown tremendously in recent years is marketing automation. Tools like Hubspot, Marketo, and Buffer allow marketers to create campaigns in advance, and use sets of rules to direct when social media posts, emails, and blog posts are sent. Combining these tools with content marketing tactics allows association marketers to send tailored content and messages to the right audiences at the right times, without the maintenance of sending each message out personally.
Red Chair Communications is in the process of establishing a marketing automation campaign for NADCA: The HVAC Inspection, Maintenance, and Restoration Association. The campaign aims to use downloads of one of their industry-leading standards, the ACR, as a trigger for a workflow of emails containing further information about how to use NADCA’s guidelines in their occupations. This process will gradually educate downloaders on the best way to clean air ducts, the importance of clean indoor air, and using a NADCA- certified HVAC system specialist.
“Marketing automation is making it possible for marketers to tackle even more projects for our association client partners,” said former RCC marketing expert Mike Lenz. “It makes it that much easier to nurture the leads we generate and tailor a timely response to the audiences we target.”
