That Marketing Show is Back

Previously, on this blog, I highlighted a great resource for marketing professionals: That Marketing Show. A free resource, it is a fast paced, 15 minute one-on-one interview and conversation with some of the most well respected, knowledgeable and expert professionals in the marketing, branding, public relations, and advertising industry across North America. Recently, the show returned for its third season.

That Marketing Show is produced by Rodger Roeser.

New Media Resources for Associations

One of the best ways to learn how social media can work for your association is to see what others are doing. The following website includes a collection of nonprofits that have blogs, podcasts, wikis, social media presence, presence on Second Life, presence on YouTube and more:

http://www.associationsocialmedia.com

10 Tips For Online Marketing

Ideas-Pal Inc. recently released a new article with great resources for association professionals, "10 Effective Marketing Tips to Boost Up your Online Business"

In summary, the 10 tips for improving your online marketing are:
1. Optimize your website's content
2. Impact of Change
3. Develop a social media marketing strategy
4. Customers Solutions
5. Always focus on prescribed qualities
6. Create an effective email marketing strategy
7. Promotional strategies
8. Create a content development strategy
9. Competitive analysis
10. Advertise

That Marketing Show

Today, I learned of an amazing marketing resource. That Marketing Show is a 30-minute, one-on-one interview and conversation with some of the most well respected, knowledgeable and expert professionals in the marketing, branding, public relations, and advertising industry across North America. ...And the best part for associations and other nonprofits ... its free!

That Marketing Show is produced by Rodger Roeser.

Humor in PR

There is a great post on ASAE's Acronym blog regarding the use of humor in PR. Lisa Junker, who posted the comments, highlights the National Portrait Gallery's decision to hang the portrait of Comedian Stephen Colbert of Comedy Central's Colbert Report on the second floor of the museum ... in between two bathrooms! Lisa also mentions a recent contest by Embassy Suites hotels to remake the hotel's standard "Do Not Distrub" door signs.

These examples, discussed in more detail by Lisa, are great examples of how humor can be used to spice up any PR or marketing campaign.

Your brand is in your members' mind

An association’s brand is more than its logo. It extends beyond its printed and electronic image. It is more than the sum of all of the parts of a strategic communications plan. An association’s brand resides in the minds of members and other key audiences. It is shaped by the association’s visual presence (logo, marketing materials, website, etc.), and it is also shaped by the organization’s physical presence, which includes experience an individual has with the association (meetings, educational training, calls and e-mail with staff, and other physical touch points with the association, etc).

Before beginning a branding campaign, it is necessary to consider what key messages you want to communicate about the association. For example, do you want to signify growth, tradition, quality or other values? What characteristics would you like others to infer about your association based on its visual presentation and based on the touch points people have with the organization?

Branding – Visual Presence
Logo. Just as a photo says a thousand words, an association’s logo speaks volumes about the organization. Perceptions about an association are created by the style, quality and effectiveness of a logo. A logo can either send a message of clarity or confusion about the association. And it always causes the viewer to assume characteristics and values about the association (regardless of whether those assumptions are true or false.)

Characteristics of effective logos:
Clean, uncluttered
Balanced image
Visually signifies key attributes, qualities or values of the association
Distinctive design
If it includes words, they are written in an easy-to-read font
Visually appealing in color as well as in black and white

Marketing Materials. Consistency and quality are the keys to effectively tying marketing materials (print and online) into an association’s brand. Visually, the materials should fit together well. Over time, when individuals encounter your marketing materials, they should visually realize they are from your association even before reading them. A consistent visual theme is key. To create this visual theme, you may consider designing templates for your marketing materials. Establishing brand standards may also be helpful. Use of colors, the placement of the logo, font selection, and the regular use of white space or other visual elements can help to create a consistent visual presentation.

The text used in marketing materials is equally important. In general, less is more. Use of bullet points, subheadings and other reader services will help to make your marketing materials easily readable. And use of specific tag lines that reinforce key messages also helps to unify your branding efforts. Additionally, it is important to consider the voice used in your marketing materials. Do you write consistently in the first or third person? Is your writing professional, conversational, friendly? Whatever it is, be consistent.

Branding – Physical Presence (Touch Points with the Association)
An effective brand integrates the association’s visual presence with its physical presence. Every experience an individual has with the organization either reinforces or changes the perceptions he or she holds to be true about the association. Do the association’s educational offerings reinforce its brand and key values? Do the association’s meetings share the same level of quality and consistency as its marketing materials? Even the way in which association representatives answer the phone, send e-mail, and talk with members affects the organization’s brand.

Programs and Events. When conducting educational programs, meetings and other events, it is important to select speakers and topics that represent the organization well. The quality of speakers and content of programs reflect directly on the association’s brand. Additionally, it is important to ensure that the quality and content is consistent with what was promoted through the association’s marketing efforts. Doing so will ensure the integrity of the organization’s brand.

Staff Buy-In. It is also important to ensure that the entire staff supports the brand vision. For an organization to have a truly positive brand, the association must first achieve operational excellence. Operational excellence within an association means you do what you say you will do. It means following through and meeting deadlines. And it means valuing each member enough to return e-mails and phone calls promptly. Creating staff buy-in with a brand and achieving operational excellence will ensure that your brand has integrity.

Closing Thoughts
Consistency and quality are the twin pillars of an effective brand. An association that thoughtfully considers its identity and then consistently promotes its key values and characteristics will be successful in establishing a strong brand. To maintain the integrity of that brand, the association staff and volunteer leaders must also be aware of the organization’s touch points, and in every interaction be true to the brand.