An Easier Way to Market Your Company
By partnering with an association, your company benefits from the full force of the association’s media within the target market for your best customers. Whether or not your customers are members of the association, they’ll know about your expertise and how your company solves problems.
Used by the biggest brands
Many of America’s biggest brands have been successfully using association marketing for years.
Associations promote you for free
Associations are communicating with their members every day. And unlike social media, these members have paid to receive their associations’ updates and are giving them a lot more attention. Get yourself and your people featured within association publications, events and websites. Association marketing allows you to access a targeted audience with your message.
Endorsed provider offers unique benefit
Why would an association promote you for free? Because you’ve provided the association with a unique benefit it can promote to its members. Associations are always looking for unique ways to attract new members and retain current ones. If you have a product or service that can help an association keep its members, that association will be interested in working with you.
Are there associations for your company?
According to the Internal Revenue Service, there are 1.9 million nonprofit organizations within the United States.
The problem isn’t whether or not there is a great association for your company—the problem is identifying which associations provide you with the best opportunities. Of course, if you are selling plastic pipe, for example, it’s easy to figure out that you need to be selling to the plumbers association. But others may require a bit of expertise to determine fruitful associations with which to work.
At Association Marketing, Inc., we consistently identify excellent opportunities for our clients.
Associations are seeking opportunities to work with your company
Associations everywhere face competitive forces. Online searches, for-profit competitors and declining meeting attendance force associations to get creative about providing benefits their members eagerly want.
By providing associations with a unique benefit, they’ll promote you to members and non-members as a reason for joining the association.
You will be positioned as the default industry choice for your business category.
Connect with your best potential clients
The key is identifying your best target customers and then working with the associations to which those customers belong.
Working through those customers’ associations, you can cut through the barrage of marketing messages so you can get noticed, generate leads and convert those leads into customers.
Associations allow you to connect with your best target customers using media those customers are paying for and look forward to receiving.
Ensure you understand what’s going on in your customers’ industry
Get yourself into the same stream of information your customers enjoy, and learn as much about the industry as the individuals you are marketing to.
How? Join the association! As a member of the association, you’ll receive newsletters, email notices and, often, access to the association’s members-only website with additional resources.
Get free exposure in association media
Take advantage of the opportunities that associations provide you to contribute to the community by submitting articles for association publications as well as making presentations at association events.
A steady source of leads for your company
Association events provide a lot of ways for you to meet and interact with your prospective customers. For many, attending events provides the opportunities they need to mingle with customers.
For additional exposure, exhibiting or sponsoring events elevates your presence and brings you to the attention of your best prospects.
Get more new members and boost retention rates
There’s never been more competition for your members’ dues dollars than today. Why do they need to pay you to provide information when they can just Google it next time they have a question?
When you have for-profit companies competing for ad dollars and/or meeting attendees, it’s harder today to get attention, spur action and get individuals to attend association functions. Creating partnership programs with private companies enables you to create unique benefits your members and prospective members cannot get from any other source.
Generate new revenue from a variety of sources
Why is non-dues revenue a no-brainer for some associations and so elusive for others? The key is creating unique offerings that aren’t available from any other source.
You become the sole provider of solutions to problems faced by your members. Whether it’s a product you endorse, an event you promote or a joint venture you support, the key motivator must be to solve your members’ problems.
Your program will grow and generate non-dues revenue to the extent you are solving problems for your members.
Increase value of every exhibit and sponsorship without increasing your costs
Teaching your vendors how to exhibit well makes your trade show more effective for your vendors and more enjoyable for your attendees.
One of the primary reasons companies get little value from exhibiting is that they are bad at it. It has nothing to do with you or your opportunity. Some vendors just don’t do the things that would make their efforts successful.
When you connect your vendors with tools and resources to help them get more value out of their exhibits, they’ll love you and want to exhibit more—because they are getting results.