1.
Marketing 3.0: Creating a Faster
Path to Innovation and Results
Monday, March 10, 2014
3:15 – 4:30 pm
Hashtag: #ideas14 LS5

2.
Agenda/Format
• 5 Problems, 5 Solutions + Overview, Tools & Tips
• From 4 AMC panelists representing 124+
associations
• Question Break After Each Category
• 4 Categories
– Content Marketing/Creation
– Storytelling
– Digital Presence
– Agile Marketing/Management
• More details in handout

3.
Content Marketing/Creation

4.
A Chart Identifies Gaps &
Opportunities
Problem: How to
expand our market to
new segments
Solution:
Understand value via
content creators and
consumers, identify
new member format

5.
Increasing Exhibitor Value Through
Marketing
Campaign Goals:
• Added value to exhibitors
• Increase Ad revenue in support of NANN’s “WIG”
• Provide attendees an early look at new products

6.
Increasing Exhibitor Value Through
Marketing
The Campaign:
•
•
•
•
Emails to showcase up to 14 exhibitors’ products
2 sent before event and 2 sent throughout year
Enhanced visibility for exhibitors/advertisers before and
after event
Additional conference marketing opportunity
53%
of exhibitors polled showed interest in participating in the emails

7.
Increasing Exhibitor Value Through
Marketing
The Results…
Email launch early March - anticipated revenue in
year 1 is $50,000 - $75,000.

8.
The Problem With Pecans
• Product awareness
• Geographic boundaries
• Editorial gatekeepers

9.
Solution
Getting
them
outside
the pie!
• Facebook, Pinterest, Twitter
• Engaging Content: Recipes
• Advertising

10.
Results
46K
Facebook Followers
INCREASED
Engagement

11.
A Game Adds Buzz to A Meeting
Problem: Need to
increase interest in
meeting program
Solution: A keynote
quiz, promoted
across social media,
app and web

12.
Content Marketing Strategy
 To mindfully create and share valuable
messaging that attracts a consistent readership,
influences mindshare, and accelerates buying
decisions in a non-sales way.
Nasheen Liu, VP of marketing at The IT Media Group
 Content should do three things: tell a story,
speak in your audience's language, and
initiate an action.
 Three tips:
– Don’t forget your internal audience
– Insource your content but control the output
– Outsource your topics to industry experts

13.
Content Marketing Strategy Goals
 Build a thought leadership position within your market
 Create greater brand awareness
 Identify potential members interested in what you’re doing,
and
 Ultimately generate a positive ROI for the association

14.
Challenges
 No defined purpose
for each social media
platform
 Wrong people in
charge of the effort
 Doing PR the same
way you used to five
years ago
 Confusing content
marketing strategy
with sales strategy

15.
Resources & Tools
•
•
•
•
•
•
•
•
•
•
•
•
•
Animoto – create multimedia shows from photos
Tagxedo – cloud graphics
Evernote’s Skitch – annotations and sketches to make a point
Powtoon – free animated video creation
Piktochart – free infographic creators
Generators – graphics creators
Jing – www.techsmith.com/jing - record how to do something on screen
Hubspot’s The Marketer’s Crash Course in Visual Content Creation
Helpful websites include:
www.marketingprofs.com
www.contentmarketinginstitute.com
www.ubersuggest.org
http://boostblogtraffic.com/headline-hacks/

16.
Storytelling

17.
Humanizing Certification Leads to
Success
Marketing Campaign Goals:
• Increase participation in CRRN certification
• Keep the 30 year-old CRRN certification relevant
in a world of increasing micro-certifications

18.
Humanizing Certification Leads to
Success
Faces of ARN Campaign
• Outreach to all CRRN certificate holders to
request photos & quotes
• Enthusiastic Response! 70-80 participants
Having my CRRN has enhanced my education and
encouraged me to continue to pursue my next
degree. I have found that the CRRN has made me
more knowledgeable within our specialty practice
and has allowed me to share that with others.
- Carol Domzalski, CRRN

19.
Humanizing Certification Leads to
Success
Results:
• Personalized outreach to
different nurse settings based on info. received.
• Examples:

20.
A Crowd Sourced Solution
Problem: Members need help explaining the value of
their work to the public and their institutions.
Solution: The “Put A Face On It” program used membersourced video to tell your story

21.
What’s Already Out There
Problem: How does a
small organization gain
traction for its message
with no expense?
Solution: Use mainstream
culture, like television
shows, to start a
conversation
http://www.adec.org/source/blog/
archives.cfm/category/

22.
Did you know…
…that solid waste workers have
the 5th highest mortality rate of
all occupations in the US?

23.
Our Solution
• Strategic messaging
• Media toolkit
• Public awareness

24.
Results
Saving Lives:
Legislation Passed, In Process and
Under Consideration

25.
Storytelling
• According to a
recent Stanford
study, stories are
remembered up to
22 times more than
facts alone.

26.
Positioning & Storytelling

27.
Products and services “are far more valuable
when your prospect is mistaken, confused, or
completely clueless about their true problem.”
Daniel Pink, To Sell is Human

28.
Resources
• Instant Webinar from Corporate Visions
Tim Riesterer, Chief Strategy & Marketing Officer
• Storify - create a story by pulling together
multiple sources of social media content
– Lessen the burden of content curation by pulling compelling
social posts into one cohesive story
– Leverage the unlimited uses of technology in storytelling,
– Combine social media and journalism to produce better
quality stories.
– Find out more at http://web.livefyre.com/.

29.
Digital Presence

30.
MCA Eliminates Brand Confusion
The Problem:
• Two websites causing brand confusion
• Market development initiative unsuccessful due
to lack of brand clarity

31.
MCA Eliminates Brand Confusion
The Process:
• Board decided to digitally clean house - scrap both websites
and start fresh!
• Developed mission driven tagline and new brand guidelines
• Launched Facebook & Linkedin presences

32.
MCA Eliminates Brand Confusion
The Results
• New website and other presences = brand clarity

33.
Not So Sweet Talk ….
• Vast online dialogue
• Misinformation
• Lack of balanced information

34.
Solution
• Identify key influencers
• Retain credentialed advocates
• Transparent commentary and
redirection

35.
Results
4%
37%
Increase in Net Sentiment
during key periods of controversy
Increase in reach
vs. previous year

36.
Board Calls for Conference Innovation
Campaign Goals:
• Create an innovative conference strategy
• Allow more people to obtain educational value

37.
Board Calls for Conference Innovation
Virtual Conference Information:
• Held concurrently with in-person event
• Marketed to non-registrants after early bird deadline
• Worked with A/V vendor to provide technology

38.
Board Calls for Conference Innovation
The Results:
• 200 Virtual Attendees
• Equal in-person attendance experience
• Increased exposure to conference content
• Virtual event revenue double goal in year 1
THANKS for this option and opportunity. I am VERY
pleased with the experience and HAPPY I participated.
While I would have liked to attended the conference,
recent surgery and other events prevented that. The
virtual conference was PERFECT for me. THANK YOU!!

39.
Your Digital Presence
 The sum of engagement and
interactivity across all touchpoints
 Deliver web, mobile and tablet
touchpoints that align with core
brand attributes and support
established objectives
– Strategic Plan
– Integrated Marketing Plan
 Create a unified member
experience
 Enjoyable, Easy and Useful
 Analytics and Operational Data

40.
The 4 Building Blocks of a Strong
Digital Presence
• Tom Cochran, an
Entrepreneur contributor,
breaks down a good digital
presence into four areas:
content, strategy, design and
technology.
• You’ll find the full article here.

41.
Top 10 Digital Experience Improvement
Techniques
1.
2.
3.
4.
5.
6.
7.
8.
Analytics & Operational Data
Scenario reviews
Integrate input from actual members on an ongoing basis
User-centered design process
One size doesn’t fit all – interface, size, responsive
Get outside help when and where you need it
Plan for the post-launch reality
Bolster your association’s brand – don’t work against existing brand positioning
statements
9. Measure against objectives
10. Unify the Overall Member Experience
Use recognizable visual design patterns
Make it easy to channel hop
Cross channel governance practices
Forrester Research, Inc. Top 10 Ways To Improve Digital Experiences
Kerry Bodine, July 2012

42.
Agile Marketing/Management

43.
New York Women in Communications
Aging profile of its
membership base

44.
Solution
•
•
•
Pricing strategies
Career conference
Special programming

45.
Results
20%
of NYWIC members are
now students or YPs

46.
What’s the WIG Idea?
Focus on the Wildly Important
Growth
Retain
Recruit

47.
What’s the WIG Idea?
• Steven Covey’s Four Disciplines of Execution
• Research
 Needs Assessment
• Magnet Hospitals

48.
What’s the WIG Idea?
•
•
•
•
Discounts
Toolkit
Focus
Word of Mouth
Success!
Result: 7,921 members – 9% increase in 9 Months

49.
It’s Engagement, Not Selling
Problem: Too many
new members are
not renewing 2nd
year
Solution: Automate
and build
engagement

50.
Chicago Ad Federation
• Underproduced
• Not attracting the right
audience
• Reflecting poorly on the
organization

51.
Solution
• Branding and theme
• Sponsorships
• Keep it short

52.
Results
• Excellent press coverage
• Strong word of mouth
• Doubling of attendance

53.
Agile Marketing
• Derived from the agile software
development
• Culture of flexible, rapid change
• Improves the speed, predictability,
transparency, and adaptability to change of
the marketing function

54.
Agile Marketing Process

55.
The 2020 Association Marketing Department
Creative
Mobile
Expert
Data
Expert
Membership
Content
Creator
Marketing Department
Mission
and
Vision
Events
Strategic Plan
Education
Integrated
Marketing
Platform
Technology
Subject
Matter
Experts

56.
Resources
• Forrester Research
• MarketingProfs.com
• Trello

57.
Contact Us
FACILITATOR
Steve Drake, president
SCD Group Inc.
Fort Myers, FL
steve@scdgroup.net
PRESENTERS
Debra A. Berliner, Vice President
Kellen Company
Atlanta, GA
DBerliner@kellencompany.com
Marilyn Jansen. Director
Marketing and Business
Development
Association Management Center
Chicago, IL
MJansen@Connect2amc.com
Greg Schultz, Vice President
The Sherwood Group
Deerfield, IL
gschultz@sherwood-group.com
Jeanne Sheehy, VP and Chief
Marketing Officer
The Bostrom Group
Chicago, IL
jsheehy@bostrom.com