This presentation, given at 2014 ASAE MMCC, provides questions that an Executive Director can ask their Marketing Director to start a conversation that will allow the ED and the Marketing Director to better understand each other and to get on the same page both strategically and tactically.
15. Contact Us
Scott Oser
President
Scott Oser Associates
scott@scottoserassociates.com
(301)279-0468
@scottoser
Bill Scott, CAE
Executive Director/CEO
Council for Resource Development
bill.scott@crdnet.org
(202)822-0750
Notes de l'éditeur
SO - General introduction: Hi I’m Scott, (Hi I’m Bill). As a background – LH saw a similar session designed for the corporate world, and it seemed like it would be relevant in our industry because of how closely many of us work with our teams and our limited funds. Our goal is not to show you questions and tell you the answer. We’ll give you the questions you should be asking your marketing people. We’ll tell you the question – and why they are important. Goal isn’t for us to answer the question, goal is to provide food for thought and the tools to collaborate.
Bill is going to ask some questions to get a feel for who is in the audience and then we will go through the questions one by one while allowing time for reactions after each.
SO—You could look at this question and think it is the same as a couple of the other questions. It all depends on how you look at it. This question can be a very strategic question if asked properly. It allows the marketing director to talk about distinct tactics but also to discuss what they would change when it comes target markets, frequency of promotions, ways that the organization as a whole could improve the results of marketing and more..
SO—Segmenting your audience and using the right messaging based on the makeup of the segments is critical in today’s marketplace. This question allows the executive to see if the marketing director understands who the key targets of the audience are and start a conversation about the unique needs and corresponding messages for the individual segments. It also allows the executive to see if they are on the same page when it comes to the industry segments they want to market to.
BS – what was the best-received message you’ve sent – the one you’re still proud of that members are stil talking about? What was the worst blunder you’ve made – not merging fields in an email? Putting old information in a newsletter? Having the wrong dates on a show postcard?