By John Chambers, Hcareers.com
Let’s face it; this is the time to prove yourself to your members. To shine. To do just a bit more to show your association’s value.
And what better way than to help members with the way they prove their own value when it comes to crucial promotions such as marketing, branding and recruitment. Because we’re all tired of hearing about the economy. So how do you move past the financial gloom to show your members they can still achieve desired results?
The answer may be as simple as helping them with a marketing plan for their recruitment or advertising that strikes the right balance.
“Marketing effectiveness—achieving it—requires an organization with the resources and know-how to achieve the fine balance between art and science that it takes to create marketing programs that meet measurable business objectives,” according to MarketingProfs.com. “And these days, that's a mandate—not an option.”
“Far too often, agencies and companies alike unwittingly focus on tactics, rather than strategy, in their marketing and communications activities,” the online marketing community states, suggesting three things – figuring out what your members want to accomplish, determining what has to be done to accomplish it, and pushing them to only focus on what they have to do to make it happen.
And this economy demands we tie it all back to return on investment (ROI).
“In fact, for corporate marketing professionals, one of the most important jobs is to communicate not only the process, but also the value of the programs and the results,” the *Washington Business Journal noted in a recent article about marketing investment.
It’s all about marketing the marketing. That’s especially true when you’re emphasizing the importance of well-rounded promotions such as email, banner ads and other products that are important for your members who are hiring, but may be seen as extras while the economy slowly recovers.
However, those extras have stood the test of time.
Now a widely quoted study, McGraw-Hill Research analyzed the results of 600 companies between 1980 and 1985 and found businesses that maintained or increased advertising costs during the recession had much higher sales afterward. Companies with aggressive advertising even had sales that were more than 250% above businesses that let their advertising slide.
Now that’s proven ROI.
It’s balanced, and nothing speaks to your value like your members’ success.
Because if they’re not seeing it, they might be less likely to rely on you in the future, iMedia Communications, Inc., says, noting a lack of new ideas, someone feeling like they are not important, and not enough results as the largest reasons for a vote of no confidence.
“Always keep in mind that by utilizing the most qualified, innovative (groups), you will prevail over competitors, economic hurdles, and demanding boardrooms,” the interactive marketing company recommends to businesses.
It’s all more than enough reason to start shining.
*Disclosure: OnTargetjobs has contracted with the Washington Business Journal and bizjournals.com™ to provide career and employment resources.