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How often have you said as-or heard from-the head of a marketing department, "I want a marketing program that is low
cost and high impact!"? After some planning sessions, the marketing department puts together a traditional "Marketing 101"
type campaign, that includes a print and media ad campaign, direct mail, a web site, end caps for retail outlets, signage, and
exhibits at trade shows. Before going down this path again, consider an alternative: Association Marketing. Associations offer more than just a venue at a trade show. Associations provide:
Associations provide value for their members and participants by offering levels of information and opportunities for business not found anywhere else. Associations also provide a ready platform for a company's marketing message or product offering. The opportunities begin when you join the association and arrive at a trade show. These opportunities grow as the relationship develops between your company and the selected association(s). Some of the direct means addressed in the following article, are easily harnessed, and the possibilities are limited only by your creativity and willingness to participate. Low Cost, High Impact Association marketing is not new. Associations have been a part of the fabric of American life since the beginnings of our nation. Alexis de Toqueville made the following observation (paraphrased) while studying the political and economic infrastructure of a young, growing US culture: (If you want to accomplish something) ... "you see the government in France, or a man of rank in England, in the United States you will be sure to find an association." Democracy In America, Vol. 2, Alexis de Toqueville, [Etext #816] Presently, there are more than 150,000 associations in the United States (Assoication Management). The Washington Business Journal (Sept. 26, 1997) cites, "Seven out of ten adult Americans belong to an association. Five of those adult Americans belong to three or more associations. " In the Washington, DC area, "... associations rank as the region's third largest industry, behind government and tourism." Even with this rich tradition and present facts, Professional and Trade associations, are not frequently viewed or used as a resource for communicating a company or product message. This is because most people think of associations as costly. Exhibiting is often mentioned as costly, but companies feel obligated because it is THE industry show, or it is THE industry place to be. Gerald Starr, Vice President of Qualitative Marketing®, a consulting company that specializes in Association Marketing, agrees that exhibiting can be costly; however, Starr encourages companies to consider other opportunities. "Participating at trade shows and conferences is good, but there are additional opportunities available through associations," said Starr. "These added opportunities can be harnessed at reduced costs, sometimes at no cost, and at times the association will pay your expenses to participate! Associations can provide so much more than a venue for exhibits and conference events." Qualitaive Marketing®'s Association Marketing Model Guide(TM ) lists the following as additional opportunities:
Pre-Qualified Audience People who attend and participate in associations are motivated, interested, and passionate about what they are doing. Members are qualified buyers who pay their own way, use their frequent flier miles and vacation time, to participate in a conference, trade show, seminar series, or other event. This constitutes a pre-qualified audience. There are present and interested out of their own will and curiosity. What better kind of audience is there. Increasing your company's presence in the associations will contribute to increasing your company's presence among most potential customers. Associations Influence Members look to their association for assistance with technology buying decisions. Seventy-six percent of attendees surveyed at a recent American Society of Association Executives (ASAE) Management and Technology conference give the edge in their purchase decisions based on manufacturers' membership in ASAE, or participation in their conference. (Source: ASAE Conference Exit Poll, December 1997). The result -associations influence their members' buying decisions and represent ongoing referral opportunities into thousands of markets. This can shorten the buying process, leverage the influence-the credibility-of the association with its members. Trade show participation is a great way to start, recommends Starr. The companies found at trade shows and conferences are those that either have established a leadership position in that market, or who want to establish that position. Think about it. How many trade shows have you been to recently and have seen the Microsoft logo? Associations Influence Associations are spending $2.2 billion annually on technology. (Source: Washington Business Journal) and have increased technology spending 3x in the past two years, a change because traditionally, Associations have been late adopters of technology. Internet spending and the added services demanded by both the association staff, and the membership has driven this trend. Technology based companies are targeting associations. Products that offer mission critical solutions to the associations' business-such as web-based tools-gain the most leverage. Microsoft has proven this with its extensive efforts in this arena, a $10 million budget for 2 years for just one association-the ASAE. Associations increased technology spending has a chain reaction. Associations buy a technology solution. Often what the associations uses for a solution is what they recommend. Members buy what the association recommends. The result is that the association gains value in the eyes of its members and the technology they bought reaches numerous people. Your company can be the manufacturer of that technology, the one benefiting. By increasing presence both at the executive level and at the membership level, your company's product will be reaching your potential customers. |
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