On April 4th, CMA Association Management President and CEO, Jeffrey Barnhart lent his expertise to a panel discussion at an event called Meeting Metropolis hosted by the Philadelphia CVB. For convention, meeting and tradeshow leaders from across the country, Meet Metropolis was designed to bring together the top thought leaders in the industry for education, conversation and a state of the art meeting experience. In his session, “The AMC Marketing Swap – 50 Marketing Ideas in 50 Minutes!” Barnhart discussed the concept of strategy leading marketing tactics that have helped CMA’s clients grow.
He revealed that having a good strategic marketing plan prepares associations to accomplish three things:
- Consistent branding/messaging – A brand should clearly identify who the association is, benefits of membership and logo, taglines and mission statements should be evaluated frequently to ensure they communicate well with members.
- Well thought-out timing of tactics – Ideally associations should begin promotion their annual conference immediately after the recent one concludes. A conference promotional schedule should be developed and broken down to the following time periods with assigned tasks and deadlines: 9 months, 6 months, 4 months, 3 months, 2 months, 1 month, on-site and post-event.
- The right combination of tactics to suit your target audience – By taking a strategic look at an association, you get a sense of how your target audience likes to be communicated to. Consider developing a strategic marketing plan as it will help tailor the right tactics for the association.