Hazel Iglesias, Senior Manager, Programs and Membership, Association Solutions, and Jordan Burghardt, MNA, Director of Engagement, Association Solutions, attended ASAE’s Marketing, Membership & Communications Conference, June 21- 22, in Washington, DC. Here they share some key takeaways from the conference:

Smarter Content Repurposing

  • Make the most out of one piece of content
  • Set reasonable and achievable goals for content repurposing
  • Have a plan for how you’ll repurpose content across different platforms
  • Monitor data and analytics so you can build on the successes of the content that performs well
  • Engage your audience to help create, curate, and promote content across all platforms
  • Prioritize initiatives that require staff knowledge and expertise
  • Follow lead of fellow association professionals who successfully repurpose content year-round

Event Marketing Tips

  • Don’t bank on traditional Early Bird pricing incentives. The research showed 51% of attendees are registering in the final 6 weeks, and in some cases 25% of attendees are registering in the final 2 weeks. Having multiple price increases allows for constant spikes in registration trends.
  • Activate brand ambassadors to increase registration and sponsorship. Have your leaders, volunteers and past attendees share their attendee experiences. Identify attendees that have different backgrounds and sectors to share their stories and what they get out of attending.
    Use data to make smarter decisions. Using surveys, A/B testing with images, subject lines, etc. to help gauge what works and what doesn’t. Use Maze as a tool.
  • People want to be liked, to be loved, to be appreciated, to feel important, to save time, to stand out, to be happy, to gain knowledge, to satisfy curiosity, to achieve something. Use phrases that encourage those motivations!
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