3 Ways to Grow Your Memberships with Digital Marketing Channels

The truth is that there is no “magic bullet” when it comes to associations actively growing their membership numbers. Most membership organizations use three key indicators to measure trends in overall health: total memberships, new members acquired and members renewed. According to the 2015 Membership Marketing Benchmarking Report, 46% of those surveyed reported an increase, compared to 53% in 2014. Aside from staffing and budgeting, the top challenges that associations are facing are the difficulty in communicating value (33%) and the difficulty in attracting and maintaining younger members (18%). The key to success in both of those areas is to understand that there is no stand-alone marketing channel that can fully support the organization’s goal of continuous growth. You cannot simply stop all traditional forms of acquisition. If door-to-door, direct mail and telephone sales work for your organization, then you should keep doing it, while also implementing a full-scale digital program. The integration of multiple marketing channels working together produces the best results in getting (and keeping) the numbers.

Continue Reading



3 Strategies To Build Customer Loyalty Like The Big Guys Do

With thousands of brands vying for attention and share of wallet, it is crucial to stay top of mind with your customers. Did you know it costs a business about 5-10X more to acquire a new customer than it does to sell to an existing one? Not only that, but on average, current customers spend 67% more than new customers. As you can see, customer loyalty is a crucial part of any long-term business strategy.

Continue Reading



#Richmond2015: Tracking UCI’s Marketing

The UCI Road World Championships is being held in our local city of Richmond this year. This is the second time The Worlds has been held in the United States, and the first time in the past 30 years. With 75 countries being represented, this is such an amazing publicity opportunity for Richmond. There has been so much excitement around the event, I knew this would be a great chance to take a look at the buzz on social media and the marketing strategy and tactics used to promote it.

Continue Reading



Advertising the way we wished it could be.

OR

It’s time to bring back the fun.

Think back to the time before you actually worked in advertising. Whether it was a few years ago or more years ago than you’d prefer to think about, chances are pretty good you imagined it as just about the most fun thing you could do and still get paid.

Continue Reading



Traditional Advertising for Non-Traditional Thinkers

Conventional thinking is a powerful thing. And today’s conventional thinking says traditional advertising is a waste of time, treasure and talent.

But to us, it’s not old media that’s dead— it’s old thinking. And old thinking never sees new opportunities—even in familiar places.

Continue Reading



There’s more to producing commercials than giving a kid a camera.

I recently had the privilege of being involved in the concepting and production of a television campaign for our client, CarLotz. I didn’t have any experience in the area of television production prior to this project, so I was asked to document the process as seen through the lens of a first-timer.

My first thought? Wow! There’s so much creativity, work, time and talent that goes into the production of a 30-second TV spot that I didn’t realize until I was involved in the process. From concepting, to casting, to interacting with the director, each step is vital to the final product.

Continue Reading