{"id":10783,"date":"2020-10-24T08:00:57","date_gmt":"2020-10-24T08:00:57","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=10783"},"modified":"2021-01-20T22:03:17","modified_gmt":"2021-01-20T22:03:17","slug":"help-advertisers-tell-full-story","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/help-advertisers-tell-full-story\/","title":{"rendered":"Be the 30 Percent Helping Advertisers Tell Their Full Story"},"content":{"rendered":"

Treat your\u00a0<\/span><\/i>ad\u00a0options as a whole<\/span><\/i>, integrated<\/span><\/i>\u00a0campaign<\/span><\/i>\u00a0to see sponsor engagement and non-dues revenue increase<\/span><\/i>.<\/span><\/i><\/h4>\n

Today\u2019s marketer is stressed out.<\/span>\u00a0<\/span>I know, I work with them every day.<\/span>\u00a0<\/span>Everything they thought they knew about marketing has gone out the window, and I don\u2019t think it\u2019s ever coming back.<\/span>\u00a0<\/span>Monolithic target audiences, like the\u00a0<\/span>ones<\/span>\u00a0associations provide, are fractured in their media consumption.<\/span>\u00a0<\/span>\u00a0<\/span>Association advertising has always, and always will, command the respect of the marketplace because it is the best path to engage\u00a0<\/span>niche<\/span>\u00a0audiences.<\/span>\u00a0<\/span>It is tremendously valuable to any marketer.<\/span>\u00a0<\/span>How do association executives make marketers see this in a world of shiny new objects<\/span>? A\u00a0<\/span>world where the options have become so limitless, and the data so relevant and easily deliverable that it makes deciding on one cohesive, unforgettable, targeted<\/span>\u00a0and<\/span>\u00a0charming<\/span>\u00a0advertising campaign feel like a thing of the past?<\/span>\u00a0<\/span><\/p>\n

In my quest to answer the very questions I present today I revisited a familiar resource: the\u00a0<\/span>2020 Association Communications Benchmarking report<\/a><\/strong>.<\/span>\u00a0<\/span>A few data points crystalized in my mind.<\/span>\u00a0<\/span><\/p>\n

First, the 2020 Benchmarking Report found that\u00a0<\/span>2 out of\u00a0<\/span>3 association respondents use some sort of integrated sales approach to sell sponsorship of their print, digital, and live events, but less than three in 10 say the integrated approach is their default standard approach.<\/span>\u00a0<\/span>Basically, most associations aren\u2019t taking a comprehensive, integrated approach to selling sponsorships.\u202f<\/span>\u00a0<\/span><\/p>\n

Okay, I get it, we want to give advertisers options and let them decide how to market their products\u2026 right? Wrong!<\/span>\u00a0<\/span>These marketers are stressed out, looking for a way to tell a story, and they are fending off the telephone calls, emails, and social media harassment of a thousand\u00a0<\/span>salespeople<\/span>, desperate for attention, each one peddling a new and shiny data capability.<\/span>\u00a0<\/span>They don\u2019t have the time to deal with\u00a0<\/span>all<\/span>\u00a0these options.<\/span>\u00a0<\/span>Period.<\/span>\u00a0<\/span>They want to tell a story.<\/span>\u00a0<\/span>They want to make it cohesive.<\/span>\u00a0<\/span>They want to start a conversation with your members and track their results.<\/span>\u00a0<\/span><\/p>\n

Here\u2019s another relevant point:<\/span>\u00a0<\/span>In 2020<\/span>,<\/span>\u00a0more than half (55%) of respondents also recognized a serious or significant problem with the lack of revenue generated from their communication vehicles \u2013\u00a0<\/span>a cohort\u00a0<\/span>10% higher than in previous years.<\/span>\u00a0<\/span><\/p>\n

Therein lies the opportunity.<\/span>\u00a0<\/span>Again, marketers are in uncharted territory, and they desperately need to tell your members a story that compels th<\/span>os<\/span>e members to engage with their company.<\/span>\u00a0<\/span>Less than 3\u00a0<\/span>in<\/span>\u00a010 associations are giving them a way to do this<\/span>\u00a0by offering a comprehensive slate of advertising resources<\/span>.<\/span>\u00a0<\/span>More than 7 in 10 are just throwing out<\/span>\u00a0standard, cookie-cutter\u00a0<\/span>options.<\/span>\u00a0<\/span>Over half of associations are worried that they have a revenue generation problem regarding their advertising sales.<\/span>\u00a0<\/span><\/p>\n

The solution<\/span>\u00a0for associations<\/span>\u00a0is this. Take stock of your options. Understand the unique capabilities that your different communication vehicles provide.<\/span>\u00a0<\/span>Tailor\u00a0<\/span>specific packages that lend themselves to a thought leadership campaign, or a branding campaign, or a lead generation campaign.\u202f<\/span>Your marketers come to you with different goals in mind \u2013 help them reach whatever goal they have.<\/span>\u00a0<\/span><\/p>\n

Let your team shine by coming to the marketplace with fully functional solutions that are an answer to the specific needs that today<\/span>\u2019<\/span>s marketer is struggling with.<\/span>\u00a0<\/span>Don\u2019t let association advertising be\u00a0<\/span>just\u00a0<\/span>a piece of their campaign, let it be the\u00a0<\/span>whole<\/span><\/i>\u00a0<\/span>campaign<\/span>.<\/span>\u00a0<\/span>Never forget that you have the keys to help companies engage with your members, and if your members are their target market, then your members are the most important audience in the world. The data shows most teams haven\u2019t made this pivot yet<\/span>. Put<\/span>\u00a0in a little creative thought\u00a0<\/span>in<\/span>to your advertising program\u00a0<\/span>and make this fun.\u202f<\/span>\u00a0<\/span><\/p>\n

Come up with packages<\/span>\u00a0and<\/span>\u00a0ad<\/span>d-<\/span>in discounts\u00a0<\/span>that\u00a0<\/span>incentivize<\/span>.<\/span>\u00a0<\/span>C<\/span>ater to thought leadership campaigns,\u00a0<\/span>branding\u00a0<\/span>campaigns,\u00a0<\/span>support\u00a0<\/span>campaigns<\/span>. L<\/span>et<\/span>\u2019<\/span>s stop worrying about our revenue and start hitting the market with a veritable\u00a0<\/span>smorgasbord<\/span>\u00a0of strategic marketing solutions.<\/span>\u00a0<\/span><\/p>\n

<\/i>\n\t\t\tDownload the full 2020 Association Communications Benchmarking Report<\/strong><\/a>. This valuable tool explores association communication challenges and what steps should be taken to serve members better through improved communication practices. The survey is open year-round at communicationsbenchmark.naylor.com<\/strong><\/a>.\n\t\t\t<\/div><\/div>\n
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About The Author<\/h3>\n\t\t\tDavid Freeman is an account director with Naylor Association Solutions.\n\t\t\t<\/div><\/div><\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Treat your ad options as a whole, integrated campaign to see sponsor engagement and non-dues revenue increase.<\/p>\n","protected":false},"author":244,"featured_media":8386,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1589,31,3],"tags":[1653],"class_list":["post-10783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-benchmarking","category-features","category-revenue","tag-association-communications-benchmarking-report"],"acf":[],"yoast_head":"\nBe the 30 Percent Helping Advertisers Tell Their Full Story - Association Adviser<\/title>\n<meta name=\"description\" content=\"The 2020 Association Communications Benchmarking Report shows why your association should treat your ad options as a whole, integrated campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/help-advertisers-tell-full-story\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Be the 30 Percent Helping Advertisers Tell Their Full Story - 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