When communicating with your members, it’s important to have a clear call to action, or they won’t have an understanding of what you’re trying to convey.
This was among 10 of the points discussed by Elizabeth Engel, M.A., CAE, in her session “Make Your Marketing Materials Rock,” at the ASAE Marketing, Membership & Communications Conference, this week at the Washington Convention Center.
The conference was attended by more than 1,000 association executives, 350 of them as first-timers, ASAE chief marketing officer Robb Lee reported.
Engel’s session was one of the more popular, as attendees were encouraged to send in samples of their marketing materials to be critiqued by other attendees. First, Engel, CEO of Spark Consulting who has contributed to TRENDS on occasion, gave 10 tips on effective member marketing. Here are five of them:
1. Have a clear call to action. If there isn’t one, there is no need to send out your communication. If you aren’t clear in your own mind, recipients won’t be, either.
2. Short is better than long. People have short attention spans, and they read differently online. Often it’s more effective to have a tease rather than an entire article.
3. Pictures are better than text, they draw the eyes in, and create curiosity. Ask yourself, what is the visual look of your association?
4. Use color. Color choices must align with the subconscious message. This is why most fast food restaurants, for instance, feature orange and red in their marketing and establishments. Color can also draw the eye to your “donate” button.
5. Heatmap your site! Find out what areas are most popular with visitors.
For the other five points and more details: www.getmespark.com.