Marketing for Member-Driven Organizations
Your Biggest Competition Isn’t Another Organization: It’s Busyness
Ask any one of your members or customers how they’re doing, and there’s a good chance they’ll say, “Busy,” as… READ MORE>
With Email Bot Clicks Skewing Your Open Rates, It’s Time to Diversify Your Strategy
Non-Members Don’t Trust You. Here’s How to Fix That.
3 Event Marketing Best Practices That Cut Through the Recession Chatter
On the Chasm Between Data and Stories (Spoiler: It’s Not Real)
Associations have been all over the place with brand storytelling. It was everything... until it got replaced with data. To… READ MORE>
New Year, Old Database? You’re Going to Have Some Problems
Why Targeting SMALL Companies is the BIG Idea You Need Now
Recession or Not, Your Association Must Do These 7 Things Now
Do You Know Your Prospects’ Biggest Fear? It’s Not What You Think.
They’re afraid that you’re wasting their time. Squandering their attention. Making promises you can’t keep. READ MORE>
Content Marketing Must Die. And Be Reborn as People Marketing.
How Not to Get Prospects to Your Association’s Event
The Best Way to Boost Association Marketing Results: Think Like a Prospect
Trust provokes, entices, and motivates.
Trust provokes, entices, and motivates. It’s also the only thing of value remaining once the noise recedes. So why not… READ MORE>
How to Navigate the New Frontier of Hybrid Events (and maximize ROI along the way)
Change My Mind: Everything Your Association Offers is on LinkedIn for Free
Visual Branding Best Practices for Membership Marketing
8 Steps to a Better Customer Journey for Associations
It’s great to be passionate about your association. It’s understandable that you want to tell everyone about all the resources… READ MORE>
New Tech Won’t Save Your Crappy Marketing
8 ways to improve your website in the post COVID-19 world
Dear Associations, We Need to Talk
It’s Time to Rethink What Networking Actually Means
Answer this question quickly, and in one word: What is the number one reason you believe people attend your event?… READ MORE>
Member Retention Isn’t a Pricing Problem. It’s a Value Problem.
And 4 Things to Add to Attract, Retain, and Engage Members of All Ages
4 Things to Throw Out of Your Association’s Broken Business Model
3 Ways Associations Can Replace Lost Event Revenue
We Are In Crisis Mode, and It's Unclear When We Will Be Out of It.
On the other side of crisis: does your association have a plan?
We know how diligently associations are working to adapt during this pandemic and to engage members through virtual events. We… READ MORE>
5 Ways Associations Can Help Their Members During COVID-19
5 Teleworking Best Practices for Associations
Learn From Others' Misconceptions so your Association can Thrive
5 Recession Myths that Hurt Your Association
4 Steps to Prepare Your Association for the Ripple Effects of the Coronavirus or Any Crisis
What Does the Coronavirus Have to Do with Association Marketing?Answer: It’s always a good idea to prepare for the worst.… READ MORE>
6 Ways to Help your Association Thrive
Part 6: Grit
Part 5: Events and Programs
Part 4: Prospecting
Part 3: Marketing Assets
This is the third post in our series 6 Ways to Help Your Association Thrive. If you missed our earlier… READ MORE>
Part 2: The Plan
Part 1: The Cause
How to Implement Omnichannel Marketing
What is Omnichannel Marketing and Why do You Need It?
My car died last month. I went online to see what my local dealer had available. I filled out a… READ MORE>
Best Practices for Digital Marketing that Boosts Engagement
9 Content Marketing Problems and How to Fix Them
(And 20+ Format Ideas)
5 Ways to Generate Enough Marketing Content
10 Best Practices for Content Marketing that Converts
When my daughter was in fifth grade, she made a model solar system for the science fair. So did 15… READ MORE>
6 Ways to Spark Conversations that Drive Conversions
3-Pronged Approach to Association Marketing
Does your campaign include all 3 essential elements to engage your audience?
Marketing Essentials Self-Checklist
3 Essential Elements of Effective Marketing
When my daughter was 10 years old, she came home from school one day with a sad, skinny puppy in… READ MORE>
How to Reshape Your Marketing to Reach Your Goals
How to Create a Lead Gen Funnel
6 Steps to Content-Based Lead Generation
4 Steps to Inbound Lead Generation
Why Inbound Marketing is the Best Way to Generate Leads
My dishwasher died recently, and I had no idea where to begin shopping for a new one. I found a… READ MORE>
4 Steps to Heal your Brand Breaks to Drive Membership and Non-Dues Revenues
Why you need a consistent brand story
Engage your Audience with Holistic Digital Marketing
6 Ways to Reach Your Marketing Goals in Uncertain Times
Learn How This Connection Influences you Marketing Strategy
How Brand and Culture are Connected
How to Convert Casual Web Visitors into Loyal Followers
Houston, we have a conversion problem. In the current climate of data breaches and over communication, people are more protective… READ MORE>
How to Use Social Advertising at Each Stage of the Customer Journey
How to Create a Customer Journey Map
How to Reach Millennials with Your Cause
Is Your Association Putting Off Creating a Lead Gen Funnel?
If you’ve ever procrastinated on giving the-birds-and-the-bees talk to your kid or having an uncomfortable conversation with a friend, you… READ MORE>
People Need a More Powerful reason to Engage. They Need a Cause.
Why Your Association Needs a Cause
Things Not From the 1990s: Marketing Your Association in 2023
The shift is here.
6 Email Performance Issues and How You Can Solve Them
Once you establish your holistic email marketing strategy and set your campaigns in motion, you will need to monitor performance… READ MORE>
3 Components of Holistic Email Marketing
Holistic Digital Marketing Part 2: Platforms and tools
How to Maximize your Outcomes and Budget
Holistic Digital Marketing Part 1: Strategy
Why You Should Market Holistically for Long-Term Sustainability
What is Holistic Marketing?
“The whole is greater than the sum of its parts” — Aristotle Imagine how effective your marketing would be if… READ MORE>
What do associations need to do to inspire members?
So you Can Make Smart Decisions to Reach your Goals
12 Marketing KPIs Every Association Should Measure
How to Track Ket Metrics to Make Better Strategic Decisions
Key Performance Indicators for Event Marketers
5 Strategies to Increase Engagement All Year Long
So your event had great attendance and you saw a surge in membership. Feedback was positive and you feel triumphant.… READ MORE>
How to Move People from Prospects to Attendees, Members, and Ambassadors
Member journeys in the digital marketing world
Strategic Event Marketing is About Inspiring and Connecting Potential Attendees
4 Pillars of Event Marketing to Fuel Attendance and Engagement
It's Time to Try New Tactics
How to enhance your marketing with motion graphics
How to get members to comprehend the value of your organization?
If you struggle with event attendance and membership acquisition, chances are the problem isn’t your organization, your member benefits, or… READ MORE>
Increase Attendance and Find New Prospects with Personalized Marketing that Aligns with your Buying Cycle
How to Promote Your Event on Facebook (in just 5 simple steps)
Engage more attendees and prospects with Facebook Canvas
5 Steps to Facebook Marketing Success
How to Transition Members from a Non-Engaged to an Engaged State
Lots of associations focus on the numbers. How many members do we have? How many people attended our event? While… READ MORE>
Engagement Marketing Powered by Neuroscience
3 Digital Marketing Tactics for Event Marketers
Remove Common Barriers to Event Attendance and Engagement
How to overcome event marketing challenges
Drive Attendance and Engagement Using a Time-Testing Technique
Why event marketers need more storytelling
Storytelling is a proven technique for sharing information, bringing people together, inspiring action, and exploring possibilities. Recently, neuroscientists have shed… READ MORE>
Insights to Help you Bridge the Gap Between What you Want and What you Have
How Organizations Drive Membership and Attendance
You Know your Event has Value, But Can you Prove It?
How to fuel attendance and engagement with an ROI Toolkit
Prove the ROI of Attending your Event to Drive Attendance and Engagement over the Long Term
Why Your Event Needs a Value Proposition
7 Strategies for Improved Engagement and 7 Bonus Tips
How to Use Engagement Marketing in Your Emails to Drive Event Attendance
Email marketing represents a big opportunity to drive event attendance and encourage engagement. As a platform for communication, it remains… READ MORE>
A Plan for Starting or Overhauling Event Marketing that Drives Attendance and Engagement
How to Engage Millennials for Long-term Sustainability
5 Steps to Better Engagement with Triggers and Targets
Why You Need More Than Good Attendance Numbers
Introducing Julius Seizer, one of the profiles you might see after you take the Rottman Creative Engagement Assessment. If you’re… READ MORE>
How to Connect the Dots Between Messaging, Members, and the Buying Cycle.
Get the Marketing Superpowers to Engage Your Members
How to Measure Engagement to Improve your Events and your organization
Are your members engaged?
Engagement Assessment: Next steps to improve your marketing
Why you Need to Measure your Level of Inspiration
Inspiration Assessment Drives Member Engagement and Attendance
The perfect scenario for your organization: Your event attendance and membership are at all-time highs. Attendees are engaged and eager… READ MORE>
How to Gain and Retain Millennials for Your Organization
What Inspires Millennials?
Forge Connections to Further Your Mission and Sustain Your Organization
How to Create High-Quality Connections
How to Build Loyalty, Drive Event Attendance, and Further Your Mission
Motivation vs. Inspiration
TO MOVE MEMBERS FROM AN INSPIRED STATE TO TAKING ACTION, YOU NEED A TRIGGER AND A TARGET.
Triggers, Targets, and Inspired Journeys in Event Marketing
So far, we’ve debunked the myth that inspiration is unknowable. We’ve shed light on the powerful Inspiration-Connection Duality™. And we’ve… READ MORE>
Attract Event Pilgrims, Not Tourists
How to Break the Acquisition and Retention Cycle by Building Brand Loyalty
Generate Specific Actions Through Inspiration
Mastering Triggers and Targets in Your Event Marketing
Triggers and Targets
How to Inspire your Members to Act
For Event Marketing That Moves People, Start With Inspiration!
Step one in conference marketing is to create an inspired state for your members. Inspiration is not as mysterious as… READ MORE>
Create a SPARK to Inspire Members Through Brand Experience
Let’s Be Clear: Inspiration Requires Clarity
It’s big, it’s powerful, and it’s part of every buying cycle
Writer Jack London said, “You can’t wait for inspiration. You have to go after it with a club.” Rottman Creative… READ MORE>
We Need to Belong
WE’RE OFTEN TOLD “A PICTURE IS WORTH 1000 WORDS,” BUT WE SELDOM STOP TO THINK ABOUT WHY THAT’S TRUE.
Tap into the power of visual storytelling to inspire members, connect them, and demonstrate the value of your organization.
How to Close the Circuit and Illuminate Your Base
How to Drive your Organization’s Life-Changing Work by Harnessing the power of Connections Did you know you have traditional intelligence,… READ MORE>
5 Ways to Encourage Connectivity Among Members
8 Mistakes You’re Making with Brand Storytelling
The Power of Human Connection
7 Tips for Promoting Your Next Event on Twitter
Twitter offers incredible potential for event marketers to promote events and inspire members with meaningful content. And you don’t have… READ MORE>
How to Tell Exciting Stories
7 Reasons You Need an Infographic
If Your Audience Isn’t Engaged, It’s Your Fault
Who Will You Be?
Dick’s Sporting Goods Takes Storytelling and Storymaking to a New Level with a Recent Series of Commercials Featuring the Tagline,… READ MORE>
How to Build Brand Attachment
Why You Need Video
All about that BRAIN
How New Facebook Changes Affect Your Business
In an effort to make its pages more engaging to users, Facebook might not be showing your business page postings… READ MORE>
3 Ways to Get Great Member Stories
The Grey Hair Dilemma
Are you in the Loop?
Inspiration and connection move in a noiseless, effortless, infinite loop. People want to be inspired to connect. They connect to… READ MORE>
Pay with Lovin’
How Much Does Visual Matter?
A Tale of Two Images
Data Isn’t Everything
These days, data is big business. You have unprecedented access to information about your audience’s location, age, income, education, and… READ MORE>
The New Rottman Creative Website
A Thing of Beauty
Bullhorn or Tin Can Telephone?
McDonald’s Serves Up Stories
McDonald’s turned some heads recently with the release of its “Signs” commercial. In just one minute, this emotional piece of… READ MORE>
Fighting the Gut Instinct
7 Clues to Business Narrative
Let’s Keep it Simple
Wooden toys are great. They’re fun, engaging, and durable. They’re so simple they hardly ever break. Very little goes wrong… READ MORE>
Go with your gut?
Storytelling Success in 140 Characters
The stories your members tell themselves
What’s the difference between storytelling and corporate communications? Some of the earliest human stories were told around a campfire. We… READ MORE>
Make it New
The Technology of Storytelling
While our stories have mostly remained the same throughout history, the tools we use to tell them have changed dramatically.… READ MORE>
How to Integrate Storytelling into your Marketing
Pass the Tissues
When was the last time you were moved to tears? Well, if you’ve watched any television lately it probably wasn’t… READ MORE>
The Anatomy of a Story
Freytag in Action
The Tale is in the Telling
Help your reader enjoy your long content with these simple tricks. We talked last time about the benefits of long… READ MORE>
How long is too long?
Tap into Emotions to Fill More Seats
We’ve discussed in the past just how powerful emotions are when it comes to making decisions. Figuring out the emotional… READ MORE>
How to use Storytelling in your Email Campaigns
Why Associations Need Storytelling Now
Marketing with Strategic Storytelling
Calling All Thought Leaders!
In Jab, Jab, Jab, Vaynerchuk says that if Facebook is the dining room where we entertain, then LinkedIn is the… READ MORE>
Life, Only Better
The Middle School Locker
I Like You; Do You Like Me?
Everybody’s Talkin’ At Me . . .
Twitter seems to be the preferred platform for many associations. We suspect it’s because Twitter is safe. It’s fairly easy… READ MORE>
Storytelling vs. Strategic Storytelling
Clusters are Out: Micro is In
Hashtags, Likes, Shares and the Empty Seats
The Power of Social Media
Let’s start with an idea that you know is true, but may stress you out to think about nonetheless. It’s… READ MORE>
Let Your Freak Flag Fly:
Exploit Your Differences To Expand And Unite Your Base
Does Your Brand Move People to Action?
We Must Connect
Reveal Your Achilles Heel:
Embrace vulnerability to make meaningful connections
Being vulnerable means you take risks, expose your authentic self, and open yourself up to the possibility of attack, rejection,… READ MORE>
We Want To See You Be Brave:
“But We Have to Look Professional” For most associations, the crux of the fear is this: we are a professional… READ MORE>
We Want To See You Be Brave
The Anatomy of Inspiration:
MARKETING: THE BRAIN Marketing is the BRAIN of inspiration. It gets its blood supply from the brand (the HEART), but… READ MORE>
The Anatomy of Inspiration
Archetype Based Branding:
THE ADVOCATE: Stories about Effecting Change For the American Network of Community Options and Resources (ANCOR), it was the classic… READ MORE>
How do you tap into this visual world to promote your event?
Third Harness the power of video. But edited video. Five-minute videos about why your association is great are just self-indulgent.… READ MORE>
Step 1 & 2
Good Design is Good Business
Tips for Marketing to Drive Attendance
Two Ways to Make Direct Mail Work
Plan B: Case Studies Mailers The alternate approach (and one we love) is to craft three direct mail pieces around… READ MORE>
Idea 6 of 6 for Improving Your Email Open Rates
Idea 5 of 6 for Improving Your Email Open Rates
Idea 4 of 6 for Improving Your Email Open Rates
4. Be deliberate in your timing. People read more emails in the morning than the afternoon, and the earlier, the… READ MORE>
Idea 3 of 6 for Improving Your Email Open Rates
Idea 2 of 6 for Improving Your Email Open Rates
Idea 1 of 6 for Improving Your Email Open Rates
Idea 6 of 6 for Improving Your Email Content
6. Include calls to action. In each email you send, you want to have a specific call to action. Tell… READ MORE>
Idea 5 of 6 for Improving Your Email Content
Idea 4 of 6 for Improving Your Email Content
Idea 3 of 6 for Improving Your Email Content
Idea 2 of 6 for Improving Your Email Content
2. Segment your storytelling. The same stories don’t appeal to everyone, because not everyone cares about the same thing. For… READ MORE>
Idea 1 of 6 for Improving Your Email Content
Principle 6 of 6:
Follow the Golden Rules for golden results
Principle 5 of 6:
Principle 4 of 6:
We perceive that conference marketing is one arm of an organization’s holistic messaging for fulfilling their mission. We embrace conference… READ MORE>
Principle 3 of 6:
Principle 2 of 6:
Principle 1 of 6:
6 steps to Inspiring your base to act.
Step 6 of 6: Work with the timing
Knowing when and how to make your offers is an art to itself. Registration occurs along a bell curve, peaking… READ MORE>
Step 5 of 6: Leverage your offers
Step 4 of 6: Develop your voice
The New Age of Purposeful Brand
Step 3 of 6: Identify your archetypes
Archetypes are personality types or stories that show up over and over again, across all cultures. Think about the stories… READ MORE>
Step 2 of 6: Run your diagnostics
6 steps to Inspiring your base to act (Register for your event)
4 Ways to Improve the Timing in Your Marketing Plans
8 Steps to Create Stronger Emails
How many emails do you get every day? Most professionals get more than 200 emails a day. Sure, it raises… READ MORE>
Why a Registration Brochure App
The Story is What Sells
A Golden Triangle of Conference Marketing
The Lone Marketer vs Evil Dr. Void and the Empty Chair Gang
If you’re starting to plan your next annual conference, we have a story you really need to hear. It’s about… READ MORE>
Learn Why You Should Market Your Event Like a Product Launch
Meeting Apps- Learn Tips On Creating Your Own!
The Importance of Event Design
For Tangible Results, Try Doing Something Tangible
You need to be doing direct mail. We tried very hard to find a stealthier way into this statement. But… READ MORE>
Human Beings are Visual Creatures
E-mail Marketing and Social Media Go Together Like Peanut Butter and Jelly
Making Email Marketing Work for Your Event
The Perfect Subject Line?
Today, e-mail is the main form of communication. With hundreds of e-mails flooding your account daily, how do you distinguish… READ MORE>
MARKET. CONNECT. INSPIRE.’through video!
Conference Marketing in 2013: The Space You Don’t See
Balance & Timing: The Athletics of Event Marketing
INSPIRATION? There’s an App for That
The mandate to inspire isn’t going away. How will you conquer it? We have an answer. To drive event registrations… READ MORE>
What does event marketing and hoarding have in common?
The Dystopia of Event Marketing: Only the Inspired Will Survive
The Registration Brochure is Back-With a New Mission
2010’s Top Trends in Conference Marketing
East to West, Big and Small – we’ve been watching what’s going on and it’s time to report the facts.… READ MORE>
Introducing QR Codes
Direct mail is not dead and social media is not the king
Twitter Launches New Advertising Format
Using Negative Feedback to Express Your Brand in a Positive Way
In our recent edition of WhiteSpace we cover how an organization’s strategic plan, brand and conference must connect with each… READ MORE>
All for one and one for all
Handy LinkedIn Apps
6 Guiding Principles
Is your conference purpose-driven?
A strategy to stand out and get noticed. In the absence of a clear vision, association marketing staff members start… READ MORE>
Email and Your Brand
Get your attendees to the edge of their seats!
Hollywood’s Top Interactive Designers
Glanced at, tossed and forgotten?
Little, three word statements can get you in trouble. Take “I love you”, for instance. Said too soon, too often,… READ MORE>
The Pixar Story
Why White Space Matters
Copyrights and the Internet
The Internet has made it very difficult for artists and other creative types who produce original songs, paintings, photos, movies,… READ MORE>
Why Motion Graphics Work
The Evolution of a Brand
Social Media in Marketing Survey
Make your conference a positive BRAND experience
Last year, associations saw a 25-50% to drop in conference attendance. Surveys show the outlook for this year isn’t much… READ MORE>
Sharing Tweets through TwitterFountain
Get it right this year.
3 Ways to Collect Feedback Online
What happened in ’09, stays in ’09
Let’s leave behind the nightmares of low conference attendance in 2009, and embrace the hopefulness of 2010. I think we… READ MORE>
Video Killed the Radio Star, And Traditional Online Marketing
Crowdsourcing & Conferencing
What Personal Touches Are You Doing To Increase Attendance At Your Conference or Events?
Fill Your Empty Seats with RCG’s Exclusive Marketing Planning Package
We’ve been giving you guys tons of tips and how-tos about conference marketing, and now its time to help you… READ MORE>
Not meeting your conference attendance goals?
Benefits That Have Helped Associations Meet Conference Attendance Goals
Tag! You’re it, Facebook!
What’s in a name?
Recently, we came across an article about how La Plata, MD, the location of Rottman Creative Group, got its name.… READ MORE>
Positioning Your Annual Conference for Greater Attendance
Late Registration – It’s not just a trend, it’s a fact.
Integrating Direct Mail and Online Marketing
Conference Marketing to Younger Members
A Field Guide to the Millennials. They first heard your name briefly mentioned in one of their college classes as… READ MORE>
How to increase conference attendance.
Do’s & Don’ts of Conference Marketing
The Conference Logo: Five Key Elements to Portray