Marketing for Member-Driven Organizations
8 ways to improve your website in the post COVID-19 world
In the post-COVID-19 world, your website takes on new significance. It could be years before people feel comfortable interacting in… READ MORE>
Dear Associations, We Need to Talk
It’s Time to Rethink What Networking Actually Means
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
In the past, associations thrived on in-person events, networking, education, and certifications—the more the merrier. But for years there has… READ MORE>
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?
5 Ways Associations Can Help Their Members During COVID-19
5 Teleworking Best Practices for Associations
As if you didn’t have enough to worry about with COVID-19, you suddenly find yourself working from home. That means… READ MORE>
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
6 Ways to Help your Association Thrive in 2020
Part 6: Grit
Part 5: Events and Programs
This is the fifth post in our series 6 Ways to Help Your Association Thrive in 2020. To get started,… READ MORE>
Part 4: Prospecting
Part 3: Marketing Assets
Part 2: The Plan
Part 1: The Cause
So you need more members. And more non-dues revenues. And you’d like to boost engagement while you’re at it. To… READ MORE>
How to Implement Omnichannel Marketing
What is Omnichannel Marketing and Why do You Need It?
Best Practices for Digital Marketing that Boosts Engagement
9 Content Marketing Problems and How to Fix Them
Angelo is a bus driver for a small tour company in Ecuador. Quite often the tourists’ breakfast comes with a… READ MORE>
(And 20+ Format Ideas)
5 Ways to Generate Enough Marketing Content
10 Best Practices for Content Marketing that Converts
6 Ways to Spark Conversations that Drive Conversions
3-Pronged Approach to Association Marketing
When I interviewed for my first job out of college, I had a strong resume and a few good references.… READ MORE>
Does your campaign include all 3 essential elements to engage your audience?
Marketing Essentials Self-Checklist
3 Essential Elements of Effective Marketing
How to Reshape Your Marketing to Reach Your Goals
How to Create a Lead Gen Funnel
My neighborhood is crawling with door-to-door salespeople. They come selling everything from television and internet services to home security systems.… READ MORE>
6 Steps to Content-Based Lead Generation
4 Steps to Inbound Lead Generation
Why Inbound Marketing is the Best Way to Generate Leads
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
When I was a kid, Valentine’s Day was one of my favorite days of the year. I would spend hours… READ MORE>
Learn How This Connection Influences you Marketing Strategy
How Brand and Culture are Connected
How to Convert Casual Web Visitors into Loyal Followers
How to Use Social Advertising at Each Stage of the Customer Journey
How to Create a Customer Journey Map
One-off campaigns or clever sales pitches just don’t work anymore to convert prospects into attendees, members, and loyal brand ambassadors.… READ MORE>
How to Reach Millennials with Your Cause
Is Your Association Putting Off Creating a Lead Gen Funnel?
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 2018
In fashion, everything old becomes new again. Thin ties were out, and then back in. Glasses were oversized, then small,… READ MORE>
The shift is here.
6 Email Performance Issues and How You Can Solve Them
3 Components of Holistic Email Marketing
Holistic Digital Marketing Part 2: Platforms and tools
Once you’ve outlined your holistic digital marketing strategy, it’s time to choose the platforms and tools that will propel your… READ MORE>
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?
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
KPIs, or key performance indicators, can help you track the success of your event, marketing, and organization so you can… READ MORE>
How to Track Ket Metrics to Make Better Strategic Decisions
Key Performance Indicators for Event Marketers
5 Strategies to Increase Engagement All Year Long
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
Strategic event marketing is about inspiring and connecting potential attendees. It goes beyond facts and “stuff”—all that networking, education, and… READ MORE>
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?
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
Facebook Canvas is an immersive storytelling platform you can use to communicate with your base, drive event attendance, and build… READ MORE>
5 Steps to Facebook Marketing Success
How to Transition Members from a Non-Engaged to an Engaged State
Engagement Marketing Powered by Neuroscience
3 Digital Marketing Tactics for Event Marketers
Nowadays you can’t have a conversation about event marketing without mentioning digital. As part of the Engagement Assessment Survey, we… READ MORE>
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
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
Attendees don’t buy products (a.k.a your event). They buy outcomes. They don’t really care what you have to offer. They… READ MORE>
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
A Plan for Starting or Overhauling Event Marketing that Drives Attendance and Engagement
How to Engage Millennials for Long-term Sustainability
Meet Luke Brandwalker, one of the profiles you might see when you take the Rottman Creative Engagement Assessment. If you’re… READ MORE>
5 Steps to Better Engagement with Triggers and Targets
Why You Need More Than Good Attendance Numbers
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?
When we talk about your audience’s level of inspiration, we’re really talking about how engaged they are. Do members just… READ MORE>
Engagement Assessment: Next steps to improve your marketing
Why you Need to Measure your Level of Inspiration
Inspiration Assessment Drives Member Engagement and Attendance
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
Imagine your event is THE place for connecting—for meeting like-minded individuals who are open to new ideas, ready to work… READ MORE>
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
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
Knowing how to use triggers and targets in your event marketing will result in inspired members ready to create high-quality… READ MORE>
Triggers and Targets
How to Inspire your Members to Act
For Event Marketing That Moves People, Start With Inspiration!
Create a SPARK to Inspire Members Through Brand Experience
Get off the acquisition and retention roller coaster and learn how to inspire your members with effective strategy. How many… READ MORE>
Let’s Be Clear: Inspiration Requires Clarity
It’s big, it’s powerful, and it’s part of every buying cycle
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.
We’re often told “A picture is worth 1000 words,” but we seldom stop to think about why that’s true. Psychologists… READ MORE>
How to Close the Circuit and Illuminate Your Base
5 Ways to Encourage Connectivity Among Members
8 Mistakes You’re Making with Brand Storytelling
If you decided to give brand storytelling a try but you’re not really seeing results, don’t give up. Finding great… READ MORE>
The Power of Human Connection
7 Tips for Promoting Your Next Event on Twitter
How to Tell Exciting Stories
7 Reasons You Need an Infographic
Drive Attendance at your Next Event with a Visually Compelling Fact Sheet 1. Data is intimidating. Data alone won’t fill… READ MORE>
If Your Audience Isn’t Engaged, It’s Your Fault
Who Will You Be?
How to Build Brand Attachment
Why You Need Video
And Why It’s Easier Than You Think Forbes says 2015 is the “Year of Video Content Marketing.” So just how… READ MORE>
All about that BRAIN
How New Facebook Changes Affect Your Business
3 Ways to Get Great Member Stories
Physically engage your audience to get more from your marketing. As a limited-time holiday promotion, coffee shop chain Caribou Coffee… READ MORE>
The Grey Hair Dilemma
Are you in the Loop?
Pay with Lovin’
How Much Does Visual Matter?
We know that visual matters. If your brand doesn’t engage with the eyes, any words you use to tell your… READ MORE>
A Tale of Two Images
Data Isn’t Everything
The New Rottman Creative Website
A Thing of Beauty
As we were going through the process of reinventing our online image, I came across a cool design story about… READ MORE>
Bullhorn or Tin Can Telephone?
McDonald’s Serves Up Stories
Fighting the Gut Instinct
People go with their gut. We make decisions, even big ones, in a matter of seconds mostly based on emotion… READ MORE>
7 Clues to Business Narrative
Let’s Keep it Simple
Go with your gut?
Storytelling Success in 140 Characters
We know storytelling technology shapes and enhances the stories we tell. One of those technologies is Twitter. While it might… READ MORE>
The stories your members tell themselves
Storytelling Isn’t Enough Telling your brand story is only part of your job as marketer. Another important endeavor is to… READ MORE>
Make it New
The Technology of Storytelling
How to Integrate Storytelling into your Marketing
SEVEN STORIES EVER Author Christopher Booker had always heard the popular notion that there are really just a handful of… READ MORE>
Pass the Tissues
The Anatomy of a Story
Just how effective is storytelling compared to a straightforward presentation of information? The bloggers at BufferSocial recently completed an experiment… READ MORE>
Freytag in Action
The Tale is in the Telling
How long is too long?
A few times a year, Mary and I head up to Baltimore Print Studios to use a traditional printing press… READ MORE>
Tap into Emotions to Fill More Seats
How to use Storytelling in your Email Campaigns
Why Associations Need Storytelling Now
Our lives used to be ruled by something we called NEC. Networking, Education, Certification. We preached it to clients, defended… READ MORE>
Marketing with Strategic Storytelling
Calling All Thought Leaders!
Life, Only Better
The Middle School Locker
This all-visual platform is a great chance to connect to your members’ and supporters’ aspirations and interests. Pinterest is less… READ MORE>
I Like You; Do You Like Me?
Everybody’s Talkin’ At Me . . .
Storytelling vs. Strategic Storytelling
Clusters are Out: Micro is In
The age of social media represents a fundamental change in where power is clustered. A better way to say it… READ MORE>
Hashtags, Likes, Shares and the Empty Seats
The Power of Social Media
Let Your Freak Flag Fly:
Exploit Your Differences To Expand And Unite Your Base
Does Your Brand Move People to Action?
A quick search in Merriam-Webster’s will tell us that the word “move,” can refer to both an emotional sensation and… READ MORE>
We Must Connect
Reveal Your Achilles Heel:
Embrace vulnerability to make meaningful connections
We Want To See You Be Brave:
Anything But Vulnerability, Please! But here is the central problem. Among people, it’s vulnerability that truly forges connection. It would… READ MORE>
We Want To See You Be Brave
The Anatomy of Inspiration:
Design: The LIMBS Design represents the LIMBS of inspiration, because it’s what carries your message into the world. It’s what… READ MORE>
The Anatomy of Inspiration
Since we’ve been communicating our “Inspire Your Base” message, we’ve noticed an evolution in how people are responding. The responses… READ MORE>
Archetype Based Branding:
How do you tap into this visual world to promote your event?
Fifth Think about ways you can “unveil” your conference. What can you borrow from successful product launches? Find ways to… READ MORE>
Step 1 & 2
Good Design is Good Business
Our roots are in design, so we’re biased on this. But we’re also right. Good design is good business. It’s… READ MORE>
Tips for Marketing to Drive Attendance
Two Ways to Make Direct Mail Work
Idea 6 of 6 for Improving Your Email Open Rates
6. Inspire confidence in your members that they can anticipate something better than the ordinary. People will open your emails… READ MORE>
Idea 5 of 6 for Improving Your Email Open Rates
Idea 4 of 6 for Improving Your Email Open Rates
Idea 3 of 6 for Improving Your Email Open Rates
Idea 2 of 6 for Improving Your Email Open Rates
2. Don’t be afraid to send more emails (if they are good emails). Associations are sometimes leery of sending too… READ MORE>
Idea 1 of 6 for Improving Your Email Open Rates
Idea 6 of 6 for Improving Your Email Content
Idea 5 of 6 for Improving Your Email Content
Idea 4 of 6 for Improving Your Email Content
4. Build unique offers into the campaign. Offers include things like Early Bird specials, webinars, hotel discounts, giveaways (from iPads… READ MORE>
Idea 3 of 6 for Improving Your Email Content
Idea 2 of 6 for Improving Your Email Content
Idea 1 of 6 for Improving Your Email Content
Principle 6 of 6:
Follow the Golden Rules for golden results
We should recognize that doing the same thing over and over again while expecting different results is foolish. We will… READ MORE>
Principle 5 of 6:
Principle 4 of 6:
Principle 3 of 6:
Principle 2 of 6:
We accept that late registration is a fact, not a trend. We will not ignore cultural shifts. Instead we will… READ MORE>
Principle 1 of 6:
6 steps to Inspiring your base to act.
Step 6 of 6: Work with the timing
Step 5 of 6: Leverage your offers
Step 4 of 6: Develop your voice
People don’t know that you’re talking to them if you don’t actually talk to them. And the way your people… READ MORE>
The New Age of Purposeful Brand
Step 3 of 6: Identify your archetypes
Step 2 of 6: Run your diagnostics
6 steps to Inspiring your base to act (Register for your event)
What your association is doing is too important. The lives you are changing matter too much. What’s really stopping you… READ MORE>
4 Ways to Improve the Timing in Your Marketing Plans
8 Steps to Create Stronger Emails
Why a Registration Brochure App
The Story is What Sells
Your registration brochure isn’t just a marketing piece. It’s the face of your conference. A face can launch a thousand… READ MORE>
A Golden Triangle of Conference Marketing
The Lone Marketer vs Evil Dr. Void and the Empty Chair Gang
Learn Why You Should Market Your Event Like a Product Launch
Meeting Apps- Learn Tips On Creating Your Own!
In the article, “Meeting Apps: Advice from the Trenches,” Sue Hatch details the account of Logan Fleck’s first attempt at… READ MORE>
The Importance of Event Design
For Tangible Results, Try Doing Something Tangible
Human Beings are Visual Creatures
E-mail Marketing and Social Media Go Together Like Peanut Butter and Jelly
E-mail and social media naturally complement each other. Data shows individuals who use Facebook or Twitter at least once a… READ MORE>
Making Email Marketing Work for Your Event
The Perfect Subject Line?
MARKET. CONNECT. INSPIRE.’through video!
Conference Marketing in 2013: The Space You Don’t See
From the time I started school, I knew something wasn’t right with the blackboard. Or books. Or spelling words. What… READ MORE>
Balance & Timing: The Athletics of Event Marketing
INSPIRATION? There’s an App for That
What does event marketing and hoarding have in common?
The Dystopia of Event Marketing: Only the Inspired Will Survive
Have you read The Hunger Games yet? If you want to know how to market your event, you should. Yes,… READ MORE>
The Registration Brochure is Back-With a New Mission
2010’s Top Trends in Conference Marketing
Introducing QR Codes
Direct mail is not dead and social media is not the king
A recent study found that about 80% of consumers rely on multiple marketing channels when making a purchasing decision. Yet,… READ MORE>
Twitter Launches New Advertising Format
Using Negative Feedback to Express Your Brand in a Positive Way
All for one and one for all
Handy LinkedIn Apps
We’ve been doing a little construction on our LinkedIn profiles. Most of the grunt work has been to install apps… READ MORE>
6 Guiding Principles
Is your conference purpose-driven?
Email and Your Brand
Get your attendees to the edge of their seats!
What’s your story? Have you ever had a chance to watch kids during story time? A good storyteller can captivate… READ MORE>
Hollywood’s Top Interactive Designers
Glanced at, tossed and forgotten?
The Pixar Story
Unless you are in design, you probably don’t pay much attention to the huge array of typefaces that you come… READ MORE>
Why White Space Matters
Copyrights and the Internet
Why Motion Graphics Work
The Evolution of a Brand
You’ve created a brand identity for your association that seems to be working. Members recognize your logo when they see… READ MORE>
Social Media in Marketing Survey
Make your conference a positive BRAND experience
Sharing Tweets through TwitterFountain
Get it right this year.
Focus on 4 crucial areas to increase attendance. And, no, we’re not talking about losing weight, writing that novel, or… READ MORE>
3 Ways to Collect Feedback Online
What happened in ’09, stays in ’09
Video Killed the Radio Star, And Traditional Online Marketing
Crowdsourcing & Conferencing
Harness the power of a crowd to reach your attendance goals. We know it has happened to you. You can… READ MORE>
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
Not meeting your conference attendance goals?
Benefits That Have Helped Associations Meet Conference Attendance Goals
Our most recent edition of White Space covered positioning annual conferences for greater attendance. One of the topics we touched… READ MORE>
Tag! You’re it, Facebook!
What’s in a name?
Positioning Your Annual Conference for Greater Attendance
Late Registration – It’s not just a trend, it’s a fact.
It’s time for old dogs to learn a few new tricks. Forty percent. If a school teacher had 40% of… READ MORE>
Integrating Direct Mail and Online Marketing
Conference Marketing to Younger Members
How to increase conference attendance.
Do’s & Don’ts of Conference Marketing
The Conference Logo: Five Key Elements to Portray
Let’s not dance around it. The challenges we currently face have left most feeling one pinch too many, and will… READ MORE>