How can you increase membership and attendance? How can you fuel engagement at your events and throughout the year? When it comes to marketing, what really grabs attention and compels people to take action? Rottman Creative exists to answer these questions and more for member associations. We provide marketing solutions that drive attendance and customer engagement by increasing brand loyalty. Our strategies are based on research and neuroscience, and they generate measurable outcomes for our clients.
Our codified methodology is successful because it’s based on how the human brain works, not on the latest marketing fads. To add more firepower to your marketing, we also focus on the buying cycle to deliver the right messaging to the right audience segment at the right time. All our insights add up to increased attendance and as much as 23% increased engagement for member organizations.
We know engagement is more than just “showing up.” It’s about more than attendees. You need members to set aside their phones and their everyday tasks so they can focus on your event and the value they can give to it and get from it. You need individuals who are compelled from within to take action, work together, and tackle the hard stuff that leads to success in your field. And you need everyone to come back next year and do it all over again. The sustainability of your organization depends on engagement.
The way to achieve engagement isn’t by adding more programming, speakers, certifications, and other “stuff.” It turns out humans are hardwired to connect, and we feel engaged when we make high-quality connections. We also feel engaged through storytelling, not primarily through straightforward facts and information. The research tells us that human beings make decisions in the emotional center of the brain, not the logical one. By tapping into human nature and the latest neuroscience, Rottman Creative can more effectively target and engage your base.
TNT, triggers and targets
To move interested parties through your buying cycle—from being aware or interested to actually taking action—you need compelling triggers and targets in your marketing communications. Triggers might be your products, events, and special offers. Targets include whatever you want your members to do, like register for an event or make a purchase. We’ve mastered triggers and targets to drive acquisition, retention, attendance, and ultimately engagement.
Not another Cheerios!
We’re careful not to overwhelm your audience with too many triggers/targets and too much stuff. Our approach is to focus on the one thing of most value your members need to know. Consider for example Cheerios. At one time the Cheerios brand included 16 different varieties of basically the same cereal. Rather than increasing sales and brand loyalty, Cheerios experienced a decline in both areas. Their brand became watered down with too many choices, and their customers got lost in the clutter. Cheerios is now moving toward a less complex brand with fewer options. We believe associations should take a lesson from Cheerios, to simplify and focus on one core value proposition.
Why Rottman Creative?
Choose Rottman Creative as your engagement marketing firm if you want measurable outcomes—like increased attendance and engagement—based on neuroscience and a proven, codified methodology. We guarantee our discovery & strategy work, so if you’re not satisfied, you get your money back. Contact us to get started with your engagement marketing plan today.
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