3. Speak in a voice that will make members listen.
One of the things we specialize in is helping associations hone in on the voice they need to use to inspire their members to register.
Discerning your archetype is a key stepping stone in your marketing plan—and it’s what you’ll use to create the branded voice.
For example, we determined The American Specialty Toy Retailer’s Association (ASTRA) member archetype is that of a caregiver. Their members believe that nurturing a child’s love of play can change kids’ lives. It’s what drives them at their core. So, we created a voice that is nurturing, caring, cheerful, optimistic, and playful. We used the conference theme, “From Ordinary to Extraordinary” to develop the stories. And we worked with ASTRA to keep the voice consistent across all conference email communication.
When you talk to your members in a voice designed specifically for them, it forges an emotional connection.
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #21!
The Lone Marketer
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