Marketing Strategy Archives - Rottman Creative

Your Association and AI: The Story You Need to Be Ready For

Chances are you’ve thought about the impact AI might have on your association this year, next year, in five years…There’s likely some apprehension as you wonder whether AI will replace your content, education, or other key offerings—at no cost to your potential membership base.

You’re right to be concerned. AI will no doubt get smarter, become even better at finding people’s pain points, and provide value you likely can’t even predict yet. But you also have a golden opportunity. You can embrace this new game-changing technology while you hone in on the unique value of your association.

The big question you’ll need to answer is this: Why would anyone pay your membership fees when they can access a universe of AI-driven value for free? The answer lies in the things AI can’t touch. Your community. Your advocacy. Your people.

Finding the “Almost”

AI will provide almost everything that your association can. Even today, it’s pretty good at content generation, data analysis, and education. If all you bring to the table is AI-level service with a “human-made” tag, you are already obsolete.

So, what about that elusive “almost”? When AI tools and resources mirror everything you do—only faster—will your members still see your worth? Can you define your value in that sliver of “almost”?

If you can’t answer these questions with a confident “YES!”, then you’re right to be concerned. It’s time to get ready.

How to Be Proactive

First, stop viewing AI as a handover to robots to ease your workload, and start leveraging AI to deliver unique value to your members. Position your association to embrace AI, not compete against it.

You might think, “Here we go with another tech panic.” You’re right to a degree. Apps and social media were hailed as member engagement godsends, and yes, they had their moments, but they didn’t shift the tectonic plates. Conference apps? Usually downloaded in a hurry.

Social media was once labeled the “email killer,” but now more emails are sent than ever before (not that this is a good thing).

The real power lies in leveraging AI to serve your members in ways you never could before. AI can help your association better understand your audience, refine event offerings, improve your administration, track and enhance your marketing efforts, build smarter chatbots, create better content, and so much more. Don’t compete—let AI amplify the human value of your association. This is how you stay ahead and lead, not just survive, in the age of AI.

Broadcast Your Unique Value

To successfully coexist with AI, you’ll need to know and articulate your association’s value. What is your unique edge? What does your association offer that AI can’t touch? Consider your advocacy, community, and connectivity. Now think harder. How strong will your community be in five years if AI makes LinkedIn even more powerful? If AI delivers education, expertise, content, and data crunching as good or better than your association, what’s left for you to do? If your members don’t see your value, it’s game over. Your value proposition must be ironclad. It isn’t just a statement—it’s your most powerful asset. Once you figure it out, shout it from the rooftops.

Pillars of Your AI Strategy

The next step is to amplify what makes your association irreplaceable—your brand, your voice, your tight-knit community. Strengthen your story, build your community, and clarify your advocacy. These are your pillars.

Let’s get tactical. Here’s how to bolster your foundation while thinking strategically:

Website: Overhaul your user interface. Think clean, intuitive, and lightning-fast. Simplicity outperforms an over-designed labyrinth. Consider an AI chatbot instead of a search bar.

Research: Conduct deep analytics to understand your members. How do people engage with your content? Which platforms and formats do they flock to? Can you prove your value objectively to justify your dues to the person writing the check?

Content: Create unique, helpful content that addresses member pain points and current or future industry trends. Make it scannable, digestible, impactful, and actionable to deliver maximum value.

Behavior: Recognize the seismic shifts in event registration behavior. Enter The 40-Day Dash—our tailored program acknowledging the last-minute registration frenzy. Get ahead of this curve and you won’t just survive; you’ll thrive.

The Here and Now

Don’t panic. But don’t stand still either. AI is here and it’s only going to get better and more powerful. Now is the time to find ways to move forward alongside AI while still enrolling prospects and renewing members. Expect some bumps along the way, and sure, your numbers might take a hit. But keep your focus razor-sharp on your core value for lasting success.

Future-Proof Your Association

It’s time to define what makes you irreplaceable. Let’s dive in, refine, and proclaim the “almost” into something powerful to futureproof your association.

Need to talk? Contact us today.

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Your Association’s Marketing Plan Isn’t Working as Well as You Think It Is

What Comes After Inspiration? Reassurance

This is the third of a four-part series about how to market your association’s events in 2024.

Human beings make most of our decisions from the emotional center of our brain. And then our pre-frontal cortex (the logic center of the brain) helps us reaffirm that our decision was the right one.

We know this because scientists put people in scanners and watch the different parts of their brain light up.

But what does brain science have to do with your association’s event? Everything.

In this series of posts, we’ve been working through the 3 phases of event marketing. Each phase highlights a key attribute your event marketing plan needs: Emotion, facts, and urgency.

So far, we’ve covered the first phase, Inspire People. That’s the phase that targets emotion.

Today, we’re going to talk about the second phase: Reassure the Intent.

This is the phase that targets facts. This is where you need to communicate to people: You know how you felt a spark when you connected with our message? Well, here are the goods!

What Does It Mean to Reassure the Intent?

Reassuring the intent simply means filling out the rest of the picture for potential attendees. You’re giving people what they need to confirm that registering for your event is something they must do.

This is the phase of marketing where you craft messages that answer questions like:

What will I learn?

Who will be there?

Who are the speakers?

What are the highlights?

What are the big reasons I don’t want to miss out?

We find that these are the questions associations usually want to start their marketing with. They want to lead with facts. Throw all the bullet points and all the checklists at people right away. It can be difficult, in Phase 1, to stay higher level, to find the deeper reason, the emotional hook.

But now, in Phase 2, you’re released! Let the facts shine! If you’ve done your job in the first phase and found the inspiration to hook attendees, this phase can feel a bit easier.

But don’t let that fool you.

Be Sure To Communicate the Value Proposition

We came across a study that another marketing agency did, that found that only 13% of associations surveyed said they had a compelling value proposition.

13%!

Coming up with a sterling value proposition and knowing how to communicate it has always been a challenge for associations. It’s like answering an existential question: It’s hard to do and you’re so close to it that you often can’t see if you’ve truly answered it.

Reassuring the intent is an uphill climb if you don’t know the value proposition for your event. So before you start listing bullet points, do some work around crafting it. (If you’re struggling, we can help.)

Case Study: How We’re Doing It

We helped a long-time client market their annual event, Staffing World.

In our last post, we talked about how we found the inspirational thread by analyzing the audience and focusing on “people people.”

For phase 2, it’s time to focus on the facts.

Reassuring the intent is about hitting people in the logic center of their brain. It’s when concepts like “reputation” and “expertise” matter. That’s why we created messaging around the fact that this event is the biggest gathering of its kind in the industry. It’s THE place to be for staffing professionals who want to connect, learn, and grow.

We designed various print and digital pieces to highlight specific educational sessions, formal and informal networking events, and the best-in-class expo hall. We also talked in-depth about the high-caliber individuals who would attend, creating a sense of FOMO so that potential attendees could see themselves among this crowd.

Remember, people read 30% or less on the web, and slightly more in print. Design and messaging matter just as much now as they did in the inspiration phase.

Your marketing can’t become a Wikipedia page, dry and factual. You’re still jockeying for people’s time, and you have to give them a reason to listen to you

Reach out if you’d like to talk about how your association can best reassure the intent. Or if you’re still chewing on how to find the inspiration, we’re happy to talk you through as well.

It’s time to act now

Rottman Creative can help you cut through the busyness with new marketing formats and technologies. Let’s chat.

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Navigating the Event Marketing Landscape in 2024: A Strategic 3-Phase Approach for Success

Number One First and Always: Inspire People!

And Finally: It’s Time For the Mad Dash to the End

Number One First and Always: Inspire People!

This is the second of a four-part series about how to market your association’s events in 2024.

If you’re following along in our series of posts about event marketing in 2024, you know a few things.

For example, you know that companies are planning to spend less money this year on personal development, training, and education for employees.

You know that event attendance is predicted to be down, as are accruals and overall renewal revenue.

Basically, you know that it’s do or die time. Make a new plan time. Don’t look back time.

The way to be successful this year is to embrace the 3 phases of event marketing.

Each phase highlights a key attribute your event marketing plan needs: Emotion, facts, and urgency.

Today, we’re going to talk about the first phase, Inspire People. This is the phase that targets emotion.

What Does it Mean to Inspire People?

When you connect with something you really want, such as a career or personal goal, you’re connecting with it for emotional reasons. You want the thing because you want to feel a certain way—like delighted, proud, or contented.

The thing matters. But it’s the feeling that truly drives it.

Inspiring people means understanding how they want to feel, and connecting with them at that level. In other words, you need to understand what moves your members and what feelings they are chasing.

Associations often make the mistake of leading with the facts. Facts are very important, and we’ll talk about their role in phase 2. But if you skip the inspiration phase, you miss your chance to reach people at the gut level.

And that matters, because so many of our decisions are actually made from the gut. We think logic is driving our choices. But logic merely confirms what we already feel.

How To Find the Inspiration That Will Drive Energy Around Your Event

Finding the inspiration is a process of discovery. It means looking closely at who your audience is. Not necessarily their demographics. But rather, what motivates them.

Are they type A go-getters who always need a challenge? Are they career veterans who are thinking about legacy? Your people are likely motivated by more than one thing. But you need to dig until you find the central idea that will move them, the central spark of inspiration.

Once you find that, you need to turn it into remarkable pieces of content that hit your audience in their feeling center.

We’ll get to the tactics of how many emails, when to send direct mail, and which social media platforms to use. But first, you must know what feeling you’re trying to create, and what big idea you’re channeling. This will help you develop actionable messages, and to choose the style of design that is most likely to grab your target audience.

Case Study: How We Did It

We were tasked with helping a longtime client, the American Staffing Association, market their annual Staffing World conference. While ASA has been hosting this event for more than 50 years, today’s uncertainty was causing a drop in registrations. Six weeks before Staffing World, they still hadn’t hit their numbers.

ASA’s target audience are “people people.” They are staffing, recruiting, and workforce solutions professionals who put individuals to work in meaningful roles. As a result, they improve lives, businesses, and the U.S. economy. But they also deal with some pretty tough challenges, ranging from economic uncertainty to budget cuts and layoffs.

We combined this audience analysis with industry trends and proven formats to craft emotionally charged messaging and creative. The goal was to inspire people to come together for the good and the ugly. To seize opportunities and collaborate on challenges.

From there, we engaged the audience with targeted social media campaigns complemented by brief, thoughtful emails with easy calls to action.

Six weeks later, Staffing World had more attendees than ever in ASA history.

It’s well worth the investment to spend time digging into what will inspire people to come to your event.

Even more helpful is to get an outside perspective. Someone who can look at your event and your attendees with fresh eyes. Reach out if you’d like to chat about how to find the inspiration for your event!

It’s time to act now

Rottman Creative can help you cut through the busyness with new marketing formats and technologies. Let’s chat.

Share this post in LinkedIn:

ARE YOUR MEMBERS TRULY ENGAGED?

NOT ANOTHER SNOOZELETTER.

Navigating the Event Marketing Landscape in 2024: A Strategic 3-Phase Approach for Success

What Comes After Inspiration? Reassurance

And Finally: It’s Time For the Mad Dash to the End