Association Leadership - January/February 2016 - (Page 14)

F EAT U R E Communicating on Common Ground When the goal is to personalize your marketing, look for commonalities, not differences By Melynn Sight K now your audience and target your messages accordingly. Marketing 101, right? Right. However, where many association communicators fall short is thinking that personalized communications are the silver bullet to creating loyal, satisfied members. Loyal, satisfied association members come from being a relevant provider of something that is valuable in the members' eyes. In my role as a marketing and communications consultant, I work with dozens of associations on delivering unique value that makes them relevant to their members. Big associations or 14 January/February 2016/Association LEADERSHIP

Table of Contents for the Digital Edition of Association Leadership - January/February 2016

MESSAGE FROM THE MAGAZINE CHAIRMAN
HOMEPAGE
60-SECOND SOLUTIONS
QUICK TAKES
Communicating on Common Ground
Focus Pocus: The Magic of Single-Mindedness
THOUGHT L EADERSHIP
Connect Texas Recap
Safe & Sound: Meeting Security in Today’s World
DESTINATION PLANNER
NEW MEMBERS
INDEX TO ADVERTISERS
WORK SMARTER

Association Leadership - January/February 2016

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