Question

Topic: Strategy

Marketing To Local Association Chapters

Posted by lthurman on 11/10/2016 at 10:08 AM ET 50 Points
Looking to develop a strategy on reaching out to local chapters of an association that is in our industry. We have spoken at one event of a local chapter, but are looking to get more involved with the rest of the chapters around the country. What is the best strategy to do this? Email? Is there something compelling that you've had sent to you that you'd suggest?

Thanks in advance!
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RESPONSES

  • Posted by Gary Bloomer on 11/10/2016 at 11:29 AM Accepted
    Without knowing that the association is it's difficult to be specific. That said, value-based presentations delivered in person or via video are a good place to start. These ought to be non-pitch based affairs in which you offer value on top of value. To use e-mail you'll need access to the associations' lists. In that case, those messages probably need to go out FROM the associations' chapters, rather than from you.
    Here again, it's essential to lead with value.
  • Posted by Gary Bloomer on 11/10/2016 at 11:30 AM Member
    CORRECTION: "... what the association is", not that.
  • Posted by mgoodman on 11/10/2016 at 5:48 PM Accepted
    We are going to have to know some specifics if we are going to help you strategize with this one. What industry, how much central control, what's your relationship, etc.? Do you have strong on-site representation wherever there are chapters?
  • Posted on 11/27/2016 at 4:58 PM Accepted
    Does the association have a newsletter? Can you sponsor it? That might get your name in front of members.

    What about the association's website? Do they have a blog? Can you write a relevant guest blog post? Be sure it's useful to members, not just a big sales pitch.

    Does the association have a Facebook page? LinkedIn group? Or conduct Twitter chats? Join in and participate. But again, stay on topic and be helpful. Being over-promotional is a big turn-off.

    You might be able to use LinkedIn to connect with local chapter leaders, too. Offer to help them out with whatever it might be that they need help with.
  • Posted by SteveByrneMarketing on 11/27/2016 at 7:15 PM Accepted
    Facebook groups may be better than a page.
    https://www.facebook.com/help/162866443847527/
  • Posted by Shelley Ryan on 12/8/2016 at 5:58 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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