Smooth The Path

JANUARY 28, 2020

Do staff regularly conduct member research? Are listening tours, welcome calls, or member interviews on your list of to-dos? When testing new benefits, do you ask for member feedback? But member insights are hard to come by. Members are busy, and likely they will continue getting busier in the future.

Member Research 88

Member Research Member Insights Survey Member Engagement 88

Reid All About it

NOVEMBER 1, 2024

Content marketing. It’s a shame because empathy is a required emotion for anyone in a people business, like association and marketing professionals. Rosie Campbell at Beam Content believes empathy is the skill that will rescue content marketing. Member workplace challenges. Content marketing. Committee management.

Revenue 254

Revenue Arlington Education Content 254

Smooth The Path

AUGUST 30, 2016

For every action (or inaction) members (and non-members) take there is a why. As established organizations, knowing our member’s why helps us develop and communicate our why. Poke around and most of the marketing copy you read focuses on what. Likely you have gotten a lot of what -type insights.

Las Vegas 79

Las Vegas Member Insights Member Research Newsletter 79

Smooth The Path

DECEMBER 21, 2015

As a member researcher I see some validity to this statement. Research, particularly qualitative research is very good at naming member problems but members themselves are often hard pressed to articulate the right solution. If they had the solution their problem would not be a problem any more.

Member Research 94

Member Research Survey Marketing Products 94

Smooth The Path

AUGUST 2, 2016

The problem with being disconnected with members is we may focus on the wrong strategies, develop the wrong new products or services or send out marketing messages that just don’t hit the mark. Might your association be out of sync with members? A new way to think about why member join. Get back in sync.

Member Research 60

Member Research Survey Conference Strategy 60

Smooth The Path

APRIL 24, 2018

Only organizations that solve our member’s problems, speak their language, and understand them will get their time and attention. Associations can no longer make it by marketing benefits.The only way to get their attention and to keep them engaged is by marketing and then delivering solutions and experiences.

Member Engagement 95

Member Engagement Marketing Member Insights Member Research 95

Smooth The Path

SEPTEMBER 9, 2021

In the old days of in-person events, the information exchanged in breakout groups was mostly effervescent. During breakout groups, great ideas bubble up, and the group creates understanding and excitement around the best ideas.

Conference 78

Conference Report Industry Content 78