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"white space" newsletter

In the White Space, lofty ideas create innovative actions that lead to distinct success. It is where the science of marketing and visual communication translates into membership growth, improved retention and increased member participation. The best and latest tips and resources related to retaining, communicating with and growing your organization’s membership are all right here. Browse it, skim it, devour it, then sign up to have it delivered via email to your inbox.

 

For easier reading, download (PDF File for Download) and print the Volume 2 of The Best of White Space, which includes issues from May 2009 to July 2009, a portable collection of our four most recent White Space newsletters. Volume 1, which includes issues from November 2008 to April 2009, is available for download here.

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July 2010

iPhone 4 and Conference Marketing?

What can we learn about marketing from the most talked about product of the year. Recently we presented at ASAE's 2010 Marketing & Membership Conference and heard several attendees comment that their conference is the same year after year. The speakers are different, the sessions are different – but essentially it’s the same conference. That inspired us to look else where to see what other products or services being promoted fit this description and has produced incredible results.

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June 2010

Is your conference purpose-driven?

In the absence of a clear vision, association marketing staff members start second-guessing each other. The result is a cluttered mess of details about speakers, sessions, hotel accommodations, schedules and directions. It’s a hodgepodge of information that will go in one ear and out the other.

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May 2010

Get your attendees to the edge of their seats!

Stop marketing, and start telling a story, a story that gets your audience to the edge of their seats, eyes glued on you and when at the peak of the story all they can do is say “Wow.” Specifically, we are going to talk about telling a story through your event Website, Offer and Webinars. Seriously, throw away your marketing to-do list, we are going to replace it with a vision and a story.

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April 2010

Glanced at, tossed and forgotten?

Finally we come to “Save the date,” a favorite of event planners.  Use that often?   If you do, cease, desist, stop immediately! Those are probably the three most overused words in event planning, and using them is the best way to make a bad first impression. Think about it: you have 3 seconds to make a good first impression.  Three!  A quick glance is all a person needs to form an opinion.  Once that impression has been made, it’s nearly impossible to undo.

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March 2010

Make your conference a positive BRAND experience

Last year, associations saw a 25-50% drop in conference attendance. Surveys show the outlook for this year isn't much better. Yet we're seeing associations use the same approach to marketing their conference year after year. That’s like writing your own one-way ticket to failure! If you're reusing the same tired strategies and hoping that people will attend, then we have news for you: Hope alone doesn't sell seats at a conference.

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