You learn a lot about consumer preferences by reading the reviews on Yelp. Thousands of users are eager to tell you what they love and what makes them crazy. You don’t have to spend much time on the site to understand the difference between outstanding and dismal. Whether it’s a restaurant, hotel, or doctor’s office, people create that five-star experience. Each time you consider adding to your…

It’s Not About You—Put the MarCom Focus Where It Belongs

Are you using binoculars or a mirror to create communications? It’s more than an understatement to say that we have the tools to focus on our members. The ability to know our customers down to their preferred publications, favorite conference destination, and hot button issues has never been easier. The information at our fingertips is a little scary; but in the right hands, this knowledge is…

Get Teams Back to their Happy Place

If your staff was singing kumbaya around the metaphorical campfire before the pandemic; Don’t assume they are still in that happy place. The abrupt switch from in-person to home office took a toll. Associations thrive on plans, procedures, and processes. Our culture is the opposite of spontaneous. The careful preparation that usually accompanies a significant transition didn’t happen. Employees…

A friend of mine ordered her turkey from a farm. She wanted to be sure she would have the perfect centerpiece for Thanksgiving. Her request was for a 20 pounder. Unfortunately, all the daintier birds were spoken for. So, she’s getting a 30-pound behemoth. Will it fit in the roaster and the oven? Who knows? But I have to admit I’m a little jealous. An enormous perfectly prepared turkey seems like…

Grow Your Team’s Skills, But Don’t Forget Yourself

Smart CEOs understand that the quickest path to success is the one where the team travels with you. Skill-building across the organization isn’t just good leadership, it’s good for leaders. Professional development is a wise use of resources. Just be sure to make yourself part of the group. Your own growth shouldn’t be stunted because you’re supporting others. With an organization depending on…

Customer Experience Lifts Service to the Stratosphere

These comments from McDonald’s CEO, Chris Kempczinski to New York Times journalist David Gelles describing how the pandemic would change the company’s business resonated with me on a couple of levels.  “We had to pivot to basically being an entirely drive-through, delivery, and curbside pickup business, and I think that’s going to still be an enduring part of this. The app is going to now be…

A Publishing Strategy Makes Content Magic

What magic will– Define your association as the go-to source for education and career development? Engage members to click, like, share, download, purchase, and participate? Generate revenue, increase recognition, and build reputation? It’s a tall order, but no wands or capes are involved. A publishing strategy that unifies mission and messaging to deliver the information your members need…

Maximize the Marriage of Marketing and Technology by Understanding Trends

When marketing got hitched to technology and changed its name to MarTech, their relationship caught fire. That marriage is making an indelible impact on the way associations operate and their ability to engage with members. The MarTech stack, or the digital platforms that professionals use to understand and reach their audiences, is changing so fast that new features become yawn-inducing…