Association Billboard & TV Advertising: Really?
A
while back, I noticed some discussions/questions on the ASAE "list
serve" about whether associations should be advertising .... Including ads
in airports.
My
first reaction was "is this serious?
What
association has enough money to effectively run ads that can "break through
the clutter?"
The
same day, USA Today (The Joke's on Insurers, 7/26) ran a piece questioning
whether the big insurance companies were wise in spending billions on tv ads.
Example:
Nationwide bumped ad buy 35% to $200+ million in 2011. Yet, share of auto insurance market shrunk to
4.1%.
So,
if your association wants to create awareness (and action) for the
industry/profession, start with your desired outcomes … then, your target
audience(s) … then, your 1-3 key messages … finally, the tools (media) to
deliver the message to the target audience(s).
Determine what you can afford. If
(as most associations) you cannot afford “major media buys,” don’t go down that
path.
Instead,
consider other media tools to deliver your message(s) to your target
audience(s).
Here
are some examples:
· American
Academy on Communications in Healthcare (AACH) wanted to reach chief medical
officers at major medical centers. We
did a quick search on LinkedIn and found nearly 4,000 people with that
title. So, the organization explored a
LinkedIn marketing strategy.
· The Christmas
tree industry targeted Gen Y who don't watch much tv but are big
"gamers" (video games) ... With limited budget, they created the Attack of the Mutant Artificial Christmas Tree game that showed awesome results. Here's more information on advergames.
Gaming is Growing:
In the high-stakes, $5 billion-plus potato chip market,
up-and-comer Popchips can't begin to compete with a giant such as Frito-Lay
when it comes to money for advertising and marketing its "never fried,
never baked" potato chips. So San
Francisco-based Popchips hit on a smart way for it to grab a larger helping of
the potato chip business: video games. The fledgling four-year-old snack maker teamed up with
another San Francisco-based start-up, smartphone app company Kiip, which
inserts real-world prizes — virtual coupons redeemable for free bags of
Popchips, in this case — into hundreds of mobile games.
Business spending on what has become known
as "gamification" will increase from an estimated $242 million this
year to $2.8 billion in 2016, predicts M2 Research, an Encinitas, Calif.-based
technology research firm. And many small businesses, as well as 70% of the top
2,000 global organizations, will use "gamified" applications for
marketing, employee performance and training, and health care by 2014, projects
technology research firm Gartner.
Here’s a video interview with Kiip, the
tech company that built the tools for Popchips.
To teach kids
about the work of county governments, the National Association of Counties
reaches them at their level with an online game.
By the way, be
sure to explore content marketing as a key element of your integrated marketing
campaigns. See Becky Rasmussen’s blog Creating Content that Works for Your Association.
For more information about content marketing for associations, I invite you to attend the CONTENT MARKETING/MANAGEMENT FOR ASSOCIATIONS AND NONPROFITS WORKSHOP at the 2012 Content Marketing World Conference. September 4-6, 2012. Columbus, Ohio. This is an awesome conference. You’ll come away with a ton of valuable tips and ideas. Save $100 on your registration: enter discount code SCDGROUP.
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