Thursday, March 6, 2014

Marketing 3.0: How Associations are Creating a Faster Path to Innovation & Results

At this week’s ASAE Great Ideas Conference, I’m facilitating a panel discussion on the topic of Marketing 3.0: Creating a Faster Path to Innovation and Results.

The four panelists are involved in managing more than 124 associations.

They are focusing on ...

  • 5 problems 
  • 5 solutions
  • 4 categories
The categories are
  1. Content marketing/creation
  2. Storytelling
  3. Digital presence
  4. Agile marketing/management

Debra Berliner
of Kellen Company will share how the Calorie Control Council, a trade association representing the makers of low and no-calorie sweeteners, balanced the conversation through social media advocacy.

Greg Schultz of The Sherwood Group will discuss how the Association of University Technology Managers created a low-cost, fun resource for members developed by members. The board created a program to award 20 $1,000 grants to members to create 2 minute videos that put a relatable “human face” on their work and its value.

Marilyn Jansen of the Association Management Center will share how the Metal Construction Association – facing significant brand confusion because of multiple websites and separate marketing messages – successfully cleaned house by scrapping both websites and messages. 

At the end of each category, Jeanne Sheehy of Bostrom will provide tools and tips.

I’m excited about the valued content our panel will be sharing.

You can find our powerpoint on SlideShare at
.  Our complete handout can be found at

If you are attending the Great Ideas Conference, join us from 3:15 - 4:30 pm this Monday in Florida C of the Hyatt Regency.

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