Smooth The Path

Member Informed Strategy, Innovation & Marketing

  • Home
  • Speaking
    • Presentations
    • Upcoming Events
    • Happy Event Organizers
    • Happy Participants
  • Resources
    • Virtual Networking Incubator Roundup
    • Associations of the Future
    • New Member Engagement Study
    • Association Industry Innovation Research Study
    • New Strategies for Member Onboarding, Engagement, and Retention E-book
  • Blog
  • About
  • Contact

November 20, 2018 By Amanda Kaiser

Association Awareness is Actually a Different Problem in Disguise

Low sales for almost every organization in every sector looks like an awareness problem. “If only more people knew about our pogo sticks, inflatable canoes, or apples, more people would buy.” Incoming association boards and staff often leap to this conclusion too. Flat membership numbers or small market share must mean low awareness. Low awareness usually is a symptom, not a cause, however.

In most industries or professions people know each other. Peers meet each other and vendors and consultants are out there meeting everyone. When there is a great conference, training program, research report, or other fantastic resource people talk. But they do not sing praises when there is nothing to talk about. The okay conference that most attend to get credit will not get much positive word of mouth. Neither will the social receptions that are fun but not meaningful or the articles that are a dime a dozen.

Most association’s awareness problems are member engagement problems in disguise. Improve your value and deliver exceptional experiences to improve engagement. Do this and watch your awareness problem disappear.

Related:

  • Solve your member engagement problem to solve your acquisition problem
  • The superpower most associations overlook
  • Members want to be seen

Filed Under: Association Strategy, Member Engagement Tagged With: association value, awareness, marketing, member awareness, member engagement, word of mouth

Follow

  • Facebook
  • LinkedIn
  • Twitter
  • YouTube

Sign up for member insights & association inspiration.

Work With Me

Recent Posts

Association Strategy
Association Marketing
Association Innovation
Association Leadership
Association Value
Member Experience

Member Engagement
Member Research
Member Insights
Conference
Membership

Member Research

Blog

About

Happy Clients

Speaking

Popular Presentations

Contact Us

More Resources

Copyright © 2022 Amanda Kaiser