Posts Under: AM&P

Actionable Marketing and Sales Steps From a Crisis Webinar

I just listened to an excellent webinar from a company called MCI USA titled "COVID-19: Communicate Empathically, Plan Strategically," with Brittany Shoul speaking from a sales and partnerships viewpoint, and Rachel Dillion on member services.   It was fairly basic but in a good way—meaning that they clearly laid out positive strategies for working with your audiences at this special time. Here are some key takeaways.   Focus on the gap methodology. The plans that we all put in place two weeks ago aren't the plans today. And who knows what the future will bring. Focus on the middle. Our key stakeholders are experiencing a level of uncertainty that we're all experiencing. There's a place now between the current state (unarguably not great) and the future state. Make the most of the time now.   Have conversations with your customers. Shoul and Dillon said that the natural inclination at this time might be to withdraw, but ...

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'Move as Fast as You Can'; Event Experts Advise on Postponements, Outreach and Platforms

Whether you cancel or postpone an event should be "based on the information you have today. You have to look to your customers," said Alicia Evanko, executive vice president, Travel Group Global Events, Northstar Travel Group, during a webinar Thursday on Coronavirus and Your Events: How to Make Decisions that Protect Your Business and the Safety of Your Staff. (Members can watch the webinar or download a written transcript here.)   "For us our final decision to postpone our May event was customer feedback. You want to plan these things now. Because come the fall, everyone is moving their events. You want to get out ahead. Any event in May or June, it's a tough call... You have to consider who your audience is, how big your event is and if you want to keep it in the same calendar year. The sooner you get there the better."   Even in the couple days since that webinar, May events seem more fleeting. Evanko offered an example of an event that they wanted to m ...

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Start Early, Reach Out Often and Be Outcomes-Based to Secure Renewals

At De Correspondent, a Dutch, membership-based news site, journalists regularly turn to all 60,000 members to ask for potential sources, information and inspiration for new stories—a process that works so well that it expanded to the U.S. market as The Correspondent. At the MelEdits blog, Melanie Padgett Powers, a big contributor to our Association Media & Publishing division, writes that organizations should develop a similar system when it comes to generating content. “...put out a content creation call for sources in your regular e-newsletter,” she writes. “Plan ahead and regularly ask for contributions on specific topics... Continually monitor social media and your online communities to see what members are talking about—but also who is doing the talking.” The benefits of this process are multifold: Not only will you be able to see what your members are talking about—and therefore what kind of content is relevant—bu ...

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How Two Top Future plc Editors Are Taking Their Verticals to New Heights

"...what really makes an outlet stand out, especially now in 2020, is being able to establish all your writers as distinct voices—people that readers will want to come back to read whatever they write. That's kind of one of my big focuses and goals—to make sure that our writers become [that] voice, and folks will want to read their latest stuff."

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Reflect Your Audience, Brainstorm and Say it Loud to Come Up With Best Name

We were fortunate at a Tuesday networking dinner to be joined by Debbie Bates-Schrott, founder and CEO of—as of last Thursday—the newly named Beyond Definition (formerly Bates Creative). The process of choosing and implementing a new name took well over a year, she said. There were multiple reasons for it—emphasizing that they go "beyond" design is a primary one—but it was spurred by her taking on Mark DeVito as a partner.

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Creating Personas Will Help Your Content and Your Marketing

Amanda McCarthy, director of marketing for Bates Creative—an agency in the Washington, D.C. area that is soon changing its name to Beyond Definition—wanted to get across the importance of personas so she gave us an example. She came up with the American Association of Carnivals, whose members would be amusement companies and providers, carnival staff, ride safety officials, food vendors and performers. The industry challenge is a decline in popularity. The organizational challenge is a decline in membership. The lesson came during a recent conference here called AM&P 360 and the session was titled They Get Me: How to Sharpen Your Publishing Strategy. Bates has a 5-step Persona Development Plan. Here is Bates' 5-step persona plan: 1. Define your purpose. This will help determine if you’re profiling current or prospective members. 2. Conduct audience research. 3. Extract themes from data. 4. Build out the persona profiles. 5. Put your perso ...

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