Promoting your club/association
Promotion is about communicating your club or association’s activities and facilities to attract members, funds and other resources. It can be as simple as placing an ad in the local newspaper or as complex as repositioning your club in the market.
To promote your club /association, you must effectively communicate a clear message that either informs, persuades, reminds, raises awareness/understanding or influences the perceptions and actions of your members, potential members and other audiences.
To be most effective, the messages you communicate must fit with your club/associations values and must be crystal clear and incorporate what is in it for each audience. In technical speak this is called “the value proposition”
The promotional activities (marketing communication channels) you elect to use, will depend on a number of factors including your audience, the message you want to communicate and your budget.
Your promo activities can be divided into personal and non-personal channels.
Personal promo activities include:
- Person-to-audience, includes presenting at events
- Via phone or email
- Personal influence (working through key members)
Non-personal marketing communications channels include:
- eMarketing, including email, website, SMS, social media
- Public relations (PR) & publicity
- Advertising, including print, radio, television, online
- "Sales" promotion, including give-aways, competitions, merchandise etc.