Creative Ways to
Promote Your Association
Don’t overlook these
less familiar and non-traditional methods of promoting your association and its
By Yan Revzin
are many ways to promote your association, including paid advertising, SEO,
press releases, traditional offline networking, and so forth. Many people,
however, tend to overlook more creative and less familiar methods that often
work just as well. When you implement nontraditional promotional strategies,
the field is less saturated. By being creative and innovative, you can carve
out a space for yourself where there is little or no competition. The following
are some of the methods you should consider for promoting your association.
video marketing may no longer qualify as a revolutionary type of marketing, it
is still underused by many businesses. Trade and member associations that
represent more traditional businesses — i.e. businesses that don't rely
primarily on the internet — are especially prone to overlook videos as a
serious promotional tool. Even associations that use videos in a limited manner
could benefit by doing a lot more in this area.
experts in your industry on video is a way to leverage their traffic, as people
you interview will be motivated to tell their audience about the event. Google
Hangouts is a useful platform for this. You can hold an interview and then
easily turn it into a video on YouTube, since Google owns both platforms.
good method for interviewing people — one that doesn't require you to appear on
screen — is to do podcasts. These are becoming more and more popular. Like
audiobooks, people like podcasts because they can be listened to while driving,
exercising, or doing other tasks at work or around the house.
you need to create podcasts is a computer (or even a tablet or smartphone) and
a place to host your podcasts, such as Amazon S3. You can then use services
such as SoundCloud, TuneIn, or Swell to help you gain a wider audience. A
similar strategy is to create an online radio show on a platform like Blog Talk
Radio. This is another platform that's ideal for interviews and where you can
schedule a regular show.
have many of the benefits of videos and podcasts, but take it a step further by
being interactive. With webinars, you can communicate directly with your
audience. The good news about webinars is that they are now practical for
almost anyone. You don't need a huge budget or technical expertise to put
together a professional looking webinar. You can even use Google Hangouts,
which supports group discussions and allows people to tune in live.
the above methods are all effective and potentially creative, they aren't
exactly nontraditional. If you want to get even more creative, you can try
promotional strategies that are less known and even unique. There are a few
advantages to this. For one thing, there is far less competition. It's also
easier to capture people's attention when you are doing something that they
don't expect. Let's look at a few examples.
- Guerilla marketing. While the concept
of guerilla marketing is familiar to most people, such tactics are still
seldom used and have the potential to make a big impact. A flash mob, for
example, is an apparently spontaneous (but actually well-planned) public
event where the participants attract attention by the way they dress up or
behave. They may hand out flyers or free samples or make an announcement.
- Focus on telling a story. This is not
really a distinct method, but an approach that can be included in any type
of marketing, such as digital ads, print ads, or videos. There are many
examples of this technique, but one of the most successful in recent years
was Budweiser's 2014 Super Bowl ad that was not about beer, but portrayed
a man searching for a lost dog. Telling a compelling story is one of the
best ways to capture people's attention. When you do this, you can then
use the story to promote just about anything.
- Fortune cookie marketing. The Missouri
Lottery found an extremely creative way to gain publicity: advertising in
fortune cookies. Since most people read the messages found in fortune
cookies and are already used to seeing "lucky numbers” in their fortunes,
having messages promoting the lottery on the back of fortune cookies was a
brilliant move. There are, of course, many other promotional possibilities
using this tactic.
are some creative and non-traditional ways to promote your association. By
definition, creative methods should be original, so it's best not to take such
examples as an inspiration and put your own unique spin on them. Think of
entirely new promotional strategies. When you use these in conjunction with
more familiar and foundational methods, you are poised to reach your audience
on many levels.
Revzin is the CEO of FortuneCookieAdvertising.com,a
non-traditional and experiential marketing company.