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From the Blog

Overcoming Today’s Association Marketing Challenges

The current economic environment is impacting associations on multiple fronts. Competing financial priorities are causing many current members to re-evaluate the return on their dues dollars. The impact is also being felt in lower conversion rates among prospective members. According to the 2014 Membership Marketing Report, half of associations have a market penetration of 40% or less of their available market.

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Good News for Life Insurance Marketers

happy insurance agent

Insurance agents across the nation have been waiting, and waiting and waiting for Millennials to start buying life insurance and other life stage related insurance products. However since Millennials are marrying, starting families and buying homes later than previous generations, many insurance companies are unsure when to begin targeting Millennials in earnest.

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The Secret to Improving Association Member Engagement

Studies show that on average only about 20% of members ever engage with an association after joining. Some members may attend an association conference or take advantage of a professional development meeting, but the vast majority of members never get involved or become engaged with the association.

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The Impact of Wearables on the Life Insurance Industry

wearable smartwatch

According to the just released 2016 Insurance Barometer Study, 51 percent of Millennials and 30 percent of people overall are very or extremely likely to consider wearing an activity tracker and share those results with a life insurance company in return for financial rewards for healthy behaviors.

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Unleashing the Value of Membership

Mission, vision statements and core values vary from one association to another.  Yet despite their differences, associations are poised to play a vital role in our society. They give voice to an industry or any group that shares a common concern. They provide a host of member benefits including networking, professional development, information, research, statistics and a forum to discuss common problems and solutions. Yet despite all these resources and services, surprisingly few members take advantage of these programs.

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The Protection Paradox

thinking about insurance

Insurance marketers are living in the best of times and yet in the worst of times. The need for protection has never been more evident. Americans are being bombarded by more risks from more sources than ever before.

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How to Get More Association Members to Attend Conferences


According to industry research, the vast majority of Association members do not attend their organization’s conference. What is behind these numbers? Where members in the past may have looked to associations for community and networking, social media is now redefining how people interact. Once a primary resource for relevant industry-specific information, Associations now compete with a host of tailored information resources proliferating online.

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Putting The Affinity Back in Affinity Marketing

member pulling member into groupAssociations of types and missions are struggling with low member engagement and participation. The value proposition associations offer their members can now be found by other means. Once a primary resource for relevant industry-specific information, associations now compete with a host of tailored information resources proliferating online.

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How to Create A “Must Attend” Conference

In our research, we have found that most Associations and professional groups are eager to increase the number of members who attend their conferences. According to recent industry research, 80% of members do not attend the Association’s annual conference. When asked about their reasons for not attending, many members respond that the conference is irrelevant, boring, inconvenient and expensive.

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Marketers, Don’t Be Deceived by Demographics

name badge not who you think I am

At this very moment, a client is handing its agency reams of reports to brief them on a new product. The target audience is described in detail. Be they Millennials, Baby Boomers, or a segment with a catchier name, say Alpha Moms, chances are if you showed the description to the target they wouldn’t recognize themselves.

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5 Ways for Associations to Increase Conference Attendance

Associations invest heavily to provide conferences, meetings, and training opportunities to members yet industry statistics show only 20% take advantage of these offerings. What can associations do to increase attendance? This blog post is the first of five-part series that will answer that question.

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Data Data Everywhere And Not A Thought To Think

big data focus group reports

Under more scrutiny than ever before, marketing managers are turning to data to take the guesswork out of business decisions and justify spending. Today’s marketing channels generate an ever-increasing variety, volume, velocity and complexity of information. Every action and interaction can be recorded, tracked and analyzed.

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