We’ve been told since the dawn of time that first impressions are important, and it isn’t any different for websites. When someone visits your society or association website, they should be getting a snapshot of who you are as an organization. What’s the mission of the association? Why do people purchase memberships? What are the member benefits?
BY TAYLOR FULTON
The competition for quality journal manuscripts is at an all-time high, with more journals, fewer international barriers and sleeker author services than ever before. In times like these, what’s a publisher to do?
The answer: a timeless classic—marketing.
Okay, maybe this is a little biased. As a Publisher with a keen interest (a.k.a. obsession) with great marketing, I tend to believe that strategic marketing can defy gravity, move mountains and make time stand still.
It’s no secret that member organizations such as societies and associations have been experiencing member attrition for a number of years. In an industry where a decline in members is common, it can be difficult to qualify the success or failure of your own marketing efforts. While the goal of these efforts is ultimately an increase in membership, another helpful tool for analysis is benchmarking your efforts against those of your peers. The answer to the question, “How are we doing?” can certainly be answered in a vacuum, but another relevant piece of the story is realized in comparison with similar organizations and there is much to be learned from shared experience.