4
ion)
MEMBER RENEWAL AND REINSTATEMENT
BUDGET CHANGE FOR MARKETING PROGRAMS IN PAST YEAR* TRADE
Stayed the Same
Increased
Decreased
41%
53%
1%
Paid online digital advertising
23%
16%
4%
Promotion to/at your own conferences/trade shows
1%
29%
47%
Association-sponsored events
35%
39%
2%
Local events/meetings
29%
42%
2%
Personal sales calls (not telemarketing)
3%
32%
41%
Direct mail
19%
40%
6%
Public relations
24%
31%
2%
Exhibiting at other conferences
5%
17%
39%
Content marketing/white papers Advertising in your own publications
1%
20%
25%
3%
19%
46%
Chapter support
7%
17%
1%
Advertising in outside publications
2%
14%
32%
Member referral program
10%
30%
1%
Telemarketing (not personal sales calls)
2%
5%
12%
Texting
5%
11%
-
Radio or TV
3%
8%
-
* Did Not Use not shown
y Associations with lower renewal rates (<80%) are significantly more likely to have increased their paid online digital advertising in the past year (39% vs. 30%).
y IMOs and combination associations are significantly more likely than trade associations to have increased their paid online digital advertising budget in the past year (33% and 39%, respectively, vs. 23%).
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