The Associations Forum shares best practices and knowledge within not-for-profit associations and organisations. This afternoon we delivered our Re-defining Marketing Workshop through the Associations Forum, working with participants on how to strengthen the role of marketing so they can build organisational capacity.
We guided participants through the vision they bring as individual associations. We explored the traditional model of membership, events and sponsorship and transformed this into a platform that engages stakeholders around the notion of value.
We explored organisational strengths and how these could be positioned into opportunities that can be leveraged and delivered as value to stakeholders. Similarly, we discussed how weaknesses can be mitigated, through collaboration and differentiation within the marketplace.
We looked at the diverse range of stakeholders and how organisations can align desired outcomes with their interests to foster ongoing engagement. In particular, we discussed advocacy and the need to ensure a cohesive approach when seeking to influence policies, as well as working with other organisations around common interests.
This is the premise of effective marketing. As marketers we need to be the conduit between various departments or perspectives, so that outcomes can be created and measured. Marketing is based on the notion of value exchange and it is through this approach that you can build capacity that delivers sustainable growth.
Far too much marketing is execution led, which has resulted in questionable results. Instead, marketing needs to be led through strategy, ensuring that your strategic marketing plan sets your direction.
The workshop explored our marketing framework, which fosters continuous improvement by ensuring that metrics are embedded through a cohesive strategic direction that is delivered through the execution of marketing initiatives.
Ultimately, we re-defined marketing to ensure it is aligned with business goals, to reinforce your value proposition and to guide ongoing growth.