Brand Matters

Spring 2009 - Issue 12

In This Issue

Recessionary Marketing Survey Highlights & Insights
Branding & Marketing Professional Associations
Brand Matters Selected
Upcoming Events

Recessionary Marketing Survey Highlights & Insights

In preparation for our upcoming expert panel discussion, Marketing in a Recessionary Economy: What does it take to win, we solicited input from marketing professionals, representing a wide range of industries. Their responses are summarized below.

Almost two-thirds of respondents (65%) are concerned or very concerned about business results (revenue & profitability) for 2009.

We found that the top three issues on marketers minds are:

Attracting and retaining customers. As expected, organizations want to continue to grow their customer base by reaching new customers as well as enhancing customer loyalty. A specific challenge noted by many respondents to reach 2009 business objectives is overcoming low consumer confidence. Many organizations cited a need for more effective communications, including using new channels (social networking), as well as adapting strategy to address low consumer confidence.
Marketing budget constraints. Although not all organizations are cutting their marketing spend, most marketing managers are feeling increased pressure to maximize the efficiency of their marketing dollars. This resultant focus on MROI is accompanied with a renewed attention to innovative, cost-efficient marketing strategies.
Losing long-term strategic focus/momentum. With an increased focus on immediate results, many respondents indicated the challenge of following through on pre-recession strategic planning initiatives.

The marketing programs which will receive the majority of focus in 2009 are as follows:

Marketing communications planning, with an emphasis on innovative e-marketing tactics and managing advertising spend.

Branding with a focus on re-positioning to become more relevant to key target audiences.

Market Research & Brand Insight™ executed in a systematic and thorough manner.

Respondents outlined the following four overarching marketing objectives for 2009:

Support strategic planning;
Maintain a fresh brand image and innovatively communicate it;
Maximize MROI; and
Emerge from the recession in a competitively stronger position.

From our survey responses, the top sectors which continue to invest in marketing and branding are health care, education and professional trade Associations. We will share more on the topic of recessionary marketing and what it takes to win, following our upcoming May 28th American Marketing Association panel discussion.

Branding & Marketing Professional Associations

Brand building and proactive marketing communications planning have become increasingly important areas for National and Provincial Associations. The competition for paid membership and the need to ensure that the brand is relevant, motivating, communicating the value proposition and ultimately delivering the desired member experience is vital for Associations.

The following reviews a few of our key findings regarding successful Association brand and marketing practices:

(1) Ensure your brand is seen as relevant.

In order to remain viable and sustain membership, Association brands must be seen as not only being relevant in the short-term, but also have the capacity to meet the future needs of its membership in order to build brand equity and long- term membership.
How? Engage senior leadership in redefining the brand promise and include multiple stakeholders across the organization to proactively identity future member issues. Research in a phased, inclusive manner and form a cross-functional steering committee to help grow brand ambassadors and build the brand throughout the organization.

(2) Conduct research amongst members, but manage frequency and design to ensure members are engaged.

Exploratory member research can be extremely valuable for Associations to understand the motivations and reasons behind attendance/usage/satisfaction across a range of Association member offerings.
The four main draws of Association membership are: (1) Professional Development, (2) Information/Knowledge, (3) Networking, and (4) Advocacy. The challenge when developing the brand promise is to understand what the constant, underlying benefit is amongst these key offerings that is driving membership. Qualitative research can help Associations achieve this.

(3) It is critical for organizations to keep key stakeholders engaged and connected through valuable communication and industry updates.

When Associations undertake a re-branding initiative and conduct member research, it can be a lost opportunity to grow the brand internally if results are not communicated back to the membership in a timely fashion.
Communication must be relevant, and just as the amount of market research conducted must be managed, so too must the frequency and content of communication to ensure the Association continues to offer value to its members.

Due to the highly connected nature of Association target audiences, word-of-mouth and social networking marketing tools are becoming increasingly popular; however, they need to be managed strategically through a well-planned, strategically integrated marketing communications plan to deliver the desired member experience. Associations have the opportunity to provide social networking platforms (both electronically and face-to-face) for members to connect and engage. In fact, the Rotman School of Management in Toronto is offering an evening seminar on social networking delivered by one of Obama's new media campaign members on June 4th, 2009.

Brand Matters developed this summary of Association branding and marketing best practices based on significant experience re-branding Provincial as well as National Associations - on small and large budgets. We are proud to hold this unique expertise in professional, trade and health care Association branding and marketing. In fact we developed the first National CSAE branding workshop which was delivered with the Annual Convention and again to membership in April 2008.

We invite you to view our case studies to learn more on how to build your organization's brand.

Brand Matters Selected

Brand Matters is delighted to announce that we have been selected as Delta Hotels' new Strategic Market Research Supplier.

Upcoming Events

American Marketing Association, Toronto, May 28th, 2009. Brand Matters will be moderating a discussion amongst industry leaders on the topic of Marketing in a Recessionary Economy: What does it take to win. To register for the event, please click here.

Canadian Marketing Association, Annual Branding Conference, Toronto, June 16th, 2009. Brand Matters is participating with the CMA Branding and Strategic Planning Council in the development of an upcoming industry leading branding conference.

This newsletter is published by Brand Matters, a brand consulting firm that specializes in market research, brand development, mar-com planning, internal branding and implementation. With Patricia McQuillan as President and Founder, the firm has delivered results for a variety of renowned organizations since 2000. This newsletter was sent to friends, clients and associates of Brand Matters Inc.



	Expertise \| Client Results \| Brand News \| About Us