05/11/2021

Seven Steps to Get the Most Out of Marketing Investments

Marketing is a discipline that requires significant effort to attain results

Many people assume marketing is synonymous with advertising, but it is actually a discipline that requires significant effort to attain results. With 25 years of experience in marketing for multibillion dollar software clients and a national trade association representing bricks, I found that following similar steps lead to marketing success—regardless of organization types and budget levels.

While not every effort will contribute to results like a reported 39 percent increase in popularity of a 3,500-year-old product, the following seven steps can help organizations get the most out of the dollars they invest in marketing.

Articulate the strategic focus. Although people tend to discuss tactics, it is more important for stakeholders to agree on the marketing program’s focus. Creating general awareness about an industry’s aesthetic qualities takes a different marketing approach than encouraging members to respond to an offer.

Please select this link to read the complete article from ASAE's Center for Association Leadership.