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Larger companies can spend tens of thousands of dollars on expensive "target marketing," including the purchase of special mailing lists and advertising in specific publications and certain television programs. But what if you have some free time but a small marketing budget?
Here's your answer: Associate with your target audience!
You may not be aware that the United States has more than 7,500 major trade associations, professional societies, technical organizations, and labor unions. Oregon alone has more than 180 major groups or local chapters of associations. Just to give you an idea of their incredible range and reach, here are some of the unique groups with chapters in Oregon:
Western Association of Fastener Distributors
Oregon Seed Council
Pacific Northwest Booksellers Association
Washington/Oregon Asparagus Growers Association
Western Association of Food Chains
Oregon Hazelnut Commission
…and, of course, Associated Oregon Industries
By joining an association, you can immediately establish contact with your target market. Should you join a business association or a personal association?
When trying to identify the right organization for you, here's how to identify the different types of organizations:
Types of Individual Associations
Professional association or Society (common professions, vocations, or beliefs)
National association (broad-based or specialized)
State/local association (broad-based or specialized)
Types of Business Associations
Trade association (manufacturing, services, etc.)
National association (broad based or specialized)
State/local association (broad based or specialized)
Okay. Let's say that you have a hot new product that manufacturers of tongue depressors should be wildly excited about. You call the local chapter of the tongue depressors manufacturers association and learn that even though you don't make tongue depressors yourself, you are still allowed to join, but you must do so in a separate membership category. This is usually defined as either an "associate" or a "service provider" membership. Remember: associations want members like you for several reasons, including these:
Sponsorships. Many groups have annual conferences or other events for which they need underwriting (usually money). In exchange, you are usually offered publicity and a chance to display information about your product or service.
Speaking engagements. If the group has regular meetings, you may be able to speak at one of the meetings on a topic of interest to the membership. It doesn't necessarily have to be about your product or service. Getting in front of your target audience and having the opportunity to be seen as an expert is what's important here.
Writing Articles. If the group has a newsletter, see if you can write an article, a series of articles, or an ongoing column about something that would be of interest to its members. Editors of association newsletters are usually volunteers and will be very grateful for your offer to help provide them with newsletter information. They are also always looking for interesting photos. If you have skills in photography, taking some complimentary photos for the newsletter would also be extremely welcome.
Briefly, what are some of the benefits to you of joining an association?
Enhanced Credibility. You've made the smart decision to join the group with which the people you meet are also involved (credibility by association).
Improved Visibility. For the price of your dues--usually less than the cost of a single advertisement--you get valuable face time directly with prospective customers. You can also use the association's communication channels to reach your audience. Many associations have newsletters, e-mail updates, fax reports, etc., to reach their members. Use these to reach your target audience.
Increased Market Share. You're right in front of your target audience. It's very important to be the first or only member providing the specific product or service you offer in order to have the best chance to develop long-term relationships with key members. If there are two organizations you can join, and one already has a member that does what you do and another does not, join the one without a member that provides your product or service.
Ability to Obtain Quick Feedback About Your Product or Service. Why pay tens of thousands of dollars for expensive target market surveys when you can set up your own network of people within an association to talk to about your new ideas or what they think would improve your product or service?
Where do you start?
Here are some of the best places to start looking for groups and associations:
Conduct an Internet search.
The local library usually has books on associations.
Ask your "target customer" what groups he or she belongs to and which are recommended.
Next time: Building partnerships.
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