Marketing Opportunities
Firstly, it is worth highlighting the importance of marketing opportunities within the broader context of the associations and their projects. This also applies to strengthening the relationship between RABUSO and the associations with which it works. Being aware of where these opportunities lie, what they are and how the whole team can generate them promotes growth and the achievement of results by the associations and, consequently, by RABUSO.
Marketing opportunities are defined as “any interaction, action or relationship that can generate visibility, trust or business for the organization”.
Where does it start and what should it look like?
A marketing opportunity begins with the first interaction, which may be:
- When we speak to that person or company for the first time. For example: at an event or after expressing an interest in becoming a member of the association.
- When that person or company visits the association’s website.
- When someone tells that person or company about us. For example: one of the association’s own members.
- When that person or company receives a newsletter from the association.
And that is why it is essential to pay attention to and prioritize every aspect of the association. Not just the purely commercial side, but also to look after the website’s image, our communications, and so on.
Furthermore, the focus of every interaction should be on the person or company we are interacting with; in other words, we must, on the one hand, familiarize ourselves beforehand with the context of that person or company and, on the other hand, engage in active listening to understand their needs, interests, field of work, and so on. This allows us to focus communication on the value gained by both parties. That is, visibility, business opportunities, positioning, amongst others, rather than on what it entails, namely financial support.
Where does it end?
- Does it end when they say yes?
- Does it end when they attend the event or the yearbook is published?
- Does it end when we charge them?
The answer to those questions is NO. It truly ends when we ask them how the event went, thank them for their participation after the event or publication, or when we reaffirm the emotional connection or rapport built with that person or company. These actions can, in themselves, be the start of a new marketing opportunity for the future.
Hence the importance of valuing every interaction and every small detail surrounding the running of the association, its communication and projects.
