"Increasingly, the mass marketing is turning into a mass of niches."
Chris Anderson, author of The Long Tail
Age, interests, attitudes, opinions, hobbies, methods of communication, social preferences, pain points, wants, needs, desires, demands, life experiences – these are just a few of the characteristics that create the ever-growing gap among the various generations in the workforce today. Balancing these differing attributes, along with the constant pressure to innovate and stay relevant and, ultimately, communicate and connect with the varied audience that your association serves can be a challenge. This is precisely why you and your team need to understand who your audience is, the different generations of which they are a part, the characteristics of each of those generations and what influences them to join and/or maintain a membership with your association. Knowledge is power, and once you acquire this basic understanding you will have the ability to create customized content and disseminate that content based on audience preferences.
To help you get started, WebLink's newest eBook, 4 Challenges Associations Face in Engaging Young Professionals, will briefly outline the characteristics and behaviors of the most active generations engaged in the American workforce, including the Baby Boomers, Generation X'ers, Generation Y'ers and Milennials. After this, the eBook will pinpoint 4 specific challenges that associations, like you, face in engaging young professionals and provide you with strategies you can use to start successfully marketing to, and communicating with, this audience.
It' time start creating an innovative marketing plan that puts your members and target audience first. Create, customize, disseminate and celebrate - it will undoubtedly help your association realize growth in the long run.