Communicating with members can be intimidating in the digital age. What if your email has a typo? What if your e-newsletter has a broken link? What if that new (and expensive) website simply doesn't click with your audience? The short answer: Relax. “A lot of associations spend too much time over-thinking their digital marketing strategies that they end up missing opportunities,” says Suzanne Carawan, Chief Marketing Officer with HighRoad Solution. “The truth is that consumers are far more forgiving in the digital space, so associations can worry less and take more risks.”
As more and more millennials (Gen Y) enter the workforce and attend tradeshows and conferences, meetings planners are decidedly looking for ways to entice and engage these new professionals. Catering to the millennial mindset and needs does not have to be rocket science. And it doesn’t have to entail alienating other attendees.