Association Meetings

Proactive steps: Take the lead in these three areas if you really want to make a difference in your marketing efforts. (Marketing 2002).(Brief Article)

1. Be Strategic

Michele Wierzgac is downright evangelical about the importance of strategic marketing, branding, and communications. Wierzgac, CMM, president/CEO of the event planning and consulting firm Michele & Company, Oak Lawn, Ill., is a frequent speaker on the topic.

"If you want to plan meetings that deliver meaningful results, you need to have a strategy," she says. But bow do you get strategic about meetings if you're not calling the shots when it comes to strategy? "I encourage planners to understand the strategic plan of the association and its mission statement," Wierzgac says. If at all possible, the planner also should sit in on the initial marketing strategy development meeting. …

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