Marketing update from Maxine
Hear what I have to say about global marketing and what this means for the year ahead.
The findings from the member marketing survey have provided some interesting insights for what members value (currently) and members expect (in the future), from global marketing:
What members expect:
- Strong, active website
- Useful business information & knowledge
- Regular updates & correspondence
- Marketing tools & support
- Increased firm exposure (across the alliance, outside area)
- Insight into client lists/sectors to aid partnering
- Increased exposure of MGI brand
- Unified image, consistency of MGI brand
What members value (currently):
In order of importance:
- 1st Meetings (77%)
- 2nd E-newsletter (52%)
- 3rd Directory online (51%)
- 4th Website (48%)
- 5th CEO Update (45%)
- 6th Directory print (41%)
Here is an insight into some of the initiatives underway this year:
Website
Last year, we spent considerable time redefining our vision, positioning and competitive advantage and we enhanced the global website to reflect this. We also created an active newsroom facility that publishes daily industry and member news. We will continue to evolve and improve this channel throughout the coming year.
Search Engine Optimisation
We realise the importance of enhancing the visibility of the MGI brand globally, across certain search terms.
Member communications
We will be reviewing our member communications, including our new member communication and process over the next 12 months.
Social Media
We want to focus on two key platforms from a global level – LinkedIn and Twitter. We already have a twitter feed set up but we will be looking to utilise this channel much more.
Knowledge Hub
We created the ‘Knowledge Hub’ last year with the vision of this becoming a single linkpoint to a range of different categories of knowledge resources for members. A key focus this year will be to drive this forward and encourage members to participate in the sharing of useful knowledge, opinions and expertise. We want our website to support our meetings and become an important channel for exchange.
Findings from the member marketing survey indicate that ‘marketing’ as a subject is a key interest area for members. As such this will be a good starting point to share member experiences, something I am working on with Paul Winder in the UK & Ireland.
Useful information
We recognise the need for relevant, useful and up-to-date country guides. This is something we will be looking into over the next 12 months.
Marketing tools
Although we will not be driving significant activity here until the conclusion on the Network debate in October, we are in the process of developing some soft-copy marketing tools in the form of a brochure and hotsheets that members can use and edit, as they feel appropriate.
Network outcome
Conclusion on the network debate will result in a number of branding and marketing considerations for MGI, as such; these will need to be planned into our activity.
For further information on any of the marketing initiatives, please contact Maxine Brock