That sense of motion creates a much stronger impact than still images alone. When executed properly, it conveys information simply and seamlessly, especially for people who don’t have the time or inclination to read big blocks of text.
In fact, we believe every offer should include video or motion graphics.

These moving elements make your offer feel current and relevant. With the popularity of YouTube.com, it’s easy to distribute viral videos through your website and social media channels. And programs like Dragon Stop Motion simplify the process of creating high-quality animation. These graphics can then be incorporated into a variety of marketing pieces, including email campaigns, web pages, and in-person advertisements.

Videos and motion graphics are a highly effective way to distribute information. In fact, a recent study conducted by comScore and VideoEgg found that rich media video ads were more engaging and more successful at tipping the sales needle than traditional banner ads. No surprise there, but it’s interesting to note that the study also found that this was true regardless of the context in which the ads was displayed.

However, the old adage “less is more” certainly applies to motion graphics. Try to do too much in a single motion graphic and it can detract from your main message, creating confusion. With each motion graphic, we focus on what that graphic should achieve. Will it entice? Educate? Or complement and enhance the surrounding text?

We predict that motion graphics will become even more prevelent as part of marketing campaigns in the future.

“We cannot adjust the wind… but we can adjust the sails.”  Unknown

This marketing plan package equips association and non-profit executives with the tools and knowledge to fill the empty seats. This package is especially designed for:

• Associations and non-profits with a limited staff
• Organizations not meeting their attendance goals
• Organizations with an In-house marketing team that needs a fresh set of eyes to review currents strategies

We are only offering this special package in the first quarter of 2010. If you want to reach your conference attendance goals for next year, then check out the details and special price for the workday sessions and remote guidance provided in our exclusive Marketing Planning Package.

Recently we were asked to create an ad for a unique national campaign to raise funds to support Pakistani Refugees fleeing war-torn Swat Valley. As the number of men, women and children recently uprooted by the conflict in north-west Pakistan neared 2.4 million, the UN Refugee Agency stated that it is “absolutely essential” that the international community mount an immediate and massive humanitarian response. This campaign was kicked off by Secretary of State Hillary Clinton when she asked the American people to join in the world-wide humanitarian effort in Pakistan:

“Now, Americans can use technology to help, as well. Using your cell phones, Americans can text the word “Swat” — to the number 20222 and make a $5 contribution that will help the U.N. High Commissioner for Refugees provide tents, clothing, food, and medicine to hundreds of thousands of affected people. And before I came over here, we did that in the State Department. So we are making some of the first donations to this fund.”

It’s an honor for us to participate in a campaign that can easily positively impact the lives of people in dire need of basics for survival. After learning about the magnitude of this refugee crisis, we set forth to design web and print ads. Here’s a little tip for nonprofits – we were able to obtain amazing pictures of refugees from the Associated Press. The photos they shared with us tell the story of desperation, need and hope better than we could explain with words. The AP is often willing to share their photos with nonprofits, and will typically offer them at a reasonable price.

Keep an eye out for our ad to appear in some national publications, but more importantly we hope you participate in the campaign. To learn more, visit www.unrefugees.org.

This week we are introducing The Best of White Space. This print version captures the highlights of our monthly e-newsletters over the past few months. Conference marketing, Twittering your annual conference and improving membership retention are just a few of the topics included in this premiere edition of The Best of White Space.

Keep an eye out for your copy to arrive on Tuesday or Wednesday of next week.

If you would like to receive a copy, simply email us at rcg@rottmancreative.com.

One of the most sophisticated, safe, and user-friendly web analytics programs just happens to also be free for anyone to use, regardless of site size or amount of traffic. For many web developers, marketers and site owners, Google Analytics seems like a gift too good to be true. It performs just as well (if not better) than costly, high-end web analytics programs.

Google Analytics is enabled by including a tracking code in the template of your website. This code allows Google to see every page of your site and then give you information about the traffic you’re receiving.

We use Google Analytics to track the performance of our website by observing how visitors interact with our online content. On a regular basis we review our Google Analytics stats to evaluate which pages of our site are getting the most traffic, where those visitors are coming from, and how they are interacting with our site once they arrive.

This is invaluable information for any site owner who desires to make their website a powerful means of communication. The data provided to use from Google Analytics allows us to transform our website from being a one-way piece of communication, into a conversation with our visitors. Without this data, we would just be spewing information onto the web then sitting back hoping that the right people would find us, and that hopefully we’ve lived up to their expectations. But, through the magic of Google Analytics we discover how and why visitors come to our site, if they found what they were looking for, and how often they return. Then we respond in the conversation, by taking this information and tailoring our online content to better meet the needs of our visitors.

Most recently we identified a page on our site that was receiving a high amount of traffic compared to other pages on our site. Assisting associations with conference marketing is a popular service we offer our clients, but it was still pleasantly surprising to see the amount of traffic generated by a recent White Space (our monthly newsletter) edition on the topic. This simple page was where we dumped the newsletter after sending it out to our subscribers.

Our Google Analytics told us that visitors were coming to this page when searching for:

• Conference Marketing Plan
• Increase Conference Attendance
• Marketing A Conference Steps Deciding On The Content
• Conference Attendance Down
• Marketing Plan + Annual Conference

This clued us in on what our visitors are expecting when coming to this page: they want to see tips, information and resources about annual conference marketing. As you can tell, this is not rocket science.

With this information in mind we decided to improve this page of our site in hopes of better meeting our visitors’ expectations.

• First, we added a link to our blog – a place that we update regularly with tips and resources that can be useful to associations planning a conference.
• Second, we added a blurb about who we are and what we do to give the user an idea of who they are taking advice from.
• And lastly, we added a link to our digital portfolio, which is a great opportunity for visitors to get an idea of how our ideas translate to strategy and practical pieces of visual communication.

Now when visitors come to this page, they have easy access to more information on the topic of their interest, they get a better idea of who we are and our capabilities, and they generally have a more enjoyable user experience.

With the help of our Google Analytics data we have quickly and easily transformed a high-trafficked page of our site into a stronger means of communicating with prospects. Associations and nonprofits have very different goals for their websites than we have for ours, but this lesson in optimizing web performance can easily translate to your site.  The data provided to you through Google Analytics can boost your website’s ability to capture the interest of potential members or sponsors and inspire current members for specific actions such as renewal or purchasing a product.

I recently read the book “SocialCorp: Social Media Goes Corporate” by Joel Postman. The book covered every aspect of incorporating social media into the corporate world. There was a SocialCorp Readiness Quiz that assisted in identifying leadership, innovation, industry, business objectives, engagement, and culture. The goal of this quiz was to identify strong and weak points in your company to determine your social media readiness. We scored a 90%. Take the quiz yourself to see where you stand.

There were six valuable attributes discussed:

1. Authenticity
2. Transparency
3. Immediacy
4. Participation
5. Connectedness
6. Accountability

I strongly agree with #4, participation. When I first started out using twitter, facebook, and linkedin, there was a lack of participation. I did a lot of reading and following with no participation. As I became more familiar with the structure of each platform and the benefits of each, I began to send @replies through twitter, started to respond to questions being posted on linkedin, and updated my status regularly on facebook. As a result of participation, I have received more followers, connections, and friends that are relevant to my interests, which in turn lead to 3 new business opportunities for our company.

How I use social media.

I am following a number of associations via twitter and the tweets are very diverse. Some tweets promote an upcoming event/conference while another tweet will discuss how to donate and will post the progress of the donations. The information is instant and brief. The great thing about it is that I do not have to search for it. If I am following the right associations/people, the information will be directed to me.

Tracking what is being said about your association or yourself is important. You need to respond to positive comments but most of all, you need to respond to negative comments. Responding to your negative comments will show that you are engaged with what your members/followers are saying, it shows you value the opinions of others, and it gives you a chance to be involved in the discussion to remedy the situation.

As with any new endeavour, you will need to develop a strategy. Take your time. Make sure you have the resources to implement your new social media strategy. Choose the right tools to use for your associations social media.

Be sure to follow me and Rottman Creative Group.

@Digirob316, @Rottmancreative

Businesses, associations, organizations and the professionals who run them are buzzing about social media. Some have it figured out, others are full of questions. But what is clear is that the way we network is changing, and our professional relationships expanding from our address books and into social networking sites.

The most popular professional network is LinkedIn. With over 37 million members and a membership that is rapidly growing, it is the world’s largest professional network. Members can control their professional brand by showcasing talents, skills or services. They can also network and reconnect with past colleagues, business partners and classmates, while tapping into the knowledge, experience and connections of their network. The question and answer capabilities allow users to get fast, accurate information from within their network and experts worldwide. It also allows members the opportunity to build professional credibility by showcasing knowledge and expertise by answering questions.

LinkedIn’s capabilities can take associations to a whole new level of powerful, intentional networking, which can bring numerous benefits to any organization.

Increase Member Retention

Connecting thru social networking with key players of an association such as board members and senior management gives members the sense that the association is easily accessible and transparent. These are key qualities to increasing member retention and increasing member involvement.

Increase Web Presence & Traffic

LinkedIn profiles allow you to list blogs or websites with a short description about your association. This is primary information shown to all your LinkedIn connections, which can increase traffic to your association’s website since a good portion of your connections might be with people who are not familiar with your association.

Make a Good First Impression with a LinkedIn Recommendation

Any association board member or association employee will give instant visibility of your association to all their professional connections. Additionally, any relationship you start with their contacts will start with a good first impression of your non-profit – because their friend is involved.

Connect with a Younger Crowd

Many associations are looking for meaningful ways to connect with younger professionals who may be interested in membership. Young professionals are generally the early adapters of any social networking site, this includes LinkedIn. They are ahead of the curve on taking full advantage of the capabilities and open to making new connections simply through LinkedIn.

Research Potential Sponsors or Partners

LinkedIn can be utilized to gather information on any potential partner. By using the search feature along with looking for mutual connections, your association can find out vital information about potential partners or find that key introduction.

These are just a few of the benefits your association might be missing by not utilizing this growing social network. Take a few minutes this week and visit the Learning Center on LinkedIn’s website to get you started on moving your connections out of your lifeless address book and into a dynamic network that can work for you.