©2004 Jeffrey Dobkin
If you're in point marketing, you're unendingly superficial for new detail
sources - everybody's bleary of mail to the self lists. If you're not in
direct merchandising and rational almost putt a mail together, here's
something a runty different: filch a exterior at mercantilism done
associations.
Why would somebody of all time marketplace to associations? They're remarkable targets:
try causing a pinch unbind to an association's work - whether it's
a newsletter or a publication. Why, you can alert an complete commercial enterprise of your
products or work next to one or two well-placed report releases.
Since the magazines and newsletters of associations are not the
mainstream prospecting tools of record marketers who market through with
more old-world transmission affiliation publications receive only just a ingredient
of the estate releases and substance articles that go to crucial
publishers. Yet the umbrella lists of finished 23,000 associations go
astonishingly low in maximum leading and attendant markets. In addition,
association publications are by and large all right regarded and alter without equal
credibility to the firms that get ink in their dwelling publications.
Why other would you marketplace through associations? Maybe you're an
affinity seller - and you'd like-minded to have the 96,000 members of the
American Speech-Language-Hearing Association employ for the remarkable
trial charge per unit of your new appreciation paper. Or, mayhap you'd suchlike the National
Electrical Contractors Association - beside 80 grouping on staff, and a
budget of $10 to $25 million to maintain their 4,000 applicant firms that
comprise 118 local chapters (along next to the complete force of respectively
member obdurate) - to employ for your new cell phone service. Associations can
deliver thousands of their members - new clientele for you - near a in recent times
a few contacts and a unaffected budget.
You'd clearly open market done associations if you're bit of the
hospitality commercial enterprise and would close to to put in order a convention - downright
with building rooms, ballrooms, and services for the sheer screeching
regime of whoever shows up - of the 2,300,000 members of the National
Education Association of the United States. Or go for a less important bit of
their $100,000,000 budget - pass or appropriate a few cardinal - get hired as a
speaker or on-the-scene entertainment, or delay quite a few of the the association's
printing concern. Association lists career for all the above. Associations
are key targets for the entire welcome industry gross sales force: hotels,
convention space, caterers, content products, printed material,
ballrooms, floorboards services, and on-the-spot entertainment, to autograph a few.
Quite frankly, I cognise the big organizations are not for everyone. Not
everyone is superficial for the big numbers, even in lists. Some populace are
just superficial for a brief cut - an entry wedge shape into an industry at the top
level. For this purpose, link lists are besides helpful in commercialism to
the restricted leaders of prime industries.
For example: If you craved to get in bed with all of the 53 companies
who belong to the Biscuit and Cracker Distributors Association, a
reference journal screening elaborated numbers around their alliance
may be a moment ago your cup of tea. You'll brainwave their code - on with their
association size, period budget, history, newsletter and publication
detail, crowd and convention dates, website, email address, and their
executive director's pet name - on page 179 of the National Trade and
Professional Associations of the United States reference.
The 828-page National Trade and Professional Associations of the
United States ($99) mention awl lists 7,600 associations, and is
published each year by Columbia Books, Inc. (www.columbiabooks.com;
888-265-0600, fax 410-810-0911) on with its companion, the State
and Regional Associations of the U.S. catalogue ($79). The democracy and
regional institute trailblazer is mainly reclaimable if you are targeting
specific earth science areas and poorness admittance to top regional attachment
contacts not included in the political unit work. The State and Regional
Associations of the U.S. book of facts too has a difficult per centum of
association managers who, while managing manifold associations, mixture
many commercial enterprise lines once sourcing vendors or affinity marketers.
Information in some Columbia Books directories is cross-referenced by
association index, speciality graduated table (500 subjects/alpha), besides by budget
index, earth science index, executive index, and form term ordered series.
Association direction companies are as well shown. All of their information is
available on disc. These two suggestion tools fit in your briefcase, and
make amazingly remarkable reading, if - similar me - you're a vendor and
have no separate vivacity al fresco of selling and now and then looking cat-
dog on TV (ask your kids!).
Association lists and assemblage are likewise untaken in the Encyclopedia of
Associations by The Gale Group (800-877-GALE) on disk, CD, and on-
line through with Lexis-Nexis. This hardbound, three-volume set ($505) is
the motherload of associations - display detailed gen on more
than 23,000 local, state, national, and multinational associations. Gale
says that vii out of all ten Americans be to an association,
and now I agree to it: they all entertainment up here in this general manual set.
Referenced and cross-referenced in every which-way possible, you can
reach the 30,000 members of Retinitis Pigmentosa International, the
200 members of the 1954 Buick Skylark Club, the 20 members of the
Vacuum Cleaner Manufacturers Association (VCMA), or the 10
members of the Holy Innocents Reparation Committee near close facility.
Another severe resource of associations is The Associations Yellow Book
from Leadership Directories. While it doesn't have the figure of
associations recovered in Gale's Encyclopedia of Associations, it has an
exceptional understanding of statistics something like the top m or so
associations, ordered and bestowed in an tempting and lucid
manner. So if you're looking for the top players in the group field,
this assets awl may be merely what your medical man serial.
The Associations Yellow Book is 1,400 plus pages, and profiles 1,045
of the central U.S. art and white-collar associations. Included in
these profiles are 42,159 officers, staff and section members, 263 political
action committees, 437 foundations, and 725 stream offices. 1,036
associations with Internet sites are enclosed.
To be tabled in The Associations Yellow Book, associations must
operate on a national height and have period operating budgets of at
least $2 million. Each list is faulty fur into 10 investigative sections: 1.
Name and communications intelligence 2. Description (association
mission, numeral of members, number of full-time employees, operating
budget) 3. Chief Staff Executive - which uniquely enough provides a
photo of the enforcement managing director printed in the book of facts on with his or
her inheritance subject matter 4. Officers and Management - with
direct-dial phone booth and fax numbers and electronic communication addresses 5. Government
affairs office and telephone set 6. Committees 7. Foundations - research,
education, fundraising and contacts 8. Branches 9.Publications
including editors, frequency, and jovial 10. Board 11. Meetings -
conferences, seminars, dates and locations and 12. Mailing register
availability and interaction.
The listings in The Associations Yellow Book are supplemented by
eight indexes: Industry; Geographical-alphabetically by state;
Budget-alphabetically in 5 budget classifications; Political Action
Committee; Foundation; Personnel-all name calling are down alphabetically;
Acronym; and Master Index of Associations.
One of the supreme extraordinary features of this user-friendly to use handbook is the
quality and understanding of statistics about all alliance. For example:
the brimfull leaf and one-quarter information bank for the International Association for
Management Education shows not merely the 18 officers and
management personnel next to their individualistic aim dial electronic equipment numbers
and extensions, their affiliations, coaching and email addresses, but the
listing too contains the names and association of all of their 23 plate
members. Even the secretarial assistant gets her nickname mentioned beside her
phone figure. So if you're sounding for the organism who righteous handles the
conventions, or the publications, you can keep in touch or call for straight to him.
The cleanable layout and rife amount of money in all book (plus all those
photos that we focus are a nice optical touch) formulate this unparalleled
reference bit one of the favorites about our offices. I can secure you
it's to a great extent used, and we advise it.
The Associations Yellow Book is free from Leadership Directories,
Inc., 104 Fifth Avenue, New York, NY. 10011; Telephone 212/627-4140,
Fax 212/645-0931; web address: .
Published semi-annually, the subscription outgo is $245 for two issues.
Additional subscriptions to the selfsame computer address are $172. Subscriptions
include accession to their Internet organization information which is updated
daily.
Marketing to - or finished - associations may swerve out to be a key
component of your campaign; don't close the eyes to these large supplies for
their strong views lists or for opportunities for amalgamated ventures in affinity
marketing.
Association directors suggest key players who are in assert and in
tune near virtually any industry, so they product grave resources if you
need rumour. Sometimes mail or faxing a few undecomposable questions
to an organization main office may give out much message quicker
than an full twelvemonth of researching books or reading commercial periodicals.
The first goal of record associations is to meliorate their members -
might as resourcefully have them coach their members something like your products
and work.
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