The Association Podcast The Art of Asking Why: Brand Experience and Strategic Marketing with Laura Sparks
On this episode of The Association Podcast, we welcome Laura Sparks, Director of Marketing and Communications at the American Society of Appraisers. We dive into Laura’s journey into the association space, exploring her eclectic background and approach to marketing and leadership. We also discuss the importance of member engagement, the integration of AI in association marketing, and the critical role of content quality. Laura highlights the significance of marketing’s seat at the table and the need for collaborative planning to enhance member experiences and drive growth. Additionally, we explore volunteer engagement strategies and the value of feedback in refining marketing efforts.
00:00 Introduction and Guest Welcome
00:37 Rapid Fire Questions
02:23 Laura's Journey into Associations
05:40 Marketing and Sales Synergy
05:56 Content Marketing and AI
08:59 Tagging and Data Management
15:50 Member Experience and Feedback
26:01 The Role of Marketing in Associations
27:58 Marketing vs. Promotion: Understanding the Difference
29:55 The Importance of Marketing's Seat at the Table
31:02 Gender Dynamics in Marketing
32:29 Engaging Volunteers Effectively
35:28 Marketing Volunteer Opportunities
38:16 The Challenges of Committee Work
43:49 Planning and Ideation in Marketing
50:24 Final Thoughts and Farewell