Association Marketing Springboard

I'm a proponent for a new role for marketers. Part of that new role involves contributing to the work of community building. I've blogged about listening as the first step. If you're listening well, you're going to identify groups that are springing up around your industry, your association and the ideas you stand for. Groups are so easy to form these days, especially online or through email. Forget ridiculously easy group forming, we're now at the phase of ridiculously lazy group forming when all you have to do is fill out a form on Facebook.

The thing is, groups are not easy to sustain. Most group leaders, regardless of how the group was formed or where it lives, come to a moment where they look at their group and wonder, "now what?" If we can match products with an audience who is ready to buy, can't we also match resources with a group who is ready for the now-what?

Associations who learn to engage sub-communities and answer the now-what are adding value to the community and to their own brand. Is this a marketing function? It is if you recognize the value of referrals and word of mouth. Brochures don't talk, people do.