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Inside Out Marketing for Your Association
Published by Wisconsin Society of Association Executives and Arizona Society of Association Executives



Summary
If you understand the importance of developing your foundation—your brand strategy—you should have a grasp of your INSIDE REALITY, those attributes that make your organization relevant, authentic, and differentiated. Now it’s time to reflect your Inside Reality in your OUTSIDE PERCEPTIONS—your marketing and communications. That’s the essence of Inside Out Marketing and it’s critical for both getting and keeping of members and supporters.

Learning Objectives:
• Learn how to authentically capture the attention of your target audience without looking like a commodity through a balanced combination of advertising, marketing, PR, and word-of-mouth.
• See how the old “marketing funnel” is dead and why the “marketing hourglass” is the new lens through which you should be looking at your marketplace.
• Learn how to leverage and facilitate the prospect’s information gathering and decision-making processes to your best advantage by using the Inside Out formula for powerful marketing.

Presenters
Michael DiFrisco
Mike has more than 20 years of experience in marketing and in helping business connect with their target audiences. In addition to serving as Chief Marketing Officer for the American Academy of Cosmetic Dentistry (AACD), he is also the founder of How-to-Branding.com--the do-it-yourself brand strategy site--and developed the BrandXcellence DIY Brand Strategy Workshop. Mike is the author of Shadowcasting: Growing Your Business by Growing Your Reputation.
How To Attend
Join the live program from your office, home, or hotel room using a computer with high speed internet. You may ask questions, participate in surveys, and post comments from your computer during the program. Please note that credit (if available) is only provided to registered attendees participating at their own computer and phone. Simple instructions with a link to the program will be sent when you register and again the day before the webinar.

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Credit
If applicable, you may obtain credit in multiple jurisdictions simultaneously for this program (see pending/approved list below). Registrants in jurisdictions not listed below will receive a Certificate of Attendance/Completion that may or may not meet credit requirements in other jurisdictions. Where applicable, credit will be only awarded to a paid registrant attending the live program at their own computer and phone.

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