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| Interactive Multimedia Communications
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| How You Can Use This Exciting Marketing and Education Option
By David Ehrlich, President
Track Marketing Group |
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As we discussed in a previous article (www.trackmktg.com/articleintcd.htm), web-enabled multimedia interactive presentations offer you the best of the offline and online worlds and more. By combining video, narration, web links, text, surveys, and more, you can grab your member's attention and engage them in an interactive experience that educates as well as entertains.
If you want to see what the web will look like 5 years from now, check out multimedia presentations now being offered on CD-ROM. Once broadband is the norm, web sites will need to embrace this multi-dimensional way of communicating. Until then, there is the CD with web links option.
Whether you decide to distribute your message via CD and/or your web site, a multimedia presentation can meet many of the most popular marketing and educational challenges including. |
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Membership - Educate prospective and current members about the benefits of joining your association. Feature testimonials from current members, overview of key events, and a comprehensive overview on all benefits of membership. |
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| 2. |
Annual Report - Go beyond printed reports that many people don't read. Offer engaging interactive elements to pull viewers into your report and go beyond the superficial scanning normally done. |
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| 3. |
Non-Dues Revenue (Searchable Catalog) - Help members easily find the most appropriate products or services that they need and offer a simple way to purchase such as links to a web store or an order form. |
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| 4. |
Trade show/Events/Meetings Attendance - Motivate potential attendees to be part of the action at your next event. Feature snippets of the people they will see and hear at the meeting and provide all details they need to understand the value of attending and to register online or offline. |
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Web Site Traffic - Bring your web site to life in the way that only tv and radio can do, and proactively send your message to your target audience. Select links throughout your presentation can help direct people to specific locations on your web site. |
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| 6. |
Enhanced Trade Show - Bring sellers and buyers together by featuring details on products and services offered. A great leave behind for people who attend a trade show and want to easily find vendors at their desk. |
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| 7. |
Education/Training - Provide instruction via video and/or narration using slide shows to reinforce key concepts and offer testing to confirm the knowledge is received. As a component of a certification program, a multimedia presentation is a great way to provide both education and testing. |
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Virtual Library/Ebook - Gather the wide range of materials you offer and provide links to the most relevant content available to your audience. Bring the key materials to life using narration and slide shows. You may also desire to publish an ebook where you can provide a wealth of information in an easy to distribute and cost effective manner. |
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Lobbying/Public Outreach - Educate public officials about the efforts of your organization. When you need to communicate important messages to the public, a multimedia presentation is a powerful option that informs and engages people to learn about your message. |
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| 10. |
Special Events/Holiday Greetings - You may need to touch base around timely issues such as security and industry wide challenges. By showing your members that you take these issues seriously enough to produce a professional presentation will be noticed. Use holidays and special times of the year to reach out and share your appreciation for the relationships you enjoy throughout the year. |
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| Once produced, your presentation can be delivered via direct mail (in a self mailer or as part of a larger package), as a hand-out, on the web, as a link in an email campaign, as part of a stand alone kiosk, or inserted in other venues such as magazines. To see a few examples of multimedia presentations prepared for associations, see http://www.trackmktg.com/ib.htm. |
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