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4 Tips To Supercharge Your Associations Email Marketing

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Email marketing is a tricky business. Do it right and you could have friends for life. But do it wrong and you could push away even your most loyal members. Yikes. To help you avoid the latter, we’ve put together a list of four email marketing tips that every association professional should know. Check it out! Create a compelling subject line You know that old expression, “you never get a second chance to make a first impression?” Well, that couldn’t be more true of association email marketing. When it comes to email marketing, you only get a few seconds to …

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Press Release: CEO of Chicago’s leading-edge AMC honored as one of the Top 5 Most Influential Women in Fantasy Sports

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Photo Credit:  JBean Photography CHICAGO, IL – 05/10/2017: Fantasy sports has always been considered a male-dominated field, but Association Director of the Fantasy Sports Trade Association (FSTA) and owner of Van Petten Group, one of the newest Association Management Companies (AMC), Megan Van Petten strives to do more than just invite women to join the field. Empowering women to follow their dreams, achieve their goals and break new boundaries has always been one of her biggest passions. At Van Petten Group (VPG) we love helping associations tell their stories and grow. And that’s what Megan loved doing for the FSTA. …

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Are You Reaching The Full Potential of Email Marketing?

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Once you’ve put time and money into creating great content, you need to drive traffic to it by testing out a variety of distribution channels, including social media, SEO, and ad networks. All of them can direct some traffic to your site, but if you want to get guaranteed, consistent traffic, focus your efforts on email. While social media and SEO have their benefits, email newsletters provide the most value because email delivers the highest click-through rate, and it’s the channel that converts the most people. In fact, 93% of B2B marketers reported using email to distribute their content in CMI/ …

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Five Ways Your Association Can Celebrate Earth Day

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On this date in 1970, Earth Day was celebrated for the very first time. Since then, people all over the world take part in honoring the Earth on this annual holiday. Today, the Van Petten Group team took some time to show our support for protecting the environment, and we hope you do too! Here are a few ways your association can celebrate Earth Day: Switch up your commute for the day. If you are lucky enough to live fairly close to your association’s office, bike to work! One less passenger off the road for 1 day can save over …

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What Drives Trade Show Attendance?

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We all know why most companies exhibit at trade shows—to gather leads for new business. According to Exhibit Surveys, 67% of all trade show attendees represent new prospects and potential customers for exhibiting companies. But do exhibitors know why those potential customers are attending? If not, companies are missing a great opportunity to respond to specific needs, build better relationships and close sales.

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Planning A Conference On A Budget

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Most associations or small organizations are given a limited budget to work with when planning their conferences but you should never let this financial constraint limit your conference’s WOW factor. Instead, be creative and find ways to cut costs in your budget while still delivering a high-quality experience to your delegates. Concentrate on what’s important to them by focusing on the experiential elements of your event. These include networking opportunities, educational content, ease of navigating the event and the general atmosphere. 1. Plan early and be flexible with the dates and location of your meeting. If you can afford to …

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Can You Come to the Front, Please?

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You’ve heard it time and time again at a conference near you. Nobody wants to sit on the front row. Why is that? Why doesn’t it happen at other events? Picture this. You managed to get a ticket to see Hamilton, one of the most in-demand shows on Broadway at the time of writing. There are no assigned seats (hey, let’s pretend). You walk into the theater and to your shock, nobody is sitting in the front row. Everybody is trying to sit as far as possible from the stage. Now let’s say you were 15 years old in 2013 …

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How We Created A Winning Company Culture

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I want anyone to feel like he or she can knock on my door, sit down, and talk to me about anything. That is how I would define our company culture at Van Petten Group (VPG). Organizational culture is a key factor in sustainable profitability and unmatched long-term performance for nearly all successful companies. It’s a tried and true fact that when an organization has a winning culture, it’s reflected in its people and their performance. Yet, as a leader dedicated to continuous improvement, building such a culture takes a commitment to fine-tuning your soft skills. These are the skills that will allow you to …