An Advertiser’s Guide to Association Marketing

Although the COVID-19 pandemic created significant challenges for many associations — most notably the inability to host live events due to travel restrictions — many associations are experiencing a membership resurgence.

According to Marketing General, member organizations experienced double-digit membership increases from 2020 to 2021, signaling a strong rebound for the industry. The survey also indicated an 84% membership renewal rate in 2022.

Plus, every industry has associations, making professional organizations a prevalent — and incredibly powerful — marketing tool. Association members include both seasoned executives and young professionals — ideal customers who can help you grow your business and expand your client base.

By aligning with an association, you’re tapping into the organization’s unique expertise and resources and, in the process, connecting with industry leaders while elevating your own brand. It’s a mutually beneficial partnership that can pay considerable dividends and position your organization for future success.

If you haven’t taken a fresh look at association marketing opportunities, this guide will outline some of the traditional marketing options that the associations in your industry are likely to offer, along with some innovative new programs.

Traditionally, association sponsorship programs have centered around in-person events. Although not forecasted to return to pre-pandemic levels until 2026, business travel is increasing this year, making in-person event sponsorships a viable marketing option to consider. After all, nothing beats networking face-to-face with prospective customers.

In addition to selling exhibit space at events, associations usually offer advertisers a menu of sponsorship opportunities at their conferences and trade shows. Event sponsorship opportunities are typically offered at tiered levels. The bigger the sponsorship investment, the more visibility you’ll have at the event.

The typical silver-gold-platinum sponsorship menu can include promotions, such as:

• Company logo on attendee lanyards, hotel keycards, banners, podium, and signs displayed around the venue and on stage


• An invitation to introduce keynote or session speakers


• Event app advertisements, sponsored polls, and announcements


• Trade show floor demo sessions


• Sponsored meals and receptions

Sometimes, associations invite sponsors to serve as a session moderator, panelist, or speaker. You earn this privilege either as part of a sponsorship package or by submitting a successful session proposal. Beyond brand awareness, these events also give sponsors the opportunity to meet attendees, expand their network, and generate leads.

With so many professionals now working from home, virtual events have become an increasingly important member engagement tool for associations. Online events offer sponsors opportunities for brand awareness via logo displays, promotional videos, and verbal recognition. Some associations invite sponsors to co-develop the program or serve as a moderator, panelist, or speaker.

For companies looking to increase brand awareness, associations also sell advertising space in their print magazines, digital newsletters, mobile apps, and websites.

The options outlined above are some of the more traditional sponsorship opportunities that nearly every association offers. However, many forward-thinking associations are reframing their approach to corporate sponsorship to better align with the needs of sponsors and advertisers.

Recognizing the limitations of sponsorships revolving around an event that only last a few days, forward-thinking associations are developing new programs for advertisers that have year-round business development needs. This strategic shift presents advertisers with new avenues to reach prospective customers.

As an advertiser, you now have opportunities to align your brand with associations that will actively learn about your marketing goals and offer ways to help you achieve them.

Here are three innovative association sponsorship opportunities growing in popularity:

Also called “native advertising,” sponsored content programs allow advertisers to feature their educational (think, non-”salesy”) content on the association website and, typically, within its newsletter. It’s a great way to feature your expertise on a topic that aligns with your company’s solutions. For companies that want to be featured as thought leaders, it’s a smart way to connect with actively engaged association members beyond static ad campaigns that do little to engage prospective buyers.

To expand their professional development offerings for members, some associations are partnering with advertisers with subject-matter expertise. Together, they design and produce content-based educational programs that allow advertisers to serve as moderators, panelists, speakers, or guest instructors for webinars, workshops, virtual learning paths, industry forecasts, roundtable discussions, podcasts, and other events. This kind of collaboration often yields superior educational content for members and offers advertisers brand elevation to stand out from competitors.

More than 100 professional associations have partnered with Lead Marvels to launch online Resource Library programs. A Resource Library is a digital hub connected to the association’s website and features your company’s thought-leadership content, such as white papers, guides, ebooks, and reports.

When an association member is interested in accessing your content, they fill out a short form with their contact information. This information is delivered to you in real time as a sales lead, connecting your organization with qualified prospective buyers. In the process, you build your stature as an industry thought leader.

A Resource Library can benefit advertisers in three ways:

• 1.
  It aligns your brand with an association to help build trust among prospective buyers.
• 2.
  It features your brand as a thought leader with solutions that align with member needs.
• 3.
  It can provide your company with a steady stream of warm, qualified leads to fuel your organization's growth.

Whether you’ve tried association marketing in the past or are new to the opportunity, it may be time to take a look. Associations in your industry are launching new, innovative programs that may better align with your company’s marketing needs.

To learn more about Lead Marvels’ Resource Library program and the associations we’ve partnered with to help drive your company’s growth, join us for a free demo.

Thank you for reading! Please check out the other articles in this series on association marketing:

• The 5 Benefits of Aligning Your Brand With a Professional Association
• Trade Media vs. Association Advertising: Which Is Better for Your Advertising Dollars?