Action Steps
The best contacts and resources to help you get it done

Take advantage of training from professional marketing organizations

Participate in training offered to members and their staff at conferences, formal courses and seminars sponsored by a business marketing association. A professional marketing organization can offer education and training resources small businesses can't afford to keep on staff.

I recommend: Look for employee training through webinars and other training courses provided by the American Marketing Association Foundation, which specializes in marketing for nonprofits. Educational seminars put on by groups like the Direct Marketing Association offer training for certificates in direct marketing and search engine marketing, among others.

Use the published resources provided by a professional organization for marketing

Read the organization newsletter to keep up with the latest news and participate in committees to get yourself and your company recognized within the industry as an expert. Use your membership to take advantage of reduced entry fees at trade shows and to access the many experts who also hold memberships.

I recommend: If you need to add credibility to your business, getting published often helps. As a member of the Promotion Marketing Association, you can produce white papers that can be published by the group. Associations like the Word of Mouth Marketing Association do important research that you need for successful business operations. They publish it for easy access by members.

Get involved in national marketing organizations to meet vendors and clients

Encourage your staff, especially sales and senior management employees, to attend the meetings and events of the marketing associations to increase your exposure and make more referrals. Ask them to work a trade show booth at the conferences put on by the organization to add even more potential sales.

I recommend: Membership fees in marketing organizations can be costly, so look for groups like The Internet Marketing Association that offer free memberships and a multitude of networking and trade show opportunities to meet others in the industry. You'll want to get the most out of your membership in a group by finding one that has local chapters in addition to national meetings. Meet other professionals locally and nationwide through the Business Marketing Association.

Helpful advice for making the most of this Guide

• •  Mix up your business marketing association affiliation between local groups and regional and national organizations for maximum exposure.

Guide to Marketing Organizations

National marketing organizations offer the tools and resources to get to the top

By Kelly Shetsky, Anchor/Reporter

Action Steps
The best contacts and resources to help you get it done

Choose a business marketing association that fits your career goals and needs

Marketing associations provide members with resources, information, training, education and networking. They give you access to the services and tools you need to be a more successful marketing professional.

I recommend: American Marketing Association (AMA) is the largest professional organization for marketing in North America. There are close to 40,000 AMA members, including researchers, marketing academics and practitioners. Use the resource library and sign up for forums on the AMA's website. Direct Marketing Association (DMA) caters to more than 3,600 members from all over the country, including many Fortune 100 companies. Sign up for marketing conferences and the online marketing summit at the DMA website.

Pay an annual fee to belong to marketing organizations and access all the available information

Marketing professional associations often charge different fees depending on your company. There are several categories, including small company, corporate, non-profit and student.

I recommend: The Promotional Marketing Association, Inc. (PMA) was founded around four basic principles--education, resources, networking and community. Members can make better business decisions because they have access to the most up-to-date information available. Join as an individual or as part of a bundled membership. Photo Marketing Association International (PMA) offers a free seven day web membership so you can get an idea of what the association has to offer.

Expect numerous benefits from joining marketing professional organizations

National marketing organizations offer many benefits to members, including educational workshops, seminars and other events. Marketing professionals can learn of the hottest trends in the industry and have access to websites with articles, marketing data, case studies and a marketing job sites.

I recommend: New York American Marketing Association (NYAMA) is a business marketing association with the purpose of advancing the practice and effectiveness of marketing. NYAMA benefits include discounts to events, copies of marketing publications and discounts on products and services. Use the NYAMA website to post and search resumes, job openings and view industry events. Join Word of Mouth Marketing Association (WOMMA) for access to programs, newsletters, forums, high-level councils and networking opportunities.

Helpful advice for making the most of this Guide

• •  Take advantage of the web tools offered by your business marketing association. Industry updates are posted there often keeping you apprised of membership changes and benefits.

Action Steps
The best contacts and resources to help you get it done

Find professional marketing organizations that offer specialty training

Business marketing associations can often educate you on whatever you need training on, no matter how small the niche. Good marketing organizations realize the need for specialty training and will provide you with a list of educational options to consider.

I recommend: The American Marketing Association stages marketing seminars and boot camps across the country. The British Chartered Institute of Marketing offers on-site courses on a variety of marketing topics. You're sure to find a relevant course in their extensive catalogue. The Institute of Practitioners in Advertising in Britain also provides several specialty workshops and courses. The Direct Marketing Association trains members in the fine points of direct mail. The Search Engine Marketing Professional Organization hosts a wide range of training courses on Internet marketing.

Look at marketing professional organizations aimed at all expertise levels

Every individual is on a different training level. Find one that correlates to your existing knowledge to get the best results. Take advantage of any courses that work in conjunction with others, since some marketing concepts are closely related and expand upon each other.

I recommend: The Association of National Advertisers and the Canadian Professional Sales Association can help you find courses that are suited to your experience level. Look around their sites for information about workshops and seminars or contact them for more details.

Consider looking for a business marketing association that offers online sign-ups

The stress of training can be greatly reduced if you can familiarize yourself with a syllabus before actually showing up to a class. Online sign-ups also give you a chance to complete any pre-requisites that you must meet before taking the class. This is especially helpful for those who need to become members of hosting marketing associations or are just starting out in the industry.

I recommend: ACTION DnA offers some basic marketing training. The Chartered Institute of Public Relations in Britain offers a lot of information to prime seasoned marketers and potential course-takers.

Helpful advice for making the most of this Guide

• •  Marketing organizations all have their own histories. Do a little research and compare the success and reputation of organizations before deciding on a course to take.

Action Steps
The best contacts and resources to help you get it done

The American Association of Advertising Agencies (AAAA)

The American Association of Advertising Agencies (AAAA) is one of the most respected marketing organizations in the country. Founded in 1917, it represents many professionals in the advertising and marketing industries. The organization provides publications, education resources, industry news, professional events and other resources for marketing professionals.

I recommend: The website of The American Association of Advertising Agencies (AAAA) has a detailed explanation of the group's mandates. The organization's mandate is reflective of the mandates of many marketing associations.

Destination marketing organizations

Destination marketing organizations promote a destination or place for its tourism and business attractions. These organizations are useful for professionals in the tourism industry.

I recommend: Destination Marketing Association International offers a comprehensive definition of destination marketing organizations.

Direct marketing association

Direct marketing associations are created for direct marketers, including those marketing professionals who work with direct mail, advertising and telemarketing. Like other marketing associations, this body helps members with education resources and other benefits.

I recommend: The description of the San Diego Direct Marketing Association (SDDMA) offers a good example of what direct marketing associations do.

Viral marketing associations

Viral marketing associations help marketers who are engaged in non-traditional forms of marketing, including viral marketing, guerrilla marketing and other similar tactics. These groups usually define ethical advertising options and offer useful advice and resources for members. Forums and networking opportunities help members create better marketing campaigns.

I recommend: WOMMA (Word of Mouth Marketing Association) is one of the most established viral marketing associations. Their mandate is an excellent example of what organizations like this do.

PR associations

PR (public relations) associations offer advice, events, publications, educational opportunities and other assistance and help to members, who are PR professionals and PR companies. These trade groups also offer networking opportunities.

I recommend: The International Public Relations Association (IPRA) is one of the larger PR associations today. Their goals and mandates are typical of the goals and aims of many PR associations across the country.

Market research organizations

Market research organizations are geared towards market researchers and marketers who use market research services. These associations work to improve ethics in the industry and also provide members with resources and help in their careers.

I recommend: All About Market Research explains what market research organizations are and what they do.