The Art of Asking Why: Brand Experience and Strategic Marketing with Laura Sparks

On this episode of The Association Podcast, we welcome Laura Sparks, Director of Marketing and Communications at the American Society of Appraisers. We dive into Laura’s journey into the association space, exploring her eclectic background and approach to marketing and leadership. We also discuss the importance of member engagement, the integration of AI in association marketing, and the critical role of content quality. Laura highlights the significance of marketing’s seat at the table and the need for collaborative planning to enhance member experiences and drive growth. Additionally, we explore volunteer engagement strategies and the value of feedback in refining marketing efforts. 

00:00 Introduction and Guest Welcome 

00:37 Rapid Fire Questions 

02:23 Laura's Journey into Associations 

05:40 Marketing and Sales Synergy 

05:56 Content Marketing and AI 

08:59 Tagging and Data Management 

15:50 Member Experience and Feedback 

26:01 The Role of Marketing in Associations 

27:58 Marketing vs. Promotion: Understanding the Difference 

29:55 The Importance of Marketing's Seat at the Table

31:02 Gender Dynamics in Marketing 

32:29 Engaging Volunteers Effectively 

35:28 Marketing Volunteer Opportunities 

38:16 The Challenges of Committee Work 

43:49 Planning and Ideation in Marketing 

50:24 Final Thoughts and Farewell