Читать книгу The Power of Promotion! On-line Marketing For Toastmasters Club Growth - Rae Stonehouse - Страница 5

As we learned earlier in this manual, the customer has to see your product or service seven to eleven times before they make a buying decision. That decision may be to come out to your club to learn more information.

We are fortunate that Toastmasters International has conducted a great deal of research and development of a recognizable brand. While that is a good thing … it can create challenges in differentiating your club from others if you have others in your geographical area. It can be argued that as Toastmaster clubs, we are not in competition with other Toastmaster clubs, there are lots of potential members out there to go around. However, if you are in a club that has difficulties building your membership and your meetings are poorly attended, then you do have to be competitive … at least for a little while until you pack your meeting room.

So how do you brand your club, just a little?

Toastmasters International’s rebranding initiative included developing and promoting the tagline “Where Leaders Are Made.”

Why not create a tagline or a motto for your club? My club originated in a pub, then as it grew it moved to a larger pub. We used to order beverages that would be delivered to us for our break. Our slogan or tagline was “the club in the pub!” Later when the club outgrew meeting in pubs and was looking at a more professional image and meeting space, our slogan became “You can take the club out of the pub, but you can’t take the pub out of the club!” My club is called Kelowna Flying Solo Toastmasters. It started life as a single’s club that provided speaking & leadership skill development. That idea didn’t fly for very long … pun intended …then it developed into a regular community club. Our tagline now is “Flying solo … but not alone!”

In addition, I created a couple other graphics that we use on our website, social media venues and printed materials.

The Toastmasters Branding Portal is an excellent resource for logos, images & templates you can use to develop your club brand. Here is the address for their brand portal.

http://www.toastmasters.org/Members/VirtualBrandPortal.aspx One thing to keep in mind is that while you are encouraged to exercise your creative side in developing your club brand, you are not permitted to use Toastmasters International logos etc. as part of a graphic that you create.

Your club brand, which includes The Toastmasters International corporate brand as well as what you develop locally, should be prominent on everything you touch i.e. your website, social media venues and printed literature. This should also include contact info so that a potential guest can easily see how they can contact you for more info. Make it easy for them!

Here is a look at our branding in action as seen on our club Facebook Page: