Features vs. Benefits -- Effective Marketing for Membership Based Organizations

Marketing Roundtable

February 25, 2015: 6:00 PM - 9:00 PM

Learn how your member-based organization can build strong connections with members and customers. Gain marketing insights from the experience of a 20-year veteran in association management.


Gleacher Center
Room 600
450 Cityfront Plaza
Chicago, Illinois

Event Details

Join Greg Fine, CAE as he shares insight and experience from his nearly 20 years in association management. Greg will discuss strategies and techniques that have worked – and some that have failed – in creating connections with members and customers that drive results. Associations often start with an "affiliation" advantage over for-profit brands, and all too often the organization squanders it from the very beginning. Learn how not to do that!

Attendees will:
• Learn the advantages and unique challenges of marketing to your owners
• Gain insight into the different between a member "benefit" and "feature"
• Understand the true power of affiliation and how to harness it
• Take away a better understanding of career opportunities in the association sector


$15 -- Price includes hors d'oeuvres. There will be a cash bar as well.


Register Online

Deadline: 2/24/2015


6:00 PM-7:00 PM: Networking & Hors d'ouevres

7:00 PM-8:30 PM: Presentation, Discussion, Q&A

8:30 PM-9:00 PM: Continued Discussion & Networking

Speaker Profiles

Gregory Fine, CAE (Speaker)
Global CEO, Turnaround Management Association

Gregory J. Fine, CAE is a recognized association executive with more than 17 years of helping membership associations grow and prosper. He is currently Global CEO of the Turnaround Management Association, an international professional association of members dedicated to saving and growing distressed companies. Greg's association tenure includes both professional society and trade association experience with positions in senior management, government affairs, membership, marketing and communications.

Greg is a recognized leader in the association community and an active volunteer. He currently serves on the boards of The American Society of Association Executives and ASAE Foundation and is a Past President of Association Media and Publishing.

Greg is a graduate of The University of Montana with a bachelor's degree in Political Science and currently resides in Chicago, IL.


Scott McGarvey