“Meet your members where they are” is a common mantra in the association world. So what do you do if “where they are” is always on the move?
That’s a question Associated Builders and Contractors (ABC), which represents the construction industry, strived to answer in advance of last month’s midterm elections. As part of its get-out-the-vote campaign, ABC served ads promoting the industry to the smartphones of people it identified as likely connected to the construction business.
Those who ABC identified via Google data as likely voters and who were also likely employed in the construction industry received banner ads on Google’s GPS navigation app, Waze. The ads pointed to materials on webuildamerica.com, an ABC site promoting the association and its advocacy positions.
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