Using Simple Tech to Keep the World's Problem-solves Connected
Tech keeps many associations humming
How does an association committed to promoting and supporting the manufacturing industry reach diverse but niche audiences at varying stages of a buyers’ journey? If you are Amanda Krigner, Senior Digital Marketing Specialist II at the nonprofit manufacturing association SME, you turn to technology. “I’ve always been a firm believer in utilizing technology to work smarter and solve problems,” says Krigner. “I couldn’t imagine managing our digital marketing campaigns without technology.”
Among its services to the industry, SME creates must-attend events every year that are focused on different verticals within the manufacturing industry—from 3D printing to robots to CNC machining to medical devices. These events are vital for the industry to share information, make connections, problem-solve together, and meet global needs. So when the pandemic prevented physical events in 2020, SME pivoted to virtual, relying on Feathr, a digital marketing tool that SME has been using since 2016, which aims to alleviate stress and increase results for overworked and undersized association marketing teams, for promotion.
Krigner says that Feathr’s ability to retarget site visitors with event signups and content has proven effective and efficient and, yes, even fun. “The thing I like most is the only limitation is your own creativity. You can simply do a retargeting campaign, or you can use very personalized funnels based on user action.” The latter entails creating automated digital funnels that move customers along their purchasing journey. “It is very nimble, and you can adjust as you see what’s working and what isn’t.”
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