For the Ad Club of Connecticut, the Great Recession has magnified a slide that has been a half-dozen years in the making. Membership is off almost 20 percent and, as time for unpaid projects wanes, the organization has “fallen off the radar,” its new president says.
But all that’s about to change, says Loretta Peters, president of Ad Club CT.
She’s leading the club on an aggressive drive to become relevant by showing members how new technology can help their businesses. Peters envisions an organization that can help Connecticut marketing and advertising companies connect and engage with their audiences.
“Our members are asking us how they can have a more personal connection with their clients,” said Peters. “They want to know how they can engage their audience and reach a greater number of people using technology and we want to help them fill that gap in their business.”
Peters has spent much of the past year working to bring together marketing and advertising professionals from throughout the state to enhance technology resources among the various media and creative members in the organization.
Evolving technology is changing the way people communicate, said Peters. Companies — especially marketing and advertising agencies — need to be able to leverage the different strategies to help them succeed in a digital world.
Social media tools have opened new doors for ad and marketing agencies. From tweeting about a brand on Twitter to posting company updates on Facebook, engaging people and connecting with potential clients is cheaper and more appealing compared to traditional media outlets.
Peters said the growth and access to technology resources for Connecticut ad firms is critical for the state’s future. She said more businesses are investing in social media resources.
The U.S.’s gradual economic recovery combined with marketers’ focus on reaching consumers in social media has driven companies to spend more on social network advertising.
According to eMarketer Inc. in New York, U.S. advertisers will spend $1.68 billion on social networking sites this year, a more than 20 percent increase over 2009. Spending will rise even further by 2011 to more than $2 billion.
Facebook is on track to receive half of all social media ad spending this year, according to the consultancy. Meanwhile, Twitter’s newly launched ad service is included in the predictions, but only accounts for a small percentage of ad spend for 2010.
“Ad Club CT remains the largest association and resource for marketing and advertising professionals in our state,” says Peters. “Having award-winning creative agencies, web companies, media outlets and marketing consultants within our membership creates insurmountable value for our state’s businesses.”
The non-profit organization is comprised of nearly 400 professionals from every facet of the advertising and marketing industries who help promote the business through educational programs, seminars, networking, special events and charity fundraisers.
Members include corporate marketing executives, agency principals, creative directors, media representatives and consultants, account leaders, art professionals, public relations managers, printers, photographers, illustrators and digital marketing specialists.
The Ad Club of CT hosts its annual fall professional development seminar, holiday party, out of home creative competition, spring professional development seminar and awards show, according to Peters.
In addition to annual large events, the organization also offers members a monthly networking happy hour called Thirsty Thursday, an informal place to meet others in the industry.
Ad Club CT, which also supports community groups such as the Connecticut Children’s Medical Center and the Rob Branham Scholarship Fund, received donations from board and organization members to help launch the membership drive, website revamp and technology initiative.
Peters said the organization plans to introduce its new interactive website by the end of this year.
