How to hack it? With some basic editing skills and a camera, one association has found a new way to highlight member voices through video. Many of TechAssure’s members are insurance brokers specializing in technology-related risks. About two years ago, the association started experimenting with video to break up the monotony of its marketing efforts. “Our members got reading fatigue,” says Executive Director Garrett Droege. “And I think that for the vast majority of associations, new and existing members would rather watch a video than read something in print. We found it to be a great way to reach them.”

Why does it work? One interview might serve multiple purposes, Droege says. “By the end of the year, I will have 15 to 20 videos that can highlight different resources, sponsors, or member benefits, and that in turn becomes a tool to recruit.” And don’t be afraid to grab hold of a camera. Droege shoots many of TechAssure’s videos himself. Typically, he interviews members at conferences and events, then edits the video into one- to three-minute segments.

What’s the bonus? People enjoy getting in front of the camera, Droege says. Many of his members and sponsors are industry thought leaders, and video can be a great way to highlight their expertise. “I thought people would be reluctant,” he says. “The key is to try not to script it, and let the member talk to give genuine footage and conversation.”

(jacoblund/Thinkstock)