Membership

Membership Hack: Logo Sharing

By / Apr 19, 2019 (Associations Now photo illustration)

Sharing your association’s logo with members can help increase your visibility, recruit new members, and foster credibility and trust with members’ customers.

How to hack it? Members who join the Air Conditioning Contractors of America are encouraged to share ACCA’s logo. Often, it’s embedded in the homepage of a member’s website or placed on the company’s marketing materials.

That’s a win-win for ACCA, says Karina Romero, manager of customer service. “We want our logo to resonate merit and excellence,” she says. “When members use the ACCA logo, they demonstrate the commitment to the trade’s standards and codes, fostering credibility and trust with their customers.”

Why does it work? Members can easily download and display the logo, which helps build “signal” awareness for ACCA, Romero says. “[This] benefits ACCA with our branding and visibility efforts to promote our services to the industry at large,” she says.

What’s the bonus? Frequently, members’ customers call ACCA to verify that the company is in good standing. “Consumers want to check on a contractor’s membership because they saw the ACCA logo online,” Romero says. “This is a testimonial for me that consumers do pay attention to web signals and follow up.”

Tim Ebner

Tim Ebner is a senior editor for Associations Now. He covers membership, leadership, and governance issues. Email him with story ideas or news tips. More »

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