Associations frequently seek the ONE best method to communicate with their audiences. The method that is least expensive is often deemed the best.

But there is usually not ONE best communication vehicle. Associations need to employ as many venues as possible to recruit members, register meeting attendees, sell product, and connect with their audiences for other purposes.

Eliminating direct mail in favor of online services (because of the cost) is the first mistake being made. Now, some businesses are shifting their marketing efforts away from their web sites and onto social media sites. Associations may be tempted to follow.

Maggie McGary has warned people not to abandon their web sites. "Web sites are important," she emphasized, "because you own them."

She added, "no WAY would I put all my eggs in the basket of using a website that I have no control over as the main or only hub if I owned a business. Sites like Facebook, Twitter, etc. are called "outposts" for a reason - because they're meant to be satellites to your brand's real asset: its website."

Bottom line: Add as many communication vehicles as you can. But keep the ones you already have (and own).

At today's Farmer's Market, in Evanston IL, an accounting firm distributed small, cloth bags (with the company logo and contact info printed on the side) to shoppers. That was unusual and unexpected. Nobody had ever passed out bags or anything else (other than campaign literature at election time).

Although small, the bags were sturdier than the plastic ones available from most vendors. They were especially useful because some of the organic farmers no longer distributed anything plastic.

The accounting firm wisely did not include any printed material in the bags. People would have just dumped the stuff (probably on the ground). Shoppers just wanted to fill those handy, reusable bags with yummy fruits and vegetables.

The bags were not an irrelevant giveaway that recipients would soon forget, like candy, balloons, or emery boards. They served a purpose at that moment. Will they generate new business for the company? Who knows.

But offering them was a smart decision (although, probably a bit costly) because the issuance of the bag was a memorable experience, the bag was very useful, it could be used again and again, it turned the user into a walking advertisement for the firm, and it was relevant to the activity the customer was engaged in at that moment.

Message to associations: Membership information may be fine for professional conferences (even tote bags would be OK, although they are so commonplace). But something more event-focused should be distributed at a social event.

The Montana Hospital Association broadened its membership to include other health care providers.

It changed its name to "MHA...An Association of Montana Health Care Providers." It sounds a bit informal, but it is remarkably descriptive. The "An" also makes it seem a little more approachable.

I just received a coupon for a free lunch at a hot dog joint if I would meet with a local bank representative for a free financial check-up. The offer is a dud.

If I had wanted a financial check-up, I'd just get it. A free frank won't prompt me to act. Nothing of value was offered.

Securing frequent flier miles when using a specific credit card works because the customer will make the purchase anyway, doesn't care what card must be used, and the miles are valuable. The customer and the credit card company benefit.

Receiving a free i-Pad Touch when purchasing an Apple laptop works because the customer wants the laptop and the i-Pad provides added value. The customer and Apple benefit.

Getting a free Jamba Juice when registering, during a specified time period, for an association program at a local running store, works because the customer wants to sign up for the program anyway, the store is conveniently located (and the customer needs new shoes), and the drink is a nice little bonus. The customer, the running store, the association, and Jamba all benefit.

The only beneficiary of the bank deal is the hot dog joint - it didn't have to offer anything. The bank is paying for the dog.

When marketing membership, educational programs, or other association products, it's not enough to know who makes the buying decision. It's also important to know who influences that decision.

Is it the member? Her boss? A co-worker? A professional colleague? A friend? A family member?

Your offering may have to be sold to the influencer before the customer will make the purchase.

How would you feel about paying an extra twenty cents to get pickles placed on your hamburger?

That's just one of the many bizarre fees reported by consumers to the Chicago Tribune. Association executives offered some other outrageous fees.

Instead of nickel-and-diming people, companies might have better luck advertising, "No additional fees."

Even if the cost of a product or service was higher than that of a competitor, customers wouldn't have to worry about surprises on their bills.

The same principle would work for association membership and programs. Set a price that takes into account all of your costs.

If the product or service has value, consumers (and members) will pay. Especially if they know that you've quoted the final price and that other fees won't be added...and added...and added.

How you dress for business is a strategic marketing decision, not an etiquette decision.

Your choice of attire should not be based on fear of non-conformity or worry about displeasing others.

It should be based on the type of impression you want to make for yourself and for the association you represent.

The owner of a health club that catered to corporate members once ordered the office staff to wear ties and white shirts. He thought it would make them look more professional.

It just made them look stupid. And the corporate members weren't impressed. Even though they wore business suits to work, they didn't expect health club employees to do so. The order was rescinded after two months.

When I was CEO of Chicago Area Runners Association, I usually wore blue jeans and running shoes to the office. In summer, I wore a t-shirt and shorts. Recreational attire was appropriate for the job.

I donned business attire for Board meetings, however, not because it was expected (it wasn't) but because I wanted Board members to view me as an executive, not a runner, when discussing business issues.

I abandoned that plan after awhile, though, when a Board member said "Hey, David's dressed up. This must be an important meeting." Board members tended to dress casually - some even changed into jeans or running clothes before arriving at the meeting. The majority of attendees at the annual banquet wore casual clothing.

So, know your audience and know how you want them to respond to you. You may want to blend in or you may want to stand out.

Just decide how you want your appearance to affect the marketing message.

An event director recently told me she was eliminating paper registration forms and relying entirely on her web site to promote the event and accept registrations.

I asked her how people would find out about her event if they weren't online.

What information would she display at other events, at retail outlets, and at meetings? What would she place in conference packets and goodie bags?

Did she realize that many, many people who register online initially obtained information in print?

Andy Sernovitz reminds us that, "...your customers still spend most of their day in the real world."

The web is not their only source for information and should not be your only source for promotion.

Check out this post from Andy Sernovitz about marketing a business (or an association).

Too much emphasis is placed on member response rates to marketing prompts. Associations frequently seem to be looking for clever ways to get members to open emails, read newsletters, or sign up for conferences.

If associations are providing their members with value, though, they won't have to trick them into responding to promotional offers.

Some members will not respond, but that doesn't mean they don't value the association.

They'll just use what they need, when they need it.