Building loyalty from the bottom up.

If you recall the trial sizes of toothpaste and shampoo that mysteriously appeared in your college mailbox, you're familiar with the concept of establishing brand loyalty early. It's a cornerstone of successful advertising, according to Wallace S. Snyder, president and chief executive officer of the American Advertising Federation, Washington, D.C. It's also a principle AAF consistently applies to attracting and maintaining a membership of nearly 50,000 advertising professionals from corporations, local advertising federations, and college chapters.

For starters, AAF sponsors the National Student Advertising Competition across its 215 college chapters to gather fledglings into its fold. "In 25 years, 75,000 students have competed - and now they are all over the industry, giving us a great deal of continuity and awareness," says Snyder. "Many remain with AAF throughout their careers."

Students represent but one focus of a business plan Snyder identifies as "the basis for everything we've done since the 1992 recession. We recognized that growth was critical to AAF performing its mission for the industry, so we developed a very specific plan calling for a 7 percent annual increase in membership or in dues."

With a mission centered on advocating the rights of advertisers, AAF created another "brand" to achieve its 7 percent solution. "The Unifying Voice for Advertising resonates with our members," explains Snyder. "It succinctly describes the unique place AAF holds among other advertising associations in that we represent the entire industry - clients, agencies, and media. Everything we do is consistent with that brand image, helping build awareness for our organization."

Personalize the recruitment process

Other areas of AAF's business plan have been specifically targeted to increasing membership - often in daring ways.

Snyder gives high marks to the "buddy system," a relationship-marketing tactic aimed at recruiting new corporate members. "We leverage board member knowledge of AAF with personal relationships in key corporations." Snyder hastens to add that "when I make a sales or retention call, I take a board member with me to provide an endorsement for AAF membership."

The buddy system netted 15 new corporate clients in 1997. Snyder also points out, "We find it's imperative to go out to where members are, learning directly of their interests and concerns. I've also found that nearly all of our corporate members want to give something back to their industry - and they would like to do it with people they know."

Dare to be diverse

Many talk about diversity programs, but AAF has put action behind its articulation. "By 2020, there'll be no majority group in the United States," reminds Snyder. AAF has taken the leadership position in responding to that reality, with two key objectives: 1) to bring qualified and enthusiastic minority participants into the business and 2) to help members learn how best to advertise and communicate with minority audiences.

Although economic imperatives have a lot to do with driving AAF's diversity initiatives, results have been nothing but win-win. The annual "25 Most Promising Minority Students" awards program matches minority candidates with companies that wish to hire them. "There's no better way to communicate with these large markets than to bring in minority professionals who understand and have lived in the culture," elaborates Snyder. "The fact that four major African-American agencies have joined AAF shows they feel a part of the organization and that their goals are being reached."

Honor excellence

Most associations recognize hardworking volunteers. AAF, however, goes a step further by "showcasing the best in advertising," says Snyder. The American Advertising Awards, or ADDYs, generate 60,000 entries and represent the largest creative awards program in the country. With local, state, and national competition the ADDYs "recognize great work within the advertising industry," says Snyder. "This gives companies major exposure and allows us to publicize outstanding advertising and the importance of the industry.

"Other programs mirror the inclusivity of AAF," says Snyder. For example, five years ago AAF introduced the Advertising Hall of Achievement to spotlight talented advertising professionals 40 and younger. "When we did the first one," enthuses Snyder, "I was astounded to see standing room only at the Plaza Hotel in New York. With 650 people showing up to honor their colleagues, we had attracted a new franchise - a whole new group of people in the industry coming together to recognize those who are doing the great work."