Halo Marketing

Casey Conrad, marketing expert and industry consultant, explains how the Halo Effect can influence your member’s perception about your club. The Halo Effect is a generalization based on one good trait, according to the Encarta Dictionary.

Conrad offers the example of how marketing material can change the perception of your club. While professionally printed and well-designed pieces can make a good impression on your club, the inverse is also true. Printing on standard printer paper with poor graphic design might not reflect as positively.

Another good example of how the Halo Effect works in business is the iPhone, which makes consumers generally think other Apple products are high quality, according to Joe Wilcox, who blogs for eweek.com.

How has your business been affected by the Halo Effect?