The new outreach campaign uses a four letter word. Some letters are obscured, but everyone knows what it is. Obscuring the letters only makes me visualize it more,. In fact I can almost smell it. Does ABoR really intend the campaign to have this effect?
Using profanity to appeal to millennials may be bold, cutting-edge, and disruptive. It's also unprofessional and undignified. Colorful language may be ok in close circles, but ABoR is not in my personal inner circles and never will be. You've crossed the line into trying too hard, and that just feels weirdly creepy. The presumption that I'd think this approach is cool is way off. Insensitivity like this makes me feel that leadership and staff either don't get how members want to perceive ABoR or just don't care. To be clear, I want my professional organization to be classy. I don't want to hear from ABoR if you're going to force me to associate you with s**t.
Hi Tom, thank you very much for providing your feedback. Our new Be a Member initiative is experimenting with a bolder new voice and tone that humanizes communications with our members and creates a more accessible and relatable organization for our members. We want to engage our members at a peer-to-peer level of a trusted friend, not a third-party institution that's not interested in an authentic two-way conversation.
To date, we've received a few comments like yours from members who are not pleased with this new approach, but we've received far more feedback from members who find it real and refreshing. That said, this new engagement approach is an experiment. At the end of our communications campaigns this spring, we will measure all member feedback, good and bad, and decide what adjustments need to be made moving forward.
What is most important is that members like you continue to give feedback on what you want to see, so thank you for taking the time to share this with us. Your feedback has been documented and will be considered when we evaluate our campaigns this spring.
I personally love the new approach, and I think it’s appealing to the rapidly changing base of the membership. This doesn’t just include millennials. Even the founder of Inman News praised ABOR for stretching to change things up and appeal to more of its members.
While I agree marketing campaigns must reach the intended audience, at all levels, the use of profanity is not a necessity. In fact, several very successful mega-church Pastors reach a wide variation of congregants on a regular basis without the need to use profanity to get their message across. While I'm one who often uses a few choice words, I don't choose to do it in my professional outreach. My goodness, let's keep it professional. The whole point of joining a board and having the REALTOR® designation is to accentuate to the public the professionalism one is getting with that level of service. The whole "we'll go based off the majority here" concept hasn't done well historically, religiously, or politically. There's just too many examples to list, which could offend. How about we just do what's "right" for once. Let's keep it classy folks.