During a recent RSPA Marketing Community discussion, members shared key strategies for enhancing brand visibility, leveraging community-driven marketing, and standing out in a competitive landscape. From the power of personal branding and AI-driven content creation to the impact of video storytelling and strategic collaboration, these insights highlight the most effective ways to engage audiences and strengthen industry connections. Discussion takeaways and insights include:
1. The Power of Community-Driven Event Promotion
Successful event promotion relies on community-driven engagement rather than just organizer-led marketing. Events like RSPA Inspire 2025 gained momentum through social media, attendee testimonials, and shared recaps which extended reach and reinforced value. Peer-driven endorsements build trust, increase visibility, and keep conversations alive long after an event ends.
2. The Role of Storytelling in Marketing
Marketing messages resonate more when they include storytelling rather than just listing features and benefits. Customer testimonials, case studies, and real-world success stories create emotional connections and make products or services more relatable. VARs and ISVs should focus on highlighting user experiences, problem-solving narratives, and behind-the-scenes insights to strengthen engagement and trust with their audience.
3. Capturing Key Moments Through Video
Video is one of the most effective tools for capturing engagement, building brand awareness, and educating customers. VARs and ISVs are encouraged to record live interactions, expert discussions, and customer testimonials as they provide authentic and visually engaging content. Sometimes simple, unpolished videos – such as quick interviews, product demos, or behind-the-scenes footage – can be more impactful than traditional marketing materials.
4. Creative & Bold Messaging Works
VARs and ISVs that take a unique and creative approach to messaging stand out in the market. A prime example is OrderCounter’s “Monopolist Tears” campaign, which uses humor and sharp messaging to highlight its differentiation from larger, venture-backed competitors. This campaign is memorable because it’s emotionally engaging, has a strong brand identity, and uses multiple marketing channels (e.g., T-shirts, tumblers, event branding). The key takeaway: A bold and well-executed theme can make marketing efforts more impactful.
5. The Power of Personal Branding
Building brand recognition for individuals within a company can have a significant impact on visibility and credibility. DBC Technologies co-founder Dennis Wilson, known as “AI Dennis,” was cited as an example of someone who consistently positions himself as a thought leader in AI for the industry. His success highlights how professionals can gain influence by consistently sharing insights, participating in discussions, and making meaningful connections. Companies should consider leveraging key employees as industry voices to build stronger trust with their audience.
6. Social Media & Video Content Drive Visibility
Social media remains a primary tool for brand awareness, but engagement from individuals often outperforms traditional corporate accounts. Personal LinkedIn posts, industry discussions, and video content – especially interviews and educational snippets –generate higher engagement, more trust, and better reach than generic brand messaging. Consistently sharing valuable insights, rather than just promotional content, is key to maintaining an active and respected online presence.
7. AI & Marketing Automation
AI-powered marketing tools are revolutionizing content creation and audience targeting. Tools like Jasper AI can generate blog posts, emails, and social media content at scale, helping marketers save time while maintaining consistency in messaging. However, members also cautioned about cost considerations, as some premium AI tools come with hefty price tags. Businesses are encouraged to explore free or low-cost AI options to enhance efficiency in their marketing strategies.
8. Niche Positioning Over Mass Appeal
Instead of trying to be everything to everyone, VARs and ISVs are seeing greater success by focusing on a specific audience and differentiating themselves within their niche. This targeted approach helps companies stand out from larger competitors and attract the right customers. Effective niche positioning includes clearly defining unique value propositions, using messaging that speaks directly to target audiences, and leveraging case studies or testimonials that reinforce differentiation.
9. The Importance of Face-to-Face Engagement
Whether in-person at events or virtually through video calls, building connections is critical for long-term success. Video meetings, networking events, and industry roundtables create opportunities to establish trust, credibility, and lasting professional relationships. Members noted that turning on cameras in virtual meetings improves engagement and recognition, reinforcing the importance of visibility in today’s digital-first world.
10. Strategic Industry Collaboration
VARs and ISVs can expand their reach and influence by actively collaborating with industry peers. Whether through co-branded initiatives, content partnerships, guest blog exchanges, or joint webinars, strategic collaboration helps companies leverage each other’s audiences and expertise.
About RSPA Marketing Community
RSPA Communities are a unique opportunity for members to get involved, share their expertise and help to make the association even stronger. The Marketing Community meets every 4-6 weeks to discuss RSPA marketing efforts, marketing best practices, and share marketing challenges or tips. If you would like to get involved in the Marketing Community, please email RSPA Director of Member Services & Marketing at CArnold@GoRSPA.org.
