The brand promotion people

Membership up 51% after launch of directory

A European trade association in the energy sector used its printed yearbook and directory to promote its members’ businesses and attract new companies to the association.

The association commissioned Klarents Media to create its first members’ directory in 2010.

The completed publication, which contained editorial descriptions of all the members, a detailed products and services guide, as well as yearbook information about the industry, the aims and objectives of the association, and the association’s activities and events, was printed and delivered to the client two months later.

Klarents Media’s service included chase-up and collation of member entries, design and layout, advertising and sponsorship sales, and project management.

Nine months after publication date the number of companies belonging to the association had risen by 51%.

According to the association’s sales and marketing manager, the intention with the now annual publication is that it should be “regarded as the leading directory in the industry, with lots of useful information inside it. Our members should also look good in it.”

She added: “So far it has worked well. People who see the directory like it, and ask for it.”

The association has also found that the opportunity for companies to be listed in the directory has become an important incentive to renew their membership.

For more information on how Klarents Media can help your organisation, call Ben Nelmes on +44 (0)20 7841 5962, or email