apr. 26th - 30th, 2016 exploring the future of trade · tools like meetup.com is a great way for...

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Exploring The Future of Trade Associations

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Background and Objectives

OBJECTIVES

While Trade Associations are significant drivers of industry collaboration, methods for identifying thought-leaders and capturing their insights in authentic dialogue are limited and have remained status quo for too long.

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Understand the need for providing leadership, and producing relevant content to membership.

Identify specific challenges, and assess the landscape of existing methods. Identify white space opportunity.

Discuss and prioritize the unique benefits of a proposed method, and determine the value proposition required to capture this opportunity.

Solicit advice on what needs to be true for you and your peers to adopt this into a practice.

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F A C I L I T A T O R C O - F A C I L I T A T O R

Participants

Participants included Trade Association experts.

Shauna O’BrienDirector of Community Success at Convetit

John HonamanCreative, energetic results-oriented Development

Kenneth KoskaySenior Vice President, Learning Solutions

Rafael M. LopesDigital Product Manager / Client Experience Strategist / Head of Product & Marketing

Steve RauschProfessional Business and Technical Consultant for the Ceramic Tile and Flooring Industry

Elliot SoperAssociate Project Manager at Convetit

Jude Draper CocuzzoRetired but available for contract opportunities

Margaret CoreVice President, Marketing & Industry Events at Food Marketing Institute

Riad AbuelafiyaVice President and General Manager, HORIBA Medical

Frank CoppersmithPresident, Capson Technology

Kaelan HollonSenior Director of Communications: Public Affairs and Public Policy

Melanie EndertVP Marketing | Event Planner at M&A Leadership Council

Richard AlfanoAdvisor, Consultant, Interim Executive

Harry MoserFounder, Reshoring Initiative

Kelleen FlahertyMedical Education, Assistant Professor at University of the Sciences in Philadelphia

Merry Lake MerrellDirector, Marketing + Communication at Arizona Technology Council | B2B Technology Marketing Leader

Scott W. CarpenterSenior Military Instructor, Teacher, Consultant, Operations Development

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Executive Summary

Analysing Current Methods

Many organizations are experiencing difficulty attracting new members; panelists agreed that this is related to the ways Trade Associations are currently interacting and engaging with current members, and attempting to attract new membership. Another key factor is the very clear divide that exists between older and younger demographics. The current role of content marketing and online engagements within associations is changing the trends, although the lack of financial resources is a major hurdle many Trade Associations continue to face.

Introduction of Proposed Solutions

Panelists proposed that there is great value to online collaborations on a digitally-based platform that can be accessed by both association’s members and think tank leaders, and even across customer segments. One of the hurdles that may arise is how to ensure confidentiality, and how that may limit the ideas panelists are able to contribute.

Identifying Alternatives

Participants expressed a clear interest in cohesive, deliverable content that is accessible by all members, which provides cutting-edge research relevant to the industry and cross-industry collaborations. Trade associations will need to bring in new forms of revenue and delivering premium content to members, as well as analyze how certain demographic groups are engaging one another.

Vetting Proposed Solution

There is a general understanding amongst panelists that the ability to generate premium content is most valuable to a larger group of industry members, and perhaps most valuable of all when it contains cross-industry knowledge.

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The efficient use of social media and online collaboration platforms improves the quality of the content offered to current and new members,

and reduces the costs of expansion campaigns

Trade associations are seeing the benefits of engaging with current members and attracting new ones via digital platforms, though there is a clear divide between

demographics that are drawn to such platforms (i.e. Linkedin, Twitter, Facebook, etc.)

“Many corporate members have low individual attendance at their association events. We have tried to bring forth the latest trends and topics in monthly events, with local industry experts, to try and attract both existing and new members. We use Linkedin, Twitter, Facebook and email marketing to reach the right audience.”

“It’s all about value. I join a trade association for two reasons: networking and resources. Networking is all about the same. So, the value the association can charge per member is highly dependent upon the resources made available.”



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A shortage of available resources is constricting the abilities of Trade Associations to reach out and expand their membership base

The lack of financial means is limiting the quality of the outreach attempts and directly affecting the outcomes of such attempts

Social media and online content distribution can save time in meetings and help reducing meeting fees

“The expansion to social and digital media channels requires even more resources and board member volunteers to keep up with all the channels and posts on a daily basis. This is a new challenge impacting trade Associations. Most members do not want to pay for premium content, they expect the association to provide this as part of their membership.”

“Most of the members of my association are writers, who often have significant time limitations or deadlines, and people new to the industry often just cannot afford meeting fees, course fees, or travel.”

Kelleen Flaherty Medical Education, Assistant Professor at University of the Sciences in Philadelphia


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Innovations in content presentation are changing the ways that Trade Associations deliver new information

Trade Associations rely on a variety of different models to bring in new revenue, many of them focusing on ways in which to allocate new information to members

“...our manufacturing association does several unique revenue raising activities within the industry: 1. Product quality testing lab owned and operated by the association, 2. Job site failure inspection services, and 3. Compilation and publishing of the industry guidelines and standards for proper installation assemblies.”

“In the area of premium content, I have also seen some associations commission proprietary research studies impacting demand or customer needs, within the industry, lead by the association, funded by members either as upfront sponsors or pay as you go to access and use the study for their business.”

Steve RauschProfessional Business and Technical Consultant for the Ceramic Tile and Flooring Industry


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Understanding how to bring together different demographic groups appears to be the focus of many associations

Networking and educational initiatives help bridge demographic groups and improve professional skill levels

Younger members are best involved when partnered with seasoned well known and respected industry leaders

“I often find event environments to be a great venue for bridging demographic groups and bringing them together to create a community feel. Using simple free tools like meetup.com is a great way for “birds of a feather” to flock together.”

“It’s useful to get input across the age spectrum. Older more seasoned writers are, actually, very involved with helping younger, newer writers break into and become established in the field.”



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Generating quality online content positively impacts both the ability to bring in new membership as well as crowdsourcing industry

marketing materials

Online collaboration platform enables Trade Associations to address and receive input, and viewpoints on the most important topics or related trends impacting their industry

“There is value in knowledge syndicates particularly in areas where regulations or government agencies may be involved and changes are often misunderstood. These individuals provide not only clarity to what is happening in the industry , but also can potentially become ‘influencers’ at these agencies.”

“The biggest challenge is smartly dividing up industry issues into topics, verticals, practice areas that are both sufficiently tailored to make the discussions worthwhile but also broad enough to attract enough activity. While this can be easy in some areas (law), it’s harder in others.”

“In terms of bringing new membership to an association, what if participation in an engagement were “paid” to participants via membership credits instead of dollars?..Could gain exposure to existing members of the association while earning credibility as a thought leader in the process. 2. Could avoid an outlay of cash for membership, while still being able to join and contribute to their industry group.”



Melanie EndertVP Marketing | Event Planner at M&A Leadership Council

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Creating a leadership think tank would be helpful to collaborate on particular problems arising within an industry, though they would

likely need to focus on specific issues

A specialized panel to spark the interest of the experts, yet broad enough to promote active discussion is the key element for the creative process

Online collaboration tools create a deliberate process to solve problems. This problem solving process leads to more productivity and better execution

“A Convetit-style forum consisting of individuals from each “silo” all discussing a topic of mutual interest could prove to be of utility for marketing, planning, resources, communication, and strategizing for the parent organization.”

“Online collaboration tools and platforms are very effective for groups of people working on major projects, new product development, user test groups, etc.”

Richard Alfano Advisor, Consultant, Interim Executive


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Leaders of Trade Associations identified the urgent need to authentically engage members, as well as themselves, by creating meaningful

contents and spaces

Participants agreed upon many reasons why creating quality content through online collaboration platforms is worth their time and expertise

“The content will need to be exciting to the members instead of the association. At the end of the day the consumer of the content will be your purchaser.”

“Here is why I promote a culture of content sharing: - quick to publish is important - its acceptable in our social media culture.”



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The ability to generate premium content is valuable to Trade Association members and even significantly more valuable when it

contains cross-industry knowledge

The idea of a cross-disciplinary reports delivered through this online collaboration tool is a groundbreaking idea

The relevance and market value of the research topic, and the opportunity for exposure to colleagues in the same industry drive the contributions of experts

“I think the best way to do this is to generate information under a much bigger umbrella, ie, by creating cross-disciplinary research and content.”

“Many domain experts (including those who are association members) will contribute content for free to establish their name in the industry. Domain experts who are established will typically require payment in the form of a fixed fee, royalty, or some combination.”



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“The content will need to be exciting to the members instead of the association. At the end of the day the consumer of the content will be your purchaser.”

“The leadership team will put forth programs that would be of value to their employers or organization. If they believe the program is broad enough to address other members concerns, then they identify and push the opportunity forward.”



ConclusionsThe ability to generate premium content through online collaboration platform is valuable to current Trade Association members and attracts new membership, and even significantly more valuable when it contains cross-industry knowledge, as it brings different perspectives for solving challenges or just for enhancing the lives of members.

apr. 26th - 30th, 2016 exploring the future of trade · tools like meetup.com is a great way for...

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