Category: Member Services

A Conversation with Mr. Kenneth Jarrett, President of the American Chamber of Commerce Shanghai

 

 

 

 

 

 

 

Developing Your China Strategy, What’s Next?

MCI China is pleased to announce a unique opportunity to listen to a deeply experienced China expert as he helps US association executives seek ways to improve their China strategy in an era of major change.

Join Mr. Kenneth Jarrett, President of the American Chamber of Commerce in Shanghai , as he shares his keen insight and observations on today’s Chinese government policies and the changes that may impact US association strategy and operations in China.

This special event will take place on Thursday, May 3rd from 10:00 a.m. – 11:30 a.m. EDT at the ASAE Conference Center, first floor in Washington DC.

Mr Jarrett will discuss:

  • How the operating environment for U.S. associations in China has changed as a result of the recent key Chinese government 19th Party Congress and  National People’s Congress?
  • What are the policy impacts, government restructuring,  and attitudes toward foreign investors and key Chinese government initiatives?
  • What does this mean for US associations?
  • How should this shape future US association Chinese strategy?

 

Mr Jarrett will entertain questions posed in advance upon registration.

To register for this special MCI China event, please follow this link.  If you have questions about this event please contact Karine Desbant at karine.desbant@mci-group.com.

About the Speaker

Mr. Kenneth Jarrett has been President of the American Chamber of Commerce in Shanghai since September 2013.   Previously, he was the Greater China Chairman for APCO Worldwide, a Washington-based public affairs consultancy from 2008 to 2013.  He served also as a U.S. diplomat from 1982 to 2008.

During his 26-year diplomatic career, his postings included Consul General in Shanghai, Deputy Consul General in Hong Kong, and Director of Asian Affairs at the White House National Security Council.  Mr. Jarrett served in Beijing, Chengdu, Singapore, and had several assignments in Washington, DC.

Mr. Jarrett has degrees from Cornell University, Yale University and the National War College. He is the recipient of the Magnolia Award (Silver) from the Shanghai government and is a member of the National Committee for US-China Relations.

Successful Lessons on Going to Market in Europe

 

With 28 countries, the European Union is one of the largest and most profitable markets in the world.  While Europe is not new to US associations, the business results generated by many could be significantly improved.

Is there a one size fit all to best approach the European audience?   How effective are associations at adapting to European sensitivities, cultures, and needs?

US associations often under-estimate the importance of a having a local value proposition. The lack of validation of benefits, products and services before going to market can lead to poorer performance and even failure.

Join Florian Cartoux, Director for Europe for IHRSA, the world’s leading fitness association, for a fascinating discussion.  Bring your questions and gain important insights to help you in Europe. 

This LIVE webinar on June 8th from 12Noon-1245pm will share insights to help you develop better ways to grow in Europe:

  • How to position ones offerings when Europe is not a single country but 28+ countries that often require a different “go to market” plan

  • Understanding the latest trends that most effect the region in order to adjust to “the age of the customer”

  • Appreciating the importance of market segmentation and tying this to a unique customer experience.

  • Knowing the importance of clarifying ones value proposition for the European markets.

  • How to adapt marketing channel strategy.

Learning Outcomes

  1. The main challenges to strategy in Europe

  2. The importance of market segmentation and providing a tailored customer experience

  3. Recommendations to best approach the European market

Register today for this LIVE webinar.

For questions contact Peter Turner at peter.turner@mci-group.com.

 

 

 

Reflections Member & Customer Relationships & Engagement – ASQ and ASIS International

In this recorded podcast from December 7th, Renata Lerch, Deputy Managing Director of the American Society for Quality and Elisa Pratt, Chief Global Member Engagement Officer of ASIS International, offered their insights on their own benchmark data from the Global Engagement Index (GEI 2016) and how it is impacting current thinking on strategy and operational planning in their associations.  

What is GEI?

The GEI 2016 was a first of its kind global index developed from a recent survey of 15 global associations [PDF].  Respondents were 8500+ members and customers from all over the world.   GEI found that non US member and customer relationships with their associations collectively was average at best.  Although the Global Engagement Index focused on international members, its conclusion that an association’s relationship strength, not membership status, is often the biggest factor for increased engagement rings true for domestic organizations as well.

The report measured engagement scores for 15 associations from a pool of 122,000 members and customers in markets around the world. Next year, MCI will commission a similar Index to study association relationships with U.S.-based members and customers.

The Index showed that people in global markets, particularly those in emerging and developing markets, are hungry for practical information. The data shows that those with the strongest relationship and recall of an association were most often nonmember customers, followed by members who have experience using a product or service in the last 18 months.

The study found that people who join an association but do not purchase products are significantly more likely to drop their membership, whereas customers who buy at least one product have a stronger relationship. They are more likely to become members and more likely to renew.

In other words, some of your strongest relationships may not be with your members; instead they may be with customers attending an event or seeking an accreditation.

The whole notion of a membership-first strategy could be dangerous, because members who are only interested in becoming a member often times have weaker engagement and relationship scores.

Power of Relationships

GEI introduced five member/customer segments based on relationship strength.  The most desirous segment was labeled “multipliers,” because this segment is not only loyal and highly likely to renew membership or purchase products but also they are highly motivated to support the mission of the association. If you knew who these people were, you could begin to accelerate the growth of your organization.

Organizations experiencing global growth tend to think about membership engagement as a one-on-one relationship. Put the right opportunity in front of the right individual. Be relevant in-terms of your product perspective, as well as your marketing and communications.

It’s also important to think of engagement as a spectrum or scale. A passive member can grow into an active member, and a loyal member can become a multiplier who connects you to new members or new opportunities.

For More on GEI 2016