In the new book “The End of Membership As We Know It,” the author contends that the era when associations could count on members joining and renewing with a relatively unchanging menu of membership benefits has passed.
To support this notion we’ve seen a couple US association industry trend surveys from last year suggesting that associations will need to ramp up their product development capacity if they hope to keep their existing members or secure new ones. Today, it is all about “product first strategy” as the lead value driver rather than simply selling membership. At MCI, this has been a key recommendation we have made to clients who seek to expand outside the US market, but now the need to provide value for money is relevant everywhere.
- 97% of large association respondents needed to make their event brands more exciting, informative, innovative, learning experiences
- 73% of associations of all sizes experienced rising member and customer expectations corresponding to increased pressure to deliver immediate results
- 56% of associations planned to find new pricing models or revenue streams from their meetings
- 54% of associations were determined to find ways to repackage and resell their content to new audiences
To help association executives understand their options for those seeking to find new markets outside the United States, MCI Group and Bluesky Broadcast have formed a strategic partnership to offer an “end to end” solution from content capture, digitization, e-commerce, marketing, and sales. The opportunities for associations is to offer new ways to add revenue from existing content to associations with proven product development and sales pipeline development capability across 47 cities and 23 countries on 5 continents.
Phil Forte, President of Blue Sky Broadcast, and Peter Turner, Senior Advisor, Global Development Strategy for MCI-Group, presented a LIVE webinar on January 18th to 50 associations to outline the importance and benefits of global dissemination of captured presentation content for associations. They explained how Western education and meeting products have and will continue to play a critical role in helping emerging and developed markets meet the opportunities and challenges of the future. The presentation discussed leveraging content value and the ways to extend and expand that content.
Slides can be found here
Association execs need register for access to the session which can be viewed at your convenience and saved or replayed as you like. If you have questions, please contact Peter Turner at 571.275.1516 or by email at firstname.lastname@example.org.