As MCI's Senior Advisor, Global Development Strategy, I help associations build and execute global growth strategies. Over the past 30 years I have served three associations (ASAE, MPI and IEEE Computer Society) as a leader of business, product and partnership development.
International expansion is an increasingly important issue to associations, the needs of members for their associations to help them embrace globalization, and opportunities to reach new markets and revenue sources outside the U.S. International success requires global maturity in strategy and operational execution to expand and thrive.
To address this reality, ASAE Foundation and MCI, along with technical support from Rockbridge Associates, developed a scientific Global Maturity Assessment Tool that associations can use to assess their own level of maturity, diagnose areas for improvement, and in the process, garner insights on how to succeed when deploying in international markets.
One outcome of this effort is the assessment tool, available to ASAE members, that includes a comprehensive list of 47 attributes on which leaders can rate their associations. These attributes are found from seven critical areas of focus:
Strategic and Business Planning
Management and Organizational Culture
Product Relevance: Value Proposition and Engagement Model
Global Organization, Roles and Support
Local Operations and Service Delivery Capacity
Another outcome consists of the findings of the benchmark survey, which tells a story about the state of U.S. associations in their international efforts.
The average level of association global maturity is 44 out of 100, which equates to being in the early stage of Developing/Functional. As shown in the figure above, slightly more than a fourth (27%) of associations are Fully Mature/Effective and another quarter (24%) are Developing/Functional. Only 14 percent are classified as having “No Readiness,” indicating they are at the onset of international expansion or have failed to take the steps necessary to succeed.
The maturity level matters because it correlates closely with other measures of success. More mature associations (based on the assessment questions in the survey) have: more satisfied international members/customers, higher satisfaction among leadership with their success in operating/entering international markets, growth rates that are more likely to meet or exceed expectations, and fewer problems.
Learn behaviors and processes that lead to global success and advance association goals, and gain access and insights into the self-diagnostic tool that rates overall global maturity and shows areas for improvement.
Work with colleagues in an interactive exercise to generate fresh thinking toward improving global strategy and operational planning.
This is a project from the continuing Global Management Series by the ASAE Foundation and MCI Group dedicated to helping associations grow globally and operate effectively outside of the U.S.
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.
The main challenges to strategy in Europe
The importance of market segmentation and providing a tailored customer experience
Recommendations to best approach the European market
The world’s leading international meetings marketplace is now in its 15th year and has moved back to a May date. As always IMEX Frankfurt is going to be another incredible experience. Over the years, IMEX has become the leader in the ever-changing face of the meetings industry. Constantly evolving and with a firm finger on the pulse of all the breaking news and trends, this show really puts you at the center of the action and MCI is inviting you to attend as our guest.
Every year record numbers of international meeting planners and association executives attend IMEX, the essential worldwide exhibition for meetings and incentive travel – featuring IMEX Association Day & Evening, a dedicated education and networking day for association executives.
Association Day – Monday, May 15, 2017
The day before IMEX opens, this event is designed exclusively for association professionals. During this special day of education and seminars, IMEX explores key topics and new developments within association management. This year, Association Day has been researched, and re-designed to ensure that it focuses on only the greatest challenges that association professionals across the world face.
Open to all levels of association professionals registered to attend IMEX as either hosted buyers or visitor buyers, Association Day offers a VIP opportunity to invest in yourself and your association. This year Association Day will be held at the Congress Centre Messe Frankfurt. A free afternoon of education, co-delivered by ICCA and ASAE: The Center for Association Leadership. Followed by the much-loved networking reception, Association Evening hosted by Marriott Frankfurt on Monday 15 May from 19:00. It is open to exhibitors who are members of one of the organising associations (ICCA, AIPC, IAEE, DMAI, IAPCO, ESAE, PCMA, ASAE: The Center for Association Leadership) and association executives.
Association Day attracts over 300 association executives from nearly 40 countries annually.
Join MCI @ IMEX 2017 – Hosted Buyer Benefits
Year after year, attendees comment that is it the show where business gets done. The atmosphere is almost electric with exhibitors, buyers and visitors alike all “charged up”. This is where major senior executives from the global meeting services arena meet association leaders to discuss proposals and complete deals.
3,500 exhibitors come to IMEX each year (including tourist boards, convention bureaus, international hotel chains, airlines and destination management companies). They’re poised to do business with the 9,000 visitors (including almost 4,000 hosted buyers) who attend during three energetic and very inspirational days.
In 2017, MCI would like to extend an invitation to our US-based association colleagues to be our guest at IMEX.
April 2016 Show Stats
The IMEX association hosted buyer program offers the following exclusive benefits:
Attendance at IMEX 2017 and IMEX Association Day and Evening on Monday, May 15th, the day before the exhibition opens in Frankfurt.
Accommodations in specially selected 4 or 5 star hotels
Ground transfers within Frankfurt from the airport to hotel and to the exhibition
Hosted Buyer Lounge access, with complimentary WI-fi and other services
April 2016 Hosted Buyer Stats
Dedicated support team before and during the show
Free access to over 200 educational sessions throughout the 3 days
To qualify for MCI’s Guest IMEX Hosted Buyer Program you must be responsible for planning, organizing, recommending or making financial decisions for events outside the United States.
Most people will attend from May 15 – 18 in order to attend Association Day and the exhibition, but for those who would like to attend the exhibition only, that is possible. The exhibition runs from Tuesday, May 16 to Thursday, May 18. Please state your travel preferences during the registration process.
Please follow this link to be a part of MCI’s Guest IMEX 2017 Hosted Buyer Program.
Attending IMEX 2017 and IMEX Association Day will be the best decision you make this year.
If you have questions, please contact Theresa DeConinck at email@example.com.