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Category: Product Mgmt

Jul 28 2016

New Benchmark Index Study Measuring Engagement & Relationship Strength Debuts

EI logo

For the first time ever, association executives will be able to better understand how relationship strength impacts the ability to improve engagement with members and customers through empirical data.

 

MCI along with its partner FairControl (a German-based global market research firm), launched the Global Engagement Index to measure the performance, relationship strength and outcome of engagement tactics as seen through the eyes of associations’ customers and members, allowing like-minded associations to benchmark their performance against that of 15 leading brands across multiple sectors.

MCI and FairControl were joined by: American Concrete Institute, American Institute of CPAs, APICS, American Society of Civil Engineers, American Society for Clinical Pathology, ASIS International, American Society for Quality, American College of Chest Physicians (CHEST), Institute of Electrical and Electronics Engineers, International Facility Management Association, International Society of Automation, Information Systems Audit and Control Association, Material Research Society, NACE International, and the Society of Critical Care Medicine.

We sought to understand:

  • How strong is the relationship with members and customers outside of the US?

  • What is impacting for good or bad the quality of these relationships?

  • What resources deliver the most value and impact engagement the most?

  • How relevant is the value proposition to the needs of local members and customers?

  • What levels of engagement are there and how do members and customers fit into this model?

GEI construction

With GEI, we now have dedicated data and measures that can be utilized to answer these questions and help association executives adapt existing strategy and operational resources to be more effective at building and nurturing relationships that convert financially and sustainably.

 

The sample size of the GEI is substantial, more than 123,000 non-US contacts were invited to respond to the survey through contact lists, who were invited to respond to the survey in English, Spanish, Portuguese, Japanese, Arabic, and Simplified Chinese. Nearly 9,000 respondents from around the world ultimately completed the survey. Through an innovative crowd-funded model, the 15 participating associations will gain in-depth data and feedback as to how their global community perceives their value, relevance and engagement efforts and where they stand comparative to the Index.

Interviews GEI

The complete public findings and recommendations will be released next month during ASAE’s annual meeting.  An overview article meanwhile can be found here:  Global Engagement Index 2016.

To obtain a copy during the show, please visit the MCI booth #1620.

Jul 26 2016

MCI Sessions @ ASAE in SLC in August

slc

If you are travelling to ASAE next month, be sure to check out the following sessions which all take place at the Salt Palace Convention Center in room 250DEF.

Expanding into China: Strategy, Tactics and ROI

Sunday, August 14, 2016               2:00 PM – 3:30 PM

Venue: Salt Palace, 250DEF

Many “global” associations have no formal global strategy, are conducting little local marketing, and are disappointed with the results of their international partnerships. Learn from several associations that formalized a global business strategy, focusing their efforts on China and the key elements required for growth. Gain insights on the different strategies and approaches for investing in China operations and how to overcome some of the most common challenges.

Speakers

  • Matt Miller , Chief Operating Officer, NACE International
  • Peter O’Neil , Chief Executive Officer, ASIS International
  • Florence Chua , Director – Association Management and Consulting, MCI China
  • Michael Stewart , CFO, American Association for Cancer Research

 

Unfolding Opportunities in the Gulf Region

Monday, August 15, 2016             9:00 AM – 10:00 AM

Venue: Salt Palace, 250DEF

While the UAE region seems to have slowed down due to falling oil prices and some regional turmoil, it also is ripe with new opportunities for countries to diversify their economic growth by moving away from the dependency on the oil and gas industry. The session will highlight key trends on UAE and the gulf countries who are fostering growth and working towards their next 5 to 10 year vision. It will also showcase success stories of international and regional associations who have successfully used Dubai, UAE as a hub to expand and penetrate the region.

Speakers

  • Ajay Bhojwani , Managing Director, MCI Middle East
  • Senthil Gopinath , Regional Director (Middle East), International Congress and Convention Association
  • Mohamed Mezghani , Deputy Secretary General, UITP : Advancing Public Transport

Following “Unfolding Opportunities in the Gulf region,” a special session will offer delegates a platform to interact with regional experts to address any queries they may have regarding business culture and doing business in Dubai and the Middle East.

Doing Business in the Middle East – Cultural Do’s and Don’ts

 

Learning Objectives:     

  1. Understand business culture in the UAE and the Middle East region
  2. Gain an understanding of correct etiquette and  the do’s and don’ts in a business environment
  3. How to establish a long-term business partnerships with your local partners
  4. Facts and successful business models of doing business in the region

Moderator: Ajay Bhojwani, Managing Director, MCI Middle East

Session Presenters:

  • Steen Jakobsen, Steering Committee Member, Dubai Association Center
  • Layla Derraz, Senior Manager, Promotion and Events, Dubai Association Center
  • Deenah Al Hashemi, Executive, Promotion and Events, Dubai Association Center

 

Attendees will receive cultural handbooks from the Sheikh Mohamed Center for Cultural Understanding, the reference touristic institution in Dubai to learn about the culture of the UAE and the wider Middle East region.

 

 

Developing a Global Marketing Strategy across Multiple Markets

Monday, August 15, 2016             2:00 PM – 3:30 PM

Venue: Salt Palace, 250DEF

Hear how the American Concrete Institute embarked on its first effort to develop a global marketing strategy targeting four distinct country markets with messaging and tactics addressing the unique needs of members, customers, and stakeholders. Join us as we share lessons learned along our six-month journey — from the USA to Latin America, the Middle East, and India. Discover the nuances of a designing and implementing a global marketing strategy, including the tactics and metrics to choose which markets to proactively invest resources in and how to build brand awareness and positioning.

Speakers

  • Nikki Walker , VP Global Association Management & Consulting, MCI Group
  • Kevin Mlutkowski , director, sustainability and marketing, American Concrete Institute

Dec 03 2015

Reactions to ASAE Foundation Global Management Series – Special Focus on China

China 4 innovations

 

Recently, McKinsey issued a report on China’s potential for innovation versus where they are today. China’s need to rely less on low cost manufacturing and more on innovation-based economic strategies will need to contribute up to half of its GDP growth by 2025 ( $3 trillion – $5 trillion annually).

To get there China must improve its performance across the four “archetypes” of innovation where China’s record is not always strong:  customer-centricity, efficiency-driven, engineering and science-based innovations.  It is the latter two that China lags behind and why associations offer good channels to collaborate.

  • China’s large and dynamic market gives it an edge in customer-focused innovation. Chinese
    innovators use China’s massive consumer market to commercialize new ideas quickly. Chinese consumers enable innovation by accepting early iterations of products and services and providing feedback for rapid refinement.
  • China’s manufacturing ecosystem enables efficiency-driven China radar graphinnovation. China has the
    world’s most extensive manufacturing ecosystem, with more than five times the supplier base of
    Japan, 150 million manufacturing workers, and modern infrastructure.
  • Accelerated learning is essential for engineering-based innovation. Purchasing bygovernment-owned enterprises, facilitation of technology transfers, and introduction of market
    discipline are accelerating learning needed for engineering-based innovation.
  • Chinese companies are trying to catch up in science-based innovation using novel
    approaches. The government push to raise R&D spending, train scientists, and file for patents has
    yet to give China a lead in science-based innovation.

 ASAE Study Shows US Associations Must Be More Deliberate & Engaged in China

According to our first year research study with ASAE Foundation “Achieving Global Growth,” 57 percent of respondent associations growing internationally and 47 percent of those who experienced declining or flat membership and product sales internationally identified China as one of the top markets for expected growth in the next three years.

Yet, year two study found that many associations weren’t fully committing themselves to China.  They didn’t have a formal strategy adopted.  They weren’t conducting local marketing/communication and social media in China to activate demand properly.  And they weren’t happy with the partners they chose.

Insights from a China Insider

We recently sat down with Florence Chua, senior director of association management and consulting for MCI China.   In this short two part podcast interview she offers insights into what associations should understand about making commitments and engaging for growth in China.