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Category: Channels

May 24 2013

Deep Dive Emerging Markets Session Video Recap & Announcement of ASAE/MCI 5 Year Global Research Initiative


deep dive panel

ASAE Panel from Deep Dive Emerging Market session held last week at ASAE’s International Conference in Washington DC:  (left to right)

  • James Ott, SVP, International Programs, American College of Physicians, Philadelphia, PA
  • Tarnbir Kaur, Director, Association Management and Consulting, MCI Group- MENA and India
  • Eryn Carter, Director, Global Markets, Million Dollar Round Table, Park Ridge, IL
  • Nikki Walker, Global Vice President, Association Management and Consulting, MCI Group
  • Brantlee Underhill, Director, Membership and Communities, Project Management Institute, Newtown Square, PA
  • Gina Van Dijk, Deputy Director, MCI Brasil, Rio de Janeiro
  • Greg Dummer, CEO, Society of Laboratory Automation & Screening
  • Florence Chua, Director, Association Management and Consulting, MCI China, Beijing

[important] Part 1 Interview – Deep Dive Session – Click Here  [/important]

Nikki Walker shares insights into the popular 3 hour session on China, India, MENA, and Brazil at ASAE International Conference 2013.

[important] Part 2 Interview – Announcement of New ASAE/MCI Multi-Year Research Effort – Click Here  [/important]

In Part 2, Nikki announces MCI’s new partnership with ASAE Foundation on a multi-year collaboration to support the study of associations’ global strategy and operations.  The Establishing and Maintaining Global Markets:  Global Management Series research initiative is designed to describe association globalization best practices, and to identify effective strategies associations employ to develop and sustain global growth outside their US market.

Feb 09 2012

Revenue Streams Building Profitable Enterprises – AAO

The American Association of Orthodontists (AAO) has developed a product series that has been credited with sustaining retention and increasing new membership while delivering new revenue streams through the digital capture, marketing, and dissemination of its meeting programs.

Over the past four years, this AAO program has delivered new forms of revenue by leveraging and repurposing existing program content.  Together with their partner Blue Sky Broadcast, AAO has a turnkey system that permits them the flexibility to change how they are using the captured content as members’ needs change.

  • AAO has found unique new ways for its members to use the archived convention content by encouraging AAO members to run their own luncheon training sessions for their staff using the content archive from the convenience of their office.
  • Another method found to add value is by bundling a free subscription to the content archive with membership.
  • AAO can offer various delivery channel options to members.  They can access online streaming content on demand or order DVD’s by mail for those who prefer the flexibility of accessing content without an Internet connection.

The convenience these products have further extended their value through increased CEU attainment with the anytime, anyplace accessibility of portfolio of content available to members and their staff each year.

It is important to note that AAO’s operations model doesn’t stop at content capture and archiving on their website but also focuses on marketing and sales to better ensure customer awareness and product sales from their live webinars and online access and/or DVDs of their annual and winter meetings.

Beyond improvements in membership growth, results so far offer real bottom line results:  distance learning revenue from webinars has been profitable and a sales program for DVD-ROM sales has realized growth from 2010 to 2011.   ROI has steadily increased over the past three years.

In the future, as AAO seeks to pursue global content dissemination they will be able to use this foundation to expand sales to regions outside the US market.  Specific member programs can be designed for international members who seek the kind of education that AAO offers.  To drive such growth in regional markets, a local partner to drive local sales and promotion as well as arrange for translation will be important.  Often new corporate on institutional clients are willing to cover such costs so long as the content is locally relevant and “generally accepted” in the profession.



Jul 28 2011

Customer Research Education Panel at CESSE 2011 Uses Virtual KOL Technology

Many CESSE members have asked for more information on how associations can use market and customer research to enhance member value and performance of their education product portfolio outside the US market.  Specifically, they asked:

  • What is the role of market and customer research in a successful product strategy?
  • What works best when performing face-to-face member and customer product assessments to help you identify gaps in perceived customer value that can impact design, production, distribution or promotion?

Peter Turner from MCI organized a distinguished panel of researchers who either serve or work in engineering societies representing different size businesses.  Presenting first-person accounts included:  Jodie Slaughter from McKinley Advisors (representing her client the American Ceramics Society), Jackie Oppenheim and Russ Raman from ASME, and Marc Beebe from IEEE.

Jackie, Russ, and Marc presented from their HQ’s on the East coast via the online content production company Blue Sky Broadcast.  Peter and Jodie presented from the session room at the Hyatt Vancouver and the audience camera captured questions from the audience.

[important]You can watch the entire video and audio broadcast of the session.  To view the archived session, please follow this link. [/important]

We are also happy to provide the slides from this session too.