Category Archive: MARCOM

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

May 04 2016

Doing Business in the Middle East Briefing, Panel and Lunch – June 7 and 15

Strength of MENA

 

 

 

 

 

 

 

 

 

 

 

Sector Opportunities

The prosperity and progress of people dwelling beside the Mediterranean Sea and the Gulf of Arabia have been intertwined for more than 6,000 years. Through the centuries, trade and the presence of global powers have created a vast cultural and economic melting pot. Today, a shared heritage underpins massive flows of goods, investment and people. And a process of renewal and convergence is underway, as countries restore connections and rebuild historic strengths. The region known as The Middle East, North Africa (MENA) is composed of 17 countries, speaking 20 languages with a population of over 411,000,000.  The area is composed of some of the highest GDP’s in the world. With the quest to diversify from the dependence on oil and gas reserves to fuel the economies, opportunities for US associations are extensive.

Business services (IT, customer and business process centers) come out as the most dynamic market segment accounting for 12% to 17% of projects in all subregions. Moreover, the digital economy (ICT services and software development) emerges as another strong driver of investment across the region,
reflecting both the development of its industrial and consumer markets, and the increasing availability of a skilled workforce.   Financial services (banking, trading and insurance) have also become a pillar of greenfield investment, particularly toward the Gulf, Middle East and North African areas (12% of projects).  Process industries remain a strong magnet for FDI as the chemicals, machinery and electronics sectors appear to have a good hold in the Middle East.

International investors are looking for new market opportunities everywhere in the region. New sales and marketing operations capture the largest share of investment in four of the five subregions, where they account for 40% to 50% of respective new investments.  In addition, many companies have established manufacturing operations to serve rapid-growth economies of the region and mature European markets.  Business support services draw almost a quarter of FDI each in North Africa, the Middle East and the GCC region, as multinationals and outsourcers established more and more nearshore back offices.

Attend a Special Briefing & Panel June 7 and 15

If your association is considering expanding into MENA, then you will not want to miss Doing Business in MENA panel discussion and luncheon on:

  • June 7 in Chicago, IL (HQ of American Association of Diabetes Educators)

  • June 15 in Washington DC (HQ of Biotechnology Innovation Organization)

Panellists will include executives from ASCP and the American Urological Association who will share how US associations are growing in the region and the opportunities and ingredients for success. Through presentations and interactive discussions, you will learn successful strategies and concrete examples from organizations that are selling products and organizing events in the GCC and greater MENA.

This event is free of charge and open to associations only. For more information and to register, please click on the links above for either Chicago or Washington DC.

Our program is sponsored by Emirates Airlines and Jumeirah Hotels and Resorts.

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