ASAE Five Star Weekend 2014 keynote: Driving Association Relevance and Engagement in the New Normal

Driving Association Relevance & Engagement in the “New Normal”

presents

About Spencer Penhart

• Principal, Penhart Performance Group• Leadership Development & Sales

Effectiveness• All work is customized to the client• 10% of every engagement fee goes to the

charity of the client’s choosing, in the client’s name.

• John says, “Hi”!

• Just for you

• Slides are available

“The New Normal”

• Power has shifted to customers

• Decreased differentiation & customer spending

• Increased commoditization & competition

• Relevance = Valued Differentiation

• Engagement = Involvement

45 Minute Session

• Provide a simple roadmap for enhancing your association’s relevance and member/customer engagement.

• Give you critical frameworks and tools to increase your innovation effectiveness.

• Enable you to increase your association’s dues and non-dues revenues.

Objectives

Innovation Basics

What Innovation Is Not

E = MC2 !!!

• Collaborative:

• Incremental:

• Strategic:

Innovation Is…

Insight Gathering

Innovate Offerings Marketing

Member-Focused Innovation Process

INSIGHT GATHERINGEngaging Members And Customers In Your Process

• What are the biggest unmet needs our members/customers have today, and coming in the near future?

• How effectively are we meeting our members’/customers’ needs with our current offerings?

Insight Gathering: Questions To Answer

ALWAYS start with member/customer needs, not your products/solutions.

Netflix Streaming Original Content

Amazon.com Cloud Services

CVS Minute Clinics

Lego Friends Series

Value Mining Frameworks

Value Mining Matrix: From Elevate by Horwath

Moments of Truth: Adapted from John Spence

Current Potential

Members/Customers

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Moments of Truth

• Across all associations

• Specific to your association type/segment

―Member Professional Development

―Access to New Potential Customers

―Professional Networking

―Industry Standards/Certifications

―Advocacy/Lobbying

―Effective Events

―Professional Recognition

Start With Category Benefits

Put into VOC

• Am I getting info/certifications that are helping me advance my career?

• Am I meeting the right people? How is the association helping me build & sustain those relationships over time?

• Are they enhancing the perception and professionalization of my industry?

• Are they advancing and defending our profession?

• Am I having fun and getting high value from their events?

• Do I have a chance to be recognized for my contributions?

Assess Current Performance• How effectively are your current offerings delivering on:

― Existing and Emerging Member/Customer Needs

― Moments of Truth

― Association Category Benefits:

All Associations Your Type/Segment

• Mine for areas of dissatisfaction, in addition to satisfaction.

• Competitor sensing

VOCSurveys

Focus

Groups

Customer Panels

Customer Immersions

Complaints

Employees

Competition

Website

Social Media

Adapted from John Spence

• 10-20%

• Business, not socializing

• Needs first, product second

• Supplement with Market Research

Engagement = Involvement

INNOVATING YOUR OFFERINGSMaximizing Relevance & Non-Dues Revenue

• How can we improve our current offerings to deliver maximum value on our category benefits?

• What new offerings do we need to develop to better solve our members’/customers’ current and emerging unmet needs, and drive non-dues revenues?

Innovating Offerings: Questions To Answer

• Valued Differentiation

• Neutralization

• Productivity

• Waste

Improving Existing Offerings

4 Innovation Outcomes From Elevate by Horwath

Start/Stop/ContinuePotential Idea Outcomes:

Brainstorm Ideas

• Category Benefits

• Core Offerings

• Quality • Convenience

• Cost • Service

• Selection • Non-Dues

Creating New Offerings

Current Potential

Members/Customers

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• Valued Differentiation

• Neutralization• Productivity

• Waste

Select Best IdeasPlot & Prioritize Brainstorm Ideas

• Member/Customer Impact• Non-Dues Revenues• Viability & Timeline

MARKETING COMMUNICATIONSDriving Relevance and Engagement By Communicating Value

Remarkable• High Quality & Engaging

• High Resolution Photos

• Video

• Storytelling

• Surprising

Effective Marketing Communications

Strategic• Communicate

Your Value

• Prioritized

• Segmented

Rational

Emotional

Insight Gathering• Engagement Via

Involvement• Identify Unmet Member Needs &

Dissatisfaction

Innovate Offerings• Relevance Through Valued Differentiation

• Solve Unmet Member & Customer Needs

• Increase Non-Dues Revenue

Marketing Communications

• Remarkable• Strategic• Rational

• Emotional

Member-Focused Innovation Process

Referenced/Recommended Books

THANK YOU!

• This slide deck is available at www.slideshare.net

• If you have any questions at all, please do not hesitate to send a note or call.

My email address is: [email protected] John Spence’s email address is [email protected]

• Also, you might find value in the ideas we share in our blogs. You can sign up for them at:

www.penhartperformance.comhttp://blog.johnspence.com