Strategy
8
July 2016
Adding value
John Keenan looks at how association conferences
can equip delegates with real practical and valuable
results to take away from the experience
Attend any association networking event and
you will hear the buzzwords ‘innovation’ and
‘creativity’ bandied as freely as the canapés.
But how can these concepts have a
practical application?
Mike Treacher at the global association for
the world’s mobile phone operators (GSMA)
has worked in international B2B events for
25 years. His CV includes commercial event
companies such as the Daily Mail Group
and Argus Press, alongside 15 years working
on association-owned or supported events
with the GTMA (Gauge and Toolmakers
Association), ACI Europe (Airports Council
International European branch) and for the
last 10 years, the GSMA.
The GSMA stages events such as Mobile
World Congress, Mobile World Congress
Shanghai and the recently launched
Mobile 360 Series.
He says: “As an association, we have a
specific goal and aim of our events. This is to
serve our members firstly and then advance the
industry community around them.
“Having a clear understanding of the
‘food-chain’ that you want to serve and
then addressing what the customers of
those at the base of the food chain want,
is critical to knowing how you build all
elements of an event.
“GSMA specifically uses the events to
support the positioning of our members,
the mobile network operators of the world,
CN-06-16-AEM.indd 8
and development of their technology and
the work leading to how that supports all
elements of global growth.
“Our event strategy is to not be ordinary,
creating a tactile and intuitive environment
for our participants, to meet, discuss and
learn. We want them to leave feeling that
they have been part of something that they
will not have elsewhere.
“We also use the events to showcase
developments within our industry, using the
technology as part the events logistically and
also as an integral part of the events’ content.”
Nigel Turner, principal consultant at
business and IT consultancy Global Data
Strategy, points to the fact that associations
collect and store a wealth of data on their
members and prospective members.
He says: “Often gathered through CRM
processes and systems, this data has enormous
potential value. All too often, however, it is not
fully managed or exploited.
“Good use of CRM member data has
proven benefits. For instance, giving an
association an ‘outside in’ view of how its
members really feel about its products and
services, especially when core member data is
integrated with social media sources. It also
enables associations to personalise marketing
communications to individual members and
future members. Analysis of CRM data will
also expose members’ preferences and concerns.
These all help to improve member loyalty and
retention, and attract new members.”
Turner says associations can ensure they
use their CRM data to improve member
relationships by following these tips:
• CRM data is an association asset so make
sure individuals in your association are made
accountable for governing and improving it
• Ensure that your CRM data is of good
quality. Analyse the data you hold, and take
corrective action where it is shown to be
inaccurate, missing or inconsistent
• Don’t try to correct all member data –
focus your improvement efforts on the
data elements that really matter to you
and your members
• Apply analytics techniques and tools
to highlight new insights into member
behaviour, preferences and problems.
Lynsey Sweales is CEO at digital
marketing company SocialB. She says:
“Social media can be used in a number of
ways for your association, including being a
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