What the Market is Telling Me – Association Hustle Episode 281 (7m 31s)

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04/22/2021

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What is happening in the association market with meetings, association staffing, and  membership? Listen to JP’s insights on this week’s podcast.
 
 
 
 
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Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Here’s JP.
The best thing we can do right now is listen to customers, prospective members, sponsors, and advertisers, because what we hear and what we might see from their action, could contradict some of the long held biases that we may have had before.
Meetings
Virtual and hybrid events are here to stay. Some big companies are not traveling. I know associations want to start those in-person meetings, and we’re seeing a lot of those being planned for the third and fourth quarter.
Associations are seeing the value of putting on these digital events, because they’re getting so many more people participating. Associations are concerned about the expanse of putting on two different events because it’s a substantial investment.
Membership
The return on investment of membership can’t be vague or broad. One thing drives their participation in membership is marketing. This week, we had a 78% open rate on a marketing piece. Let me say that again. This week, we had a 78% open rate on a marketing piece. How’d that happen? We drove them into a new marketing channel around the theme, which delivers value in the area that they were interested in. This emphasizes the whole idea about recruiting on narrow issues.
Association Staffing
Staff responsibilities are quite more expansive than they may have been a year ago. The association staff member may be doing two jobs with one title because of cuts and new programs. There’s unprecedented value in the work. If you don’t report to your managers on your productivity and results, they’re not going to see your influence. Every Friday with our client work, we send a weekly report with activity and the sales pipeline.
We hope you enjoyed this edition of JP Moery’s Association Hustle Podcast. We’d love to connect with you. Check out our blog at moerycompany.com and subscribe to our weekly newsletter. You can also connect with JP on LinkedIn and Twitter at @JPMoery, as well as The Moery’s Company’s Instagram and Facebook page
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