|
Going Global, by Timothy
Schneider, Publisher, Association News
|
Los
Angeles, CA – November 2015 / Newsmaker Alert / Confronted with an
increasingly global economy, many associations are looking for new ways
to achieve greater growth internationally. The ASAE Foundation and MCI
Group recently joined forces to provide a road map for associations as
they plan, execute or refine their global development efforts. The following
are key recommendations for associations that may be looking to establish
a foothold in new markets overseas:
|
1.
Establish a research-driven plan that persuades stakeholders to get involved.
It’s important to take the time to look at what you hope to accomplish
by reaching out in order to expand internationally. The foundation of that
strategy is research: market intelligence, combined with insight from members
and customers who currently engage with your association, as well as those
who are as yet only potential members. Get a grasp on a particular market’s
business practices, the prevailing attitudes toward your association’s
industry and the roles of associations in that market. As with any new
strategy, there will be stakeholders who will express skepticism. Identify
the representatives who can speak in defense of the strategy and provide
research that can help quantify the value of the global effort.
2.
Become educated on the culture and adapt accordingly. Understand the
perception of the association model in each potential market. Different
countries have different approaches to broad ideas like membership, volunteering
and meetings, and understanding those differences is a critical part of
your global expansion efforts. Be prepared to adjust strategy implementation
based on those differences. Additionally, recognize the level of in-person
interaction that may be required. Meeting with stakeholders not only helps
to develop a cultural understanding but also demonstrates the level of
interest an association has in a market.
3.
Invest mindfully but make a strong commitment. Any global effort will
make demands on an association’s time, staff and budget resources, especially
early on. Pursue partnerships in new markets with a clear sense of how
the relationships will serve the association’s goals there. To that end,
conduct a thorough vetting of potential partners, and establish clear definitions
of what roles and activities a partner will focus on, and then ratify those
definitions in contracts that establish key performance indicators and
guidelines for ending the relationship, if necessary. Ensure that your
agreements are delivering value to international partners and that you
have the resources to follow through on expectations.
4.
Protect and promote your brand. Understand intellectual property law
and how these protections are interpreted in the new markets you enter.
Remember that some countries do not respect the U.S. approach to intellectual
property and copyright. Lastly, don’t underestimate the value of in-person
meetings. Your association’s leaders are the embodiment of your brand in
new markets, and goodwill matters when it comes to promoting your brand
overseas.
For
association executives, growing internationally may seem like a daunting
endeavor. However, with proper research and strategic investments, going
global may be well within reach.
|
Timothy
Schneider is the publisher of Association
News and SportsTravel
magazines, which serve group travel planners responsible for generating
106 million hotel room nights annually. Schneider
Publishing also organizes Meetings
Quest, America's longest-running series of trade shows for meeting
planners, and the TEAMS Conference
& Expo, the world’s largest gathering of sports-event organizers.
TEAMS '15 is being held in Las Vegas, November 9–12, 2015. TEAMS ’16 will
be held September 26–29, 2016, in Atlantic City. For further information
on advertising or sponsorship opportunities, please call toll-free 877-577-3700
or 310-577-3700 if calling from outside the United States.
The
current issue of Association
News can be viewed in digital format online by clicking
here.
|
|
Media
Contact:
Timothy
Schneider
310-577-3700
Schneider
Publishing Company, Inc. |