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Association News
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Going Global, by Timothy Schneider, Publisher, Association News
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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:
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Going Global, by Timothy Schneider, Publisher, Association News1. 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.
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Timothy SchneiderTimothy 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.
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Media Contact:
Timothy Schneider
310-577-3700
Schneider Publishing Company, Inc.

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Publishing Dates: 11/05/15 – 01/05/16
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