"That company "oughtabee" a member, "oughtabee" a sponsor, "oughtabee" a business partner." This conversation, or something like it, rings in associations, chambers of commerce and societies across the country. But, the fact is, these high value targets are not part of your group. We like to blame them, but should reevaluate our approach to change the dynamic.
If a company is still an "oughtabee" have you thought about
1. identifying key contacts in the company to develop a relationship? Not one, but several, future advocates?
2. monitoring the news and industry publications about the company to monitor its strategies, possbile timing or alignment with a key association issue?
3. developing a specific communication plan based on the two items above to provide a value proposition which really connects the association, decision makers and company priorities?
No? Well, you oughtabee.
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Ideas and musings on association leadership and organization success from JP Moery, President, Moery/LAI
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