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Are Your Vendors Engaged? Would You Like Them to Be?

Are Your Vendors Engaged? Would You Like Them to Be?

Rumor has it, in some association circles, trade show attendance is struggling. This could spell trouble for how vendor members find value in belonging to your organization. While some industries may be feeling the pain more than others, it is never a bad time to think about the ways you are engaging your vendor/supplier members. Read on for a handful of ideas on engaging your vendor-side members in effective and successful ways.

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How To Rebrand Your Association

Posted by Renee Key

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As many of you have heard, the National Speakers Association (NSA) found itself in hot water recently after attempting to rebrand as “PLATFORM.” The association quickly changed direction when the decision caused controversy from its members and others in the association industry.

What can we learn from this? This blunder reinforces the importance of engaging members in every association-level decision you make, especially a name change. If you’re considering a rebranding of your association, make sure to follow these best practices. 

State your reasons and goals of rebranding 

Before you even begin thinking of a new name and daydreaming of a new logo and stationary, ask yourself why. Why rebrand? Is there too much confusion revolving around your association name? Has your mission statement changed? Are you expanding to a broader audience? Without a reason, your rebranding will seem unnecessary.

Mention how rebranding will benefit the association

Make sure to list the specific benefits of rebranding your association. Perhaps your association will benefit by gaining new members and expanding networking opportunities? Maybe the association will benefit with more donations by reaching a broader audience? It order to get your members onboard, they need to understand the benefits.

Include your members every step of the way

Most importantly, include your members! Your members want a say in your association decisions and you can gain invaluable insight from them. Include your members from the very beginning by mentioning that you’re considering rebranding the association. Hold focus groups. Send out surveys. Call members. Hold a town-hall-esque meeting to get members involved.  Then repeat the process with every decision. Your members will feel valued and you’ll increase engagement.

Rebranding is a big decision that requires time, effort and accountability. By keeping your members involved in the decision process, your association can avoid controversy and focus on moving forward.

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Topics: association leadership, Small Staff Chatter

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