Are Memberships in Trade Associations an Obligation or an Opportunity?
Industrial manufacturers are often passive participants in their primary trade association.
That's a massive missed opportunity.
First, like everything in life and business, the value received is proportional to the value invested. Passive participation may put you on the email newsletter list and serve as a ticket to trade show and annual meeting participation. But much of the potential value comes from active engagement.
Second, the single industry association provides a narrow perspective. Every manufacturer has adjacent areas where they are more likely to find interesting ideas, trends and opportunities at the intersection of what they do, what adjacent vendors do, and what mutual prospects and customers need. Often exciting revenue growth opportunities lie at these intersections.
So there's an opportunity to open the aperture on both counts.
Industrial manufacturers can engage more proactively with trade associations and explore membership in several.
Stephen Sears brings years as a marketing exec to his perspective as an industrial trade association CEO and Executive Director, and in this wide-ranging conversation, we explore the world of trade associations from the inside.
Connect with Stephen for insights into how to maximize the value of your trade association memberships.
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Turn Your Trade Association Memberships from Line Item Cost into Business Value Generator - Stephen Sears on Industrial Growth Insitute Episode 46
Episode Recap
Summary
In this episode of the Industrial Growth Institute podcast, Ed Marsh and Stephen Sears discuss the importance of maximizing trade association memberships for industrial manufacturers.
They explore the multifaceted role of trade associations, the significance of networking, and the evolving value propositions that associations must offer to retain members.
The conversation explores various topics including:
- the challenges of engaging different generations
- the need for effective marketing strategies
- the critical role of advocacy in navigating regulatory changes.
Stephen shares insights on how associations can adapt to the changing landscape and continue to provide value to their members. He sees value in professional development, grant opportunities, networking, and aggregating knowledge.
They discuss the importance of engagement in associations for career growth, the challenges of navigating multiple memberships, and the overlooked value of collaboration within the industry. The conversation also touches on the impact of AI, the future of trade associations, and the critical need for skilled labor in manufacturing.
Takeaways
- Trade associations help industries do what they can't do alone.
- Networking is a key benefit that members often overlook.
- Engagement is essential for members to extract value from associations.
- Associations must evolve their value propositions to remain relevant.
- Face-to-face interactions are crucial for building relationships.
- Marketing strategies in the industrial space need improvement.
- Advocacy efforts are often unrecognized but vital for member protection.
- Generational differences impact how members engage with associations.
- Associations must adapt to technological changes and communication preferences.
- The regulatory landscape is constantly changing, requiring proactive advocacy.
- Engagement in trade associations can significantly enhance professional development.
- Networking opportunities at association meetings can lead to job prospects.
- Associations play a vital role in helping members navigate grant opportunities.
- Younger professionals can gain valuable insights by participating in working groups.
- Investing time in association activities is crucial for maximizing benefits.
- Trade associations can help members understand industry trends and statistics.
- Manufacturing careers are evolving and require adaptability and continuous learning.
- AI can streamline processes but should not replace human expertise.
- The future of trade associations may involve new technologies and approaches.
- Collaboration within the industry can lead to better outcomes for all members.
Takeaway Quotes from Stephen Sears
- "They are your competitors 360 of the other days of the year, but for these five days, they're your colleagues."
Outline
00:00 Maximizing Trade Association Memberships
05:59 Networking and Member Engagement
12:00 Adapting to Generational Changes
17:51 Advocacy and Its Impact
24:07 The Future of Trade Associations
44:01 The Impact of Emissions and Urban Regulations
49:11 The Role of Associations in Grant Opportunities
56:19 Addressing Member Interests Beyond Core Focus
01:02:07 Career Opportunities in Modern Manufacturing
01:11:19 The Future of Trade Associations
01:19:47 The Overlooked Value of Trade Association Memberships
Maximizing Trade Shows as Part of Trade Association Memberships
Stephen details many of the valuable services that trade associations deliver to their members. We don't discuss trade shows in-depth, but trade show membership is a huge element for many manufacturers.
In another episode of the Industrial Growth Insitute Podcast, I discuss trade shows with Chris Dunn.
Trade show lead follow-up is a common area of opportunity for manufacturers as well.
