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About Spencer Penhart
• Principal, Penhart Performance Group• Leadership Development & Sales
Effectiveness• All work is customized to the client• 10% of every engagement fee goes to the
charity of the client’s choosing, in the client’s name.
“The New Normal”
• Power has shifted to customers
• Decreased differentiation & customer spending
• Increased commoditization & competition
• Relevance = Valued Differentiation
• Engagement = Involvement
45 Minute Session
• Provide a simple roadmap for enhancing your association’s relevance and member/customer engagement.
• Give you critical frameworks and tools to increase your innovation effectiveness.
• Enable you to increase your association’s dues and non-dues revenues.
Objectives
• What are the biggest unmet needs our members/customers have today, and coming in the near future?
• How effectively are we meeting our members’/customers’ needs with our current offerings?
Insight Gathering: Questions To Answer
ALWAYS start with member/customer needs, not your products/solutions.
Netflix Streaming Original Content
Amazon.com Cloud Services
CVS Minute Clinics
Lego Friends Series
Value Mining Frameworks
Value Mining Matrix: From Elevate by Horwath
Moments of Truth: Adapted from John Spence
Current Potential
Members/Customers
Nee
ds
Exi
stin
gE
mer
gin
g
Moments of Truth
• Across all associations
• Specific to your association type/segment
―Member Professional Development
―Access to New Potential Customers
―Professional Networking
―Industry Standards/Certifications
―Advocacy/Lobbying
―Effective Events
―Professional Recognition
Start With Category Benefits
Put into VOC
• Am I getting info/certifications that are helping me advance my career?
• Am I meeting the right people? How is the association helping me build & sustain those relationships over time?
• Are they enhancing the perception and professionalization of my industry?
• Are they advancing and defending our profession?
• Am I having fun and getting high value from their events?
• Do I have a chance to be recognized for my contributions?
Assess Current Performance• How effectively are your current offerings delivering on:
― Existing and Emerging Member/Customer Needs
― Moments of Truth
― Association Category Benefits:
All Associations Your Type/Segment
• Mine for areas of dissatisfaction, in addition to satisfaction.
• Competitor sensing
VOCSurveys
Focus
Groups
Customer Panels
Customer Immersions
Complaints
Employees
Competition
Website
Social Media
Adapted from John Spence
• 10-20%
• Business, not socializing
• Needs first, product second
• Supplement with Market Research
Engagement = Involvement
• How can we improve our current offerings to deliver maximum value on our category benefits?
• What new offerings do we need to develop to better solve our members’/customers’ current and emerging unmet needs, and drive non-dues revenues?
Innovating Offerings: Questions To Answer
• Valued Differentiation
• Neutralization
• Productivity
• Waste
Improving Existing Offerings
4 Innovation Outcomes From Elevate by Horwath
Start/Stop/ContinuePotential Idea Outcomes:
Brainstorm Ideas
• Category Benefits
• Core Offerings
• Quality • Convenience
• Cost • Service
• Selection • Non-Dues
Creating New Offerings
Current Potential
Members/Customers
Ne
ed
s
Exi
stin
gE
me
rgin
g
• Valued Differentiation
• Neutralization• Productivity
• Waste
Select Best IdeasPlot & Prioritize Brainstorm Ideas
• Member/Customer Impact• Non-Dues Revenues• Viability & Timeline
Remarkable• High Quality & Engaging
• High Resolution Photos
• Video
• Storytelling
• Surprising
Effective Marketing Communications
Strategic• Communicate
Your Value
• Prioritized
• Segmented
Rational
Emotional
Insight Gathering• Engagement Via
Involvement• Identify Unmet Member Needs &
Dissatisfaction
Innovate Offerings• Relevance Through Valued Differentiation
• Solve Unmet Member & Customer Needs
• Increase Non-Dues Revenue
Marketing Communications
• Remarkable• Strategic• Rational
• Emotional
Member-Focused Innovation Process
THANK YOU!
• This slide deck is available at www.slideshare.net
• If you have any questions at all, please do not hesitate to send a note or call.
My email address is: [email protected] John Spence’s email address is [email protected]
• Also, you might find value in the ideas we share in our blogs. You can sign up for them at:
www.penhartperformance.comhttp://blog.johnspence.com