This article about thumbsucking on Psychology Today‘s site struck me as a really good analogy for many associations that are attempting to give up old, broken down programs and products.
For example, the article’s Lesson #1 states that when addictions begin, they serve a purpose, and that purpose may morph over time into something that has lost its usefulness or its value proposition.
Does that–or does that not–sound a lot like the specialized newsletter your association still produces, even though the circulation is now at 100 and the board member who insisted upon its creation has been retired for 15 years?
I thought so.
Time to break some habits around here. The downside, as Lesson #5 tells us, is that quitting “entrenched” habits is very difficult. I don’t think anyone involved in association management would dispute this. The battles one must fight to destroy the “we’ve always done it this way” monster are, to put it mildly, outrageous at times. Luckily, with patience and perseverance, you can overcome these imagined obstacles.
That or your association’s teeth are going to be severely messed up.
Finding good, free images for association use can be expensive. Luckily, our production budgets have increased substantially in the last five years to…wait a minute…uh, that has actually not happened at all. Nope, in reality, association media professionals are tasked with creating cutting edge, snappy media designs on budgets that seem to be ever tighter. A dilemma, yes, but not an insurmountable one.
I just wrote an article for the Association Media and Publishing blog, blurb, that outlines three ways to procure or create free images that might just bridge the gap between want and need when it comes to visual goodies. You can check it out at the blurb site here.
So I’ve been a fan of Warby Parker since last November, when I saw a new product announcement (ad) in a copy of my wife’s Vanity Fair magazine. I remember thinking that there was zero probability that it was possible for them to sell me a hip pair of retro-cool glasses for $95.
This is why I don’t gamble.
Turns out that you can, indeed, get a brand new pair of nerd-chic glasses by mail for under a hundred spot, and Warby Parker will donate another pair to charity, to boot. The whole experience exudes trendster cred (which could be a good thing or a bad thing, of course), but one thing that’s clear is that they have hit the sweet spot when it comes to identifying an unexploited niche market and making it their own.
The Warby Parker founders realized that almost all glasses were sold by a few giant corporations that were artificially jacking up prices due to limited competition. Recognizing a need and an opening to redefine the market by offering glasses not as a medical device, but as a fashion accessory…and pricing them accordingly…paid big dividends.
Further, they used cool online marketing campaigns and saavy Web 2.0 merchandizing to build a following, not just a customer base. For example, potential customers are urged to post pictures of themselves trying on sample frames (which the company mails to your home–for free) and post them to the Warby Parker Facebook page so other customers can chime in and help you decide which is right for you. This type of personalized, interactive try-on process increases the potential customers’ psychological affinity to the “Warby Parker club.” Suddenly, the potential customer feels inclusion into a perceived peer group of cool trendsetters. It is a type of brand indoctrination, and one that works (see my photo at the top left of this page for proof).
So what can associations learn from this? One, careful examination of mature markets can expose new opportunities created when traditional ways of doing business do not take advantage of new technology. Two, you will increase members’ or potential members’ likelihood of purchase follow-through if you are able to “bring them into the fold,” psychologically. And three: Ensuring that your brand image fits your target market segment like a pair of cute eyeglasses doesn’t hurt, either.
Here are an inc article and video about how Warby Parker got it right.
Netflix just can’t seem to get it in their collective noggins that you should not promise products and keep backing out of them.
On the heels of the much-publicized–and widely scoffed at–price hike and Qwikster fiascos (for more info on the Qwikster PR disaster, check out this post at Slate), Netflix seems to have abandoned another promised product line: game rentals.
Not adding game rentals is not the disaster here, although it will no doubt be a disappointment to many Netflix customers. The real issue is that Netflix is running the very real risk of becoming the firm that cried wolf. Whatever credibility it had regained in the months since the prior debacles will be further eroded by another promise gone begging.
The lesson for association PR managers in all this? It’s a classic, actually: under promise, over deliver. Publicizing a service or a product to members and then retracting it is much more damaging than simply waiting until the product is assured of implementation. In some cases, and especially if you are trying to recover from a prior “retraction problem,” it’s better to take a wait and see approach than to rush something out that you might have to renege on.
Here’s the HuffPost story talking about the game rental change in direction. Enjoy some Schadenfreude with your morning coffee.
I recently participated in a LinkedIn group discussion on strategies for branding/repurposing content that centered on a key concept that many association managers and volunteer leaders seem to miss: You must let customers, not producers, define the association’s product offerings.
The original poster related that his organization’s attempt at content aggregation and reselling was not as successful as they had hoped. In his view, the product failed because the senior management curated the content into bundles that they thought would best benefit the end users. He felt that it would be preferable to let the customer pick and choose the content in his or her bundle.
This is absolutely correct for most products, in my view. And especially so for content bundles that can be easily aggregated according to customer preference.
We are living in a world where technology has enabled customers to tailor their purchases to closely fit their individual needs to the letter. Sites like Amazon.com have acclimated us to a way of buying that incorporates unlimited “mix and match,” to its great success. Associations will need to follow this model to maximize their revenue, especially in terms of non-dues revenue-generating products.
Like it or not, associations directly compete for information share and customer dollars with giant product clearinghouses like Amazon.com. The only way to do this successfully is to listen carefully to the needs and wants of the customers and let them drive the purchasing decisions for your organization’s unique products. In this case, being a facilitator, not a curator, will reap benefits.
If you’re interested in the thread that started this, you can check it out at LinkedIn’s Association Media and Publishing discussion page.
Someone asked me the other day what I did for a living. (This was at a swank party featuring Pokoyo videos and legos, naturally, given my advanced age.) I answered with “nonprofit and association management.” They, of course, had zero idea what that meant.
So I explained in too gory detail: the ins and outs of the board-approved, committee-developed, and staff-enhanced minutiae of the subject, laid out like a quivering fish on a sushi prep table. They glazed over about halfway through, but I barely noticed.
Somehow along the line I’ve really gotten into this stuff.
I love the politics, the drama, the meetings, the controversy, the unmitigated gall of challenging the “sacred cow.” It’s not really an obsession, but my wife might say that’s nitpicking. Fair enough, I guess.
I’m no luddite. Just because I have two degrees and years of practical experience in printing management doesn’t mean I’m married to the old, boring, stodgy, dead tree days. I like mobile apps as much as the next 40-something hipster wannabe, have no fear.
But when it comes to an association’s media mix, there is nothing (I’m looking at you, Twitter feed) that can cut through the clutter of electronic overload like having a beautifully printed, tangible reminder of just why your members (or their bosses) fork out the big bucks every year at membership renewal time. I’m just sayin’.
In any event, here’s a piece I wrote for Association Media and Publishing’s (AMP) Final Proof newsletter. Of course it’s an e-newsletter, just for the irony.
Three Reasons to Print Association Newsletters – Final Proof Archives