Post Midterms: Apply Strategic Partnership Strategies

Undoubtedly, this recent election and every election has consequences, sometimes severe in nature. New leaders in Washington, DC and in state capitols exert influence over policies and regulations that most definitely affect the way in which industries conduct business. And newly elected officials from members of congress to state legislatures in many instances may fund new and shifting priorities. There will always be changes in political power and in economic cycles. Now that Midterm elections are over, business executives must pivot and think in broader terms based more on fundamental human characteristics than on the shifts in cultural or political winds. Now is the time to apply strategic partnership strategies between your Industry and your Trade Association.

Reimagining Industry Growth: Groundbreaking New Book Available for Purchase

Reimagining Industry Growth

Arlington, Virginia, January 11, 2022 –  Reimagining Industry Growth, an insightful new book on how to tap into the potential of strategic partnerships with industry associations, is slated for release by Wiley Publishing tomorrow, January 12, 2022. The book provides an overview of strategic partnerships, how they work, and how they can be applied to industry relationships with trade associations. Daniel A. Varroney is the book’s author, and he is the President and CEO of Potomac Core, a strategic consulting firm that specializes in association transformation and industry focused strategic partnerships.

Reimagining Industry Growth: Groundbreaking New Book

 

Reimagining Industry Growth

Arlington, Virginia, September 16, 2021 –  Reimagining Industry Growth, an insightful new book on how to tap into the potential of strategic partnerships with industry associations, is slated for release by Wiley Publishing on January 12, 2022. The book offers a blueprint on how to harness the power of leading industry associations as strategic partners. Executives, managers, business leaders of all kinds, business students and professors, and association executives will find the book enlightening. Daniel A. Varroney is the book’s author and is the founder of Potomac Core – Association Consulting, the northern Virginia strategic consulting firm that specializes in association transformation and building industry and association strategic partnerships.

Post Covid-19 Trade Association Strategic Imperative: Build Core Strengths Beyond Federal-level Advocacy, Representation, and Legislation

trade association

A groundbreaking survey among 117 trade association executives surfaces new and significant opportunities for Trade Associations in a Post Covid-19 world. Actionable data about how organizations can build their strategic imperative and position for long term growth and success is uncovered through a collaborative survey conducted by Arlington, Virginia based Potomac Core – Association Consulting and Edge Research. It showed the need for trade associations to be nimble, a member resource, industry promoter, and collaborator with stakeholders within each industry.

Members Hire Strategic Solutions

Members Hire Strategic SolutionsBreaking news. Executives and Professionals seek strategic solutions from their Associations. Facing increasing pressure to produce results, they only engage in activities that help them overcome business challenges and achieve results. Associations are meeting their new mandate, by energizing their Boards to do big things, and help their members thrive in an era of uncertainty.

Members Hire Constant Transformation

Members Hire Constant Transformation

Late Breaking News. Members Hire Constant Transformation. As Artificial Intelligence, the cloud, and virtual reality take hold, Industries will invest resources in Associations that are equally transformation focused. Despite profitability, Industries are using new technologies to prepare for whatever comes next. As a result, Associations must continually transform themselves if they want to keep pace with members. Part of that shift will be an improved focus on consistently helping Industries solve their biggest problems. A Forbes Insights survey notes that “Enterprises successfully making the transformational shift have plenty of impactful benefits awaiting them.” If Associations make the transformational shift and create commercial synergies that regularly help Industries solve their biggest problems, they too will have ample benefits awaiting them.

In building these new synergies, several Associations are finding themselves stepping far outside of traditional lanes. Existing member benefit and services models are being replaced with a savvy focus  helping Industries solve their biggest problems and win in the marketplace. This approach is emerging as the next wave of Association evolution. Executives leading this transformational effort employ an adaptive model with far reaching world views because they:

  • See their Associations as market movers – Challenging their own thinking and rapidly embracing opportunities to help members consistently solve their problems.
  • Are Data focused – Sharing any new or emerging research insights that might give company owners, executives, entrepreneurs, employees, and investors a window into new and emerging market opportunities.
  • Have Fearless implementation in their DNA – Fast moving culture with energized staff in a time of innovation and rapid change.
  • Practice Transparent ROI – Frequently seek insights and communicate progress on investments made to grow the Industry with Board members.

Embracing a new value imperative recognizing that Members Hire Constant Transformation is a large part of what future focused Associations do. And while relevance is necessary for organizational survival, it’s not enough in this disruptive and uncertain era.  Some leaders already acknowledge that relevance by itself can’t be a winning strategy in a dynamic business environment. They emphasize a need to evolve past relevance, and in doing so they’re fueled with entrepreneurial spirit, constant transformation, and an organizational thirst for commercial success. They are:

The Global Cold Chain Alliance (GCCA) – This is an Industry helping feed the planet in the midst of a wave of e-Commerce, automation, and increasing food consumption. Imagine a fast paced organization with a fluid portfolio that sees its role as an Industry partner committed to transparent returns on time and money invested as it:

  • Positions the Industry with its customers.
  • Provides real time workforce solutions.
  • Reduces Industry costs.

Through its core partner Trade Associations, the International Association for Refrigerated Warehouses (IARW), the International Refrigerated Transportation Association (IRTA), the World Food Logistics Organization (WLFO), and the Controlled Environment Building Association (CEBA), GCCA consistently  steps outside of traditional lanes to help “Grow the Industry and lead the Cold Chain”.

Grow the Industry – Creation of a  Cold Chain Index to facilitate Industry growth and mitigate concerns of commoditization. The Index’s return to the Industry is helping to justify price changes with its customers.

Customer Research – GCCA delivered survey insights helping the Industry understand what customers seek. Findings include feedback from 200 food companies in 14 countries. It identified Industry perceptions, including the common reasons work is ceased by food manufacturers and processors.

Talent Recruitment and Development – The Association supports efforts to Recruit Refrigeration Engineers, Partner with Supply Chain programs to Recruit Students at Universities and Colleges and reduce worker turnover by sharing best practices in support of worker on boarding programs. The organization also provides assets helping the Industry attract new workers, including an Industry promotional video “We Are The Cold Chain”, branded by each of the companies for local market worker recruitment.

Disruptive Advocacy – Devising a direct engagement approach with Federal Regulators, individual companies have seen a decrease in the number of violations at OSHA through fines per inspection.  Similarly positive results for the Industry were achieved with other key Federal Agencies including the U.S. Environmental Protection Agency (EPA), the U.S. Food and Drug Administration (FDA), the U.S. Department of Energy (DOE), and the U.S. Department of Agriculture (USDA).

Corey Rosenbusch

Replacing the traditional member benefit and services model – Forming a commercial partnership GCCA is helping the Industry grow, providing resources to attract and keep talent, and Advocacy that reduces costs and increases Industry profitability. These factors acknowledge GCCA’s role as market movers. The organization is also aligned with companies and never hesitates to step outside of traditional lanes to facilitate Industry success. Also, the staff team engages and continually brainstorms new opportunities with its Board. In this environment, Association revenues have grown despite Industry consolidation. Corey Rosenbusch, President & CEO, is working with the Board, and conducting market research to uncover new opportunities to transform again and support Cold Chain growth.

Members Hire Constant TransformationAssociation for Unmanned Vehicles International (AUVSI)Incorporating a unique brand of fast moving entrepreneurial transformation, an impressive myriad of Advocacy, insightful research, thought leadership, and engagement, this organization is defining and promoting the future quality of life for current and future generations through Unmanned Systems. With an adaptive market focus, the Association directs resources to advance deployment of Air, Ground, Maritime, and Enabling Technology Systems:

  • Advocate to Gain Acceptance – Whether at the federal, state, or local level, the Association utilizes insightful research for stakeholders through its Unmanned Systems & Robotics Database (USRD). This and other research, including the Industry’s economic footprint, helps build acceptance in the regulator and legislator communities. The Board of Directors, Members, & Chapters are part of an engagement juggernaut to advance acceptance of Unmanned Systems. Targeted Advocacy to advance Industry Acceptance in the marketplace is top of Mind. For example:
    • Helped the Industry achieve passage of the FAA Reauthorization Act to facilitate extended air operations.
    • Works with the Coalition for America’s Future to Advocate for deployment of driverless cars and trucks.
    • Serves as the primary Industry representative of the American Bureau of Shipping’s Autonomous Vessel Consortium to advance utilization of Unmanned Maritime vehicles.
  • Grow the Industry – Consistently engaging Industry Leaders and the value chain through innovative programming to build and design Unmanned Systems future. The center point of AUVSI’s community building and knowledge sharing is it’s Industry gold standard Trade Show, XPONENTIAL. Annually manufacturers, suppliers, Industry thought leaders, & government officials gather to share progress and surface new opportunities to grow Unmanned Systems.

      Brian Wynne

Replacing the traditional member benefit and services model – Despite persistent headwinds, AUVSI helps a disruptive Industry navigate its pathway to market acceptance. Stepping outside traditional lanes through fearless implementation with an Industry growth focus the Association is helping to deliver business outcomes to a nascent Industry. The organization’s four year revenue and membership growth reinforce its role as market movers. Association President & CEO, Brian Wynne is also collaborating with the Board in a Strategic Industry Planning process. Whatever comes next could help the Industry in its quest to achieve full acceptance of Unmanned Systems in everyday life. By doing so, AUVSI will continue its work in helping Unmanned Systems achieve commercial success.

News Media Alliance (NMA) – In an Industry that prided itself on longstanding profitability, it’s facing enormous challenges from digital transformation. The original business model leveraged its strategic advantages through ownership of the content distribution channel. Digital consumption changed the game and along with it ownership of distribution. While Print remains profitable its declining in the face of a growing digital audience. The way forward is complicated, and this Industry is coming to grips with what happens once print revenues go away. Since new technologies and consumer shifts are constant and there is no accepted strategy for success in the Publishing Industry. Understanding the challenges faced by the Industry and its members, the News Media Alliance transformed itself to help them solve their biggest problems.

The organization’s transformation is based on moving away from a limited, government advocacy model and strategically reshaping its role as market mover in a highly disrupted Industry:

  • Advocate to Improve the Industry’s Competitive Position – Since content distribution is controlled by Facebook and Google, the Alliance helping Publishers level the playing field, allowing news publishers to collectively negotiate and withhold content as leverage for better terms and conditions through the “Journalism and Competition Preservation Act of 2018.”
  • Growing the Industry –
    • Implementing aDigital Dialogue– With Google, Facebook, and Amazon to help deliver both traffic and revenue back to the news media Industry.
    • Conducting important research to help the Industry understand more about their audience, i.e. how they want to consume information and identify possible strategies that could be helpful in the changing advertising market.
    • Releasing an “Advertising Panorama” providing a comprehensive look at the news audience and how marketers can reach them.

    David Chavern

Replacing the traditional member benefit and services model – In its departure from the traditional model, the Alliance is on the leading edge of change. With clear eyes it reshaped the organization’s focus including shutting down the Trade Show. Recognizing that the Industry’s challenges are more commercial than political, Advocacy is just one part of its market positioning. Its larger role nowadays is staying close to the Industry, understanding, delivering, and helping the Industry overcome its challenges and restoring it to a stronger and more profitable footing. Membership is growing as the Industry views the Alliance as its partner in constant transformation. David Chavern, President & CEO notes “we’re energized with our role in building tools to help the Industry win commercially.”

Members Hire Constant Transformation

    JP Moery

In an era of constant transformation, Association leaders should radically shift their focus to helping Industries achieve commercial success. JP Moery, President, The Moery Company, and author of Association Hustle – Top Strategies for Association Growth, emphasizes that these Associations are thriving because “Each understands that Association survival is driven by entrepreneurism, willingness to pivot, and their ability to adopt innovative strategies that help their members succeed.”

Letting go of the member benefit and services model is increasingly a given, especially when Members hire constant transformation. Association Executives from the Global Cold Chain Alliance, Association for Unmanned Vehicles, and the News Media Alliance are adopting the transformational and commercial success formula, and they are getting traction because they:

  • See their Associations as market movers – Challenging their own thinking and rapidly embracing opportunities to help members consistently solve their problems.
  • Are Data focused – Sharing any new or emerging research insights that might give company owners, executives, entrepreneurs, employees, and investors a window into new and emerging market opportunities.
  • Have Fearless implementation in their DNA – Fast moving culture with energized staff in a time of innovation and rapid change.
  • Practice Transparent ROI – Frequently seek insights and communicate progress on investments made to grow the Industry with Board members.

Members Hire Constant TransformationPhilosopher Arthur Schopenhauer observed that “Truth Passes Through Three Stages: First, It Is Ridiculed. Second, It Is Violently Opposed. Third, It Is Accepted as Self-Evident.” Late Breaking News. For Associations, tomorrow’s world is here today, Members hire constant transformation.

To learn more about how your organization can constantly transform click here.

Members Hire Tomorrow’s Associations

Members Hire Tomorrow’s Associations

Breaking. Members Hire Tomorrow’s Associations because they have no other choice. Global uncertainty and technological advances are forcing Members to make more informed decisions on how to spend their precious time and money. Members expect their Associations to be nimble, future focused, and having the speed and foresight to help move an Industry forward. Organizations recognizing this shift are transforming from yesterday’s Associations to Tomorrow’s Associations.

Members hire Tomorrow’s Associations because they sit at the cutting edge of change and:

  • In a time of political gridlock, they are perceived as increasing spheres of influence. They’re also transforming themselves into more potent and influential extensions of an Industry.
  • Utilize market research to pinpoint challenges and build strategic opportunities to overcome those challenges. In doing so, they help create a more favorable climate to drive Industry growth.
  • Relentlessly look for whatever comes next in their Industry.
  • Seamlessly move from yesterday’s challenge toward tomorrow’s opportunity.
  • See their organizations as the front line and last line of defense for an Industry.

Members Hire Tomorrow’s AssociationsUsing relevance as their foundation, these organizations conduct research and engage boards and members to identify and address the next set of Industry challenges. They also understand the Industry’s business model from product design to marketplace, and the staff teams approach everyday as an act of invention:

 

Helicopter Association InternationalKeeping the rotors turning is all that matters for HAI. Led by Matt Zucarro, an Industry veteran, and President & CEO, the Association relishes its role as the Industry’s advocate in chief. “We don’t let anything get past us” notes Zucarro as his experienced team is ready to address any market or regulatory obstacle that will prevent the rotors from turning. Simultaneously, they aggressively promote the economic value of the Industry in meetings with legislators and regulators in domestic and international markets. The Association remains closely connected to Industry trends through insightful research and direct Board engagement.

Members Hire Tomorrow’s Associations

 Matt Zuccaro

Since 2005, the Association transformed itself into a well-capitalized, forward looking, and fast moving extension of the Industry. Implementing a strong bias for Industry growth, HAI annually conducts the world’s largest helicopter exposition, the HAI Heli Expo Trade show which includes business networking and technical resources that address Member business challenges and opportunities. In addition to the Trade Show, the Association delivers resources geared toward helping Members address flight and operational safety with an Aircraft Risk Assessment Tool and a Safety Accreditation Program.

The Advocacy program is the first and last line of defense for the Industry. When the FAA (Federal Aviation Administration) grounded operators due to a technical revised interpretation of regulations, HAI and their members worked successfully to speed up and streamline the exemption process. In doing so, the Industry was able to get back to work.

While addressing today’s challenges, Zucarro and his team are helping to position the Industry for the future:

  • “Autonomous flight is coming, technology is going to allow it, it’s a matter of public acceptance.” HAI is working with Federal Agencies and other Associations including the Association of Unmanned Vehicles (AUVSI) to help define the future through unmanned flight.
  • Although workforce shortages plague the Helicopter Industry now, the HAI team is collaborating with the Industry to build the Industry’s workforce of the future. Concrete strategies are being developed through the Helicopter Foundation to promote careers and help lead more pilots and technicians to choose careers in the Industry.

The International Sign Association – Annual Strategic Planning with its Board and 3 Steering Committees plus ongoing market engagement keep the Association aligned with the present and the future. Insisting upon transparency, the ISA team shares progress reports with Board Members four times each year. This level of market research plus Industry focused surveys, keeps the Association connected to today’s and tomorrow’s “Up at Night” challenges.

Led by Lori Anderson, President & CEO, the organization delivers business value in measurable ways:

  • The International Sign Expo – Business to business networking and emerging technologies.
  • Actionable Industry ResearchQuarterly economic reports, wages and benefits surveys, and research that identifies the economic impact of a sign.
  • Local sign code guidance – Plus legal support to help the Industry achieve sign approval.
Members Hire Tomorrow’s Associations

 Lori Anderson

Starting in 2013, the workforce shortage topic continually appeared in ISA’s research. Since then, utilizing an innovative digital approach, the Association is working to help the Industry educate, attract, and retain workers. Through strategic partnerships and adding skilled staff, the Association created a platform to help assess and teach skills to current and prospective workers. Though this online learning platform candidates can earn up to 15 digital badges. The strategy, since 2015, has helped students achieve approximately 7,000 badges. The workforce program is continually evaluated and updated to support the Industry’s workforce needs.

ISA also leverages its “Sign Manufacturing Day” to create student awareness of the Industry. Starting with just 8 companies and 200 students, the program now has eighty four companies participating and 3,500 students. Lori Anderson notes that “these programs help companies recruit interns on the spot.”

Health Industry Distributors Association – Leading and convening all aspects of the Industry in a Healthcare Supply Chain Collaborative.  CEOs from Distributor Companies gather at HIDA to utilize this cooperative platform, brainstorm, and develop strategic solutions that optimize supply chain efficiency. The organization also incorporates Manufacturers in its market focused efforts through the HIDA Educational Foundation.

The Association is also familiar with Industry’s products and business model. Understanding member pain points through direct engagement and market research, the organization evolves as market place challenges and opportunities change.

Members Hire Tomorrow’s Associations

  Matt Rowan

It’s current suite of products are designed to help members stay connected to what’s new or anticipated in their marketplace: Business Intelligence on Supply Chain Strategies, Telemedicine, Market Reports, & Segmented market reports.

Through Industry focused Advocacy:

  • The Association is collaborating with federal agencies to provide help during an emergency event. This will help federal emergency responders engage the commercial healthcare supply chain during crisis by centralizing key attributes of commercial medical-surgical distribution centers in an online tool.
  • Successfully had 120 products manufactured in China exempted from additional import tariffs.

Matthew J. Rowan, President & CEO leads the Association.

Members Hire Tomorrow’s Associations

Alison Bodor

Transforming into one of tomorrow’s Associations is no small task. Each Industry or Profession is different and making big changes could take more time. Consider starting with actionable market research and collaborative board discussions. Doing so will help build a foundation that leads to the larger transformation. For example, Alison Bodor, President and CEO, American Frozen Food Institute is leading a longer term change. Along with her team, she continually utilizes market research to inform and guide strategic discussions around food safety and Frozen Food consumption with the Board and their members. One of the near term deliverables is a new research report by AFFI and the Food Marketing Institute (FMI) titled “The Power of Frozen.” The report examines consumption drivers, purchase drivers, channel drivers, opportunities for collaboration, and shares opportunities for how companies can drive continued growth in the Frozen Food category. Thoughtful approaches like AFFI’s plant the seeds of transformational change.

Members Hire Tomorrow’s Associations

Members Hire Tomorrow’s Associations Tomorrow’s Associations including Helicopter Association International, Health Industry Distributors Association, International Sign Association, and other leading organizations including, Global Cold Chain Alliance, American Bakers Association, and the National Marine Manufacturers Association are all unapologetically getting it done for their Industries as they:

  • Leverage actionable research to position Industries for new opportunities.
  • Advance the innovative aspects of products to elected officials and consumers.
  • Champion Industries and position them for Market Growth.
  • Promote the economic impact of Industry products and services to domestic and international legislative and regulatory bodies.
  • Cite how Industries increase employment and influence community quality of life, and in several cases, help to attract the next generation of workers.

Because Tomorrow’s Associations have a strong bias for action, their CEOs move forward as they see opportunities that far outweigh threats and risks. “Turn every threat into an opportunity. In order to do that you need to surround yourselves with the right talent. Take some risk in a period of uncertainty not avoid it” notes PWC’s CEO Bob Moritz. Yes, uncertainty should be an immediate call to action for yesterday’s Associations. Breaking. Members Hire Tomorrow’s Associations because they have no other choice.

To learn more about how your organization can become one of Tomorrow’s Associations click here.