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Technology Trends for Association Suppliers

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Technology Trends for Association Suppliers

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  1. Technology Trendsfor Association Suppliers ASAE Technology Conference December 4, 2013 2:30 – 3:30 Tom Lehman Lehman Associates, LLC Lehman Reports

  2. Lehman Associates, LLC • Associations, Nonprofits, and Supplier Companies • Strategy consulting for technology and marketing • Customer Satisfaction, Market & Member Research • The Lehman Reports™ industry research series • Founded 1992, Alexandria, VA

  3. AMS Use and Satisfaction 2006-2013 • AMS International: CA, AU, UK 2010, 2013 • Association Technology Study 2011-13 • Donor Management Systems, NTEN, 2013 • New Snapshot survey series

  4. The Big Picture

  5. Evolving Role of Technology ROI Potential Technology as Strategy™ Exponential Investment Technology as Tools Linear Cost Center Technology Introduction Investment

  6. A Greater Focus on Outcomes

  7. Interlocking Content Marketing Highest growth and most effective models are in the overlaps Both internal and external perspective Vendors help clients most when working in the overlaps Circle of Engagement

  8. Market DynamicsandCompetitive Advantage

  9. Market Characteristics • Share • Competitive – a few providers hold significant share • Consolidating – combining to compete • Fragmented – top providers hold a small share • Growth potential • Emerging market – growth comes from first-time customers • Saturated markets – growth comes from other providers • Standardization • Largely unique, customized services • Standardized services, commodity market characteristics • Solution types • Best of breed – third-party, integrated applications • Suite – applications incorporated within AMS, CMS, CRM

  10. Market characteristics drive strategy Marketing in a post-integration world Competing more on outcome value than product capabilities Professional services support to insure customers gain expected value Visibility in the marketplace Competitive Advantage

  11. Awareness • They don’t know you, they really don‘t • Large portions of the market have never heard of you and know nothing about the products / services you offer • Awareness sources most frequently cited: • WOM: colleagues and Collaborate • Content marketing: webinars, conferences • Less frequently cited: • Advertising, direct marketing, buyer guides

  12. Awareness

  13. Association Environment

  14. The Good and Bad News • The good news • Continuing to invest in technology • Optimistic about technology budgets • Changing role of IT • Not so good news • Technology senior execs and IT staffing • Expertise to gain value is often lacking – not using advanced capabilities as they could • Changing role of IT

  15. Technology Presence Lehman Reports Technology Study, 2013

  16. Technology Presence Lehman Reports Technology Study, 2013

  17. Purchasing

  18. Third-party Services Adoption Lehman Reports Technology Study, 2013

  19. Market Opportunities Lower Projected Growth Email Marketing (Non-integrated) Technical and Network Support Job Boards Online Voting Tools Advanced Meeting Registration Lower Current Market Penetration Higher Mobile Social Media / Community eLearning Advance Reporting / BI Email Marketing (Integrated) Exhibits Management Higher Project Growth Lower Rate New Purchase Plans Higher Rate Lehman Reports Technology Study, 2013

  20. Website DevelopmentMobileCloudEngagement Measurement

  21. Website Redesign Lehman Reports Technology Study, 2013

  22. Next Redesign Scale Redesign is an opportunity to incorporate additional products Lehman Reports Technology Study, 2013

  23. Mobile – Apps and Access • Increasing importance, high market growth • Knits together other applications • Medium is the message • Unique access models, User Scenarios • Embracing tablets and phones as different models • Segmentation based on mobile • Conference is primary app use – will change in the future

  24. The Multi-device Connected Market Situational Segmentation

  25. Approaching Outcome Measurement Lehman Reports Snapshot Survey 2013

  26. Cloud-based Services

  27. Final Thoughts • Evolving role of technology • Growing emphasis on outcomes, beyond features • Focus on overlaps of content marketing • Differing market dynamics and growth opportunities • Product adoption cycles • Ensuring association success with your product, limiting factors in associations • Using market information to competitive advantage

  28. Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703-373-7550 Tom@LehmanConsulting.com www.LehmanConsulting.com www.lehmanreports.com