Forum - June/July 2009

FACED WITH TIME AND BUDGET CONSTRAINTS, MANY
ORGANIZATIONS FEEL THEY CANNOT COMMIT THE TIME OR
ALLOCATE THE RESOURCES TO CONDUCT THIS KIND OF MAR-
KET RESEARCH.

launch of the site, see the October 2008 FORUM Signature Story).

The insights gained through research and analysis enabled AGD to create a new technology-based offering that equally met the needs of the public and its members. Reflecting what both moms and AGD members want, the Web site today offers myriad tactics that will help achieve the association’s marketing and membership objectives.

The American Specialty Toy Retailing Association used the same strategy when it sought to bolster its positioning as the leading trade organization for independent toy retailers and toy manufacturers. It also wanted to update its brand identity, build membership, and increase the number of members and sponsors participating in its annual events and national convention.

Rather than jump right in and brainstorm a list of creative ideas, the association’s executives and its research partner

took the time to understand ASTRA’s position within the toy industry and, founded upon strategically focused research, develop a new industry-leading positioning around the value of play in the healthy development of children.

The new positioning raised ASTRA’s visibility among both retailers and manufacturers, helped members make more money, and contributed to a 70 percent increase in convention attendance and a 60 percent increase in exhibit booth sales. A subsequent media relations program based on the new positioning also increased consumer awareness of the benefits offered by ASTRA member retailers. The results far exceeded previous efforts.

Faced with time and budget constraints, many organizations feel they cannot commit the time or allocate the resources to conduct this kind of market research. However, it’s in tough economic times like these that such research can offer the greatest benefits because it helps ensure that marketing and other investments achieve association objectives and deliver the ROI that’s necessary to justify them.

FINDING THE RIGHT FIT

Research processes come in all sizes. They can be based on either qualitative or quantitative approaches, or both. They should be expandable or collapsible, allowing you to invest in the exact amount of research you need. Most importantly, they should offer deep insights into the attitudes, opinions and behaviors of your key constituencies: current members, lapsed members, prospective members, industry thought leaders, trade media and others. In short, they should be adaptable to accommodate the needs, culture and style of your organization, not the researcher’s.

Even a modest investment in research should be able to help an association understand how to address a specific challenge it’s facing, as evidenced last year by Selected Independent Funeral Homes. This worldwide professional association of independent, locally owned funeral homes realized that its growth was being challenged by the steady decline in participation by members of the association’s under- 40 programs.