News

How to Get on Board with the Membership Economy

Robbie Baxter Thought Leadership
December 11, 2019
tags business models., Membership Economy, product marketing

Robbie Baxter explains why companies need to prioritize their mission over their products to take advantage of new technologies and services and build a new kind of relationship with today’s–and tomorrow’s–members.

As association leaders, many of you are Membership Pioneers. Membership is something you probably have been thinking about for years. But in the last 10 years, membership has reinvented nearly every industry. Companies like LinkedIn, Amazon and Salesforce have created forever transactions of their own with their customers by using many of the tactics that are core to the deep relationships trade groups, professional societies and other not-for-profit associations have been building for decades.

But they’re using new tactics–streaming content, frictionless checkout, recommendation engines, artificial intelligence–to create dramatically improved experiences. As a result, consumer expectations about what membership means have changed. And the drivers of this new perception are not coming from other associations, they’re coming from Silicon Valley tech.

Maybe this is a good thing though. In times of great change, there are big winners, and big losers.

So what can your organization do to be one of the winners?

 

Points covered include:

-Product market fit

-Taking advantage of new technologies and services

-Prioritizing your mission over your products

 

Read the full article, Memberships Are Changing and What it Means for Your Association, on LinkedIn.