Smart people, working across many industries, are saying that this is the year business leaders will really harness big data, and those that do not will be left behind. But before association and non-profit leaders can effectively do that, it’s essential to understand a few important smaller data points, that look very large relative to purpose:
Our foundational approach has helped leaders at the American Hotel & Lodging Association, the American Society of Mechanical Engineers, the U.S Naval Institute, the Johns Hopkins University Alumni Association, and the Travelodge International Marketing Association.
We guide association and non-profit leaders to re-discover their fundamental value proposition and purpose and to articulate it powerfully. It is an inclusive process that begins with a solid research foundation and concludes with positioning and message development.
We can uncover truths and perceptions about your identity, your current brand perception and positioning, your offering and with these sharpen your purpose, build authentic solutions, align association leadership and productively engage your constituents.
Decisions that will decide greater success or failure in your immediate future should be based on a comprehensive appreciation for the fundamental truths of your present.
We do believe in predictive modeling, cohort development, market segmentation, particle marketing, behavioral and lifestyle mapping and all of the amazing big data tools available to help you slice and dice and dissect your audiences. We also believe these can all be a horrific waste of time, getting to know audiences down to their DNA, if you don’t know what to say to them about you when you get together.
