Impact Publications : MiceBTN_59
Page 20 • MICEBTN - M AY 2015 MEA now generates most of its funding through its Events Academy and is not so reliant on annual membership fees. “Attracting members and keeping them in any association these days is a tough call,” said Gaunt. “People have so many options open to them, particularly the tech-savvy younger ones that they sign up but get distracted and quit often not recognising the value proposition as readily as more-experienced business people. Like other similar bodies, membership churn is a problem. We are attracting 5-10 new mem- bers each fortnight, which is very good and ahead of budget. We have improved membership retention. “Now we need to show them the practi- cal value of that membership through our special training, technology expertise and networking resources.” A recent example of MEA’s value propo- sition was put to the test in Adelaide. “We chose eight individuals for a one- month trial of marketing using our resourc- es,” said Gaunt. “We charged each individ- ual A$500, then provided marketing tools including latest the technology techniques with a true cost analysis. What we provided for A$500 through the Association would have cost between A$5000-A$6000 for the month using their own resources. By pooling the resources (for the test-case membership) it was a tremendous success. The course sold out within two hours. “Needless to say when members can see a practical demonstration of how their MEA membership fee works it is very positive.” Continued from page 4. MEA seeks backing for a new Sydney show ...