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The COVID-19 pandemic has taught associations two things about launching new products and services. First: They can get new concepts to market quickly. Second: Now they have to.
"I think we're in a period where associations can no longer take a year to think about bringing a program or a product to market, which is what I've seen traditionally in the past," said Josh Goldman, CAE, director of consulting services at Tagoras. "I think appetites are changing and organizations are willing to be a little bit more risky."
For instance, the American Industrial Hygiene Association's (AIHA) pandemic-era experience has shifted its approach not only toward speed to market, but also toward market expansion. At the onset of the pandemic, AIHA established a task force to develop materials for a host of industries on how they could safely operate during COVID-19. The initiative, originally called Back to Work Safely, was more public-facing than usual for the association, said Sue Marchese, CAE, AIHA's managing director for strategic communications and external affairs. But within two months it had an initial batch of materials ready, and by six months it had back-to-work materials available for 27 industries.
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