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Technology Trendsfor Association SuppliersTom LehmanLehman Associates, LLCLehman ReportsASAE Technology ConferenceDecember 4, 20132:30 3:30

Lehman Associations, LLC 2013Lehman Associates, LLCAssociations, Nonprofits, and Supplier CompaniesStrategy consulting for technology and marketingCustomer Satisfaction, Market & Member ResearchThe Lehman Reports industry research seriesFounded 1992, Alexandria, VA Lehman Associations, LLC 2013AMS Use and Satisfaction 2006-2013AMS International: CA, AU, UK 2010, 2013Association Technology Study 2011-13Donor Management Systems, NTEN, 2013New Snapshot survey series

Lehman Associations, LLC 2013The Big Picture Lehman Associations, LLC 2013Evolving Role of TechnologyTechnology IntroductionTechnology as ToolsTechnology as StrategyInvestmentInvestmentCost CenterLinearExponentialROI Potential Lehman Associations, LLC 2013A Greater Focus on Outcomes Lehman Associations, LLC 2013Interlocking Content MarketingHighest growth and most effective models are in the overlapsBoth internal and external perspectiveCircle of EngagementVendors help clients most when working in the overlaps Lehman Associations, LLC 2013Market DynamicsandCompetitive Advantage Lehman Associations, LLC 2013Purchase CyclesMore Frequent PurchaseLower Barriers to ChangeLess Frequent PurchaseHigher Barriers to ChangeMeeting registration servicesSurvey systemsOnline votingExhibits ManagementeLearning systemsAMSContent Mgmt Systems /Web developmentJob boardsMobile AppsExamples: AMS replacement: 8-10 yearsWebsite Redesign: 3-4 years Lehman Associations, LLC 2013Market CharacteristicsShareCompetitive a few providers hold significant shareConsolidating combining to competeFragmented top providers hold a small shareGrowth potentialEmerging market growth comes from first-time customersSaturated markets growth comes from other providersStandardizationLargely unique, customized servicesStandardized services, commodity market characteristicsSolution typesBest of breed third-party, integrated applicationsSuite applications incorporated within AMS, CMS, CRM

Lehman Associations, LLC 2013Competitive AdvantageMarket characteristics drive strategyMarketing in a post-integration worldCompeting more on outcome value than product capabilitiesProfessional services support to insure customers gain expected valueVisibility in the marketplace Lehman Associations, LLC 2013AwarenessThey dont know you, they really dontLarge portions of the market have never heard of you and know nothing about the products / services you offerAwareness sources most frequently cited:WOM: colleagues and CollaborateContent marketing: webinars, conferencesLess frequently cited:Advertising, direct marketing, buyer guides Lehman Associations, LLC 2013Awareness Lehman Associations, LLC 2013Association Environment Lehman Associations, LLC 2013The Good and Bad NewsThe good newsContinuing to invest in technologyOptimistic about technology budgetsChanging role of ITNot so good newsTechnology senior execs and IT staffingExpertise to gain value is often lacking not using advanced capabilities as they couldChanging role of IT

Lehman Associations, LLC 2013Technology PresenceLehman Reports Technology Study, 2013 Lehman Associations, LLC 2013Technology PresenceLehman Reports Technology Study, 2013 Lehman Associations, LLC 2013Purchasing Lehman Associations, LLC 2013Third-party Services AdoptionLehman Reports Technology Study, 2013 Lehman Associations, LLC 2013Market OpportunitiesEmail Marketing (Non-integrated)Technical and Network SupportJob BoardsOnline Voting ToolsAdvanced Meeting RegistrationMobileSocial Media / CommunityeLearningAdvance Reporting / BIEmail Marketing (Integrated)Exhibits ManagementLower Rate New Purchase Plans Higher RateLower Current Market Penetration HigherHigher Project GrowthLower Projected GrowthLehman Reports Technology Study, 2013 Lehman Associations, LLC 2013Website DevelopmentMobileCloudEngagement Measurement Lehman Associations, LLC 2013Website RedesignLehman Reports Technology Study, 2013 Lehman Associations, LLC 2013Next Redesign ScaleLehman Reports Technology Study, 2013Redesign is an opportunity to incorporate additional products Lehman Associations, LLC 2013Mobile Apps and AccessIncreasing importance, high market growthKnits together other applicationsMedium is the messageUnique access models, User ScenariosEmbracing tablets and phones as different modelsSegmentation based on mobileConference is primary app use will change in the future Lehman Associations, LLC 2013The Multi-device Connected Market

Situational Segmentation Lehman Associations, LLC 2013Approaching Outcome MeasurementLehman Reports Snapshot Survey 2013 Lehman Associations, LLC 2013Cloud-based Services Lehman Associations, LLC 2013Final ThoughtsEvolving role of technologyGrowing emphasis on outcomes, beyond featuresFocus on overlaps of content marketingDiffering market dynamics and growth opportunitiesProduct adoption cyclesEnsuring association success with your product, limiting factors in associationsUsing market information to competitive advantage

Lehman Associations, LLC 2013Questions and DiscussionTom LehmanPresident Lehman Associates, LLC / Lehman ReportsAlexandria, VA703-373-7550Tom@LehmanConsulting.comwww.LehmanConsulting.com www.lehmanreports.com

Lehman Associations, LLC 2013