Our thoughts around value are changing. We have learned that more or bigger is not necessarily better. We have learned that cheaper is not usually better. In fact, our perceptions of value are becoming more sophisticated.
Some experts define value as quality + price. However, today quality is no longer a key differentiator; it’s a given. There’s a new definition for value. Value is one part solution, another part story, another part experience. As you think about the value your association delivers to members consider these new trends.
Some of us are experimenting with:
- less owning, more renting (turning from CDs to Pandora)
- less stuff, more consolidation (moving from alarm clock/calorie counter/calendar/pedometer to a smartphone)
- smaller homes, more time
- less buying, less clutter
- fewer products, more experiences
Society used to embrace the saying, “the person who dies with the most toys, wins.” We don’t feel this way anymore. Instead, we are trying to accumulate experiences. These experience can come in the form of world travel or physical feats or joining in community gatherings. Maybe you like history, or art, or music, or food.
Corporations are also moving toward providing more and better experiences. Look at how Apple changed the retail experience. Or Lululemon’s in-store yoga classes. Check out Blue Apron’s story; it’s not just about fresh perfectly portioned food, but also about the experience of cooking with your family (33% of Blue Apron families cook together more). Candy manufacturers have amusement parks, and car manufacturers publish magazines. Product is no longer king, the experience is.
Some questions to pose to yourself and your staff:
- What is your members’ experience?
- Are we offering the right solutions to the right member problems?
- If we are providing the right solutions and the experience is great, are we sharing the story members want to hear?
If the answers to these questions highlight some gaps between where you are now and where you want to be, find more ideas in this new e-book just for associations: Fueling Exceptional New Member Experiences: Strategies for Onboarding, Engagement, and Retention.