A Perspective From Architecture, Engineering, and Construction

By Wendy Ward

Are you ever challenged to validate your association membership to

the accounting department? Association membership can open

doors and create opportunities for your company that would be

very difficult and costly without their assistance.

During high school, we were all encouraged to join a variety of

extracurricular activities to build our resumes and make us more

well-rounded people. As adults and business owners, joining an

association has some of these same advantages, but it can also

help grow your business. More so than ever before, concrete

associations can serve as a conduit for greater opportunities.

Networking

Arguably the top reason for association involvement is the

networking opportunities afforded to you through membership.

Meetings are a great occasion for speaking with others in your

industry. Other members may have implemented a new technology

or found a way to solve a problem that has been plaguing your

company for years. The friendly camaraderie allows everyone to

speak openly and candidly about their business.

Further, meetings provide you with the chance to learn what others

are doing around the country, which is a valuable asset for staying

on top of industry trends. Many annual or quarterly national

meetings even offer a trade show for you to learn about some of

the latest findings or services. And, the relationships fostered at

these meetings can last long after the final speaker and provide you

with a colleague that acts as a sounding board throughout the year.

Spread The Word

Industry associations are also a great medium for getting the word

out about your company's services. Most associations have printed 

newsletters that feature member profiles or project spotlights.

Typically, these newsletters go to more than just members, but

also to anyone interested in learning more about the industry.

Further, they can be distributed at trade shows.

Alternatively, an electronic edition of the newsletter may also exist

as a second forum for information. All of this publicity positions you

as an expert in your respective field. Another method for garnering

attention in a newsletter is through advertising. Associations

generally offer members a discounted advertising rate, and you are

ensured that you are reaching a targeted audience.

Membership is almost always a prerequisite to submit to an

association's award program. While winning the award is the

obvious goal, just submitting can also help your company.

Association award submittals often provide the fodder for any public

relations efforts throughout the year. Any unique attributes of a

project may qualify your award for inclusion in an article that will

appear in a leading trade publication.

Public relations provides the third-party credibility that you cannot

achieve with advertising and is a cost-effective method for building

your brand. Winning an award from an association is additional fuel

for public relations opportunities. Local media may take interest in

your project, which would only further position you as industry

leader in your community.

Getting involved is critical to receiving the value of association

membership. Associations often have developed presentations that

are available for members to present at local or state organizations.

For example, if you are a Tilt-Up concrete contractor, take

advantage of the presentations available from the Tilt-Up Concrete

Association. By using these prepared presentations to speak in

front of your local ready-mixed association, you are utilizing an

untapped outlet for growing your business.

However, opportunities do not end with other associations. For

example, for the Tilt-Up concrete contractor, the chance to present

in front of a local school board about the benefits of your

construction method for educational facilities could mean a steady

stream of new business. Also, associations need speakers for their

own events and conferences. By becoming an active member, you

are more likely to be considered for presenting opportunities.

Additionally, serving on committees positions you for a leadership

position within the organization as a member of the Board of

Directors. This provides you with the ability to make decisions that

influence both the association and industry.

Referrals are also a common benefit of association membership. If

someone in your area needs an expert and called your association

headquarters, it is likely that you will be referred. The value of this

is immeasurable, because the client has already pre-qualified the

association as a place to seek an expert opinion and their

recommendation of your company is an incredible asset to your business.

Further, many associations include a listing of members on the

website and may even provide a link to your company's site. Free

magazine subscriptions are also common to help keep you abreast

of the latest industry trends. Associations are frequent attendees at

trade shows, which aids in increasing awareness about your

industry. Your organization may also receive a discounted

admission rate for members who attend the event.

Joining an industry association is much more than simply

something to add to your company website or include in proposals.

Active membership affords you a host of opportunities to grow both

personally and professionally. Similar to your high school activities,

it is up to you to make the most out of your membership.

Investigate the offerings afforded to you through your association

membership and determine what you may not be utilizing.

Associations exist to advance the industry which, in turn, increases

your business. Partner with them to meet your common goals and

educate the marketplace about your industry.

Wendy Ward is Vice President of Constructive Communication, Inc. – a marketing/communications and
media relations firm specializing in technical and professional services firms as well as the
Tilt-Up Concrete Association and Concrete Foundations Association. For more information, please contact her at wward@constructivecommunication.com or 614-873-6706.