NAW Association Executives Council (AEC)
Summer Meeting
July 14 -16, 2014
Carlsbad, CA
Increasing Large Member Engagement
1
Mark S. Allen
International Foodservice Distributors Association
International Foodservice Distributors Assoc.
IFDA Members:
 155 broadline and systems
distributors
 $127 billion in collective
annual revenue
 800+ distribution
centers
IFDA Members are:
 25 of the top 25
 42 of the top 50
3
IFDA Distributor Membership: Highly
Concentrated
Annual Sales (2013)
Top 10
members are
88% of total
member volume
11%
10%
10%
11%
31%
34%
16%
up to 50M
50M+ to 100M
100+ to 250M
18%
28%
31%
250+ to 1B
1B+
4
IFDA…
Protecting against
costly government
legislation and
regulation
Providing
information and tools
to help distributors
run an exceptional
business
Creating events to
both educate
and strengthen
relationships
 Lobbying
 Benchmarking
 Partners Executive Forum
 Grassroots
 Original Research
 Distribution Solutions Conf.
 Advocacy
 Online Seminars
 SMart Conference
 Coalitions
 White Papers
 Washington Insights Conf.
 IFDAPAC
 Industry Information
 Presidents Conference
 Thomas Jefferson Awards
 Actionable Insights
 Truck Driving Champ.
 Guidance Documents
 Executive Education (UVA)
Peer-to-Peer Sharing: Leadership Committees; Planning Councils; Functional Share Groups
Communications: Daily and Quarterly Updates; ifdaonline.org; Member Communications
Industry Leadership: GS1 Standards; Data Accuracy and Integrity
How we Define a “Large Member”
Size is important, but we also base it on how the
company manages its business

6

Centralized

Decentralized
Vision 2010
Created a culture of “Thought Leadership”


Thought Leaders influence others by creating, advancing and sharing
ideas that help provide solutions and as a result are looked upon as a
resource for insight and vision – they must “trust the brand”

Changed how our members view us - from within
Needed to change
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7
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Staff access to information and ideas

How our members viewed our capabilities and skills

How we identified and evaluated new opportunities

How our members viewed our contribution to their success
Member Intimacy
Member visits




A day to a day and a half
90% is asking questions and listening – it’s about them
Set 45 minute meetings with






C-suite
Key executives
Functional heads
Have them review their strategy
Probe their challenges and opportunities
Review association activities where applicable – don’t assume
they know what we do
Regular contact throughout the year

8
Changing How Large Companies Think
About IFDA
Opportunities to lead


Military contracting

Congressional investigation

GPO’s – mitigating the risks of “price extendibility”

Customer demands – repeal of the RFS
Where we had to say NO

9

Vendor-specific issues

Competitive issues
Mark S. Allen
International Foodservice Distributors Association
Smart Practices.
Sustainable Solutions.
Increasing Large Member
Engagement
NAW AEC Summer Meeting
July 2014
Challenges
• Association wants large member commitment
and active participation.
• What can we provide that they can’t do for
themselves?
Challenges
• Sometimes our advocacy goals don’t align.
• Three manufacturers in each segment have
90% of market share, so they aren’t interested in
statistics.
Possible Solution:
VIP Member Category
• Greater exposure to a high level audience
• Social responsibility platform
IA Membership Categories & Dues
New Platinum Membership Category
Manufacturer = $27,500; Distributor $20,000
New Platinum Membership Category
Other Unwritten Benefits
•
•
•
•
•
•
•
High level staff liaison
Board consideration
First sponsorship options
Article opportunities
Webinar hosts
VIP events, e.g., breakfast the keynote
Other volunteer placement
Pros and Cons
+ New revenue for the association
+ Large members love the exposure and VIP
treatment
– Only 10 companies are viable targets
– Potential perception by small members that
we are elitist.
Happy Smart Irrigation Month!
www.smartirrigationmonth.org
Deborah Hamlin, CAE, FASAE
Irrigation Association
Chief Executive Officer
deborahhamlin@irrigation.org
Electro-Federation Canada
Electrical Council
Manufacturers
130
82%
Distributors
51
15%
Reps)
49
3%
Distributors
• Range
– 1.5 Billion - Under 20 m.
• Top 5
– represent about 80% of business.
• Distributor fees
– Over $30,000 to under $2000
Role of Association
• Association is a member numbers game… the size
and structure of your association is based on the
membership numbers not on $$.
Thousands of Members
(nurses association)
Newsletter
Conference
Trade show
Education
GR
Affiliate programs
(Insurance)
Credit card programs
Savings on items
Web: Membership drive
Couple of Members
(soft drink association)
GR
Statistics
Outreach to member customers
Public PR
Conference – meetings
Web: No application for
membership, no drive, just PR.
Large members
• Conference – meeting opportunity - not part of a
buying group
• Statistics – market share is huge with large players,
sales and growth can determine bonuses
• Government relations – codes and standards,
sustainability, compliance
• Research that tells them something they don’t know
• Employee training system
• Any industry initiatives that involve cooperation –
– E-commerce, one voice to manufacturers
Model
Lots of small members
• CEO that knows
associations
• One person per
company
• Committees tend to be
main contacts
• Focus on association
work
Few large members,
• CEO that knows the
industry
• Go deep, rely on more
than one person
• Involve levels in project
committees, larger
database
• Focus on industry issues