Distribution associations, like most of their members, have been challenged to redefine and focus the value they deliver. Many associations have initiated a strategic planning process to address shrinking membership and participation due to industry consolidation, as well as new competition in the form of marketing groups and other alternate education resources, including trade publications.
I recently attended the Fluid Power Distributors Association (FPDA) annual meeting, where they unveiled the results of a three-year strategic planning process. The fluid power industry has been particularly challenged as new electro-mechanical technologies have rapidly developed. In a nutshell, they are aiming to elevate the networking and education value the association can offer, while at the same time embracing a broader range of product technologies in motion control and automation. I think they will be successful because they worked hard to gain clarity about where their core strengths lie, and how best to leverage those strengths in the future to build value.
FPDA is beefing up its value as an educator by starting a technical certification program, to offer members a training tool for their employees and help them differentiate their expertise in the marketplace as certified professionals. It is strengthening the opportunities and quality of networking the association provides. Initiatives include: online networking tools, a formal mentoring program, and revising meeting formats to offer more networking time.
This process is familiar to all distribution executives involved with association leadership. Connecting members and professional development has always been part of most association missions. Nearly every association is reinventing itself – by necessity – as members focus their limited time and resources where they have the best payback. Just providing a nice venue for manufacturers and distributors to network isn’t enough. There has to be a clear vision of value and ROI. FPDA is not trying to boil the ocean. It is refocusing on how to fill specific needs to “best address the new future of our industry,” as FPDA phrased it in their strategic planning. I wish them the best.
