Understanding trade associations' unique challenges
Trade associations often balance multiple responsibilities:
- Consensus building: Fostering collaboration and unity among diverse stakeholders, while balancing diverse national interests and managing conflicting priorities.
- Industry advocacy: Navigating the complex political and regulatory landscapes to influence legislation and standards.
- Event management: Organising trade shows, business and political events, and ensuring they remain sustainable, relevant and influential as industries evolve.
- Business outcomes: Driving activities, working groups and collaboration to advance industry goals.
How MCI can help your trade association thrive
MCI is uniquely positioned to provide comprehensive support to trade associations, helping them thrive in a rapidly changing world. Our tailored services address key areas of need:
- Strategic guidance and industry advocacy
Trade associations play a crucial role in shaping industry regulations and public policy. MCI and our partner agency, logos, are experts in advocacy and lobbying ensuring associations have the intelligence and tools to influence policy and position themselves as industry leaders. With the right data and insights, we help trade associations drive advocacy campaigns that resonate with stakeholders.
Case in point: MCI partnered with the Health and Fitness Association (HFA) to establish its presence in Europe. By forging connections with fitness club owners, supporting industry research with Deloitte, and advocating with policymakers, we strengthened HFA’s influence and membership base. Discover our strategy.
- Membership engagement and ROI
Trade organisations are about advancing industry needs, building meaningful business connections growth, and encouraging collaboration between member companies. The goal is not so much to grow the association’s membership but more to help grow the members’ businesses. Ensuring return on investment (ROI) for its member companies is at the heart of any trade association’s mission. MCI’s facilitators provide expert support to working groups, policy platforms and member collaboration.
Case in point: The partnership between 5GAA, MCI and logos is based on strategic foresight, adaptability and professional management. Since 2016, the range of services has evolved to encompass membership management, event organisation, governance, communication, advocacy and more, with each service tailored to the association’s developing needs. Read the full case story here.
- Tradeshow and event management
Trade shows, congresses, business and policy events are the lifeblood of most trade associations, driving revenue and creating business opportunities for member companies. MCI’s extensive experience in event management helps associations deliver world-class in-person, virtual and hybrid events. We handle everything – from event marketing and logistics to speaker management and post-event analysis – maximising the value of these key initiatives.
We also have a number of proprietary tools. Jade, for example, is an AI assistant integrated into MCI USA's OneSystem Plus event technology platform. It automates aspects of customer service by managing live chats and emails, identifying information gaps for attendees, and providing personalised session and activity recommendations based on attendee data. Additionally, Jade offers intelligent data insights, transforming raw data into actionable narratives to enhance strategic planning, and assists in generating agendas and content for future events using AI-driven recommendations. (Watch this video to learn more about Jade.)
In an era where environmental responsibility is under increased scrutiny, trade associations must also focus on sustainability. MCI’s solutions help associations adopt sustainable practices, ensuring they can understand and meet evolving regulatory standards while championing innovation within their industries.
Case in point: Click here to learn how MCI powered the World Energy Congress with integrated marketing, striking visuals and seamless project management. By blending online campaigns, PR and face-to-face engagement, we drove global awareness, fostered connections and ensured a dynamic, impactful event.
- Global expansion and market penetration
For trade associations looking to expand their influence internationally, MCI provides strategic guidance to support global growth. Leveraging our global network and deep industry knowledge, we help associations enter new markets, build cross-border partnerships and scale their operations internationally.
Case in point: A US trade association partnered with MCI to expand their presence in Europe. With MCI’s guidance, they successfully navigated local regulations, built strategic partnerships and launched their trade show in the new market. This was followed two years later by a second tradeshow, which expanding on the success of the first.
- Communications and brand positioning
Effective communication is essential for trade associations to amplify their voice and reinforce their value to policy makers, the general public, governments, and industry partners. MCI helps associations craft compelling narratives and implement multi-channel strategies that drive engagement, advocacy and awareness. From strategic branding and public relations to content creation and social media campaigns, we ensure trade associations communicate their mission, impact, and achievements effectively to strengthen their reputation and position as industry leaders.
Case in point: Click here to discover how we helped position a trade show as the leading event in the financial sector by integrating innovative technologies, optimising operational efficiencies, and championing sustainability.
Below, Nikki Walker, Global Vice President - Associations & Communities, shares how MCI tailors its offerings to the unique needs of trade associations.
Trade associations must evolve to meet the needs of their members and industries. With MCI’s comprehensive solutions, trade associations can stay relevant and lead the way in their sectors.
Contact us to find out what MCI can do for your trade association.
MCI Content Team
