Word from the BFBi Welcome to 2023!!

A new year, with new energy to address the existing and new opportunities and challenges. A new yet not so new New Year Resolution – to match the expectation of our members and industry.

BFBi took part in a global Association survey late last year, comprising input from 51 trade associations across the world and 12,700 respondents The outcome of the survey was not surprising but it did endorse what Associations (we) know they need to do to remain engaged with their members:

• Associations must leverage technology solutions like AI to ease access and help tailor communications and content to meet audience needs and expectations

It is no longer about virtual vs. in-person - it is about the right channel, for the right activity Access to products and programmes that meet members’ needs and interests, be that committee meetings, task forces and special interest groups

• Retired (aged 70+), and most likely honorary members, showed a higher relationship strength The older a member is, the more likely he/she is to recommend; the younger the member, the least likely. To be future-proof, we must consider the interests, preferred style of engagement and ease of access desired by younger, working members of the community

We NEED to better understand what drives and motivates Millennials and Gen Z to secure their involvement, active engagement, and brand loyalty.

Relevance of content is vital Fostering innovation and ease of access to products/programmes and content are key drivers.

• For all age groups, the survey clearly shows that associations must improve the personalisation and customisation of their members’ and customers’ experience and access. Members want easy access to benefits and services that correspond to “my or my company’s needs”

A deep dive into performance engagement showed that only 21% of 12,700 respondents felt their trade associations “excellent” at providing benefits and services that meet “my needs” Or, in the case of trade associations, less than one quarter (24%) consider their association “excellent” in representing “my company’s interests.”

Conversely reputation and subject matter expertise rank highly – with more than half of the respondents awarding excellence to their association’s reputation

So, that is the market research and jargon To put it bluntly, a trade association cannot rely on reputation alone and the quicker and more easily a member can access the benefits, products and programmes that are relevant “to him/her/they”, the more the member or customer will likely engage and the more he/she/they will become an advocate

In order to remain relevant we need to:

• Review our engagement strategies against this benchmark

• Build on the agility, ways of working, and connectivity implemented during the pandemic

• Develop specific engagement

Gen Z

• Be sure to offer choice and multiple channels – both offline and online

• Involve young professionals in designing future strategy and relevance

• Leverage technology (data, help customise (personalise) members’ access to content, programmes etc

• Adapt in line with members’ evolving needs and preferences

That job starts now But, it can only be successful with your input and help

Ruth Evans MBE, BFBi C.E.O.

Established in 1907, BFBi’s membership represents the entire value chain supplying the brewing and beverage industry – from seed geneticists through raw materials, brewhouse and process equipment to dispense, point-of-sale and brewers/distillers. The Association’s objective is to be the foremost trade association providing opportunities for its Members to develop within the brewing, food & beverage industry

As well as offering many benefits and services to suppliers of raw materials, process and packaging machinery, dispense and point of sale products, BFBi is a Trade Challenge Partner for various overseas exhibitions and owner and organiser of the oldest international brewing and cider Awards in the world