How not to run a trade association – and what a shame, because they used to have it right
A year or so ago the DMA – the U.K.’s Direct Marketing Association – tried to wring their annual subscription out of me.
They failed until a very persistent lady keep chasing me and promising all sorts of good things. Like getting me to speak at some of their events and so on. The oxygen of publicity, as Mrs. Thatcher called it.
That did the trick – and I signed up again.
Then what happened? Nothing. It was all just hot air.
Actually, not even hot air. Because since then I have not received a single email from them. Not one. Though my financial director gets some, none of which he reads.
Years ago the BDMA (as it then was) was a thriving organisation with a wonderful man called Len Ford – an ex-journalist – its genial driving force. Then when it became the DMA an exceedingly live wire called Colin Lloyd lit a fire under the people there and it was a force for good.
Since then – nothing. Or nothing I can see.
And as a member I should have been able to see. They should have been bombarding me with stuff about what they are doing. They are (or should be) in the communications business.
But clearly they believe in marketing by osmosis. About as much use to me – or them – as a spare prick at a wedding.
So when I got the only communication that it seems matters to them – a reminder about my subscription – I said no.
There was no attempt to persuade me otherwise. At least the lady last time had a go. She may well have thought they would do something.
This time they just sent me a bill for some VAT I never knew about.
Adding insult to injury – or rather incompetence.
I think most of these trade associations are just jobs for the boys. I don’t want to pay for their trips to this or that event – let alone their hotel, plane and bar bills.
What do you think?
I pay subs to 5 associations. All 5 of them do good things that keep me subscribing.
1 A good journal or magazine. CAMRA and my college send out two on a regular basis.
2 They email me with news, offers and educational stuff.
3 An effort is made to involve subscribers in events and social activities.
4 I know what they are doing.
5 If I don’t pay, a couple of them will strip me of initials.
I’m of the (admittedly jaded) opinion that most organizations, once going, become about self-continuation more than their original purpose. Rare is the exception to the rule.
I agree 1000%. If you want an easy life with ,lots of free booze and trips to exotic spots start an Institute or Association. The IDM in the UK do a pretty good job, though.
That is a shame. In North America the DMA — at least I think it’s the DMA — sends me stuff all the time via email. I was kinda hoping your headline was referring to the same org, so I’d have a reason to unsubscribe and reduce my reading to learn time.
FWIW I pay for membership in Ask Drayton, Doberman Dan, and Gary North.
The DMA has always done a pretty good job. I used to do the odd speech for them back in the day.
Associations, somassociations, screw most of ’em, have forgotten how many I’ve joined and got nothing…but “a spare prick at a wedding”, I’ll never forget that one…
I think I made a comment, on your linkedin thread, about membership sites offering the earth before you get. And then letting you down badly. I guess this is no different. Everything’s going down the pan nowadays.
It always infuriates me how outfits like the DMA, major charities, the BBC et al, always base their headquarters in the smartest areas of town. No modest little office unit on a suburban business park will do. I am not a member of the DMA which in my view is doing a lousy job. I only donate to two charities, both of which are based outside London and which update me several times a week on Facebook. I do not pay a licence fee to any outfit that sends me an unsolicited signal. Whatever happened to the wonderful BLBA, remember them?
I was thinking of setting up ELBA (European List Brokers Association). It will be based on a beach and all new members will be invited to pull up a deckchair and share a Campari and soda with me. Would you care to join?