Maximizing Membership in an Industry Association

Learn about the types of benefits that industry associations provide to their members, and why marketers should think beyond the logo on the website and invest time to explore all the ways association membership can help meet corporate marketing goals.

Stephanie Tierney, Director of Marketing Communications for the Electronic Components Industry Association (ECIA), is keenly focused on engaging members and helping them find their passion within the organization. From serving on standards boards to supporting industry studies, there is a long list of ways companies can get involved and maximize the value of their membership in ECIA.

Stephanie utilizes many channels to stay top-of-mind with members, including enewsletters and LinkedIn. Part of her role includes leading a committee to plan the annual ECIA Executive conference, which is back in person this year (after a two-year pandemic-related hiatus) with the theme "Bucking Normal." ECIA also has a podcast, The Channel Channel, which focuses on industry trends and association news.

It was clear from our interview that there is no "one way" to maximize membership in an industry association, rather Stephanie encourages members to forge their own paths based on business needs and individual motivators. For some, this may come in the form of shaping industry guidelines and for another, it might be leveraging association analyst research for a thought leadership content campaign. Regardless, she reminds us that when it comes to membership, you get out what you put in....so get involved!

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