On Monday, members of NGVAmerica’s Market Development Committee (MDC) convened by conference call to discuss and approve the association’s proposed 2013 Market Development Strategy and Resource Reallocation Plan. The plan, which reflects direction provided in the 2012 NGVAmerica Board-approved strategic plan, was developed in the fourth quarter of 2012 using input from a broad cross-section of our members, including the fourteen MDC members.
The 2013 Market Development Strategy and Resource Reallocation Plan includes a significant shift in marketing and communications resource allocation to better capitalize on tremendous market growth opportunities. Specifically, the plan includes
• Additional emphasis on market data collection, aggregation, and analysis in order to better understand current market penetration and to develop forecasts for use by NGVAmerica members in planning and educating fleets, consumers, and policy makers;
• Enhancing the NGVAmerica web site and utilizing professional and social networking tools more effectively (which also would help communicate NGVAmerica’s value—highlighting its expertise, resources, and leadership);
• Additional emphasis on aggregation and development of resources and tools for members’ use in growing the NGV market;
• Reduced emphasis on trade shows including 1) delegation of NGV “pavilion” and “zone” coordination activities to show hosts willing to invest the considerable effort needed to make them successful, 2) significantly scaling back the number of exhibits at other organizations’ shows, and 3) the re-introduction of NGVAmerica’s own exposition in conjunction with its annual conference (details to be announced pending completion of initial planning and negotiations);
• More critical evaluation of in-person presentation opportunities, with emphasis on those providing the greatest exposure—especially in new and emerging niche sectors—and delegation of lesser opportunities to members and advocate-allies when possible;
• Reduced emphasis on direct in-person educational outreach by using web-based tools more effectively and weighing potential seminar and workshop efforts based on audience size, market opportunity, and resource optimization;
• The major components of the planned resource reallocation noted above are in addition to ongoing daily responses to requests from members’ and advocate-allies’ for assistance, which are increasing significantly. It is envisioned that the resources reallocation, especially the enhancements to our communications channels, will reduce the need for individual responses.