In this issue of Promotional Consultant Today, we take a deeper dive into PPAI's strategic plan goal No. 1 as part of our weeklong series on the 2017-2020 PPAI Strategic Plan.

It's Valentine's Day and what better day is there to talk about love? Yes, according to Paul Bellantone, CAE, PPAI president and CEO, PPAI's goal No.1—to drive meaningful member value and engagement— is all about love.

"If we put the right tools in place and give our members the value they are looking for and the engagement opportunities they need to be successful, they will not only trust us and like us, they will hopefully learn to love us," says Bellantone. "Part of our overriding goal in the coming years is to take this organization from one of transactions to one of relationships with our members—transactional to relational.

"We've been successful at growing the number of members over the past years and driving greater participation and use of products and services, but now our focus is on creating relationships with those members. A larger list of people we can sell something to is not what we're about. We want to know our members. Be important and relevant to their success. We want them to love us. We will do that through driving greater member value and engagement," he adds.

Driving member value and engagement will come by way of various strategies. Here are just three:

1. Transforming The PPAI Expo from great to extraordinary.

The PPAI Expo is by far the largest and most well-attended trade show in the promotional products industry. In fact, it's a top-50 trade show in the United States—regardless of industry. But being the biggest and the best doesn't mean there's no room for improvement. And this strategy addresses that need to invest in this event.

Over the next three years the PPAI Board of Directors has called upon the Association to not only continue the PPAI Expo but to invest in it in a way that takes it from great to extraordinary. In doing so, PPAI will offer greater opportunity for members.

2. Create Engage, Recognize and Mobilize Super Users

Super users are those who most widely use the Association's products and services and are the most engaged. But to this day the list of super users remains a small percentage of the membership.

Over the next three years the Association will focus on growing the number of super users. "PPAI certainly values our members. We believe the more you are involved with and understand what PPAI offers, the more valuable your membership is to you as a promotional products expert. Knowledge is indeed power," explains Mary Jo Tomasini, MAS, PPAI board chair.

3. Develop Knowledge Communities

Perhaps one of the greatest benefits scheduled to be launched over the next few years as part of this strategic plan is the implementation of knowledge communities—an industry specific knowledge sharing platform. Industry professionals and, perhaps in some cases, specialists from other industries will have an opportunity to engage on various topics and issues while learning from various subject matter experts.

Collaboration and information sharing will be the cornerstones of these communities.

Read PCT tomorrow to learn what's behind goal No. 2: Advocate for the industry.

Source: Keith Vincent is director of marketing for Promotional Products Association International.