How a Data-Driven Marketing Strategy Generates Nondues Revenue

Research Methodologies August 3, 2015 By: Tom McClintock and Teri Carden

While the Glass Manufacturing Industry Council produced the industry's largest tradeshow, many attendees saw no value in joining the association behind it. By reviewing member queries, GMIC launched an industry market report that has generated nondues revenue and grown membership.

One of the main reasons Robert Lipetz was recruited to be the executive director of the Glass Manufacturing Industry Council was that he had an impressive record of membership growth, and GMIC needed exactly that: more members. ...