The ZigBee Alliance has worked with Inventures since our humble beginnings in 2002. They helped us with our initial organization and the process of incorporating as a non-profit. As we have grown to over 2500 members worldwide, they have been able to scale their services to meet our changing needs. Their guidance, experience, and support have been invaluable to our organization.
Chairman, ZigBee Alliance
Inventures scales services to match alliance needs
Consortium membership recruitment begins with a strategy as to how best to reach your desired audience. Inventures can help identify the members that are key to achieving your business objectives, as well as help determine the best ways to attract them. We provide everything from thought leadership in developing a member recruitment strategy to executing the associated marketing and communication initiatives.
Membership recruitment requires a multi-pronged strategy to attract members at various tier levels and within different phases of the alliance lifecycle. Inventures can help develop and execute recruitment strategies, and generate interest through our extensive network of technology leaders.
The first tier is usually made up of key industry leaders who may serve as founding members that your alliance will want to include at the "board" or "promoter" level. Establishing this first tier is crucial to the success of an alliance, as it will provide primary leadership and decision making to drive alliance objectives.
A second tier may include influencers and workgroup participants to help develop standards and certification programs. Recruitment at this level must also be focused on broad membership to drive standards adoption. The member recruitment strategy must include initiatives to target and attract at all levels, with the appropriate pricing established to align with the value proposition for each tier.
Industry events are a very effective channel for getting the word out to a broad and relevant audience in various phases of the lifecycle: launch, member recruitment, and standards adoption. In targeting the right event, you can leverage speaking opportunities to communicate your message and promote your value proposition across a broad base of attendees.
Complementing this with a booth enables additional discussion and information sharing on a one-to-one basis, to provide further education, answer questions, and encourage participation. Hospitality suites can be used to attract and establish relationships with key players who may serve as strong candidates for top-level tiers and/or may be key influencers.
Promoting the Standard
Once a standard has been defined, marketing and communications are key to driving adoption to successfully develop and grow the ecosystem. Inventures can help develop and execute strategies to promote adoption standards through a variety of targeted marketing activities including events, webinars, speaking events, press releases, analyst meetings, etc.