Page 16 - FINAT Yearbook 2012

values and interests, and to be able to develop business friendships. At the same time, FINAT member companies also have an interest in addressing certain matters on a global scale, but a platform for leading this activity was lacking. The L9 is therefore definitely fulfilling a need for FINAT members.
HOW DO YOU ANTICIPATE THAT THE L9 WILL INFLUENCE THE FUTURE OF THE LABEL AND NARROW-WEB CONVERTING INDUSTRY?
JL: The interesting thing is that the L9 represents a group of associations from regions that are at different stages of the development cycle. On the one hand, there are the organisations from the mature regions in North America, Europe, Japan and Australia/New Zealand. On the other hand, there are the associations in the rapidly-emerging regions like India, China, Brazil and Mexico. The developed regions have an established knowledge base and a rich history. The emerging regions have a short history, but a huge, unexplored market territory and an entrepreneurial mindset dedicated to uncovering that potential. We therefore have a lot to offer each other, and the benefit of the L9 lies in linking these two strengths for the common benefit of the entire sector.
THEN TO THE SECOND ASPECT OF YOUR STRATEGY: WHAT DID YOU DO TO IMPROVE MEMBER SERVICE? AV: A very important vehicle in today’s connected world is the use of the internet as a platform for the exchange of knowledge and information. It is also a valuable tool for reducing the distance between FINAT and its members and, finally, for enabling a virtual network between members. As a frequent user of Facebook, I am personally convinced of the benefits of social networking and the new dimension it can bring to FINAT. The new FINAT website and member community has just gone through its second development phase with more interactive features, and will soon even
Thomas Hagmaier
be supported by an iPhone App. FINAT is no longer just for the CEO and owners of the member companies but −thanks to this new platform − many other levels of a company will be able to enjoy the benefits of FINAT membership.
KW: For people from my generation, and even the ‘late baby boomers’, engagement in an online community is not a natural thing, and we are therefore contemplating the appointment of a Community Manager, to drive this new area of communication activity.
TH: The Membership Committee, of which I am now the chairman, is presently engaged in making an in-depth assessment of the needs and expectations of our present and prospective members. Working with the Marketing Committee, we set up an internet Member Survey this spring across the whole membership, and are looking forward to seeing the results. From what I have understood from the agency conducting the survey, it has enjoyed a good response, which demonstrates our members’ engagement with FINAT.
But we are also looking outside the association, since we are convinced that the biggest potential lies in the emerging countries in eastern Europe where FINAT is currently under-represented. We are conscious that most of the
markets there come from a different association background, and are at a different stage of their economic and business lifecycle, but there is definitely value for them in FINAT membership. If they will not come to us, we must go to them, so we are planning a ‘roadshow’. We are also pleased to have the support of two major suppliers on the Membership Committee for this initiative, and hope that we will be able to use their leverage in addressing converters in the region.
HK: This is a key target for 2013, and we have reserved a special budget for Member Development.
OVER THE LAST TWO TO THREE YEARS, THE PERMANENT FINAT COMMITTEES HAVE BEEN REORGANISING THEMSELVES INTO A SERIES OF SUB-COMMITTEES, AND HAVE REDEFINED THEIR MISSION AND LEADERSHIP STRUCTURES. HOW HAS THIS PROCESS BEEN EXECUTED, AND WHAT IS THE CURRENT STRATUS? KW: When the Board set the strategy for the future, it was concluded that a certain degree of streamlining of committee work was necessary. With the growth of the association, the number of committees, sub- committees, task forces and forums had been growing and was becoming more and more difficult to manage. The distance between Board and committee members became too great; and, sometimes, committee members were asking themselves what, in fact, they were expected to do; what was the association’s strategy that they were supposed to execute; and what their personal contribution should be. Other members who were not themselves serving on a committee were asking what were the requirements for becoming a committee member. And finally, clear guidelines were lacking on committee members’ duties and accountability. We therefore drafted guidelines to put some structure in
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FINAT YEARBOOK 2012 |