Customer Journey in associations

When a company learns about a trade association, it does not usually decide to become a member straight away. Before making that decision, it goes through various stages: it discovers the association, learns about its activities, identifies what it can offer the company and, finally, decides whether it wants to join.

This process is known as the Customer Journey. In the context of trade associations, it helps us understand how the relationship with a company evolves from the first point of contact through to its membership, participation and loyalty.

The stages of the Customer Journey

Discovery: the company is not yet aware of the association. Social media, the website, the press, trade fairs and sector-specific content help to raise its profile.

Interest: the company is now aware of the association and wants to find out more. Newsletters, conferences, publications, videos and other content enable it to gain a deeper understanding of the association’s activities.

Consideration: the company begins to assess whether the association could be relevant to its needs. At this stage, it is important to highlight the association’s activities, services and the benefits of membership.

Conversion: the company decides to take the next step, for example, by requesting information or becoming a member. The process must be straightforward and the information clear.

Participation: once a member, the company can take part in events, working groups and other initiatives.

Retention: the relationship continues over time. The aim is for the company to continue to find value in its membership.

Recommendation: a satisfied company may recommend the association to other companies in its sector.

What are TOFU, MOFU and BOFU?

This journey can be linked to the marketing funnel, which illustrates how many companies may become aware of an association, but only a fraction will go on to become members.

TOFU (Top of Funnel): companies that are discovering the association. The aim is to generate visibility.

MOFU (Middle of Funnel): companies that are already aware of the association and are showing interest. The aim is to provide information and build a relationship.

BOFU (Bottom of Funnel): companies that are closer to making a decision. The aim is to facilitate contact or onboarding.

For example, a post on LinkedIn can generate awareness, a technical seminar can spark interest, and a personalised conversation can facilitate onboarding.

The Customer Journey does not end with membership. Onboarding is the start of a relationship that should generate value for both parties.