SmithBucklin Launches New Service

Staff -- Tradeshow Week, 4/16/2007

SmithBucklin has set up a new association consulting group called the Innovation Center to help associations grow. It works on a case-by-case basis with associations interested in developing revenue-generating services and products, said David Schmahl, the center's senior director. Fees vary depending on the complexity of the project.

The program uses specific methods to determine the areas in which associations want to and should grow, i.e. membership, revenue, brand prestige, shows or events, Schmahl added. He heads the center with Stephanie Schall.

The Society of Gastroenterology Nurses and Associates and the American Assn. of Legal Nurse Consultants have already participated in early Innovation Center programs, and have scheduled more.

The Innovation Center grew out of research indicating that growing associations are healthier and more successful than those not focused on growth. Before adopting innovation as a business strategy, an organization should conduct a preliminary review of its innovation readiness, Schmahl said. The Innovation Center team has developed materials and guidance to aid in this. At the end of the process, clients receive detailed findings and instructions for implementing recommendations.

"This is ahead of the curve for the majority of organizations," he added.

Planning for the Center began more than two years ago and encompassed a number of SmithBucklin task forces and pilot programs.