Associations can meet the challenge of growing in two ways. They can either extend the services they provide – and thus their competences – or increase the number of their members. Marketing for associations is a key leverage to fuel the growth of associations. On the one hand, it can ensure the loyalty of existing members through actions improving the customer experience. On the other hand, it can contribute to the research of new members. Valdani Vicari & Associati (VVA)’s expertise in business consulting are based on extensive know-how and project experience, acquired thanks to the:


  • strong internal knowledge about strategic and operational marketing; 
  • long-lasting collaboration with national associations, both public and business, in performing market research activities; 
  • in-depth understanding of the dynamics of associations.


The Business Consulting practice has gained experience in national, geographical and sectorial association systems. In particular, VVA’s Business Consulting team proposes approaches to quantitative and qualitative analysis that are tailor-made for the market of associations (competitors, associated enterprises, market potential and stakeholders).


The Market Research practice has collaborated with several associations on customer experience projects. During these collaborations, VVA’s team has assessed members’ satisfaction and has analysed the needs of both actual and potential members. These activities have permitted to identify possible drivers, gaps and useful insights related to the satisfaction of current needs and their evolution. Moreover, VVA’s Market Research team has performed projects focused on measuring and evaluating the brand reputation of trade and stakeholder associations. It has also supported some of them in identifying the proper CRM strategy, aimed at increasing the effectiveness of their customer experience approach.