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First, let me make it very clear that in my opinion, the name of a User Group or the platform chosen by its members has absolutely nothing to do with the success of the group or with the joys and frustrations of leadership. With this particular subject the differences lie only with the vendors and retailers as Macintosh users may be slightly handicapped, due to fewer resources.
It occurred to me, while working with the Florida Association of Computer User Groups and with Panel/Roundtables related to Macworld, that our Macintosh-oriented group has established some unusual relationships worth sharing.
I will give you a broad overview of the steps taken to get where we are and then you should visit a couple of web pages for reinforcement. If you have specific questions, please e-mail me and I will do my best to help.
We have created a database of vendors who support the Macintosh platform through hardware or software. This database includes the e-mail addresses of vendors.
Volunteers send correspondence telling the vendors that we offer a ‘large resource table’ at our meetings which gives them the opportunity to supply printed information, demo CD’s, business cards, and other materials to promote their products. If they’re willing to offer a special discount to members, so much the better.
Knowing not all companies can afford to send someone to a user group roadshow, we offer an alternative: if a company is willing to provide at least 2 pieces of a product (1 for a reviewer and 1 for a door prize), we will dedicate part of a meeting to them.
A member will review the product in our newsletter, which is available in print and PDF on our web site, and will demo the product at our public meeting. When the demo is complete, we will offer the other piece of product as a door prize to a lucky member at the meeting.
One of our biggest supporters has been a small, independent reseller who has always been there for us. Through it all, “We were Mac when Mac wasn’t cool.” They co-sponsored a couple of seminars and in the early days offered space for Special Interest Groups (SIGs) and gave members some significant discounts.
Two years ago, an incredible relationship was developed with one of our local CompUSA stores, where we get support for the group and discounts for our members, and in turn, we help them get better at understanding and selling Macintosh.
The foundation was built because no one was in it for the taking alone. It was great for them; the relationship with our user group increased their Mac sales to a point where others in the chain began to show some envy. Now, we have relationships with 3 CompUSA stores, our original independent retailer and a rather large independent retailer in the next county.
They offer: storewide discounts for all members, open box “first choice”, SIG space, advance clearance notice, advertising in our newsletters, increased visibility for membership drives, a place to share our “Mac” habit (yeah, we are really weird) and product literature.
We offer: demo days in their stores to assist customers and staff; open ended support for new customers and established customers, member presence in the store on special sale days, assist with displays and give constructive customer feedback.
Our members also get the assurance of knowing we have an “in” with these folks. Should there ever be a problem, we can often smooth it out with a phone call or an e-mail. The retailers value the input, and the members value the help.
Please note! The way we’ve done it is to offer our support and assistance FIRST. We THEN ask them to help us a little. Don’t walk into this EXPECTING to take anything away. Do expect to begin to build a foundation which will provide a cushion for the future of your group
If there’s any downside, it’s the work required in keeping the connection alive. All resellers seem to have a constant churning of their staff, which requires ongoing schmoozing and re-training. That’s not really a negative, it just involves more effort.
The positive experience this has been is so tremendous, it’s hard to detail in a brief article. I led a panel at Macworld New York in July 1999, a roundtable at the FACUG Spring conference/2000, a roundtable at the User Group University at Macworld NY/2000, and a live chat, all sharing the reseller program we’ve worked out.
Our members are happy; retailers are eager to support us, and the benefits of using a Macintosh are being spread far beyond our meetings. Any group can do what we’ve done at Gold Coast Mac. All you have to do is try. I’ll be happy to help.
For your reference:
http://www.apple.com/usergroups/spotlight/lynn.html