Case Study: MHEDA Conquers Video Integration
Two years after MHEDA integrated video into its communications, it is leading the way with multiple-channel communications.
The Nielsen Company CEO Mitch Barnes recently wrote an article in which he said we could expect “a seismic shift” in television and video consumption in the next five years. Barnes says that distribution channels will continue to merge so that television as a device no longer defines the platform. Because screens have become ubiquitous, with most consumers having access to multiple screens at once, more content is being consumed now than ever before. And since consumer video consumption is becoming device-neutral, what we used to call “TV” is now coming to be known simply as “video.”
| Two years after MHEDA integrated video into its communications, it is leading the way with multiple-channel communications. |
In 2012, the Material Handling Equipment Distributors Association (MHEDA) saw signs of this coming sea-change and decided to start incorporating video into their communications. Two years later, MHEDA is leading the way on integration of video into member communications across multiple channels. A new case study by Naylor on MHEDA’s use of video highlights how video can be used to serve a variety of association challenges, including member engagement, recruitment and retention; member services such as training and continuing education; and how to raise awareness of advocacy and campaign issues.
