SMTA: A Global Association Working on a Local Level

Estimated reading time: 4 minutes

SMTA Executive Director Tanya Martin was in Oregon for a local chapter event and stopped to provide an update on SMTA’s local events and share some of the remarkable changes happening at the organization. She’s most excited about opportunities for growth in many different areas within the organization, meeting in person for events, and moving SMTA International back to Chicago. These are all responses to member feedback and the results are worth mentioning.

Barry Matties: We're here at the local SMTA Oregon expo. Why are these events so important?

Tanya Martin: It’s really about the personal local outreach that can’t be done through emails and online programs.  The strength of reaching the industry is through our local volunteer chapter organizations. The chapter teams have the networks and contacts in the region, they do the outreach, and they’re able to identify the needs and topics that are most interesting for the local region and address them.

Matties: I've been to several regional events: Dallas, Houston, Boise, and now this one here in Oregon. It seems like there's a really good following for these events. The technical sessions you're bringing on are quite good. 

Martin: People can easily say, “Oh, it's information you can find online. That’s just so much easier.” Yes, you can sit at your desk and look things up, but really nothing beats the face to face and having the questions answered immediately, or in a way that directly relates to solving your specific issue. It’s also about the others you’re meeting in the room.

Matties: Right. On that point of being in the room, it's not just the speaker, but the interaction of the crowd asking the questions that feeds off each other; it’s really powerful.

Martin: It's fun to sit here at the registration desk and watch all the hallway conversations that are happening—not just technical, but on a personal level. I like watching people catching up with one another, meet new colleagues, and listen to conversations of people truly helping one another.

Matties: I agree, especially after the long COVID shutdown. Now, SMTAI is coming up in October in Minneapolis; next year, you're back in Chicago.

Martin: Yes. This will be our third and final year with Informa (MD&M) in Minneapolis. We're sad to see it end because it was a great partnership. We really do enjoy working with them; however, we had a lot of feedback that people did miss the Chicago area, so we're bringing the show back there. We'll be making an announcement soon regarding a new partnership so you can make the most of your attendance next October.

Matties: That shows is doing quite well.

Martin: Yes. We are working back from the COVID break, and that show is broader in the topics that we are addressing, and we have to find ways to differentiate it from the local shows and bring a greater level of value to those attending.

Matties: It certainly is doing that. You’ve also made changes in the membership structure in the last couple of years. How's that working out?

Martin: We're really committed to investing in membership as well as education. We've got a few things in the pipeline. Last year, we put together a full, long-term strategic plan with our board of directors. It's really helping focus our work and how we devote time and resources to the main pillars that our organization rests on. 

It’s also been a good, learning experience for both the members and for HQ as to how to best communicate the additional benefits. In response, we brought on a director of membership to help clarify that and to help walk their corporate members through getting the most out of their membership and making sure they're taking advantage of all the benefits.  We’ve also added a director of education and training to augment our current programs while continuing to add-to and grow our catalog of programs.

Matties: I think having your focus on being a global association, working at a local level, is really what the industry needs here because you keep the regions well connected. That's so important.

Martin: Absolutely. That's not going to change. We want to strengthen that.

Matties: That's really your strong suit. Talk a little bit about SMTA, generally. What else is going on?

Martin: Actually, it's an exciting time for us, as I mentioned earlier things are getting back on track after the break from COVID. We're getting people back together. We're coming up with new events. We are expanding internationally. We've got work and interest from supporting partners who are popping up in the workforce development area; this has been a large focus of our staff and volunteers, as well. It's been a really busy time. We're working to address new technology topics, and of course, advance and improve our tried-and-true events.

Matties: Do you have any final thoughts you'd like to share with industry? 

Martin: I just want to thank everybody for the ongoing support, evolve with us, and for giving feedback on what we’ve done well and where we can do better—not only on technology topics, but different kinds of events, new regions that we should support, growth in other countries.  With the enormous industry growth within Mexico the local volunteers and chapter leaders have been instrumental.  We couldn't achieve the level of outreach and successful events without them. We look forward to continuous growth working alongside our invaluable members and chapter volunteers. 

Matties: Excellent. Thank you so much. 

Martin: Thanks, Barry.