Coin a phrase, create an image
Edward P. Salek, CAE, Executive Director | TLT Headquarters Report March 2011
How 15,000 experts are telling STLE’s story worldwide.
STLE’s new exhibit display tells our story in words both plain and simple—one mission, thousands of experts.
OK, as problems go, this one doesn’t rank with reducing the U. S. budget deficit or slowing the pace of global warming.
However, a reality of working for an organization with a name like the Society of Tribologists and Lubrication Engineers is that there’s no succinct and accurate way to describe or explain the group to people not familiar with who we are and what we do.
There are several problems beyond the obvious fact that words like
tribologist and
tribology are still viewed by some people as the answer to an obscure trivia question rather than a familiar vocation. But putting that concern aside, consider two other obstacles that need to be hurdled in the search for identity.
First, STLE’s name is very descriptive. Saying that STLE is a “society for tribologists and lubrication engineers” is redundant and not very helpful to the man on the street. Nor does it help that our constituents are involved with a wide spectrum of industries and jobs. It’s difficult to compose a generalized statement about the society when the tasks performed in a given day vary greatly from member to member.
However, I can report that there is hope for greater recognition in the form of a descriptive phrase coined for use during STLE’s recent participation in the inaugural version of the OilDoc 2011 Conference and Exhibition. During this show, held near Munich, Germany, in early February, STLE unveiled an exhibit booth featuring the tagline: “15,000 Experts. One Mission.” It got a positive reaction from the 350 participants and from the 40 other exhibitors, many of whom didn’t know much about STLE. While the 15,000 experts line may not be definitive, it starts a conversation about the many kinds of work our members do and what happens as a result.
The phrase works for two reasons. STLE’s community encompasses roughly 15,000 people, and virtually all of them are experts in one aspect or another of the disciplines represented in our name. What unites them is not a job classification but, rather, the outcomes of their work, which are represented in our mission statement:
To advance the science of tribology and the practice of lubrication engineering in order to foster innovation, improve the performance of equipment and products, conserve resources and protect the environment.
The creative process behind this new identity effort was not based on a hunch or personal preference. It stems from extensive member research conducted for STLE by McKinley Marketing, a consultancy specializing in association market research. According to the McKinley report, “STLE’s all-encompassing treatment of the tribology and lubrication engineering fields is a key differentiator and a draw for members. STLE covers a broad range of subjects related to the lubricants industry, and it is recognized as the association that has the most expertise in North America.”
Our 15,000 experts campaign gets another major test later this month at the giant CONEXPO trade show in Las Vegas. STLE is exhibiting as part of the hydraulics and fluid power pavilion. Total attendance for the show is expected to top 100,000 individuals, many of them from the end-user community. Our message drives home the point that STLE is home for the experts and for expertise about all things related to tribology and lubricants.
That’s a benefit for corporate supporters and individual members. If you or your organization is not currently a part of the STLE community, you are most welcome to join us. After all, there’s nothing wrong with the phrase 15,001 experts!
You can reach Certified Association Executive Ed Salek at esalek@stle.org.