A national study reveals that membership in a local chamber of commerce can significantly boost a company's image among consumers, and other businesses.
In a survey of 2,000 adults in the United States, the study found positive perceptions of chamber members in a number of areas, including overall favorability, consumer awareness, reputation and likelihood of future patronage. The following are some examples:
• Consumers who are told that a business is a chamber member are 51 percent more likely to be highly aware of it and 57 percent more likely to think positively of its local reputation.
• When consumers know that a business is a member of a local chamber, they are 44 percent more likely to think favorably about it.
• A company's decision makers are 58 percent more likely to think positively of chamber members.
• When a company's decision makers believe a business is a chamber member, they are 59 percent more likely to buy goods and services from it.
• Eighty-two percent of respondents believe the local chamber of commerce helps create jobs and promotes local economic development.
To tap into this goodwill, a business should not only join the local chamber of commerce and participate in it, but also make sure consumers and other businesses are aware of that chamber affiliation. To find out how you can be a part of the Carlsbad Chamber, call (760)931-8400 or visit www.carlsbad.org.
Editor's note: This 2007 Web-based survey was conducted by The Shapiro Group, an Atlanta-based market research firm, and commissioned by the American Chamber of Commerce Executives, IBM, Administaff, Small Business Network Inc. and Market Street Services.
Source: American Chamber of Commerce Executives.

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