In "The Chamber World," one of the questions that I am often asked, especially from those who have yet to join our organization, is, "How is joining the Carlsbad Chamber of Commerce going to impact my business?" It's a fair question, one that my colleagues and I often answer by pointing to all of the services that we offer and by sharing some of the many success stories that our member businesses have experienced.
I can talk, for example, about all of our workshops, about the businesses that have used the guidance of our Chamber to take their businesses to the next level, adding jobs to the community, money to our local economy and helping Carlsbad be the great place it is.
But when it comes down to it, those are experiential, more subjective results. Often, prospective members want hard proof, they want figures, and an indication that the money they spend on their membership will offer a return on their investment. In short, they want me to answer the following question: What is the real value of my Chamber membership?
It's a question so common that The Schapiro Group, commissioned by the American Chamber of Commerce Executives in cooperation with the Western Association of Chamber Executives has conducted and updated a research study that gives those kind of answers. I'd like to share some of the results of the most recent update with you.
The 2012 study found that:
• Being active in the local chamber of commerce is an effective business strategy. It communicates to consumers that a company uses good business practices, is reputable, cares about its customers, and is involved in its community.
• If a company shows that it is highly involved in its local chamber (e.g., sits on the chamber board), consumers are 10 percent more likely to think that its products stack up better against its competition.
• When a consumer thinks more favorably of a company because the company is highly involved in its local chamber of commerce, it is because he or she infers that the company is trustworthy and cares about its customers.
• When consumers know that a restaurant franchise is a member of the chamber of commerce, they are 68 percent more likely to eat at the franchise in the next few months.
• When consumers know that an insurance company is a member of the chamber of commerce, they are 36 percent more likely to think favorably of the company.
• When consumers know that a small business is a member of the chamber of commerce, they are 49 percent more likely to think favorably of it and 80 percent more likely to purchase goods or services from the company in the future.
• The positive impacts of chamber membership have remained the same and even increased over time.
While the report goes into details on how these results were obtained, and how businesses of all sizes stand to benefit from joining their local chambers. In summary, people view Chamber members are more trustworthy and reliable.
One interesting takeaway is that "consumers need to be aware" that businesses are involved in their local Chamber "in order for the benefits to emerge."
So my advice to you, if you are a Chamber member, is to let everyone know that you're a Chamber member. If you have a storefront, put your member plaque in a visible location. Take part in our events (our Business Expo is coming) or even submit your news for inclusion in the Carlsbad Business Journal (or consider this award-winning publication and our website as part of your advertising budget).
I'll be more than happy to discuss any of this with you in more detail.
Jorgensen can be reached at [email protected] or 760-931-8400.
I can talk, for example, about all of our workshops, about the businesses that have used the guidance of our Chamber to take their businesses to the next level, adding jobs to the community, money to our local economy and helping Carlsbad be the great place it is.
But when it comes down to it, those are experiential, more subjective results. Often, prospective members want hard proof, they want figures, and an indication that the money they spend on their membership will offer a return on their investment. In short, they want me to answer the following question: What is the real value of my Chamber membership?
It's a question so common that The Schapiro Group, commissioned by the American Chamber of Commerce Executives in cooperation with the Western Association of Chamber Executives has conducted and updated a research study that gives those kind of answers. I'd like to share some of the results of the most recent update with you.
The 2012 study found that:
• Being active in the local chamber of commerce is an effective business strategy. It communicates to consumers that a company uses good business practices, is reputable, cares about its customers, and is involved in its community.
• If a company shows that it is highly involved in its local chamber (e.g., sits on the chamber board), consumers are 10 percent more likely to think that its products stack up better against its competition.
• When a consumer thinks more favorably of a company because the company is highly involved in its local chamber of commerce, it is because he or she infers that the company is trustworthy and cares about its customers.
• When consumers know that a restaurant franchise is a member of the chamber of commerce, they are 68 percent more likely to eat at the franchise in the next few months.
• When consumers know that an insurance company is a member of the chamber of commerce, they are 36 percent more likely to think favorably of the company.
• When consumers know that a small business is a member of the chamber of commerce, they are 49 percent more likely to think favorably of it and 80 percent more likely to purchase goods or services from the company in the future.
• The positive impacts of chamber membership have remained the same and even increased over time.
While the report goes into details on how these results were obtained, and how businesses of all sizes stand to benefit from joining their local chambers. In summary, people view Chamber members are more trustworthy and reliable.
One interesting takeaway is that "consumers need to be aware" that businesses are involved in their local Chamber "in order for the benefits to emerge."
So my advice to you, if you are a Chamber member, is to let everyone know that you're a Chamber member. If you have a storefront, put your member plaque in a visible location. Take part in our events (our Business Expo is coming) or even submit your news for inclusion in the Carlsbad Business Journal (or consider this award-winning publication and our website as part of your advertising budget).
I'll be more than happy to discuss any of this with you in more detail.
Jorgensen can be reached at [email protected] or 760-931-8400.