Consumers Favor Chamber Members
A new national study reveals that membership in a local chamber of commerce can significantly boost a business’ image among consumers as well as among other businesses. In a scientific survey of 2000 US adults, The Schapiro Group, an Atlanta-based strategic consulting firm, found positive perceptions of chamber members in a number of areas, including overall favorability, consumer awareness and reputation, and likelihood of future patronage.
The study, commissioned by the American Chamber of Commerce Executives (ACCE), IBM, Administaff, Small Business Network, Inc., and Market Street Services, showed that when respondents were told that a particular small business was a member of its local chamber, they were 44 percent more likely to rate it favorably than study respondents who were not told of the chamber affiliation. Respondents were also 63 percent more likely to want to purchase goods or services from a small business that is a chamber member.
“We discovered that informing someone about a company’s chamber membership opens the door to substantial increases in positive perceptions of that business,” said Alex Trouteaud, Ph.D., senior strategist for The Schapiro Group.
To tap into this reservoir of goodwill, a small business should not only join the local chamber of commerce and participate, but also make sure consumers and other businesses are aware of that chamber affiliation.
The positive impact of perceived chamber membership is felt by big businesses, too. For example, when consumers believed that a restaurant chain was a member of the local chamber of commerce, they were 40 percent more likely to eat at the franchise in the future. And, if a consumer believed that one of the major automobile manufacturers was a member of its local chamber, that consumer was 9 percent more likely to consider purchasing his or her next car from that automaker.
“The message from this national study is as simple as it is ground-breaking,” said Jim Blasingame, small business expert and president of Small Business Network, Ind. “Join your local chamber, be an active participant in your chamber’s programs and be sure to let your customers and prospects know you’re a proud chamber supporter when they come into your business and when they see your marketing material.”
One way you can advertise your membership in the Plano Chamber of Commerce is to hang your Chamber plaque in a prominent area in your place of business. Additionally, the Plano Chamber has a “proud member” graphic that you may use on your web and print marketing materials. Go online to planochamber.org, click on “Chamber information” and then “Media resources.” Join the Chamber, get involved, and take advantage of all we have to offer!
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