Chambers of Commerce often come up when marketing tools are discussed. How effective are they for the small business owner? Are they worth the investment? Is there any business there at all?
Like so many marketing tools and tactics, the answer is: “It depends”. OK, I know that isn’t very helpful, so let’s elaborate on that statement.
- What is your goal? – Why are you even considering a chamber? Most of the time the answer is a vague one – networking for example. You need to think in broader, but also more detailed terms. Who is your ideal client and where will you most likely find them? Is a chamber the most likely venue to meet the people who can help you with your goals, and equally importantly, where you can help them acheive theirs?
- Not all chambers are the same – althhough it can be easy to lump them all together in your thinking. Once you know your ideal clients and the sort of relationships you want to build to attract them to your business, take a critical look at several chambers. Some of them are larger, more corporate than others. Some major on networking, others are more concerned with legislation or business education. What types of networking event do they run? How does that match your personality etc? Do your research which will include….
- Attend as a guest – almost without exception, chambers are keen to attract new members. Therefore, especially in the current climate, they will be very interested in having you attend a couple of events to get a feel for the organization. Take advantage. Make contact with the membership director and ask that person for advice – they will invariably help you. Keep your goals in mind at all times.
- Decide and commit – decide whether a chamber of commerce is a good fit for you and your business. Some of this will be a best guess based on your attendances. Once you feel you have found a fit, most will ask you to join for a year – and that is the minimum time you should commit. Commitment means GETTING ACTIVELY INVOLVED. That means, if networking is what you are looking for, going to almost all the events. As you get well known you can cut this back a little but early on, you MUST be present. It will take a while, but you must do it. If, after a year, you are not getting the results you want, review whether renewal is a good idea.
- Give – in the early days you may not have much opportunity to get deeply involved in the chamber, but assume that you can and offer to give value to them. Most have members who help with events/recruiting etc. See if you can join. Often they are looking for presenters, offer to do that. You will get much more value from your membership as you engage with the mamagement team.
Chambers can be very valuable for the connections they provide. These can be direct, via networking events, but do not be blind to the other opportunities that present themselves. Go to ribbon cuttings, engage in the business educational events, be visible. People will recognize your inputs and your value and come to you.
Accept that chambers may not be for you. They may not be the best investment for you. Check out the costs (typically around $300 to $500 annually) and investigate what they do and whether it works for you. Do not join up just because you have heard it is a good chamber (although that may be a clue to go as a guest a couple of times) – be critical and always keep the goal in mind.
Oh, and if you do join, have fun!
Add A Comment