Joining a business group such as a chamber of commerce or membership-based economic development organization can be a great move for your business. Simply joining these groups can provide many benefits, such as special rates on insurance coverage and referrals. But if you want to leverage these memberships to grow your business, it’s important to fully tap their potential for your company’s marketing program.
If you sit by the phone and think it is going to ring because you’re now a member of the chamber, it might, but you would really be limiting yourself. You have to get out there and make your opportunities.
Networking a good strategy
Making the time and financial commitment to attend networking events of chambers and similar groups is a great investment for most businesses. Working the room at chamber events puts you in front of a lot of decision-makers if you want to promote yourself to businesses who may want your product or service. Even if your business is solely focused on direct-to-consumer sales, chamber networking can connect you to future strategic partners. Plugging in at chamber-type networking events is a key component to a successful business marketing plan.
One of the greatest assets you can gain by joining a business organization is access to the group’s database. As part of your membership, or for a small fee, you can usually access a chamber’s database of members with physical and e-mail addresses.
Communicate via database
As I often say, marketing is about having multiple touchpoints that reinforce each other. So if you are present and active at chamber networking events, image how much more effective you can be with an ongoing direct mail and blast e-mail program to that same group. In the end, you’re trying to be top-of-mind with key business leaders who will either do business with you or be a key referral source. Consistently communicating with this database of chamber members can supercharge your efforts.
Finally, one of the most important ways a chamber can help your marketing is with new ideas on how to stand out in the market. Groups frequently conduct seminars with important topics such as the best ways to stretch your marketing dollars and how to use social media for promotion. Many companies cannot afford to have an in-house director of marketing or advertising agency. But you can always depend on chambers and economic development organizations to provide educational programs that are relevant and timely on how to pump up your company’s marketing.
Join a chamber or economic development group. But make sure to do some work to fully take advantage of the opportunities membership can create.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
