When a business joins its local chamber, it are getting more than just a plaque on the wall or its name on a membership list. It is getting access to information that will help its businesses grow, improve its employees’ skills — an advocate for business-friendly laws and regulations — additional marketing resources to share its business message and a reputation that it is a company that people will want to do business with.
A national survey conducted in December by the American Chamber of Commerce Executives in cooperation with other leaders in the field of business research found consumer perceptions of chamber members to be positive in many ways.
“Despite changes in markets and demographics, a nagging recession and the growing influence of the Internet, the Chamber brand today is stronger and more dynamic than ever,” said ACCE President Mick Fleming of the survey results.
The study revealed that being active in a local chamber of commerce is an effective business strategy because seven out of 10 consumers believe that such companies use good business practices, are reputable, care about its customers and are involved in the community.
When consumers know that a small business is a member of the local chamber, they are 49 percent more likely to think favorably of the business and 80 percent more likely to purchase goods or services from the company. Increased involvement in the chamber adds another 10 percent positive value to the likeliness that consumers consider a Chamber member’s products to stack up better against its competition.
Consumers who know that a national restaurant franchise is a local chamber member are 68 percent more likely to eat at the franchise in the next few months and insurance companies have a 36 percent better chance of consumer favorability. When consumers know that a large business is a member of the chamber, they are likely to patronize the company more often, express favorable opinions about the company, know more about the company and buy the company’s products.