Why Being a Member of the Chamber of Commerce Helps Businesses
By Frank J. Kenny, Chamber of Commerce Professionals Facebook Page
https://www.facebook.com/Frank.J.Kenny.llc
When a business joins a local chamber of commerce, it isn't just joining a club. It is sending a message to the community.
A study by the Schapiro Group shows that being a chamber member acts like a "seal of approval." It helps customers trust a business more and makes them want to shop there.
What the Research Shows
The Schapiro Group studied 2,000 adults to see how they felt about businesses that belonged to a chamber. The results were very clear. When people know a small or medium business is a member, they think much better of it.
Here are some of the biggest jumps in how customers feel about a business:
• Favorability: A 44% to 49% increase in how much people like the business.
• Awareness: A 51% to 73% increase in people knowing the business exists.
• Reputation: A 57% to 68% increase in how much people trust the business's name.
• Likelihood to Buy: An 80% increase in people wanting to buy products or services there in the future.
The Power of Trust
Why does joining a chamber help so much? The study found that it is a great way to show people that your company is honest and cares about the town.
Being active in a chamber is:
• 29% more effective at showing you use good business practices.
• 26% more effective at showing your business has a good reputation.
• 13% more effective at showing you care about your customers.
If a business owner is very active, like sitting on the chamber's board, customers are 12% more likely to believe their products are better than the competition.
Results for Different Businesses
The study looked at specific types of businesses to see how they benefited from being in a chamber.
• Restaurants: If a restaurant is a chamber member, people are 68% more likely to eat there in the next few months.
• Insurance Companies: Membership makes people 36% more likely to think well of the company and 43% more likely to buy insurance from them.
• Car Dealers: Dealers see a 31% increase in people wanting to buy their next car there if they are chamber members.
The "Awareness Gap"
Even though people love chambers, there is still a big opportunity for businesses to grow. A 2024 ACCE survey found that 81% of adults trust their local chamber, but only 40% actually know which businesses are members.
This means businesses need to tell people they are members!
When customers know a business is in the chamber, 64% are more likely to buy from them, and 63% are more likely to recommend them to a friend.
Tips for Success
Here are the best ways to use this information:
- Use the Logo: Businesses should put a "Window Cling" on their front door.
- Get Involved: Sponsoring events or joining committees helps neighbors see the business as a leader.
- Spread the Word: Chambers and businesses should talk about their partnership on social media so more people find out about it.
By working together, chambers and businesses can build a stronger local economy where everyone wins.