March 26, 2013
Survey: Chamber Membership is Effective Business Strategy
A national survey of 2,000 adults reveals that being active in a local chamber of commerce is an effective business strategy because two-thirds of consumers believe that such companies use good business practices, are reputable, care about their consumers, and are involved in the community.
The study, conducted by The Schapiro Group, an Atlanta-based strategic consulting firm, found conusmer perceptions of chamber members to be positive in many ways:
- When consumers know that a small business is a member of the chamber of commerce, they are 49% more likely to think favorably of it and 80% more likely to purchase goods or services from the company in the future.
- If a company shows tha titis highly involved in its local chamber (e.g. is a chamber board member), consumers are 10% more likely to think that its products stack up better against its competition.
- When consumers know that a national restaurant franchise is a member of the chamber of commerce, they are 68% more likely to eat at the franchise in the next few months.
- When consumers know that an insurance company is a member of the chamber of commerce, they are 36% more likely to think favorably of the company.
The new study tracks similar data reported by The Schapiro Group in 2007. "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 that ever," said ACCE President Mick Fleming. "We're proud that the numbers prove, once again, that engagement in a chamber means a positive perception of the buisness in the eyes of the buying public."
--Chamber Executive Winter 2013