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Tool Kit 2.0 – The Next Step in
Your Communications
Or, Why the Heck Aren’t We All Using This?
WACE Surveys Tell a Consistent Story
Business people told us in their own words
Every survey comes back the same We’re doing these things, but maybe not
communicating in their language There is a great opportunity to give our
customers exactly what they want!
What Do Members Want from Us?
Creating a Strong Local Economy Promoting the Community Providing Networking Opportunities Representing Business to Government Political Action
Does Tool Kit Marketing Work?
Survey Says Yes! Napa Chamber’s independent survey
results showed that members valued the five core competencies higher than anything else the Chamber does.
How many said these things were important to their businesses?
Strong Local Economy: 77% Community Leadership: 70% Networking Opportunities: 69% Representing Business to Gov.: 63% Political Action: 56%We offered 30 choices – and these were
all in the top 7 – only referrals ranked higher in importance to our members!
Tool Kit Messages CAN Change Your Member’s Perceptions!
But you have to use them consistently! Everything you do falls into one or
more of these competency areas.
Step One – A Marketing Plan
Would you take a long trip without looking at a map?
KISS You’re better off than you think! Remember – WIFT & Keep it consistent
Questions to Answer About You
What’s unique about our chamber? What messaged do you want to deliver
to your audience? What methods of deliver do you have at
your disposal?
Don’t Keep Your Plan A Secret
Marketing staff The rest of the staff Your Board of Directors Your volunteer chairs, committees, etc. Everyone you can get to listen
Where Can You Use Tool Kit Terms? Everywhere!
Business cards Stationary Event flyers Pull Quotes in
articles Headlines Sub-heads Annual Reports
Testimonials Website Advertisements Directory Cover Event Programs Member Application Signs All Communications!
An Excellent Example: The Medford Jackson County
Chamber of Commerce
Business Review Newsletter
Creating A Strong Local Economy – huh?
Expos Workforce Investment Boards SCORE Counseling Shop local programs Member to Member Savings Programs CVB or Tourism activities Business Best Practices Seminars
More Examples (you’re doing this anyway, aren’t you?)
Recruiting business Retaining business Events that bring visitors to your town Job Fairs Leadership Programs Advocating for projects, infrastructure
improvements, public policy decisions
In the Tool Kit 2.0You Will Find Many Examples
W.A.C.E. TOOL KIT
Crossovers Are A Good Thing
Events may qualify for more than just one core competency.
“The Chamber is delighted to promote the community through our annual Business Expo. It not only provides networking opportunities for our members but it also supports a strong local economy.”
Promoting the Community
Festivals Diversity Programs Education Partnerships Tourism Activities State of the City Events Holiday Events Eco-tourism Marketing
Networking Opportunities
You’re so good at this – but are you touting your ability to your members?
Whenever two or more people get together – they’re networking!
Business Development happens on purpose. Sell that!
Phrases That Help Tell the Story
Make contacts at…. Find out who’s who
at…. Build relationships
and your business at…
Meet hundreds of potential clients at…
You’ll connect with others at…..
Develop your business by meeting others at …
Got Leads? Find them at…
Representing Business to Government
Your legislative committee Testifying before elected officials Visits to your capitol City Council & Board of Supervisors
meetings Individual meetings with city staff on
behalf of a member
Political Action
Becoming more and more a part of chambers
Doesn’t necessarily mean having a PAC Puts your chamber a step ahead of
others May be the only thing some members
want from you
But Don’t Forget to Communicate the Benefits
of Being a Member
WIIFM
Delivering the Messages
Local Public Access TV Channel Local Radio Station Community Direct Mail Magazine Your Member’s Publications Advertising In Your Own Publications Linkage to Other Websites Your Own Website
And now, a true professional
Dale Erquiaga