Consumers in the South 82% More Likely to Buy from Chamber Members

A new national study reveals that membership in a local chamber of commerce can significantly boost a business' image among consumers, as well as among other businesses. In a scientific survey of 2000 U.S. adults, The Schapiro Group found positive perceptions of chamber members in a number of areas (see sidebar).

“We discovered that informing someone about a company’s chamber membership opens the door to substantial increases in positive perceptions of that business,” said Alex Trouteaud, Ph.D., senior strategist for The Schapiro Group.

“There clearly is a feeling by our respondents that chamber membership is synonymous with quality and desirability.”

To tap into this reservoir of goodwill, a small business should not only join the Chamber and participate, but also make sure consumers and other businesses are aware of that chamber affiliation.

The positive impact of perceived chamber membership is felt by big businesses, too. For example, when consumers believed that a restaurant chain was a member of the local chamber of commerce, they were 40 percent more likely to eat at the franchise in the future. And if a consumer believed that one of the major automobile manufactuerers was a member of its local chamber, that consumer was 9 percent more likely to consider purchasing his or her next car from that automaker.

"The message from this national study is as simple as it is ground-breaking," said Jim Blasingame, small business expert and president of Small Business Network, Inc.

"Join your local chamber, be an active participant in your chamber's programs and be sure to let your customers and prospects know you're a proud chamber supporter when they come in your business and when they see your marketing material."

Already a member? Give us a call. We'd be happy to brainstorm ways you can promote your Chamber membership. For more information, contact Ann Knight at (434) 845-5968 x11.