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Chamber Corner: Image Matters
By Maureen Meltzer-McGrath, Executive Director
Some recently asked, "Why should someone join the Chamber?" Well, there are plenty of tangible reasons like website listings, Area Guide listings, sponsorship opportunities, member-to-member support, discounts, and so on. But something else came to mind that is a little less obvious. When I was a young child, my family went on vacation to Montauk Point on L.I. As soon as we arrived, my father took us to the Chamber of Commerce kiosk to find out the best places to eat and things to do. I always remembered my father's regard for business associated with a Chamber of Commerce and to this day I can see that kiosk in my mind.
When I first moved to Cold Spring and started to explore the shops, restaurants and other businesses in the area, I noticed which places had the Chamber's decals in the window. I thought of them as more legitimate somehow and I wondered why others didn't have the decal.
It turns out I am not alone in this thinking. The American Chamber of Commerce Executives along with the Small Business Network, Inc., commissioned a research study by The Shapiro Group on "The Real Value of Joining a Local Chamber of Commerce." It was designed to find out "the real value to companies in terms of consumer outcomes of joining and being active in their local chamber of commerce. Do consumers really support businesses because they are chamber members?
The 2,000 adults who were surveyed nationwide say "yes" in fact, 59% think that being active in a local chamber is an effective business strategy overall. And, 29% think it is more effective for communicating to consumers that a company uses good business practices while 26% feel it is more effective for communicating that a business is reputable.
These survey responders felt that a company that is very involved in its local chamber such as by sitting on the board, has products that "stack up better against its competition". The report explains this idea further saying that a consumer who thinks this, infers that the company is trustworthy, involved in the community, and is an industry leader.
This perception is especially true of small businesses. The consumers surveyed said that they are 44% more likely to think favorably of it and 63% more likely to purchase goods or services form the company in the future.
To me, these are some strong figures to consider if you are thinking of joining the Cold Spring Area Chamber of Commerce. We have our Membership Drive running- see if you can convince your neighbor or a business you frequent to join. You can attend our next mixer (third Thursdays) free of charge if you do. If you are already a member, try and take a more active roll. You'll feel good about what we can accomplish together and public perception can go a long way.
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