A national study by The Schapiro Group, an Atlanta based market research firm, reveals a number of important findings about how consumers and business owners perceive the local chamber of commerce and the businesses that are their members. For example:
• When consumers know that a business is a member of the local chamber, they are 44% more likely to think favorably about it.
• Consumers who are told that a business is a chamber member are 51% more likely to be highly aware of it and 57% more likely to think positively of its local reputation.
• Consumers are 63% more likely to buy goods and services in the future from a company that they believe is a member of the local chamber of commerce. The study also has good news for businesses that sell to other businesses.
• When business decision-makers believe that a business is a chamber member, they are 37% more likely to think favorably of the business, 51% more likely to be highly aware of it, 58% more likely to think positively of its local reputation, and 59% more likely to buy goods and services from it.
Supporting the previous findings, the study also reveals a positive perception for the local chamber itself:
• Regarding the chamber's impact on the local economy, 82% of respondents believe that the local chamber of commerce helps create jobs and promotes local economic development.
The results of the Schapiro study are clear: Positive perception increases among consumers and business owners when a business is identified as a member of the local chamber of commerce.
Bob Canter, President & CEO of the Emeryville Chamber of Commerce, said that the research confirms what many have thought about Chamber membership for years.
Canter stated, "Those of us in Chambers of Commerce have been hearing for years from members of the business community who wanted to know what was in it for them to be a member. This research gives a clear response.
Chamber membership increases the visibility and credibility of a business. Internationally, many countries place an even greater importance on their Chambers of Commerce than America does. Letting business know in foreign countries that you are a Chamber member can open doors potential business partners overseas."
Canter concluded, "If I was a member of our Chamber, I would be noting that on my letterhead, on my website, and in my advertising. The research is clear that joining a Chamber is good business."
This study was sponsored by IBM, Administaff, Jim Blasingame and AskJim.biz in cooperation with American Chamber of Commerce Executives. The study was conducted by The Schapiro Group and coordinated by Market Street Services. For the full study, please on the "Value of Joining a Local Chamber of Commerce" link below.