Your Chamber Reimagined Chamber 2 0 Targ Mar

Your Chamber Reimagined: (Chamber 2. 0) Targ Mar et ket t

I’m a Business Professional who is in Marketing vs. a Marketing Professional in Business Insurance Company Sales UP 14% Over State Average Fine Dining Restaurant Sales UP 18% - 4 Times National Average Clothing Donations UP 1000% Over Prior / Media Coverage Worth $ 160 K Grand Opening - 1, 000 To New Location / Media Coverage Worth $ 10 K NFP donations up 209% / Cash donations up 45% / Grand Opening Sales UP 300% Over Prior Casual Restaurant Sales UP 25% Over Prior Retail Walk-in Traffic UP 400% Over Prior / Store Sales UP 15% Over Prior Local MFG Day Gets National Exposure - Involvement Up 500% NFP Attendance UP 43%, Revenue Up 92% Media Coverage $5 K NFP Attendance & Participation UP 75% / New Corporate Partnerships UP 300% Medical Practice Revenue UP 37% Above National Average Doing The Job Or Getting The Job Done ~ There IS A Difference

Your Chamber 2. 0: Mindset It’s not what’s in your wallet. . . It’s what’s in your head Your head “math” 50, 000 ± 70% / 10% / 20% ≤ 90% Leading through fear and authenticity makes you more resilient. IBM: The #1 Quality of Leadership Through Adversity Creativity

Your Chamber 2. 0

Your Chamber is not what YOU say it is It’s what your members say it is

Your Chamber 2. 0 Change in Message “How your Chamber responds to COVID-19 (how your treat members & sponsors) will define your organization for the next 3 decades. ” Mark Cuban Don’t Disappear (25% brands have ‘gone dark’) Pivot to Cause Marketing – Don’t “showboat” Educate and Engage without stalking Make Leadership / Experts more visible (especially in the trenches) Pivot your sponsorship value Show empathy / transparency / authenticity Offer free or reduced-price memberships (scholarships to impacted targets)

Your Chamber 2. 0 Change in Marketing Mix Adapt – don’t drop - your marketing investment "A man who stops advertising to save money Is like a man who stops a clock to save time. " Henry Ford Uncertain circumstances need reassurance of known brands Companies that maintained or hiked ad spending lost limited share to private brands Balance long-term branding with promotion for short term sales B 2 B companies maintained or increased advertising during slowdown and following 3 years grew by 275%. Companies that cut back during slowdowns had both sales and profits down “Less noise, lower cost, higher loyalty”

Your Chamber 2. 0 Change in Audience Mindset 2008 – Present Left Brain Messaging 2020 – Forward Right Brain Messaging Narrow Messaging Anger / Aggression Efficient Direct – Cause & Effect Procedural Dominant (Power) Materialist (Things) Broad Messaging Authentic & Empathetic “Family & Community” Self-and-world aware Transparent Social & Community Connector Non-materialistic (values)

Your Chamber Reimagined Forget PPP – it’s “RRRRR” Resources / Relationships Referrals / Reorientation / Results (as defined by your members) Hint: Listen to the people not in the room, By folks not drinkin’ the kool-aid

Three Concepts Your “Why” in Business Reversed Sales Funnel 360° Marketing

What’s Your “WHY? ” Are you a Chamber with a mission statement. . . Or a Mission with an organization statement?

Define “Target Market” By Revenue Size, By Employee Size, By Sector (2021 Outlook) Reversed Sales Funnel

“e-VALUE-ate Your Resource Mix What products, events & services did you provide? = What products, events & services do your members need?

November 29 – Story aired / 77, 400 mentions February 19 – Payless files for bankruptcy: Closes 2, 400 stores, Lays off 16, 000 employees

Refine your (revenue) relationships Members, Sponsors, Stakeholders Scholarships / Community Foundations / Banks (CRA) Federal Grants

Referrals Have you positioned your Chamber to be “the education conduit” for: Triage and Survival Mode 1. Government Grants (Federal / State / Local) 2. Unemployment / Re-employment 3. Access to pro-bono support 4. Adapted on-line networking 5. Step up reopening 6. Access to elected officials 7. Introductions to companies providing discounted products / services 8. Landing page – highlighting members 9. Help members create on-line revenue portal 10. Increase “Back To Basics” Education (Rising tide effect? )

Reorientation: Your team – and your members Provide access and information Provide opportunities for warm introductions Provide connections and direct referrals Give paths of purpose – to build the relationships beyond transactions Bring the discipline & cohesion of a BNI/Rotary/Leads Club to your Chamber Culture Let your Ambassadors start small group meetings

COVID Results vs. Business Redefine / Reinvent / Refine now through 2021 Adapt in real-time to changing environment (Everyone gets a pass: “it’s live television”) Consistent Content, Communication & Connections

Get Ready For A Reimagined Chamber : “To-do” List Blog/ Social Media Posts / Constant Contact / How to videos / COVID-Safety / Patch / Next Door Grand Re-opening / Charity Postcard Interest Articles / Newsletter / Snail Mail Full integration into Members locations Partnership Planning for Fall Events Days Zoom Calls / Phone Calls / Emails Become immersed and a connecting force with NFP’s & Business NO $ Highlight members “Shine the light on them” Work on new copy Repurpose for website Encourage greater Partnerships Host a workshop or Zoom Expert “Q & A” Record & repost Promote Your Charity Event “Good News”

Knowing is not enough; we must apply. Willing is not enough; we must do! Johann Wolfgange von Goethe Free Resources: Motivation / Goal Setting Darren Hardy – Darren Daily Benjamin Hardy (no relation) James Clear Social Media Lora Shipman You Tube Salesforce: 90 Day free Trial Mail Chimp (free with ads) Marketing Strategy Sheila Neisler – Catalyst : 2 -hour marketing strategy review & discussion Upcoming webinars: Cause Marketing: Doing Well By Doing Good Means Doing It Right! Bridging the GAP in Your Success: The Goal Accountability Project

Your Chamber Reimagined: