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 2.0 You 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