Belonging to local chamber helps businesses' image, bottom line

Advocates of chambers of commerce have long believed that when a company is active in its local chamber, it is doing the right thing not only for the community but for its own success as well.

The Schapiro Group, a market and research company located in Atlanta, was commissioned by the American Chamber of Commerce Executives with support from Small Business Network Inc. to determine the real value to companies in terms of consumer outcomes of being active in their local chamber of commerce.

The results show that being active in the local chamber of commerce is a good strategy for businesses to use in their overall marketing efforts. Statistically, it is an effective way to let consumers know that a company uses good business practices, is involved in the community, cares about customers, and is reputable -- regardless of whatever they may already think about the company.

When consumers are aware that a large business is a member of the local chamber, they are likely to patronize the company more often, to express favorable opinions about the company, and to buy the company's products. If a company is highly involved in its local chamber, consumers are 12 percent more likely to think that its products stack up better against its competition.

Specifically, when consumers know that an insurance company is a member of the chamber, they are 43 percent more likely to consider buying insurance from it. When consumers know that a restaurant franchise is a member of the chamber of commerce, they are 40 percent more likely to eat at the franchise in the next few months.

Small businesses represent the largest segment by number of most local chamber membership rolls, so it is important to quantify the impact the chamber membership has on them. When consumers know that a small business is a member, they are 44 percent more likely to think favorably of it and 63 percent more likely to purchase goods or services from the company in the future. Consumers need to be aware that the small business is involved with its local chamber for the benefits to emerge.

The Arlington Heights Chamber is a very active, successful local chamber that recognizes the importance of marketing our members to the consumers. This marketing includes concentrated efforts on our Web site, print advertising, radio spots, publications, our annual Community Guide and Business Directory, local map, and special events. The Arlington Heights Chamber exists for both the business community and the consumer by connecting them with value, knowledge and service.

Whether you are a local business or a consumer, discover the great community of Arlington Heights and its local chamber by visiting www.discoverarlingtonheights.com.