laguna niguel chamber of commerce
DESCRIPTION
Laguna Niguel Chamber of Commerce . Pepperdine University – Master of Science Organization Development Omicron Prime - 2014 . s ituation . The Laguna Niguel Chamber of Commerce is losing members Churn is consistent with prior years New member drive was put on hold - PowerPoint PPT PresentationTRANSCRIPT
Laguna Niguel Chamber of Commerce
Pepperdine University – Master of Science Organization DevelopmentOmicron Prime - 2014
2
situation
The Laguna Niguel Chamber of Commerce is losing members– Churn is consistent with prior years– New member drive was put on hold – Official retention strategy not in place
3
outreach effort
Contacted Reached
New and Existing 57 13
Dropped 47 13
Non members 2 2
TOTALS 104 28
4
findings….
5
all respondents:membership has its benefits….
Interact with
Local
Business
People
Marketing
Community Representati
on
Tools f
or a New
Business
No Benefit
0
2
4
6
8
10
12
DroppedExistingNew
What is the most important benefit of the Chamber of Commerce?21 respondents
6
dropped members:low perceived value has resulted in lost memberships
012345
Why did you choose not to renew your membership? 8 respondents
*Value propositions will vary for different
market segments (i.e., B2B, B2C, Retail)
7
dropped members:perceived cost/value discrepancy
50%
25%
25%
Reduce CostIncreased Social OppsOther
25%
50%
13%
13%
CostValueJoined Another ChamberNot related to performance of Chamber
Bringing dropped members back
Reasons not to renew
8 respondents
8
all respondents:marketing and advertising identified as key business need
0
2
4
6
8
10
12
14
16
18
DroppedExistingNew
Where could your business most benefit from support?21 respondents
9
all respondents:economy remains top concern
50%
25%
17%
8%
Economy
Lead Generation / New Customer Acquisition
No Issues
Other
What issues are impacting your business to-day?24 total respondents
10
recommendation: integrate with local business people
• partner with…– city of Laguna Niguel– high schools and universities– businesses
11
recommendation: increase perceived value
• begin discovery process for market segmentation
• develop value proposition based on market segmentation
• design and implement strategic communication plan
12
recommendation: implement retention strategy
Communicate with new members to identify their needs• onsite visit for new members within first 30
days• outbound call to new members at 3 6, 9
months• highlight and tailor programs to connect new
business and leverage existing