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 2.0You 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