2. THE WANT-TO'S ARE OUR FUTURE
The “have-to's”
The “ought-to's”
The “want-to's”
3. Define Your Brand Character
If your organization was a
person, who would it be?
Give 3 one-word adjectives
to describe her.
4.
5. TOMORROW'S MEMBERSHIP
ORGANIZATION
Have a S.E.A.T.
Service & Sell With The Latest Technology
Engage Members Without Asking Them to
Show Up
Allow Members to Choose Their Investment
Teach Members How to Talk About Us
6. SERVICE AND SELL MEMBERSHIPS
WITH THE LATEST TECHNOLOGY
Who is GoDaddy and why are they
number 1?
Gain the service advantage enjoyed
by other industries
7. ENGAGE MEMBERS
… without asking them to show up!
Participation vs. Partnership
Membership does not require participation
Prevent drops due to “no time to participate”
Health club comparison
Chamber Church Confessional
8. BUYING AND JUSTIFYING
Businesses: People BUY emotionally,
JUSTIFY intellectually
Chambers: People JOIN emotionally and
JUSTIFY upon renewal
Who MUST you reach in order to be successful?
Who will have the most impact over the long-
term?
9. ALLOW MEMBERS TO CHOOSE
THEIR OWN INVESTMENT
Of time, or money
Advocacy
Public policy emails, public policy forums, neighborhood
associations, Executive Leadership Council, City Council Reports,
Citizen Candidates Academy, Chamber Day at the Capitol
Community Involvement
Forum Luncheons, Greeters, Chamber Business Women, Salem
Area Young Professionals, Ribbon Cutting Events, CEO
Luncheons, Workforce development initiative,
Face2Face.SalemChamber.org
Marketing
Business referrals, advertising on SalemChamber.org,
ChamberTV, directory listings, newsletter advertising, Try It
Local, Who Can Help, Interactive Media Maps, Connect for Lunch
10. TEACH MEMBERS HOW TO TALK
ABOUT YOU
Generate talk about your product or service
amongst peer groups
Some products/services will only be sold with
referral
Testimonials: People trust other people’s
opinions
If you don’t tell your story, the public will
make one up about you
11. Branding:
“If you don’t tell your story,
the public will make up one
about you.” ~Eric Alper
Walmart
Tom’s Shoes
Coca-Cola
Burt’s Bees
12. YOUR MARKETING MESSAGE
The Wrong Pitch:
The chamber is a private non-profit
membership organization that works to
ensure a healthy local economy.
The chamber is a group of businesses that
share common community goals.
13. YOUR MARKETING MESSAGE
The Right Pitch:
The chamber solves common business
problems like not having enough time to
lobby the government for less red tape and
taxes.
The Chamber connects businesses to
consumers and each other, in order to help
them grow.
The Chamber helps people who are tired of
doing business out of a phone book.
15. Choose Your Pathway
Advocacy
Public policy emails, public policy forums, neighborhood
associations, Executive Leadership Council, City Council Reports,
Citizen Candidates Academy, Chamber Day at the Capitol
Community Involvement
Forum Luncheons, Greeters, Chamber Business Women, Salem
Area Young Professionals, Ribbon Cutting Events, CEO
Luncheons, Workforce development initiative,
Face2Face.SalemChamber.org
Marketing
Business referrals, advertising on SalemChamber.org,
ChamberTV, directory listings, newsletter advertising, Try It
Local, Who Can Help, Interactive Media Maps, Connect for Lunch