Study: Chamber membership fosters customer patronage

A survey of 2,000 adults, conducted by Atlanta-based The Schapiro Group, found chamber members are perceived positively in areas such as overall favorability, consumer awareness and reputation, and likelihood of future patronage.

When respondents were told a small business was a member of its local chamber, they were 44 percent more likely to rate it favorably compared to respondents who were not told of a chamber affiliation, according to the study.

Respondents also were 63 percent more likely to want to purchase goods or services from a chamber-member business.

Respondents also had positive views of big businesses that are members of a local chamber.

When consumers believed a restaurant chain was a local chamber member, they were 40 percent more likely to eat there, and when they believed a major automobile manufacturer was a member, they were 9 percent more likely to buy from that maker.

“The results indicate that the impact of a local chamber membership on small businesses is more consistent and more powerful than for large, national corporations,” the report states.

“However, consumers need to be aware that the small business is involved with its local chamber in order for the benefits to emerge.”

Tri-state area chamber leaders say the statistics are reflected in efforts to attract and retain members.

“Our membership is up nearly 10 percent compared to one year ago,” said Suzzane Hubbard, executive director of the Miami (Okla.) Chamber of Commerce. “We believe this is due to the general economic growth in our area, but also because of new programs such as Chamber Blue. Chamber Blue is affordable small business health insurance offered by BCBS of Oklahoma in cooperation with local chamber associations.”

Blake Benson, president of the Pittsburg (Kan.) Area Chamber of Commerce, said he wasn’t really surprised by the survey’s findings.

“I think that the image of a chamber of commerce has become synonymous with good business. While we strongly encourage our members to get involved and maximize their return on investment, some simply want this association with the chamber.

“Our membership numbers are up almost 10 percent over this time last year. With some new membership development plans in place for the coming year, we should see an additional 10-20 percent increase by 2008.”

Debra Schow-Smith, director of member services, said the Carthage Chamber of Commerce “has come a long way in a short time.”

“When I started in the spring of 2002 we had a membership base of 285,” Schow-Smith said. “Today, that base is 365 members strong with a goal to reach 400 by the end of this fiscal year. In addition, our retention rate is an amazing 92-95 percent annually, while the national average hovers around 85 percent.

“But there is much more to the Chamber than numbers. We are truly an extension to the business community. We host monthly networking opportunities, provide educational seminars, develop and manage business-minded programs, and, most importantly, give support to our members 24/7.”