Joe Abraham

Reinventing the Original Social Network

// May 24th, 2009 // Next Gen. Chamber of Commerce

This post is in response to some questions and comments I got from the post I made on April 28th. If you haven’t read that post already, do that first by clicking here.

Ok, so we agree that Chambers of Commerce need to reinvent themselves to survive this changing marketplace.

But if you’re a Chamber leader, how do you go about re-inventing and re-energizing your Chamber…specifically?

Here’s an idea…

They say the proof is in the pudding right? So where’s your pudding?

We all know the #1 reason an entrepreneur joins a Chamber is so their business can grow.

Are your members businesses growing? If so, let’s highlight them. If not, let’s help them grow! (I know, I know. I’m not a rocket scientist).

Let’s show current and prospective members that business growth is part-and-parcel of chamber membership.

In other words, let’s show them some proof.

Here’s a step-by-step plan on how to go about putting the proof in the pudding:

1. Take 20 committed entrepreneurs who are serious about their business growth. Invite them to participate in a 90-day business accelerator program. (Bonus Tip: Depending on how you structure the program, you can probably generate an extra infusion of non-dues revenue from the participants).

2. During the 90 days, track everything! From starting revenues to ending revenues and everything in between. Have each participant submit weekly detailed information on the impact the program is having on their growth. (Bonus Tip: set up a social media network around the 20 participants and let the rest of chamber membership “listen in” as the results pour in).

3. At the completion of the 90 days, have a marketing campaign ready to launch that highlights the stories and successes of these 20 entrepreneurs. Include PR, local radio, blog articles, grass roots efforts and promotions. Follow it up with an exciting membership drive.

4. As prospects hear about the transformation of these 20 companies, offer them a no-fee, no-obligation opportunity to sit down with one of the 20 campaign participants for a meet and greet. These 20 company owners will end up doing all the “selling” for you.

5. Have some creative “packages” available for prospects that allow them to test drive your chamber membership with little to no risk to them.

That’s it! Just deploying this one strategy could set your chamber on the fast-track to growth and set you head-and-shoulders over the competition.

More importantly, it will legitimize the organization and the value you promise your customer, the entrepreneur.

These 5 steps are “out-of-the-box”.

It takes a focused and determined team to execute.

However, if it results in a 200-500% increase in new membership while having a significant impact on retention of existing members, wouldn’t it be worth the time and effort?

Of course it would.

There are only 3 reasons you would not roll out a strategy like this.

1. You think it’s a silly idea that would never work.
2. You don’t feel that things are going just fine the way there are in your chamber.
3. You don’t have the bandwidth and expertise to pull off the actual program (not to mention ensure that these 20 businesses actually grow).

If you’re in category 1 or 2, you can stop reading now. Go back to whatever else it was you were doing.

If you are in category 3, then don’t let that be a hinderance or excuse any more. Post your concerns and questions below. My team and I will roll up our sleeves and help you deploy this from soup-to-nuts. (And don’t worry, it doesn’t have to cost you a dime to have our help).

Got questions or comments? Ask or comment away!