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 It is not often, downright rare in fact, that I receive an e-mail that makes me smile. In amidst all the junk messages I receive each day, urging me to buy low-cost drugs and high-price watches, was a simple attachment that brightened my day.
The attachment in question revealed the results of a study recently undertaken by the American Chamber of Commerce Executives (ACCE) that indicated just how important chamber membership is to your business. The report looked at how consumers and business owners perceive chambers of commerce and businesses that are their members.
One of the most compelling facts related to purchases being made and how chamber membership betters your odds to receive that purchase. The ACCE study indicated that consumers are 63 percent more likely to buy goods from chamber members. That is a very good reason, indeed, for having a chamber plaque in your windows.
The study also showed what we as chambers believed all along, that chamber membership boosts your reputation in the community and region for being considered strong corporate citizens. The report demonstrated that when consumers know a business is a member of a chamber, they are 44 percent more likely to think favorably about the company. The study also reported that consumers, when they are told a business is a chamber member, are 51 percent more likely to think positively of its local reputation.
There was also good news in the study relative to businesses making purchases from each other. The ACCE report stated, “When business decision-makers believe that a business is a chamber member, they are 59 percent more likely to buy goods and services from it.”
While this e-mail certainly brightened my day, 39 other chambers throughout the state, including those close to home, should also take this good news to heart. The NEK Chamber is just one of 10 hard-working chambers in the region. Our fellow chambers in the area include the Danville Chamber, Heart of Vermont (Hardwick area) Chamber, Burke Area Chamber, Lyndon Area Chamber, Island Pond Chamber, Barton Area Chamber, Vermont’s North Country Chamber, Up-East Vermont (Derby Line) Chamber and the Jay Peak Area Chamber.
The last component of this survey also revealed a compelling figure on how chambers of commerce are perceived in the marketplace and in their communities. Eighty-two percent of respondents believe their chambers help create jobs and promote economic development. While there was much positive news to garner from this survey, four very important considerations can be made from these important findings: 1)That consumers are far more likely to purchase items from chamber members; 2.)That businesses are far more likely to purchase from chamber members; 3.)That chamber membership strengthens your standing in the community and region; and 4.)That chambers of commerce are highly respected.
In trying economic times, when we realize that businesses are stretching every last dollar, it is good news for chambers and businesses, alike, that chamber membership is so highly regarded. This chamber, however, cannot and will not rest on its laurels of the past. The difficulties of this economic era require new thinking and bold steps on our part to help our members and region even more than we have in the past, and we will strive to offer additional benefits, support and assistance as we all work through these challenging times together.
(This column was written by Darcie McCann, who has served as the executive director of the Northeast Kingdom Chamber since 1995.)
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