Chamber Membership is Effective Business Strategy
A national survey of 2,000 adults reveals that being active in a local chamber of commerce is an effective business strategy because two-thirds of consumers believe that such companies use good business practices, are reputable, care about their customers, and are involved in the community. The Schapiro Group, an Atlanta-based market research firm, found positive attitudes among adults in 2012 have actually increased over the very favorable findings of the first study in 2007. Advocates of chambers of commerce have long believed that when a company is active in its local chamber, it is doing the right thing not only for the community but for its own success as well. This project, commissioned by the American Chamber of Commerce Executives a a replication of its 2007 study of the same name, is designed to determine the real value to companies in terms of consumer outcomes of joining and being active in their local chamber of commerce.
“We discovered that informing someone about a company’s chamber membership opens the door to substantial increases positive perceptions of that business,” said Alex Trouteaud, Ph.D., senior strategist for The Schapiro Group. “There clearly is a feeling by our respondents that chamber membership is synonymous with quality and desirability.”
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