www.sdchamber.org

Membership Update

By Doug Holman, Vice President of Membership

There has been much talk recently about recession, and many businesses are scurrying to craft solutions.  One knee-jerk reaction is to cut back on advertising and marketing budgets.  My advice is to cut overhead expenses by all means, but do not cut your marketing budget! As a member of the Chamber you have taken a giant step toward stretching your marketing dollars. Your membership investment entitles you to participate in any Chamber event, your business is listed in both our print and online directories and consumers believe chamber members are more credible.

When times are hard, I always have the same advice for business owners and salespeople: do not cut back on marketing. If anything, businesses need to market more, and in most cases, Chamber members need only invest time. Remember that membership is designed to help you meet people and build relationships.

Through attending Chamber events you are able to market your best assets – yourself and anyone else that works with you. People “buy people,” and during times of uncertainty this philosophy becomes even more accurate. Keep in mind that the competition and your customers are all affected by the talk surrounding recession. Closing sales will be more difficult, but not impossible. There will be losers and winners, and times such as these will produce amazing accounts of failure and perseverance.

When the tech bubble burst, there were many businesses that disappeared almost overnight. Many had little control over their fate because they were cyber businesses. They had no ability to go to their customers and therefore suffered from the waiting game. Chamber members, however, are not in this position. Physical activity can create opportunity. The momentum of taking control will work because most others will have succumbed to the knee-jerk reaction and cut back on marketing.

Take advantage of your investment and continue to attend Chamber events. In fact, take it a step farther and bring a guest with you whenever possible. Use your membership to further existing relationships. Be seen as a provider.