Marketing Your Chamber of Commerce

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Marketing Your Chamber of Commerce

• MCCE Fall Conference
• September, 2008

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Two Facets of Marketing

• Marketing Philosophy an attitude, a
  perspective, or a management orientation that
  stresses customer satisfaction
• Marketing as an Organization Function a set of
  processes used to implement the philosophy

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American Marketing Association

• Marketing is an organization function and a set
  of processes for creating, communicating and
  delivering value to customers and for managing
  customer relationships in ways that benefit the
  organization and its stakeholders.

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Four Marketing Management Philosophies - 1

• Product/Service Orientation
• Focuses on the internal capabilities of the
  organization rather than on the desires of the
  customers
• What services are most convenient for us to
  offer?
• Where do our talents lie?
• Sometimes what you can do most effectively is
  exactly what your business community wants

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Four Marketing Management Philosophies - 2

• Sales Orientation
• People will buy more if aggressive sales
  techniques are used
• High sales High profits
• Marketing means selling memberships and
  collecting money
• Membership Drives
• Lack of understanding of wants of the marketplace

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Four Marketing Management Philosophies - 3

• Market Orientation
• Social and economic justification for your
  existence comes from satisfying your members
  while meeting budget goals
• Sales do not depend on aggressive sales force,
  but rather on a members decision to join
• What a member believes they are buying
  perceived value defines your Chamber

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Four Marketing Management Philosophies - 4

• Societal Marketing Orientation
• We exist not only to satisfy our members wants
  and needs and to meet board objectives, but also
  to preserve and enhance individuals and societys
  long-term best interests.
• i.e. current Green Orientation

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Elements of a Marketing Plan
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SWOT Analysis

• Strengths and Weaknesses
• Internal
• Costs
• Personnel
• Resources
• Image
• Technology

• Opportunities and Threats
• External
• Social
• Demographic
• Economic
• Technology
• Political
• Competitive

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Determining Your Strategic Opportunities
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Product/Service Portfolio Matrix
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The Marketing Mix

• PRODUCT/SERVICE
• PLACE
• PROMOTION
• PRICE

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How Services Differ from Products

• Intangibility
• Inseparability
• Heterogeneity
• Perishability

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Do You have Effective Strategic Marketing
Planning?

• Continual Attention
• Creativity
• Management Commitment

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How to Market Your Chamber

• THANK YOU FOR YOUR ATTENTION!