We’ve all heard of the importance of marketing personas in reaching and engaging your members. But just how far have you taken this trend of personalization? Have you created programming that speaks specifically to the needs of individual industries? A more personalized approach in your events, programming, and committees is possible. Check out what these chambers are doing to satisfy the needs of industries in their areas.
Tailored Chamber of Commerce Programs: Enhancing Engagement and Member Value
If you’re looking for ways to meet the needs of your members and retain and attract new members, just give them more of what they want. Easy, right? Simple, yes. Easy, no. To give them what they want, you need to understand who they are and what they need. There may be solutions the chamber can come up with that they are not even aware that they need them. Your members know their pain points but may not (yet) know of a solution.
One effective strategy is to give them more is to offer personalized groups, benefits, and programming by industry. This targeted approach addresses the specific needs of diverse industries as it fosters a sense of community among members. Here’s how chambers of commerce can implement this strategy and why it’s beneficial for engagement and member value.
Why Personalized Industry Programs Work
- Relevance: By tailoring programs to specific industries, you provide relevant and valuable information, resources, and networking opportunities that members can directly apply to their businesses. Creating these types of specific solutions can also help you recruit businesses in these industries to your area, especially if you develop the reputation of being “<industry>-friendly.”
- Engagement: Industry-specific groups encourage more active participation as members are more likely to engage with content and events that are closely aligned with their professional interests and challenges.
- Networking and leads: Creating industry-specific networking and/or leads groups facilitates more meaningful networking and people interested in those specific industries. Members can connect with peers who understand their industry’s unique challenges and opportunities. While you may not want to create a leads group just for photographers, for instance, a leads group for wedding industry professionals (or real estate pros) can be very enticing.
- Retention: Members who see clear value in their chamber membership are more likely to renew. Personalized benefits and programming can significantly boost retention rates.
- Growth: Tailored programs can attract new members who are seeking specific support and resources that align with their industry.
Implementing Personalized Programs
1. Industry-Specific Memberships, Coalitions, & Committees
- Restaurant Memberships and Coalitions: Offer exclusive benefits that mean something to the food and beverage industry such as access to specific industry-focused social media marketing training, and networking events with local suppliers. Create a restaurant committee that meets regularly to discuss industry trends, regulatory changes, and marketing strategies. Provide a platform for restaurant owners to share best practices and collaborate on joint marketing campaigns. The Alameda Chamber & Economic Alliance created a Food & Beverage Coalition during COVID to address the unique concerns of that industry. Understanding their concerns helped the Chamber advocate for them in a time when it was needed.
- Manufacturing Committee: Form a manufacturing committee to address the unique needs of businesses involved in that sector. Offer specialized training on regulations, safety protocols, and environmental sustainability. Organize events that connect your manufacturers with authorities and government agencies to discuss industry challenges and opportunities.
- Tech Committee: Create a committee that spans industries but focuses on a specific topic. For instance, The Greater Miami Chamber of Commerce created The Technology & Innovation Committee as a “forum for discussion of technology-related topics relevant to the local business community and the region. Topics include 5G, Blockchain, Cybersecurity, Data & Analytics, AI, Robotics and Cloud, as well as helping bring to light emerging technologies that will support our community’s growth.”
- Community Growth: Launch a multi-industry committee focused on growth. For instance, the San Francisco Chamber of Commerce has a Construction, Infrastructure, and Land Use Committee that regularly engages with city officials on infrastructure projects, providing members with valuable insights and advocacy support.
2. Specialized Events and Workshops
- Technology Sector: Host hackathons, coding boot camps, and tech meetups for local IT companies and startups. Provide opportunities for tech businesses to showcase their innovations and connect with potential investors.
- Healthcare Industry: Organize continuing education workshops for healthcare professionals, focusing on the latest medical technologies, regulatory updates, and patient care practices. Partner with local hospitals and clinics to offer exclusive training sessions and health fairs.
- Provide industry-specific educational workshops or seminars. These could include topics like “Digital Marketing for Retail Businesses” or “Compliance Updates for Healthcare Providers.” Get creative in what your industries need and locate pros that can help. Make the introductions.
- Real Estate: Host a mix and mingle for real estate professionals including real estate agents, title people, mortgage lenders, inspectors, lawyers, contractors, interior decorators, insurance agents, etc. The Tarpon Springs Chamber of Commerce Hosts a monthly Property Partners Network Meeting to help introduce people/businesses involved with real estate property. Speaking of…
3. Targeted Advocacy and Support
- Construction and Real Estate: Create a task force to address regulatory and zoning issues that impact local builders and real estate developers. Offer advocacy assistance and resources on navigating permits and inspections. Facilitate roundtable discussions with city planners and government officials to advocate for policies that support industry growth.
- Retail Sector: Develop marketing campaigns and holiday shopping events to boost local retail sales (Check out the Small Business Season starting at the end of October each year). Offer training on e-commerce strategies and customer service excellence. Partner with local media to highlight member businesses and drive foot traffic to brick-and-mortar stores. The Portland Regional Chamber of Commerce has a Retail Council that offers workshops on retail technology and customer engagement strategies, helping local shops stay competitive in an evolving market.
4. Exclusive Resources and Publications
- Agriculture and Farming: Publish a quarterly newsletter with updates on agricultural policy, market trends, and other things your ag members would be interested in. Provide members with access to research reports and grant opportunities. Host webinars on sustainable farming practices.
- Creative Industries: Offer a digital resource library with templates for contracts, marketing materials, and project management tools tailored for freelancers, designers, and artists. Organize portfolio reviews and art showcases to help members gain exposure and business opportunities. Encourage members with brick-and-mortar businesses to host events for local artisans or sell their works. The chamber could do the same.
Additional Ideas for Personalized Programs for Chambers
- Create task forces to address industry-specific challenges. For instance, a “Tourism Recovery Task Force” to help local tourism-related businesses navigate post-pandemic challenges.
- Offer industry-specific advocacy efforts, working with local government on issues that affect particular sectors, such as zoning laws for restaurants or environmental regulations for manufacturers.
- Develop mentorship programs pairing experienced industry professionals with newcomers in the same field.
- Fix a specific need that exists in one of your industries. For instance, military spouses find it difficult to find work because they are transferred so often. Some chambers have created programs in their areas to make it easier for military spouses to find work. Additionally, there is now a United States Military Spouse Chamber of Commerce for military spouses with businesses.
Personalized industry programs can significantly enhance member engagement and value for chambers. By looking at the unique needs of each industry and offering specific benefits, you can foster a sense of community, drive member participation, and ensure long-term membership retention. In turn, this strategic approach strengthens the chamber and contributes to the overall economic growth and prosperity of the community.
