You can create an army of excited chamber ambassadors. You can win recruiting awards for your numbers and the interest you stir up. But if your ambassadors don’t have the tools they need to be effective and communicate with the chamber, your recruitment time is wasted.
Most chambers use ambassadors as part of their welcome committee. Some have turned to using them to help with engagement and disseminating information on social media. Whatever you use them for, tools make a job more efficient and enjoyable. When a volunteer encounters friction in what you asked them to do you can be assured they will quickly tire of the task.
Ambassadors often serve as member liaisons to provide outreach and support to the business community. They are an extension of the chamber and are invaluable in that way. In the past, we’ve shared some tips on how to create a successful chamber ambassadors program.
Why Chamber Ambassadors Are So Effective
Chamber ambassadors do a lot of the same things chamber member recruiters do. But ambassadors aren’t paid staff so they have one advantage over chamber employees. Chamber ambassadors are community business people, first and chamber members second. When they talk about the benefits of the chamber they are not perceived as “selling.” There’s no commission riding on it (although they might have a gift card or discount they’re working towards).
Their pitch is purely “word of mouth” marketing, some of the most effective marketing out there. In 2014, Forbes called word of mouth marketing the most important social media around because it’s so effective in establishing trust and drives action. When your chamber ambassadors speak about the value of the chamber, prospective members are hearing a business professional who achieved success through chamber membership. They are not hearing a paid staffer who is charged with growing membership.
But chamber ambassadors are only as effective as the tools you give them. Without the proper tools, communication will not flow and the inefficiencies will make them question why they are doing it. That’s why it’s essential to know what they need and how to provide it.
Download our free cheat sheet on the six most important tools your chamber ambassadors need to achieve success.