A recent national study reveals that membership in a local chamber of commerce can significantly boost a business’s image among consumers, as well as among other businesses. For example:

• When consumers know that a business is a member of the local chamber, they are 44% more likely to think favorably about it.
• Consumers who are told that a business is a chamber member are 51% more likely to be highly aware of it and 57% more think positively of its local reputation
• Consumers are 63% more likely to buy goods and services in the future from a company that they believe is a member of the local chamber of commerce.

The study also has good news for businesses that sell to other businesses. When business decision-makers believe that a business is a chamber member, they are 37% more likely to think favorably of the business, 51% more likely to be highly aware of it, 58% more likely to think positively of its local reputation, and 59% more likely to buy goods and services from it.

In the scientific survey of 2000 U.S. adults, the Schapiro Group, an Atlanta-based strategic consulting firm, found these and other positive perceptions of chamber members in a number of areas, including overall favorability, consumer awareness and reputation, and likelihood of future patronage. The study, commissioned by the American Chamber of Commerce Executives (ACCE), IBM, Administaff,Small Business Network, Inc., and Market Street Services, showed that when respondents were told that a particular small business was a member of its local chamber, they were 44% more likely to rate it favorably than study respondents who were not told of the chamber affiliation.

Respondents were also 63% more likely to want to purchase goods or services from a small business that is a chamber member.“We discovered that informing someone about a company’s chamber membership opens the door to substantial increases in positive perceptions of that business,” said Alex Trouteaud, Ph.D., senior strategist for Schapiro Group. “There clearly is a feeling by our respondents that chamber membership is synonymous with quality and desirability.”

“This study reinforces research done in 2005 about the perceived capacity of chambers to lead businesses and lead communities,” said Mick Fleming, president of the American Chamber of Commerce Executives (ACCE).“These new national findings point to even more direct benefits for companies willing to be stakeholders in their local chamber."

“The message from this national study is as simple as it is ground-breaking,” said Jim Blasingame, small business expert and president of Small Business Network, Inc. “Join your local chamber, be an active participant in your chamber’s programs and be sure to let your customers and prospects know you’re a proud chamber supporter when they come into your business and when they see your marketing material.”