Schapiro Study: “Consumers are 80% more likely to buy from chamber members”
According to The Real Value of Joining a Local Chamber of Commerce conducted by the Schapiro Group, when consumers know that a business is a member of the local chamber, there is now a 49% increase in favorability toward that business. This study also found:
When consumers know that a business is a member of the local chamber, there is a 49% increase in favourability toward that business;
When consumers perceive that a business is a chamber member, there is a 73% increase in consumer awareness and a 68% increase in local reputation;
Consumers are 80% more likely to patronise a business in the future that they believe is a member of the local chamber of commerce;
The Schapiro study also has more good news for chamber members that sell to other businesses (B2B):
When business decision makers believe a business is a chamber member, favourability increases by 42% , perceived awareness and reputation grows to 78% and 65%, respectively; plus the likelihood of future patronage increases by 74%;
Supporting the previous findings, the study also reveals a positive perception for the local chamber itself:
Regarding the chamber’s impact on the local economy, 86% of respondents believe that the local chamber of commerce helps create jobs and promotes local economic development
The Impacts of Chamber Membership on Small Businesses
% Increase in Favourability % Increase in Awareness % Increase in Reputation % Increase in Future Patronage
Consumers 44 % 51 % 57 % 63 %
Business Decision Makers 37 % 51 % 58 % 59 %
This table indicates that if consumers are aware that a small business is involved with its local chamber great benefits emerge. For example, the table indicates that if consumers know that a small business is a member of the chamber of commerce, the business enjoys a 44% increase in its consumer favourability rating.
How Effectively Business Strategies Communicate Specific Traits about a Company
Business Strategies Trait Trait Trait Trait
Uses good business practices Reputable Cares about customers Community Involvement
Being active in the local chamber of commerce 29% more effective 26% more effective 13 % more effective 12 % more effective
Sponsoring events around the community Equally effective 10 % more effective 20 % more effective 24 % more effective
Encouraging employees to volunteer 19 % more effective 14 % more effective 13 % more effective 15 % more effective
Giving out scholarships to local students Equally effective Equally effective 28 % more effective 36 % more effective
Encouraging employees to donate to a charity Equally effective Equally effective Equally effective Equally effective
The above percentages from the Schapiro Study show just how effective of a business strategy being active in a chamber really is. For example, consumers say that being active in the local chamber is 29% more effective for communicating that a company uses good practices than it is for making a general statement about the company.
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