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Category: Data

Data & Technology with Jaime di Paulo

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Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

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Brandon Burton 1:44
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Our guest for this episode is Jaime de Paulo. Jaime is President and CEO of the Illinois Hispanic Chamber of Commerce, a prominent organization dedicated to networking advocating for and developing the Hispanic business community in the Midwest. Since assuming leadership and 2019. Jaime has spearheaded numerous initiatives and collaborations positioning ahcc as a finalist in the 13th world chambers Congress, the largest economic forum for chambers and businesses worldwide. Jaime’s exceptional exceptional leadership and contributions have garnered recognition and accolades. He became a distinguished member of the Economic Club of Chicago and infinite influential organization connecting leaders in Chicago’s economic circles. The government of Mexico officially acknowledged him as one of the most influential Mexican Americans in the Midwest, highlighting his significance with the region’s economic landscape. Moreover, he received the 2022 American Mexican Association’s Leader of the Year Award, which celebrates his dedication to the community and his role within the broader Latino community. Driven by his commitment to empowering Latino entrepreneurs, Jaime has worked to strengthen the Latin X incubator program in collaboration with 1871, a renowned business incubator. This initiative supports young Hispanic tech companies, fostering innovation and providing them with opportunities to secure capital funds. Outside of his professional pursuits, Jaime is married and is a proud father of three sons and a daughter. Hi, man, I’m excited to have you with us today here on Chamber Chat Podcast, I’d love to give you an opportunity to say hello to all the Chamber Champions that are listening and share something interesting about yourself so we can all get to know you a little better. Well,

Jaime di Paulo 4:01
thank you, Brandon. I want to thank you first for inviting me to this wonderful chat and thanks to the listeners because we are out there doing the good work or that empowers more businesses. And, you know, feel proud of what we do. I mean, I would just sharing with you that the Our job is very significant, and it means a lot to small businesses. So kudos to all my chamber colleagues out there listening. You know, I was born in while I had I Mexico, I grew up in the United States. My father was American. And you know, when I was when I went to high school, I went back to Mexico, and I became a DJ. I was a renowned DJ back in the late 80s in that club in Acapulco called the baby oh, so some of you have been there some of you have not but if you compare it the baby oh, it was the comparison to studio 51 in New York City and next. So it’s a it was a big Back in the day, so you know, I lost my hair since then. But anyway,

Brandon Burton 5:05
that is awesome. I love getting these these fun facts about people and never would have guessed it. But that’s a, that is a great fact about you. So thank you. Well, tell us a little bit about the Illinois Hispanic Chamber, size of the chamber scope of work, kind of airy cover staff, that sort of thing. Just to kind of set the table for our discussion.

Jaime di Paulo 5:29
We one of the bigger chambers around we have 19 staff members, and we’re about to hire eight more we just announced last week. So we just, you know, we do a lot of government contracting. Our main focus is making sure minority owned companies have access to government contracting, because we see that as the future of our companies to scale. So that’s the reason why we are a bigger chamber than the norm. We have for example, we have an SBDC. In our Office of Small Business Development Center, we have what is called a PTAC. It’s not it’s called Apex which is a Procurement Technical Assistance Center, which helps minority owned companies get certifications so that so they can access government contracting. We contract with the United States Department of Transportation, for example, we in Region eight with we represent six states we help minority owned companies access us do T contracts, including water and airports and, and you know, and highways and all that. And then we also have a big contract with the Illinois Tollway, which is the, the you know, the Tollway authority here in this in the city of Chicago in the state of Illinois. So we make sure minority owned companies get hired and started working for them to scale this company. So we are a little bit bigger than a normal chamber. We have all these programs in between that’s why we bigger we our budget is about five and a half million dollars a year including that one and a half million dollar grant thing that just got to the beginning of next year. So we are growing certainly, since I started with a seven employees now we are you know 19 plus a couple full times 27

Brandon Burton 7:09
Yeah, I was seven so we put a big. Wow. Yeah, you guys are rockin and rollin and get your work cut out for you. That’s That’s awesome. I love it. So personally, I’m excited to get into our topic for discussion today. And as we kind of went back and forth a little bit we focused on the the areas of data and technology. And I know those are kind of hot topics for individuals and chambers at this time, especially with the emergence of AI and you know all sorts of things in that realm. But we will dive in much deeper into this conversation as soon as they get back from this quick break.

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Donna Novitsky 10:09
Hey there, Donna Novitsky, CEO of Yiftee here, and we are all about the shop local movement. We’re working with more than 500 communities like yours and 15,000 small businesses like your members. We’re big fans of Brandon and his Chamber Chat Podcast, so we’re helping to sponsor the show. But while I’ve got you here, what’s a Yiftee? You ask? It’s a digital gift card branded for your chamber that people spend only at the local shops that you authorize. In 2022 we drove 10’s of millions of dollars to small businesses in the US. The program is free for chambers and free for your local shops. You can sign up for a live zoom demo with me or one of my teammates yiftee.com/demo or email sales@yiftee.com. That’s why Yiftee.com. That’s it for now back to the show.

Brandon Burton 11:07
All right. Hi, me, we’re back. As I mentioned before the break, we’re focusing our discussion today around data and technology. And I know as a chamber, it’s super important to be able to make data driven decisions, right as we go about, you know, working in our organizations and knowing what the course of action to take on different things. But I’d love to know how you guys are implementing data and technology. And I know they’re related, but also kind of separate at the same time. So feel free to just take us whatever direction you’d like there and and we’ll we’ll go down that path. Certainly,

Jaime di Paulo 11:42
we belong to a small niche group called the Aspen Institute that help us download data. I was in New York City last week with the McKenzie group, and they just released new data on the state of Latinos in the in the United States. So everything we do is related to that particular data. So we got to make sure we have a significant impact on that data. For example, when this when the SBA talks about small businesses, they’re talking about 500 employees or less is a quick fact that in nationally, Hispanic or Latino businesses are under 20 employees. So when the SBA talks about small businesses, we’re not I believe, we’re not even on the picture, because we’re so small, so Chambers of Commerce just becomes very, very relevant to help those businesses scale, right. So everything we do, every program that we implement, everything we do is related to data, we and then in the technology side, we are fortunate enough to have our our offices at 1871. If you Google 1871, you’re going to see is the one of the number one or two incubators for technology in the world for businesses. So our office is right there. And the where the technology is made with it, technology happens. And we believe in technology. And we also believe that minorities should have an opportunity to develop new technologies, new applications, or whatever are solutions, and have the venture capital injected into those companies. And because we are offices there at 1871, we’ve been able to move that up a little bit. For example, 90% of new technology companies a surface every day in the world are Hispanic owned, but what percent of those Hispanic owned 90% Get get capital injected to it. So there’s a big disparity. And so our job here is to make sure the venture capital gets injected into minority owned companies awesome. We realize the data for example, we created a policy institute in our chamber. And we figured out how to create a scorecard using artificial intelligence. And in because of our 30 years in business that we have, we have a lot of data. We actually know what a procurement means and everything in between. So every bill that comes to the state of Illinois, we track and then we can create a scorecard for our legislative elected officials. So now we know who’s our big champion and who is and who we got to work with AI in terms of legislation stuff, using artificial intelligence, web scraping and all these other tools and utilizing the same model. We match it into contracts, for example. Right, so now you’ve seen we create a program called Kodama, you mentioned I was in Geneva and the world in the world Chambers of Commerce symposium and this past summer and because of that particular program that week, that particular solution that we curated is called Kodama contract radar Maximizer, which basically it matches contracts with capability statements in seconds. You know, when I mentioned we 20 employees or less we are busy working, we don’t have the staff or the knowledge to go search for contracts or government contracts, right. So This tool is going to revolutionize how people, you know, access those contracts because now you have everything on your hand, you just give me your capability statement or match it with the technology. And we’ll put in front of you contracts. So you basically qualify for it. In seconds. We are testing it right now, we did a couple of pilot programs in Lake County in the northern Chicago, we working with the City of Chicago to disclose our spending money. So now we know what kind of bunch contracts are happening. So we gonna be able to match him with companies. So we are about to launch a nationally and this thing is going to be an incredible tool tool for me chamber to use to help their

Brandon Burton 15:38
whims. That’s awesome. He said, It’s called Kurama.

Jaime di Paulo 15:41
What am I CLR AMA, contract radar maximize your website is there.

Brandon Burton 15:51
So let’s hone in on that a little bit more. I mean, I’m just full of excitement as I hear you talk about that and match in the contracts. And so when you have a chamber member, what would their experience be? Like, you know, applying karama? How would they access it how what what information they put in to get that instantaneous, almost feedback.

Jaime di Paulo 16:13
For example, if you, I’m sure everybody has heard of the government, federal government, they have what it’s called next codes, right? Every every, for example, you in construction, there’s a special number they gave you. So when you search for contracts, you use that particular code to identify yourself as a construction or, or cement or brick layer, or landscaper, or whatever it may be. So now utilizing that code and web scraping stuff analysis, or vectrus was called vectorize, which something I don’t understand, but my team does

Brandon Burton 16:51
have a team. Yeah, young people that

Jaime di Paulo 16:53
do the technology, we’re now able to if you put everything in like a company comes to us, we teach them how to do a capability statement, which is basically a one pager of who you are in one piece of paper and that particular. So it has different codes and different keywords that we can run into the system we came up with in the system will will search and will spit out the contracts you actually qualify for according to what you told us who you are as a company. Okay.

Brandon Burton 17:24
And then as far as going after those contracts, you guys provide any kind of support to help them figure out how to do that. And you had mentioned that earlier helping them get contracts? Yeah, how’s that process? Look,

Jaime di Paulo 17:38
we have what is called a PTAC, Procurement Technical Assistance Center that actually helps you have staff that will take you by the hand and show you how to apply. We’re working on technology right? Now this is going to actually self populate the application at what point the what you told us, so it’s coming. I mean, we a little bit step below that. But you know, a year or so we’re gonna have that on hand. So what I’m envisioning in nobody here, you’re gonna be able to fill out 80% of the application automatically. So yeah, finances and you know, that kind of stuff. But that’s something we, you know, you got to work with you on accountants.

Brandon Burton 18:17
So what kind of advantages do you see for your members in utilizing this type of technology and these tools that you’re making available for them?

Jaime di Paulo 18:28
Well, you know, when you go to even the playing field, for example, you know, that these huge companies out there, they have personality, all they do a search for contracts, now, we’re going to have the necessary tools for zero small companies have access to those contracts. So we’re going to revolutionize how the United States does government contracting, for example, right? So if you are a minority, like Hispanic, African American women, veteran or Asian, you are considered a minority in the United States. And so those are the guys who try to push so they can even they play? Yeah,

Brandon Burton 19:03
I’m glad that you said that that way, even in the the playing field. So I think that’s what AI that’s what it does, you know, a lot of people have the concept of AI is for the big companies are the ones that have the budget and understand how to use it and all that. But really, AI is going to level the playing field across so many different platforms. That I’m glad that that’s the vision is it levels, the playing field and brings your members up to a competitive level across the nation.

Jaime di Paulo 19:30
You know, AI can be a scary thing, but it can be used properly. It’s a wonderful tool, and nothing we use in it properly. Right? So who knows what AI is going to take us in the future. But at the end of the day, we need to take advantage of those tools and use it to the event to to scale our companies, right?

Brandon Burton 19:48
Yeah. So do you have somebody internally that’s working on the technology with the AI to develop these these platforms, or do you consult with somebody or how’s this being developed? So, within your chamber,

Jaime di Paulo 20:01
we actually have to two engineers, you know, just coding full time and the director of the program. Wow.

Brandon Burton 20:11
So not everybody has that on their staff. But where would somebody get started, you know, maybe a local chamber, you’re wanting to implement some of these things? How would you suggest they get started,

Jaime di Paulo 20:24
we, we don’t we still working on the model, we don’t know how we’re going to do it, we license it or just give it away, or we got to make a little money on it. But our intent is to bring up our companies and across the United States, we’ve been in conversation with Walmart, for example, you know, in government contracting, every contract is public information. Private is not so having this tool, access private corporations, like for example, Walmart, Target and Home Depot, whoever it is, we need to create partnerships directly with those companies. So we will talk into Walmart and the Google and some other companies so they can have access to this to this tool. So they can do some hiring. But it’s gonna that’s gonna be a little bit more difficult, because it’s not public information, those contracts. So yeah, work to be done.

Brandon Burton 21:18
Gotta get them to play along with you, right? That’s right. So the the technology incubator, I’d like to maybe hear some of the things that you’ve seen, you know, birthed out of that incubator there. I get excited here and about this technology programs, and you know, what people are into and what’s kind of cutting edge, but what are what are some of these things that you’ve seen come out of there? No,

Jaime di Paulo 21:45
it’s amazing what goes through our, our offices there, we got companies, for example, we have a Latina woman, micro cycle is her company, she she basically figured out that I mushroom eats concrete, how I have, but she’s been taking marketing that technology, and it’s a solution for the landfills, for example. Right? So she’s been scaling at a pace you have never seen, right? We have a company that, you know, that connect hero, it’s using utilizing technology in the retirement homes, and connecting them with families. It’s an amazing thing. And these two companies, for example, they’re they’re growing big time. And those are companies that we helped start, you know, so it’s, and we have, you know, work, we just graduated a cohort of 25 companies last week. So, you know, we have about 400 companies we’ve worked with, and 80% of them are still still in business trying to get that capital so they can scale up. So some of those, like, cycling clinic here on it, and a few others are beyond that, right. So it’s very cool. Spot hero, for example, I don’t know if you heard of that, that came out of the incubator. It’s not a Hispanic guy, but it came out of the incubator, I had an opportunity to meet him, it’s a tool you use for to find a parking space, low costs around, okay, Spot hero, so, so as many companies like that,

Brandon Burton 23:21
I like it, I like hearing these these different ideas. And it’s got to be a sense of pride, seeing these people come with an idea and watching it grow and watching them be successful and looking for that additional funding to continue, you know, adding fuel to the fire, so to speak.

Jaime di Paulo 23:37
And he was a good one, there’s a guy whose name is Ricky, like a loud, young Latino guy. His family has a cleaning, Office Cleaning Service, right? So thinking outside the box, this guy actually created the technology in training, so so he can help companies, show people how they can become a cleaning company, so they can have access to cleaning contracts, and the guy is making millions for that app. And so who I wish I would have thought of that. I mean, that. So it says good example, that this guy probably and I want to go pee in offices. But he kept the family business with using technology. Now they’re scaling up big time. So that’s the goal here because you know, in our communities, for example, in Chicago, there’s a famous street car 26th Street, which is basically 99% of those businesses are Hispanic gone. But those are immigrants that came to United States with nothing and they started a business and now what’s happening their sons and daughters are graduating from high school from from college and they don’t want to go and work at that particular restaurant. They want to work in technology downtown. So how you combine both right so that’s been a big issue in our chamber. How are you going to encourage your sons and daughters to take over the business and using technology? This So restaurant guy that has 45 restaurants in the city, Chicago, and the sun just to cover the businesses, what are they doing, they kept the business, same recipes and everything. But adding technology now they’re they’re packaging tacos and put them on grocery stores. So that’s the kind of stuff that we’ve seen. And we’re very excited about keeping the restaurant as it is, but using technology to scale and policing design and data that went to college. Right. So that’s, that’s pretty encouraging. That’s very cool.

Brandon Burton 25:28
Yeah, that is very cool. I like that all these examples that you’re you’re showing, or they’re helping others continue as well. So it’s not it’s not replacing another business is not, you know, harming another industry, but it’s, it’s bringing everybody up to a higher level,

Jaime di Paulo 25:46
leveraging that technology for the own use. Really? Exactly.

Brandon Burton 25:50
Yeah. So is there anything else as far as the data and technology that you want to make sure we hit on before we we move on?

Jaime di Paulo 26:01
No, I think you know, chambers should use technology to I mean, you we have a lot of tools out there that can enhance our chambers to the benefit of the members, right? Databases. I mean, the keys are chambers keeping your database and then the, everything you do is not in writing in them or happen. So that’s how we created the technology we created. So this tool, the Kurama tools, because we have 30 years of data. So now we actually know what a pig, what’s a contract that based on data and notes. Right? So that’s how you do it. Really? Yeah.

Brandon Burton 26:37
Yeah, I guess, to your point, when you’re training an AI model, to do something for you, you have to feed it data to be able to learn what it is you’re looking for, and what it needs to put out. So as long as you can, can collect the data up front and all along the way, every interaction, every touch point should have a data point to it, that you can go back to and be able to plug it in, as you see applicable down in the future.

Jaime di Paulo 27:07
You using key words, for example, saving those key words, it’s, it’s called web scraping. So you can actually take a document and show the document, identify this key words, and then it’s tracks that key words and puts it somewhere else. Now you have a you know, now you chamber instead of being, you know, business incubator, at the small business incubator for businesses, you take out the then you just keep small businesses and incubator and those two words are keywords. So now the tool searches for those key words and legislation. And if any bill comes out or any of those key two key words you identified, it flags it, and now you have a couple of key words you can track and you can lobby or whatever.

Brandon Burton 27:53
That makes a lot of sense. That

Jaime di Paulo 27:55
was easy. Well, it sounds easy to explain, but you need to have the back office doing it.

Brandon Burton 28:00
That’s right. That’s right. And then get that machine up and running. Right. And once it gets going, just just keep feeding it that good data. So as we, as we start to wrap up here, I like asking for chamber listening, who’s wanting to take their chamber up to the next level? What kind of tip or action item might you share with them to consider implementing it their organization?

Jaime di Paulo 28:28
Well, you know, first, you know, as every chamber knows, we don’t we don’t we don’t do miracles, right? You get out of the chamber, when you put into the chamber, you know, it’s like, uh, you know, like, I tell my members, look, this is Mina chamber member is like having a, you know, a gym subscription, right? If you don’t go, you don’t, you’re gonna you’re gonna see results. So, partying from that, we need to, you know, people do not come to you just because you name is the Chamber of Commerce, you need to have parents, right, you need to have programs, classes, events, whatever it is to attract people to the chamber. I think that’s the key. So I call them carrots, right? So you wiggle the carrot, and then they’ll come, but you need to Google it. Good, right. So for example, you need to make sure this, you know, chambers were known for network events. Right? Now, it’s a lot of competition and network events. So we’ve got to start thinking outside of the box and how to do events, very more unique and those events because there’s a lot of groups out there doing, you know, after our event, so think outside the box, get some more carrots, encourage corporations to get involved in actually, you know, encourage those corporations to hire those small companies that you represent. That’s the key. And then for example, what I try to do is, for example, a big corporation comes on board as a corporate member. I actually have like, a piece of paper that encourage them it’s not a legal document or anything Ellison just make him sign something as promised, I will give an opportunity to your members to apply for right something that is good to sell to the small businesses so they can come in and be part of the chamber. Sometimes it’s good sometimes they don’t. Right. I

Brandon Burton 30:16
like that. Just a commitment to Medicare and Yeah,

Jaime di Paulo 30:21
nothing. Nothing about it. It’s just on paper, right?

Brandon Burton 30:25
And of a pledge. Yeah, I like that. But I’d like to ask everyone I have on the show as we look to the future of chambers. And I feel like we’ve been talking about this throughout this whole episode here. But as we look to the future of chambers, how do you see the future of chambers and their purpose going forward?

Jaime di Paulo 30:43
Well, chambers are the key. There, they’re a necessary tool for small businesses to scale, we have the knowledge, we have the connections, and we have the access to well to your clients, or contracts or whatever it may be, your members need. So Chambers of Commerce will never go away. Because of that reason. Everybody needs somebody, you know, you if you’re an accountant, to focus on your accountant, but you don’t know anything about marketing, we can help you do that. We can help you bring clients to you, we can help you promote your business, we can help you do other things. But you need to focus on your business and give us give the chamber an opportunity that can help you business scale. So it’s like an artist, you know, an artist should be should be drawing pictures, right? Not marketing themselves. So you need to, you know, understand that. That’s what chambers do we help you market your business, we help you scale your business, we’ll help you with connections with with financial, financial institutions. Because the number one thing is small businesses. theme is access to capital. One is me, not every bank is suit for anybody. So we have many we have like a smorgasbord of banks, we can actually know what the what’s the right banking institutions for your particular business, right. So that’s the kind of stuff we bring to the table, the chamber, so we never gonna go away. I mean, if you don’t work, you’re gonna go away. But if you add value to those businesses, you’re good,

Brandon Burton 32:15
right? Yeah. Yeah, absolutely. I like that idea of, you know, chamber is necessary for businesses to scale. And if your chamber believes that, if your chamber is promoting that, if you’re putting that out as a carrot to attract the businesses, because you have what it takes for them to scale, then you’re right, chambers are not going to go anywhere, and they become necessary in their communities. Okay, we

Jaime di Paulo 32:40
create example. Right? And then we we chambers do a lot of workshops, right with our members, but we never had something structured certified. Right. So we went to the city colleges, which is a local community college. So I told the chancellor, look, let’s create a curriculum, I certify curriculum and and show people how to run a business properly. We did that. So now we launching you know, we had two cohorts or two classes, it’s a 4040 hour class that teach you about finances, marketing, legal stuff. Inventory. So now you we have a certified program, you can people actually go and get a credit, credit, credit, college credit, take this particular class and you when you graduate, you know how to run a business properly, because we know that businesses get into businesses because many reasons and not necessarily everybody is suitable to run a business. So teaching them how to use to how to run a business properly is the key to the success of your business. And so you utilizing the local colleges, you know, get you all members can become teachers, the classes, it’s a win win for everybody, really. So.

Brandon Burton 33:51
Yeah, absolutely creating those good partnerships. Well, as we wrap up here, I wanted to give you an opportunity to share any contact information for anyone listening who might be interested in anything you talked about and maybe wants to learn more or just connect with you in general, what would be the best way for someone to reach out and connect?

Jaime di Paulo 34:11
Well, our website is, you know, IHCCBusiness.net HCC meaning Illinois Hispanic Chamber of Commerce. My personal email is jaime@ihccbusiness.net. Those two if you Google our chamber, you can find me on LinkedIn Jaime de Paulo. We have I’m very active on LinkedIn. Our website, you can find me there and you can you know, access all the programs or you can email me for sure and then I will get back to you.

Brandon Burton 34:48
That is perfect. And we’ll get all of that in our show notes for this episode as well so people can pull it up and reach out and connect with you. But Jaime, this has been great having you on Chamber Chat Podcast. I appreciate your time. Taking the time and, and telling us you know what you guys are doing in the realm of data and technology and these AI tools, and you guys are just full of exciting stuff going on right now that really, I think will end up being models for other chambers to follow. So thanks for blazing that trail and sharing some of these insights with us today. I really appreciate it.

Jaime di Paulo 35:19
Thank you, Brandon. I appreciate your time and you know, don’t give up.

Brandon Burton 35:23
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Chamber Industry Research with Bob Rohrlack

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Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to the Chamber Chat Podcast. I’m your host, Brandon Burton. And it’s my goal to introduce you to people and ideas to better help you serve your Chamber members and your community.

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Becki Womble 1:03
I’ve been using Community Matters for probably six or seven years now. And in a previous life, I sold commercial printing so I can highly recommend Community Matters because it’s a complete turnkey job for any busy chamber exec and it’s a wonderful, beautiful printed product whenever you’re finished. And I just I’m very sold on Community Matters. And with a printing background I just big endorsement from me.

Brandon Burton 1:44
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Brandon Burton 1:45
Our guest for this episode is Bob Rohrlack. Bob serves as the President and CEO of the Tampa Bay Chamber of Commerce. The Tampa Bay chamber is the Florida Association of Chamber of Commerce Professionals 2020 chamber of the year for the large chamber category. Bob earned his doctorate in business administration degree from the University of South Florida. His dissertation research research the factors that influence Chamber of Commerce effectiveness. His award winning research has been published in scholarly peer reviewed journals with over 30 years experience in the Chamber of Commerce and Economic Development profession. He’s led programs at the local, regional and state level. He is a certified chamber executive and past chairman of the Florida Association of chamber professionals, where he was also named the 2017 Florida Association of chamber professionals Executive of the Year since joining the Tampa Bay Chamber. They became the first chamber nationwide to be invited to the White House for an economic briefing discussing issues important to the region. The Tampa Bay Chamber has been awarded the three star chamber of Valor award from the US Chamber of Commerce for their work with the military community. Bob was appointed by Speaker The Florida House of Representatives Dean Cannon to the government Efficiency Task Force, their goal is to recommend $3 billion in savings over four years. He chairs the Subcommittee on Health and Human Services. He’s an honorary commander at MacDill Air Force Base, a board member of visit Tampa Bay, Tampa Downtown Partnership, the Association of Chamber of Commerce executives and the West Shore Alliance. He is past board member of the Florida Chamber of Commerce. Dr. Rohrlack graduated from the Economic Development Institute and the University of Oklahoma and the US chambers IOM program at the University of Georgia, where he also teaches several classes in their program. He’s also an adjunct professor at the University of South Florida. But Bob, I’m excited to have you with us today here on Chamber Chat Podcast. I’d love to give you an opportunity to say hello to the Chamber Champions who are out there listening and share something interesting about yourself so we can all get to know you a little bit better.

Bob Rohrlack 4:20
Sure. Thank you, Brandon. I appreciate you hosting me and it’s good to be here to talk about the industry that I’ve been in my entire career. It’s a lot of fun and a lot of great things going on. The Tampa Bay Chamber has right about 1400 members. We’re staff at 22 and we’re focused on our 10 year vision plan. Vision 2026 That is our guideposts for everything we do with the organization and keeps our board focus keeps the team focused on priorities with programs. One of the cool things I got to do with the Chamber for our military initiation event last year, we had it at the Florida aquarium here in Tampa. And part of the event to get to civilians mixing with the military folks, well was a scavenger hunt. And I don’t know if it was a good thing or a bad thing. But the chamber team had the idea of me being in the tank with the sharks as part of this scavenger hunt to find me, but I had to get scuba diving certified to be able to do that. So now I’m a certified scuba diver, which is great to open up a whole new hobby, an adventure, but just one of those other duties as assigned, I think in the chamber industry.

Brandon Burton 5:33
That’s awesome. And it’s a great excuse to scuba service. My wife and I, we, you know, we love going on cruises, because we’re scuba certified. So we get to go on a cruise and have three or four different ports where we could dive and sea creatures, and it’s just a fantastic opportunity. So hopefully you’re taking full advantage and being there. Absolutely. Yes. A lot of fun water. Yeah, yep. Yep. So you know, you touched a little bit on the Tampa Bay chamber as far as the membership size staff working on your tenure mission plan. Didn’t tell us a little bit more of the scope of work you guys are involved with? Are you standard chamber to tourism? What what are what type of work are you involved with,

Bob Rohrlack 6:17
you know, the Tampa Bay Chamber, originally the Tampa Board of Trade, Tampa Chamber, Greater Tampa Chamber now Tampa Bay, because our influence has really become much more regional, and what we do both from our membership perspective, the issues we work on, and our team is located throughout the region. So we really focus regionally on what we do.

But with the 10 year vision plan, our mission is to serve our members and enhance our community by building business success. And we do that with our vision plan that has a foundation of organizational excellence, that our members can have confidence that we are running the chamber to the best business practices we can we just presented to our executive committee, our 14th year in a row, clean audit, showing them that we are managing things well, and being responsible with their investment. But that on that foundation stand our three pillars, one that we are the hub for business where businesses come to learn best practices, and skills from each other and build their network. To that we are catalysts for change in our community, that we are advocating for the important issues to make this great region even better. Transportation being our number one priority on improving the choices for transportation throughout the Tampa Bay region. And our center pillar is that we’re an inclusive organization. And this has been our plan since 2017. So we kind of joke that we were inclusive before being inclusive was cool. And our goal is that our membership reflects the demographics of Hillsborough County, which is the most diverse county in the Tampa Bay region. So we’re measuring through ethnicity, male female ownership of business, veteran ownership of business, the industry type industry size. So when we go to talk to our elected officials, and we say we represent the business community, we can say we truly do represent. So that’s been our goal. We’ve been making great progress towards some of those diversity measurements. on the industry side, we’re matching right on to Hillsborough County, which is great. So it’s how do we keep growing that and making the organization stronger because of the diversity inclusivity in our organization? Absolutely. Know that, that helps a lot to just, you know, let us know the type of work that you guys are involved with. And I love that you were able to state your mission statement without looking down and reading it. You know it it’s part of your being.

Exactly.

Brandon Burton 8:51
So as we transition over to our topic for discussion today. Just for those listening, I’ve had several people say you need to have Bob on the podcast. Yeah, he did. His whole Dr. program, about Chambers of Commerce wrote is his dissertation about the effectiveness of chambers of commerce and he just would really have an a neat perspective that we can all learn from so taking everyone’s advice here we are today. We’ve got Bob on the show, and we will dive in much deeper into the chamber industry research that he did, as he went about, you know, writing his dissertation and going to read a soccer program since we get back from this quick break.

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Donna Novitsky 11:14
Hey there, Donna Novitsky, CEO of Yiftee here, and we are all about the shop local movement. We’re working with more than 500 communities like yours and 15,000 small businesses like your members. We’re big fans of Brandon and his Chamber Chat Podcast, so we’re helping to sponsor the show. But while I’ve got you here, what’s a Yiftee? You ask? It’s a digital gift card branded for your chamber that people spend only at the local shops that you authorize. In 2022 we drove 10’s of millions of dollars to small businesses in the US. The program is free for chambers and free for your local shops. You can sign up for a live zoom demo with me or one of my teammates yiftee.com/demo or email sales@yiftee.com. That’s why Yiftee.com. That’s it for now back to the show.

Brandon Burton 12:11
All right, Bob, we’re back. As I mentioned before the break, we’re going to be covering more of the chamber industry research that you uncovered and maybe some of those eye opening indicators or facts that maybe stood out to you. But for those listening, maybe just give us a little bit bit of background, what made you decide to go down this avenue as he went about your Doctorate in Business Administration?

Bob Rohrlack 12:40
Yeah, that’s a great question. As I mentioned, our vision plan, vision 2026. I looked at it and I knew I was the guy to put that first plan together and help help the volunteers working with staff and membership the week got that plan started. And as chamber Folks are always you know, we’re never thinking about the day we’re in, we’re thinking about the next month next year and down the cycle of okay, I want to be in the best position to lead the organization on the second 10 Year Vision Plan as we transition to that, which now is four years away. So it’s okay, I need to be investing in my education. So I talked to leadership at the chamber at the time said I really want to work on this program, the director of the dean of the business school at University of South Florida was a board member. So obviously, he was very encouraging. But I really want to focus on researching on how to make this organization even better than we believe we are. And I got the support from our board to do that. So that’s when I started diving in. When you take the classes in a doctoral program, every class is teaching you. Here’s how to do this part of research when you start to work on the dissertation, whether it’s statistics, which everybody groans, taking those classes, or how to do a proper literature review, how to do an interview properly, all those things you need the skills you need to know. And in one of the classes, I was having a tremendous and I knew everything I needed to do focus on chambers of commerce, because eventually I was going to pick some type of topic related to chambers, and you have your your dissertation is a question that cannot be a yes or no question. So I was really struggling trying to find scholarly peer reviewed literature on Chambers of Commerce. So during a break I spoke to the professor said I’m really struggling here and can’t find things. And without missing a beat. He said, Well, you can’t find anything because chambers aren’t worthy of doing research on Oh, and that was my reaction. I was like, Wait a minute. And the light went off and I realize I’m not a 19 year old student anymore. I don’t have to take the professor. So well you know This profession has put food on my family’s table for 30 years, it’s put a roof over our head. For 30 years, I’m going to be doing research on chambers of commerce. And I walked away, and I was not happy. And I thought, I’m now motivated, this is what we’re going to work on. So I kept digging, realize there is not much scholarly research on chambers of commerce in the United States. There are on some chambers in Europe, but they have different business models on how they’re running chambers. So really had to focus on that. So I took the universe, of chambers of commerce of associations to get to the Galaxy, of chambers of commerce, then to the planet chambers of commerce in the United States. And my research question was, how are Chambers of Commerce leaders align for greater effectiveness? And that became just the research I just kept narrowing down on, I interviewed chambers of commerce, CEOs, and the Chamber of Commerce, volunteer leader for the same chamber, all different sized chambers throughout the United States, asking them, how did they define effectiveness for their organization? Shockingly, everyone got stuck on that question 100%. They didn’t know how to define it. Some would say their budget, some would say members. And I said that’s not effective. That’s not measuring effectiveness that’s measuring your marketability on what you’re doing. So just keep digging into that effectiveness. issue. And it was really interesting. Going through it. As I went through those interviews, identified 72 different characteristics. loaded all the interviews into tremendous software application that helped me filter through the topics, I was able to combine that down to 32. The top five were significantly greater than the remaining topics. So I wrote my dissertation on those top five issues, and what they were

Brandon Burton 17:13
so everybody listening, but tell us what are those five effective.

Bob Rohrlack 17:21
In order of being identified, it was leadership, advocacy, convening, competition, and self promotion. Now on leadership, the CEOs thought their volunteer leader was most important to their effectiveness, the volunteer leader thought the staff leader was the most important to their effectiveness, which is a good issue on supporting each other and realizing the importance of working together as a team. And that would be my best advice to any leader of a Chamber of Commerce. If you’re not working in a team relationship with your chair, you need to focus on that. And if you read the line of succession doesn’t show people that are going to be working with you as as a team member, bringing their skill set to match with your skill set. You need to look at how you’re aligning your leadership. So leadership, very important. Advocacy being the voice for business. When I arrived at the Chamber back in 2009, which this is my third time working at the Tampa Bay chamber. But when I came back as CEO, the decision had been made to spin off the Economic Development Department, which we have a history of spinning off organizations to go be successful tourism, regional development, the economic development, the Downtown Development Group, all were born within our chamber and spun out to be standalone strong organizations. But the view was spin out economic development that contracted public sector dollars with the city and the county would go with them. We now are fully funded privately. And it allowed us to grow our advocacy voice to become much stronger, not in a bully way. But in a hey, what we say matters. We need to be working together that wound up developing relationship with our elected officials that they’re coming to us saying, are you all going to take a position on this? Can we present to your policy and advocacy committees on this issue we’d like to work with you on furthering this topic. So it’s created a better partnership. So advocacy is very important. The convening, bringing our members together, we all learned the value of our chambers during the COVID time when we couldn’t come together. We immediately became a virtual chamber as everybody else did. And we kept telling our members now more than ever, you need your town square. We are your virtual town square, you can’t go to the town square. And we saw our retention rates go up because we just kept reaching out and contacting our members and being that virtual connecting point for them. So convening is critically important. A lot of times chambers get criticized on oh they just have events. That’s all they do. Being that place where they business people can come together and the business community can gather is important to the community. So don’t let that criticism slow you down. Competition was the fourth factor, competition, not those that are against you. But for those good volunteers that you want, and those budget dollars that you need to succeed, there’s a lot of competition for their time and their financial resources. So you have to prove your worth, in that loud, crowded arena, that they want to focus on you. And they want to be part of who you are and what you’re doing. So competition for their time, and competition for their scarce valuable resources. critically important. And the fifth item was self promotion. Everything we do in the chamber world staff does all the work we give our volunteers all the credit, we know that a majority of the work, I should say in case any volunteer ceases. But we don’t tell our story well enough on volunteer, Jane Doe did this at the Chamber of Commerce, they worked with us at the chamber to get this done. So telling our story on why it matters. And the impact of what we do matters to our members is critically important. So that self promotion through storytelling is really what can make your organization strong, impactful humanizes a big organization, and gets people to say I want to be a part of that. So those five factors are the ones that I wrote about in more detail in the dissertation.

Brandon Burton 21:33
Absolutely, those are, I can see why those five factors kind of rose to the top. And I can see as you as you gave attention to competition in the community for for resources and volunteers and time that the competition factor is going to point to those other factors as well right to be able to show your value, and why they should be you know, giving money and time and effort towards your organization. So I’m also a big fan of the self promotion, the storytelling, I tried to get chambers, you know, across the country to do podcast and especially coming through the pandemic when you couldn’t convene together and traditional ways. There’s ways of telling stories, telling the stories, your members telling the success that your chamber had and helping other businesses be successful. So there’s a lot of different avenues of doing that with the self promotion. Are there other other I don’t wanna say factors? Because that might, you know, muddy the definitions here, these five key factors, but are there other elements that stood out to you in your research that you found eye opening? Or maybe he hadn’t given a lot of thought to before that that just stood out that are worth mentioning?

Bob Rohrlack 22:48
Well, you know, I’m gonna flip the question upside down. Because there was, there were two things that stood out that I was really surprised with, in a not so great way. Okay. Those five factors didn’t really surprise me. But I was surprised at the alignment between the volunteer leader and the paid staff leader. The they all lined up except convening and competition were flipped from the staff to the volunteer. But what gave me great concern, and you actually picked up on it when you commented that I’ve memorized and I know our mission statement, not one interview, when asked about how do they define effectiveness? How do they measure their effectiveness? mentioned their mission statement? A strategic plan, a mission plan? Any kind of plan? Not one? Oh, wow. Why do you have your plan? If it’s not how you, you know, measure, figure your your effectiveness? And how do you know you’re being effective if you don’t even mention your plan. So that taught me that we really need to make sure we are aligning to our vision plan and that it matters. And we’re putting it in front of the members all the time and helping them to focus on here’s how to engage and be a part of who we are. So if there’s one takeaway, besides, people can download the dissertation, know your mission statement, not just that you can recite it, but that you know it and you’re thinking how to apply it and live in your organization. And if you have a strategic plan and vision plan and operation plan, some type of plan, know your plan, not memorize a big plan, but know how to apply and how to how to plug it into what you’re doing. Our entire team at our chamber knows, if you have an idea, don’t even come to present it if you can’t align it to at least one of the pillars that I mentioned previously. The more pillars you can align it to the better your chance of getting support both financial and time. But that vision plan matters. We report every year how we are aligning to that vision plan. The day after the annual meeting. I tell the team we start writing the story for next year today. a CIO, you have, you’ve got to know that and that was the big surprise takeaway that people didn’t talk about their vision plan, their mission statement or any kind of strategic plan.

Brandon Burton 25:12
Yeah, that is that is I mean, it’s not surprising just for the experience that I’ve seen, but at the same time, it is kind of shocking that that’s not more central in decision making, and, and being able to measure success and effectiveness. And our our chamber

Bob Rohrlack 25:29
years ago, was known as chamber does your whatever the issue or the idea of that your chairman was, that’s what everybody got rallied around. When they pass the gavel, they dropped the issue, we picked up the next issue. It’s hard to align people and keep moving progressively as an organization to impact the issues you want to impact if you’re turning all the time. So we our vision plan serves, these are the bumpers, here’s how we’re going to work towards these issues. And it really was impactful during the COVID years, when we were trying to be impactful to the members, but kept working on that vision and relaying that to the members. And what we were doing is we reached out to every member and touched them as much as we could let them know we cared about them, and how are they doing through the process,

Brandon Burton 26:17
right. And when you’re constantly changing direction each year, every other year, it makes it really hard for your community to understand what the chamber does, right. And when you talk about, you know, the keys and measuring effectiveness of the chamber I think of with ACC does a good job. I think when it comes down to the chamber the year you know, each year they select these finalists after doing the the chamber benchmarking surveys and everything. And being able to measure effectiveness in their community with the impact that these chambers. So they’re measuring effectiveness by impact in their community, which you should be able to look to your community and they see these things that you’re doing to to further a positive cause throughout the community. And of course, it is intentionally left vague as I say that because it should go back to your mission and your vision statement. And every chamber is going to be slightly different with that. But for the most part, it’s promoting business and promoting good community environment.

Bob Rohrlack 27:21
Right. And as we were looking at starting to vision plan, and so we want to be a diverse organization, we realize our diversity of our members wasn’t matching the county, what are we going to do? So we started researching that and looking at who’s doing what to support minority businesses. We kept digging kept looking. It was a three year study period for us. We couldn’t find quantifiable research and data on the status of the minority business community. In our county, again, our county being the most diverse county in the region. So I got support from the board. We hired an economist, and we studied the minority business community here in the county. And what we found out and this is several years ago was about 48% of the privately owned businesses are black are Hispanic owned, that’s a great stat to have our community. But at the time, their impact was only 5% of the GDP. That is a problem. So that we kept researching what how can we plug into this not stepping on somebody’s toes without replicating another program, what we could do. ACCE helped us we looked at other programs around the country. But we wound up developing our minority business accelerator program. It’s a two year cohort program. Companies have to apply to be in they have a small amount of skin in the game. And it’s a deep dive helping them work to make their business stronger so they can grow. As then we track them for three years after they finished the two year cohort program. It’s it’s proven to be very successful slow start is folks, does the chamber mean it and they really want to do this. But now we’re we have companies coming to saying I want to get in I want to get in, I want to be part of this program. And we’re seeing the diversity of our membership as an organization change in the right direction as well, which is one of the big benefits we were aiming for. So the process of studying the issue, being knowledgeable on the issue before we acted on the issue helped us have a stronger impact that we’re still having in that area today.

Brandon Burton 29:32
Yeah, and I think it’s so important to look at key aspects like that to be able to see where, you know, these column, the key indicator where you you see a percentage of minority owned businesses in the community, but then the impact on the economy in the community and seeing that disparity and being able to make a difference there. And I see. Oftentimes when you see minority focused chambers that pop up, whether it’s a Hispanic Chamber of Commerce or African American Chamber of Commerce, they tend to sprout up in their origins because they don’t feel like they’re being represented well in the business community. And if there’s a seat at the table, if they really are being looked at as any other business and really trying to have that, that positive impact in the economy and and building one community, instead of fragments, here and there, it really gives everybody a place to call home and really that convening power of businesses in general,

Bob Rohrlack 30:30
right, and we talk to the diversity chambers, from the point of we get it, it makes sense for you all to want to get together with your common bond. But don’t forget to make sure we’re all working together as well. So we don’t create islands, because islands will just feed what we’re identifying as the problem not getting us to the solution. And so, we’ve worked very hard to show that we are in this together with every other chamber in our region. And you know, we all succeed better together than trying to go along, just working from that philosophy.

Brandon Burton 31:04
Absolutely. So important having that that synergy, even amongst the chambers in a community or in a region to be able to align those, those purposes. So Right. So Bob, I wanted to ask, if for a chamber listening, who is interested in taking their organization up to the next level, what tip or action item might you share with them to to help accomplish that goal?

Bob Rohrlack 31:32
To do that, you got to know where you are, you got to know what’s working and what’s not working. But the why and try to stay away from anything anecdotal. The data driven, was when we were asking our members for diversity information. Some would give it some what not. So we made a stronger push to get that information. And we got a little bit of pushback, why are you asking Is it because you measure what matters, we want our organization to be more diverse. And then a great unintended consequence, as we focused on that. And we were more open about it, other organizations in the region. So you know, we need to be thinking about that, too. We need to be focusing on that. There’s another organization that when our when companies graduate, from our minority business accelerator, they give them a year membership in their organization to help introduce them to what they’re doing. So we’re seeing that we’re all going to succeed better together this way. But know the data of your organization? How did you get to where you are? What’s been your economic trend? What’s been your, your membership trend? on whatever issue you’re working on? How was it trajectory? What’s the trajectory for it and the market and go to your leadership, with data, and nothing deals with an issue better than just being able to put data in fact, in front of them? Not anecdotal? That was one of the problems when we were researching the minority program, I met with a lot of different groups. I got a lot of anecdotal suggestions. And you ought to you should do this, do that, where I came from that that and the other. And I said, that’s wonderful. Can you get the program information? Can you what data do you have, that you can share with me? No one had it. I said, Well, how can you advise where to go if you don’t know where you are? So you really need to know what the situation is, whatever your topic is, and how you’re working on it.

Brandon Burton 33:26
Yeah. And in today’s world, it’s easier than ever to collect data. That’s right, and to be able to reference it and digest it in a way that makes sense to chart a path forward.

Bob Rohrlack 33:35
And some folks may know this, I didn’t until I started the DBA program. We all know Google and searching on Google. But in the academic community, there’s a whole nother lane of Google called Google scholars. And it’s the peer reviewed academic research angle. And if you don’t have access to it, talk to your university about helping you to be able to get access to it. But that will get you the the research papers that have been done on the topic you’re looking for. And there’s a ton out there. I know everything about chambers, that I’ve tried to start in Africa, and other areas that didn’t really fit in apply to what we’re doing United States. But as I was trying to find United States research, I saw how much is out there for other areas. So definitely tap into Google scholars.

Brandon Burton 34:28
It’s a great tip. So, Rob, I like asking everyone to have on the show as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Bob Rohrlack 34:42
Another good question. When I first got into the chamber world, a long time ago, it was we’re the business organization we help businesses succeed and grow about so they can hire more people and that’s our focus. There are other groups focusing on the social issues in the community. That’s great. They’re good they need to focus on that as well. But this is the lane we have. And it was a pretty hard and fast lane. If anything we’ve seen over the last several years, it’s not that way anymore. We need to be more concerned about how those issues are impacted. Everything that goes on, for example, we did an event late last year on human trafficking, and the impact that it has to the region, for the reasons of human trafficking, and the sex exploitation industry, but there’s also normal jobs that you would see regular jobs, where people are being trafficked to work in jobs that form well below minimum wage that you may not even know. So how do we help elevate from that, and the human trafficking connection to incarceration, to the foster care system, to unemployment, it connects throughout the whole economy. So we wanted our members to be more aware of it. And we have people who work within the industries in organizations to combat that Industry Council will help people as they’re exiting, and just trying to work on that. So that’s just an example of chambers, I think, really, in the future have got to figure away, and it’s unique to each community. What are some of the social service issues they could partner with and get their members to help and be involved in the economy is not as rigid as it was, it’s impacting everything. And we’ve got to have a more caring approach. Beyond just business success.

Brandon Burton 36:42
Like that, it’s going to show more of what that impact is that effectiveness of the chambers to get involved with the social service issues this year, right as he called them. But Bob, this has been a fun conversation. It’s been it’s been fun to to learn more of the research that you found and, and the work you had to do to to get down to this research, since it wasn’t just available to research on your own. I wanted to give you an opportunity to share any contact information for listeners who might want to reach out and connect with you learn more about the research your dissertation, what would be the best way to reach out and connect.

Bob Rohrlack 37:21
Yeah, the best way, you go to our website, TampaBayChamber.com. And see the different things we’re doing our vision plan is there and in the measurables, how we’re tracking for the vision plan. And I can be reached through email, first initial last name, so brohrlack@tampabaychamber.com. But if you go to TampaBayChamber.com, you can find me there. And then it’s googling the dissertation that will come up. And then the other articles that I’ve had published because I’ve made that a goal to get more research on chambers of commerce in the United States, in scholarly publications. So I’ve had a couple things published already. So just just, they can all be found. But I’m happy to help anybody anyway, I can.

Brandon Burton 38:11
Good deal. And we can try to do too. And our show notes will have your contact information, but we can try to link directly to your dissertation. So people want to go there and find that and maybe save some Google searching and poking around. And I can just go straight to the show notes for this episode. But Bob, this has been a good conversation, you’ve shined a lot of light on the work that Chambers of Commerce do and in particular with how they go about being effective in servicing their communities. So thank you for sharing this with us. It’s been an insightful conversation from a very unique perspective. So I do appreciate that.

If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Have you ever thought about creating a podcast for your chamber? We always hear about how chambers need to be storytellers. What better way is there to tell the stories of your members and the work of your chamber than through a podcast?

Your audience is waiting to hear from you as a convener of leaders and influencers champion for business and catalyst for change within your community.

I just launched a Chamber Podcast Course with the goal to get your very own podcast started within 30 days. Visit chamberchatpodcast.com/pivot. To learn more and to enroll in the chamber podcast course today.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

5 Lessons Learned in 2022

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Below is an auto-generated transcription. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Feel free to join our Chamber Chat Champions Facebook Group to discuss this episode and to share your own experiences and tips with other Chamber Champions.

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.

Hello, Chamber Champions. Welcome to the Chamber Chat Podcast. I’m your host, Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community.

Our title sponsor is Holman Brothers Membership Sales Solutions. Let’s hear from Jason Mock, President and CEO of the San Marcos Area Chamber to learn how the Holman Brothers have provided value for his chamber.

Jason Mock 0:39
Two years ago, we brought in Holman Brothers to help our organization go to that next level. And in those two years, our team has transformed the way that we think about sponsorships and non dues revenue. And I would really encourage you if you’re looking to take your chamber to the next level to bring on the Holman Brothers.

Brandon Burton 0:56
You can learn more about Holman Brothers Membership Sales Solutions by visiting holmanbros.com.

Doug & Bill Holman know how to diagnose and solve
member recruiting issues faster and better than anyone else, and they want to put
that knowledge to work for you and your chamber. Learn more at HolmanBros.com.

For this episode, I decided to do a top five lessons learned in 2022. Now as I record this, it is Christmas Eve 2022. And this episode we’ll be releasing on the Tuesday between Christmas and New Years. So purposely, I want to keep this episode a little shorter, just so you can still get some good value out of it and ideas. But I want you to be able to spend time with your family and get those things done around the house that you don’t normally have time to do because you’re your normal busy schedule. So before I get into those top five lessons learned now some of the lessons that I’ll share are ones that were directly related to podcast episodes that I’ve I’ve put out over this last year. And some are just lessons from observing the world and things going on in the environment. So keep that in mind as I go through the lessons. But before I get into those lessons, I wanted to share a personal lesson, I guess you can say that I’ve learned and that is that over, I guess almost four years now doing the podcast, I have reached a point where my time is being stretched very thin, a lot of responsibilities on my plate. And I’m at the point where I need to bring on some help somebody to help to edit and produce the podcast episodes, just to free up a little bit more of my time to where I can focus more intently on getting great guests on the podcast and other projects and special interests that I have to develop that are related to the show. So with that I’ve in you’re familiar as a chamber professional is you see a need for growth within your chamber. The next question is how do you go about providing the financial backing to justify it. And we just had a great episode last week, I believe it was last week where we had Susan Williams on. And she talked about staffing. So that episode came at a really good time for me, as I’m thinking about things that I need to do to staff up the podcast, and create a better experience for all of you as well. So continue to serve, you know, bigger and better going forward in the future. So as I was trying to figure out the best way of doing this, we do have some regular show sponsors. So I would love for you to support them and, you know, buy their product support their businesses, because that keeps their sponsorships coming to Chamber Chat Podcast. But I also, over the years have received messages and emails and ran into some of you at conferences, who have expressed the great value that that you find out of the podcast that lessons learned the way you’re able to stay and be able to stay engaged and continue to learn within the chamber space. So if you are one of those people, and you would like to find a way to support the podcast, a way to continue to see the growth of it. What I decided to do was I created a page on my website so chamberchatpodcast.com/support where you can become a sponsor yourself.

So when I created the podcast, the goal was to always have it be free. And that is still my goal to have this be a free resource, especially for those chambers that don’t have the resources to go to chamber conferences and be a part of their local or state association. I wanted to create a resource for them to be able to learn best practices and tips and strategies so they can better serve their business community. Ready. So this will always be free. What I posted on this page on my website, though the support page is different options if you would like to provide some financial support. So this suggestion, and these are just suggestions, so if you wanted to give a different amount, you can reach out and and contact me and we can set up a different structure. But just to make it easy. The suggested amounts, if you are a single listener, be $5 a month. And if you are comfortable doing that, I would appreciate that it would help to you know, if we, if we get several of you doing $5 A month that would definitely help to pay somebody to produce the podcasts for me. Hopefully, you are also sharing the podcast with your staff. So if you have different staff sizes, if you have a smaller staff, maybe two to five staff members, maybe you do $10 a month for your medium size in you know, five to 15 staff members, maybe $20 a month. And if you’re a larger staff more and there’s even a Superfan option. So if you want to check those out, see what makes the most sense for you. Maybe it comes out like as a single listener, maybe the $5 a month comes out of your personal credit card. If you’re doing it for your staff, maybe that becomes an office expense to help support and train sustain your your staff. So I’ll let you decide what what works best for you and your situation there. But with that aside, we’ll we’ll move on to the top five lessons that I’ve learned in 2022. And we’ll get into that as soon as I get back from this quick break.

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All right, we are back. So the top five lessons that I have from 2022. Again, these are these are no particular order necessarily. They’re just what stood out to me as I look back on the year. So one, the first lesson that I’ll highlight is the importance for chambers to be advocates, while also remaining as a sane center in their community. So Though we had an episode 162, Marc Cohen from the Greater Rochester Chamber was on and he talked about the role of chambers and advocacy and policy. And it was a great episode, I would highly recommend people go back and listen to that one. But also Episode 175, we had Bill Connors, on from Boise talking about being the same center at your chamber. So not being too extreme one way or the other, but really listening to what those needs are of your members. And then creating programs around that supporting candidates and policies that would enable strong business in your community. So there’s a lot of good that in those two episodes right there.

The second lesson that I wanted to highlight was the great value that comes out of collaborating and creating partnerships with others. So these may be collaborations or partnerships with other chambers. They may be another organization in your region, maybe a Convention Visitors Bureau, maybe an economic development, maybe your city itself. But what really came to mind is like created the CIO, or came up with this lesson learned. It was from a reflection, as I look back on some of the chamber, the year finalist interviews that I did this year. And a couple of those chambers, partnered with local banks through the COVID pandemic to help get funding to their members. And as we know, funding was extremely important at that time. And that was a very good strategic partnership for those chambers that took advantage of that. So keep your eyes open, keep them peeled for opportunities to create collaborations or partnerships that make sense to benefit your members.

The third lesson from 2022 that I wanted to highlight was actually an episode all in itself. So it was episode 188, with Jordan Clemons from Greater Louisville Inc. And he talked all about LinkedIn, for growing your chamber membership. And he has a great strategy. If you haven’t heard that episode, I would encourage you to listen or at least have your your membership staff listen to it, as he has a whole strategy of how he uses LinkedIn specifically, to put posts out that really highlight your community and drives a lot of engagement. And then he’s able to see who engages with those posts, learn more about them through their LinkedIn profile, and then reach out to them and create a dialogue that’s already a warm conversation because they’ve already interacted with his post. And by utilizing the strategy, he’s exceeded his sales goals year after year, and really done a great job for GLI. So getting that was episode 188. If you’d like to go back and listen to that one again.

The fourth lesson that I wanted to highlight was the importance of leaning into digital to create relevant and personal communication channels, or strategies. And we had a great, great episode with Sara Ray, and Episode 166, where she talked about just this, about creating relevant personalized communications, specifically through email. So when you look at your email response rate, your email engagement, you’re probably not as satisfied as you’d like to be, if you’re like any other chamber, but by creating relevant content. So as you look at what, why did this member join your chamber? What are they expecting? What are their expectations? What are they looking for what needs do they have to support their business. And then if you can customize your communication to these members based on their needs and desires, that will put your engagement through the roof, both on the digital front with email engagements or social posts, but also for having people show up to events that are relevant to them. That way, they’re not just tone, you know, tuning out everything that comes from the chamber because so much of it’s not relevant to them. Now they’re only getting things that are relevant to them so they pay more attention and engage at a much higher level.

The fifth lesson fifth and final lesson that I will highlight from 2022 is really a personal observation as I look at business environments, economy trends, I see a future where chambers Of Commerce can really benefit by embracing cryptocurrency and NFTs. So for those of you who may not be familiar, NFT stands for non fungible token, meaning there can only be one of that token. So think of it as maybe a coin or an image or some kind of a digital asset that has kind of like a stamp on it that says this is a one of one one of a kind token. And with that NFT’s initially kind of rolled out as expensive JPEGs. So, people would put out these digital images of cats or, you know, different cartoon type characters, and they would sell them for ridiculous amounts of money. It made zero sense to me, I can’t understand why anybody got behind that. But as I learned more about it, and heard about people creating NFT projects, they really focused on the community building aspect of NFT projects. And then my ears perked up. And I had somewhat of an aha moment. Right that anytime I hear the word community, I think Chambers of Commerce need to be involved. So when you look at building an NFT project, creating a community around it, how can a chamber of commerce utilize this? So here’s an example. I recently came out with a chamber podcasting guide to teach chambers how to create a podcast. About the same time I was creating that, that course that chamber podcasting course, I was learning more about NFT’s. And I thought, I wish the technology was developed enough that I could release this course as an NFT. So in other words, if I had access, I launched this course and I have 10 tokens, let’s say that are NFT’s non fungible tokens to access this course, then I can sell them to chambers, as a chamber takes a course learns how to podcast, then they don’t need the course anymore, because they know the material that’s in there, they could then turn around and resell that NFT to another chamber, who can then learn to podcast and that first chamber can get, you know, some or all or more of their investment back of what they initially paid. And within that NFT there are smart contracts that are involved. So within the smart contract, I could write in there a commission. So every time that NFT is resold, or every time that course is resold, I could get a 10% commission, let’s say, based on whatever the sale price was. So think about how would that apply to your chamber? Do you have programs? Do you have courses? Do you have tutorials, do you have different resources, that could be packaged as an NFT, that would allow for your members to market your product and services that would allow them to regain maybe their initial investment in that in that token, and continue to promote that to other businesses in your community. So that is a thought that I had had. But as I continue to think of chambers of commerce utilizing NFT’s many of you already have a tiered dues membership platform. So maybe you look at offering membership as NFTs. So if you have a different NFT for each level of your membership, and you have a certain number of NFT’s for each level, as a chamber member maybe levels up to a higher level of membership, they can sell their initial membership to another member and become an advocate for bringing other businesses into the chamber.

If a chamber were to move out of the community, they don’t have to just lose their chamber benefits but they could resell their membership to another business, there could be a whole other resale market. And with that, you can have the smart contract involved where you’re making revenue off of that every time that membership is resold. But my thought with this is you end up having your members become advocates who are out there are ambassadors we can say that are out there really promoting the value they get from the chamber especially as they go to resell their NFTs and level up their membership. So I don’t know that the technology is ready For Chamber’s to jump right into the NFT space, but something to keep in mind is as we look to the future, look to the kids look to the youth who are playing video games. They’re playing games like Minecraft, and Roblox and fortnight, you know, games like that you and I may look at them as games. I don’t play them. I don’t know much about them. My kids play them. And what I do know is that lots of commerce is being done within these meta verses. So dropped a couple of words there. So commerce when I hear commerce, I think Chamber of Commerce, how should a chamber be involved? There’s commerce happening in these digital platforms. And it is these games are levels of Metaverse where they’re buying and selling digital goods, whether it’s a skin or clothes, or a gun, or some sort of a weapon or a horse or whatever these things are they’re buying and selling and trading. Commerce is happening in the digital landscape. How can your chamber be involved? So have that in your mind? Because we hear these promises of the metaverse coming, which would be kind of an all inclusive digital landscape. I I don’t know I have some reservations about a full full blown metaverse. But there are definitely Metaverse landscapes that are out there. So pay attention to those see if there’s any way that makes sense for your chamber to be involved, especially as these youth aged up into the working class, the the the people that are being employed in your communities, what can your chamber do to be involved in that space? So with that, it may come back to NFT’s as NFTs even in these games. There can be NFT’s that are bought and sold that are a hat or some kind of a article of clothing that is an NFT but it can be utilized within the metaverse. So there’s a ton of opportunity here. So I guess moral of the story with this lesson number five of the future of chambers, embracing crypto and NFTs is learn about it. Be ready as the shift comes to your chamber can stay relevant. That is the biggest advice that I can give you right there. But with that, that summarizes the top five lessons that I have to share with you from 2022.

And again, I’m going to plug it if you would like to take a look at being a supporter of Chamber Chat Podcast. That website is chamberchatpodcast.com/support to see the different sponsorship levels that we have available there. So if you could check it out, I’d really appreciate it. Otherwise, we will look forward to see you again next week, and I wish you all a happy and safe New Year.

If you are a chamber professional, please subscribe to Chamber Chat Podcast in Apple podcast, Google podcasts or Spotify. When you subscribe to Chamber Chat Podcast new episodes will show up in your podcast app each week as they are released. If you’re finding value in this podcast, please leave us a rating and a review in iTunes. But most importantly, please share Chamber Chat Podcast with your colleagues that are in the industry.

Have you ever thought about creating a podcast for your chamber? We always hear about how chambers need to be storytellers. What better way is there to tell the stories of your members and the work of your chamber than through a podcast?

Your audience is waiting to hear from you as a convener of leaders and influencers champion for business and catalyst for change within your community.

I just launched a Chamber Podcast Course with the goal to get your very own podcast started within 30 days. Visit chamberchatpodcast.com/pivot. To learn more and to enroll in the chamber podcast course today.

Get started with your own Chamber Podcast and shortcut your learning curve with the Chamber Podcast Course offered by Chamber Chat Podcast.
Have you considered the many benefits of hosting a podcast for your Chamber? The options, leverage, and possibilities that a podcast offers are virtually endless. Download my FREE Chamber Podcasting Guide to learn how to start your own Chamber podcast!

Automated New Member Onboarding

Chambers are Busy

No matter the size of your chamber, there never seems to be enough time in the day to get everything done.  As a result, we tend to prioritize the most urgent tasks to be done first.  This constant triage of tasks inevitably leads to certain tasks falling lower and lower on the proverbial to-do list.  We may not notice the cost of procrastinating some tasks until it is too late.  One of these tasks that can easily fall by the wayside is new member onboarding.  This article will explain the benefits of creating an automation series to onboard new members.

Traditionally, many chambers of commerce will assign a chamber ambassador to help orient a new member on everything the chamber has to offer.  I know you probably have fantastic ambassadors.  Ambassadors tend to be those who are hyper-involved and want to be a part of everything the chamber is doing.  This is great.  These ambassadors also have businesses and families to run, and life to live.  Your ambassadors are also human and subject to human error.  Inevitably something will slip through the cracks, not on purpose, but missed nonetheless.  

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Email Onboarding

By creating an automated email onboarding campaign, you can drip feed relevant information to new members while also making sure all of the basics are covered.  By setting up the expectation with your new members to be on the lookout for emails, maybe on a weekly basis to help them get the most out of their membership, then you have their attention.

As new members join your chamber, it is always a good practice to learn more about the reason(s) they decided to join and what their expectations are.  Are they a transactional member or a transformational member?  Should they be connected with your young professionals group or a senior service alliance?  By gaining this knowledge, you can create an experience for them where you are connecting them with appropriate events, committees, and people.  This information will also help you decide what information you send them in your onboarding email series.  

Relevant Communication

Sara Ray from the Douglas County Chamber was a guest on the podcast a couple months ago and she dove in deep about creating relevant and personalized communication.  If you are at all interested in this topic, I would highly recommend you going back to listen to that episode.

As much as you may disagree, not every member needs to get an email about your next luncheon or mixer.  You should segment your email audience to only deliver the most relevant information to each recipient.  Mass email campaigns run the risk of finding their way into junk or spam folders if there is not enough engagement by the recipients.  

There are many software options out there for sending automated emails.  If you are like many other chambers, then you are likely using Constant Contact, or possibly MailChimp.  These have been the most common options that I have seen.  Setting up an automated email onboarding series will require some dedicated attention to get started, but that brainpower and attention should only need to focus on this task one time versus creating a custom response every time a new member has a question.  Your goal should be to put yourself in the new member’s shoes and provide answers to the questions that they have before they ever ask the question.  I had once heard a quote that said something like “if you can define the problem better than your customer, then they will assume you have the answer”.  Defining your member’s problems or needs before they ask will also build credibility that your chamber understands what their expectations are.

Community Matters, Inc. logo. Chamber publisher.
Directories, magazines, maps, and digital…
Consider Community Matters, Inc. for your next chamber publication.

Learn to Automate for ROI

I am not the expert in creating email automation campaigns, but Sara Ray and the Douglas County Chamber have a great template.  Google will also provide some great tips and resources to get you started. There are also online trainings available across the web that can help to shortcut your learning curve drastically.

“Associations with onboarding, orientation, or welcoming plans boost their new member renewal rates. Local/State associations show the biggest difference in new member renewal rates, jumping from 75% to 82% after similar program implementation.”

2017 New Member Engagement Study by Dynamic Benchmarking & Kaiser Insights LLC

Depending on the size of your chamber, a 7% increase in your membership renewal rate could be a substantial amount of revenue, not only from the increase in membership dues but also the non-dues value that comes from retaining these members for a longer period of time.

Create Deeper Member Relationships

We now live in a time where AI learns our habits.  Predictive text assists our typing by showing us the word or phrase that we were going to type letter by letter with a simple keystroke or tap on our screen.  We have a curated viewing experience on platforms like Netflix.  Our attention spans no longer allow for the extra clutter.  No matter what platform you decide to use, it is important to your relevance to only send emails to your members that they will care about.  This will result in building a more meaningful relationship with each of your members while freeing up some of your bandwidth.


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How Member Feedback and Data Can Help Drive Every Decision

Directional Data

When it comes to driving the course for your chamber, you need to have clear direction.  Can you imagine going for a drive without knowing your final destination or how to get there?  You would end up wasting a lot of time and resources going in the wrong direction while you try to guess where you should be headed.  I heard a quote a while back that said “you can work at 100 mph but if you are not clear on your destination, you will end up 100 miles away from your goal.”  This is true when making business decisions or operating your chamber.  You need to have a clear vision of where your organization should be headed.  

Proof of Concept

About a year after starting Chamber Chat Podcast, I started having some chambers reach out to me about how to get started with their own podcast.  At first I was answering their questions one by one.  Then I thought it would be a good idea to launch an online course to take chambers through the steps to get started.  But, before I invested a lot of time into creating a course, I created a simple downloadable Chamber Podcasting Guide PDF that I gave away for free to interested chambers..  This allowed me to test the market to see if there were more chambers who wanted to start a podcast.  After I had about 150 downloads of this Chamber Podcasting Guide, then I proceeded to create the course and guess who I marketed it to first?  That’s right, those people who had already expressed an interest in podcasting.  This was almost a guarantee that I would get sales for the course.

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Boost your Chamber’s efficiency & revenues with digital certification of origin and movement documents, powered by essCert – the leading choice for 400 Chambers & 50,000+ satisfied Chamber members.

When making decisions at your chamber, you should be collecting data along the way.  Collecting and evaluating data will allow you to create more relevant content, programming, and opportunities for involvement by catering to what is important to your member businesses.  Having a clear vision is important, but it also must align with your mission.  If you are collecting interest for programs that are outside of the scope of your mission, you might be better served by partnering with another organization or handing the program off all together.

Ways to Collect Data

Let’s brainstorm on some ways to gather data and member feedback to help you make better decisions.  

  • Understand what makes popular social media posts trend.
  • What are your most attended programs?  What is the content about?
  • Ask new members why they are joining the chamber and what their expectations are.
  • Provide surveys after each event to collect feedback.
  • Ask your members what they value most about their membership with your chamber.
  • Record common questions that members ask your chamber.
  • Post polls on social media for future programming.
  • Survey people who attend community events.

A note about surveys…it is important to be clear about the desired purpose for the event or program you are providing the survey for.  If the person being surveyed doesn’t understand what the intent for a program or event is, then their responses can lead you in the wrong direction.  You should clearly state the reason you put on your community festival for example, the impact it makes throughout the community, and then ask your questions.  This gives more context rather than having a person complaining about the festival because it was too hot that day.

I recently came across a chamber who surveyed their members about whether or not they should continue producing a community guide/directory or a map.  The feedback came back that the members did not want the chamber to produce either publication any more.  This chamber failed to mention the added value to each member of having their name listed in the directory and distributed throughout their community.  They also did not inform their members about the non-dues revenue the chamber receives for their budget from these publications and how having a tangible publication can help with branding your community to newcomers and visitors.  The expectations and reasoning was not properly laid out and for that reason, the members voted the way they did.  With more accurate information, the vote likely would have been much different.

Community Matters, Inc. logo. Chamber publisher.
Directories, magazines, maps, and digital…
Consider Community Matters, Inc. for your next chamber publication.

Interview with Aaron Nelson-Data Driven Decisions

In June of 2021, I had Aaron Nelson from the Greater Chapel Hill-Carrboro Chamber on the podcast to discuss how he approaches data driven decision making.  He talked about how they go about collecting data after every event.  They gather data about the venue, the speakers, the food, just about every aspect of each event that you can think of.  This creates a very clear path going forward for their future events with the understanding that each event is a continual iteration.  

What to do with Data?

One of the tricky aspects about collecting data and gathering member feedback is what to do with it.  If you have a quality platform for your membership software, then this should be your hub for storing all of this data and feedback.  I am partial to the Chamber Nation platform as it is a robust platform with a ton of added value that you don’t find anywhere else. It is also very affordable for even smaller chambers to adopt this platform.  Many chambers even turn the Chamber Nation platform into a non-dues revenue generator within a few months.  As you collect data and input it into the Chamber Nation platform, you are also able to produce monthly activity reports for each member so they can see the ROI of their membership.  This is providing data to your members to help them make better decisions!

The key is to continually collect and record the data and feedback from your various sources so you can learn what is important to your members.  Once you know what is important to them, you will have better engagement with your programming because you are providing more targeted value to your members.


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