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Your Chamber Does That with John Tayer

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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 Chamber Chat Podcast. I’m your hosts 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.

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Our guest for this episode is John Tayer as President and CEO of the Boulder Chamber in Colorado, John is honored to lead the organization that serves as boulders unified voice for business interests advances the community’s economic vitality and provides valuable business support services. Prior to joining the boulder chamber in 2012 John was Public Affairs and Communications Director for the pharmaceutical manufacturing company Roche, Colorado Corporation, and policy development director at the Boulder City Manager’s office. John also spent six years as the boulder area’s elected representative to the Regional Transportation District. As a native of Brookline, Massachusetts. John earned his undergraduate degree from the University of Michigan. Spent a couple of years working on Capitol Hill in Washington, DC, and moved to Boulder 34 years ago to earn a law degree from the University of Colorado. He now resides in South Boulder with his wife Molly, and enjoys playing outdoors, accessing local cultural attractions, and generally loves his community. But John, 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 out there listening and share something interesting about yourself so we can all get to know you a little bit better,

John Tayer 2:27
Sure. Brandon, and thank you so much for reaching out and offering to include me in your podcast series. You know. I’ll just say this that you know i a Just so appreciate my chamber colleagues and I learned so much from conversations with them. One of my favorite things is getting together with them at professional conferences. And so this kind of a podcast is a great opportunity to for me to just share my thinking, but I look forward to just listening to others as well as I have previously. I will say that just if you think about me, just as a individual, quirky as I am, I’d say just I love the chamber universe and the work that we do. And I’m sure we’ll get into the details of that, but it is somewhat overwhelming. I mean, we are engaged in so many aspects of our communities, our schedules are, you know, seven or gosh, I get up so early, like four in the morning to get my emails done till late at night, and then just get up and do it again. So in order to balance that kind of a work lifestyle, I would say something different about me that might be relatable to other chamber directors, and that is, I have to be very compulsive about how I schedule in time to exercise and to engage in activities outside of my chamber experience. And what that looked like for quite some time was for three years, three months and three days. I ran five k5, kilometers or more every day, not skipping a day, and whether it was ice storms, the snow, rain, wind, crazy wind days. So you know, for me, that was a just a great way to a keep a consistent pattern of Exercise and Health, but just for also just finding a way to get space where I could just release my mind and think about some of the key issues that I was addressing at work or in life, just amazingly important. So I think maybe the compulsive nature, there’s other elements of that in my life, things I’ve done, but that might be something a little bit unusual to just to give you a sense of my character, yeah, that’s

Brandon Burton 4:56
a that is quite the feat. I. I’ll say, I I’m run. I’ve run as well. I Fitness is important to me. But most mornings, I’m getting my my oldest daughter up at 5am get her going and and I’ll take that time, I’ll get her up, and then I’ll put on the shoes and go out for a run. And in Texas, it’s either like, you gotta beat the sun up, or else, you know, it’ll beat you up, you know, on your run, yeah. So, so I do that, but this week I got her up, and we had a cold front come through, and it was, like, in the 30s, and it’s like, wow, I’m not up for yet. I’m gonna wait for the sun to come up today. Wow. So the fact we’re out nice and,

John Tayer 5:39
yeah, we haven’t had anything like that up here in Colorado. So interesting,

Brandon Burton 5:44
yeah, but I enjoy your your sentiment about, you know, going to chamber conferences and interacting with colleagues and learning from them, spending time with them, and I don’t think we have them enough. So that’s where this podcast kind of fills that void and gives us that, hit that we need in between. So love it, yeah. Well, tell us a little bit about the boulder chamber. Give us an idea of the size, number of staff, scope of work. You guys are involved with budget to kind of set the stage for our conversation today?

John Tayer 6:14
Sure. So the boulder chamber is about 1200 and mid 1200 membership, shooting for 1300 we are a we have about 21 staff members. And just to describe the character of it, we’re one of those chambers that has the opportunity to have economic vitality under our umbrella. So we serve as the economic development agency for Boulder and the broader region from a chamber perspective. And for me, I just we might get into this later, but I wouldn’t have it any other way, in terms of just that marriage of economic vitality underneath the typical chamber functions. So that’s, I think, key, about a $2.6 million budget and just a wide array of just activities that probably aren’t typical of a chamber. So we’ll get into some of that in our conversation. I’m

Brandon Burton 7:16
sure. Yes, absolutely, and and I agree. I think being able to have that marriage of chamber and economic development, makes a lot of sense. As far as that cohesiveness and really building community, you need to be able to be on the same page. So even if they’re separate organizations, being able to come together and be on the same page,

John Tayer 7:35
absolutely. I mean, I hate seeing when you have an Economic Development Authority, separate from the chamber, and they’re competing for funding events for, you know, the elbow throwing around what activities are within their purview. It’s, it’s, to me, that’s undermines Community and Economic Vitality.

Brandon Burton 7:56
Yes, I would agree with that. So we settled on a topic for our conversation today around your chamber does that and that can either that can be a statement or that can be a question. So we’ll get into that much deeper as soon as we get back from this quick break.

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All right, John, we’re back, and before the break I’d mentioned so your chamber. Does that can be a statement or a question, as as we approach the topic today, what, what direction do you want to go with it? First is a statement or a question?

John Tayer 10:09
You know, I’d say that it’s a it’s a statement and, and we do that, it’s, you know, got a period, but it might as well have an exclamation point at the at the back of the the end of it. And the point of that statement is, when you think about chamber organizations, many folks, they’ll say, Well, what does a chamber do? I mean, you’d like to think that the job that you’re doing daily and working your tail off, and folks would completely understand it and have awareness of what Chamber organizations do. But when you, when you talk to average business leaders, citizens on the street, many of them have no idea what a chamber is. And they, they’re, you know, once I tell them what I do, I’m the head of the boulder chamber, they they’ll next question is, and then what do you do for work? And I have to this is actually a full time, more than full time job, really. And so you know the chamber, your chamber does, that is a statement about you should know what your chamber does. And if you you know, if you’re have an issue as a business, if you’re thinking about a community issue that’s impacting the economy, you should talk to us. And so, you know, it’s an expression for us about the just wide range of activities and programs that our chamber is involved with. And you know, I’ll just touch on it. But I mentioned, I mean, we have the traditional three areas of chamber activity, member support and marketing, services and networking. We have our advocacy, which is the being the voice for business interests. And I would say that, you know, that was for us, a very important element of our own sustainability and our strength as it as an organization drawing in members. And then third is that economic vitality element. So we, we are the economic development group looking to retain and attract businesses, to carry the data resources for our community on the health and vitality of our economy and generally helping businesses build toward their future vision. But in addition to that, we’ve taken on significant other ancillary activities that are important to business success. So for example, when we think about one of the challenges for business activity in our region, it’s workforce retention and attraction. And so we’ve we’ve had to approach things like workforce development, helping to develop the talent that we have in our community, to serve the best, serve and align with the businesses needs for different expertise and skills. In addition, we become very active in housing policy, because it’s become very expensive to live in central boulder. So how do we help to develop a ray of housing, not just in Boulder, but around the region? And then third, just as another example, and there’s so many more, we are very active in transportation, where the transportation management organization for our community, and that is facilitating workforce mobility that is in around Boulder, but also, more importantly for workforce retention and attraction, it is what helps us facilitate longer regional commutes for Our workforce, making it really convenient for them to travel to Boulder for work and back maybe to housing outside of our community.

Brandon Burton 14:09
So that gives a great scope of some of those things that you guys are involved with. I love that even in your email signature, you say your chamber does that, you know, so you’re, resonating, that you’re putting that out there and that messaging to your community. So for those listening, yeah, I’m thinking of the chamber executive who’s already overwhelmed, who’s like, we can’t take on one more thing right now. And then somebody in the community will come to the chamber and say, Hey, I think you should do this. So talk to us about that. How do you approach when the new ideas, either if it self generated within the chamber, or ideas are presented to you from the outside, how do you figure out how that aligns with your mission, if it’s something that you’re going to take on and to really run with? Tagline of your chamber. Does that? How does that fit in with this? What

John Tayer 15:03
a brilliant question, a brilliant question. Because I will tell you that that was one of the conversation elements when we did our rebranding to think about, you know, the message that that sends is that, do we become the sponge for just about anything that a chamber can do, because that is one of the greatest challenges in this role, is figuring out what are the things we don’t do, what are the the the opportunities to have an impact on our community, on the economic vitality of our area and support our businesses. And you know, every day, somebody’s calling and saying, Hey, we’re having this parade, and we’d love the chamber to lead it, and you know all this. So how do we approach the decision making around what is appropriate for our organization? And I won’t claim to be expert on this. In fact, if you talk to our staff team, they say we need to do a better job at this. And I think we all with that. But it first starts with the strategic plan. We the way we plan strategically is every year we do, we update our strategic plan. So it’s not a three year plan or five year plan that we we we point toward we know that the conditions in our community and our economy are changing all the time. So every year, we do a soup to nuts review, and that’s everything from just making sure that our mission, our vision, are still in in alignment with what we want them to be, making sure our core values are are still what we feel are critical for our organization to represent. But then you start getting into the meat of the work, of the strategic plan, and we have key pillars they relate to the kinds of things I mentioned earlier, things like being the voice, being the the strong economic vitality pillar member support those kinds of things, a little bit broader scope to to them and nuance. And then, you know, those things don’t change that much. But then underneath are the activities that support success in those key pillar areas, and that is reviewed every year, and they change regularly. I mean, sometimes, you know, we’ll have programs that go on, and we know that they will for a number of years, but other times, we have a mission or goal project that we’re pursuing. We know it, and hope that it’ll be a one year, one and then we’ll be able to move on to something else. But under that umbrella, every year, we’re doing a check to make sure that we are keeping a focus on achieving our key pillar, pillar goals, strategic priorities and the programs, all our programs need to lead toward that we look to weed out things that maybe are no longer serving us in those areas, and then that sets the pace for the year, and we try to be strict about not deviating too far from What we set at the beginning of the year. But you know, opportunities come forward, and so when that happens, we do have a tool for analyzing. Are these things that you know are aligned with our mission? Are they going to serve our goals? Is it something that we have the capacity to take on, whether it’s financially or whether it’s with our staff team. And sometimes there are creative ways that we can either support others in achieving a goal and still be tied in a way that is comfortable and strategic for us. And then at other times, we just have to say sorry. We just can’t be involved with that at this time and and try to offer support and guidance, but you have to make that difficult decision, and you know that at times can be disappointing for folks, but I think the greater clarity you can provide to them up front without hemming and hawing, is serves, serves you long term. And last thing I’ll say about that is we just actually made a decision to take on, for example, the film commission under our umbrella, and something that I really excited about, wanted to pursue, and had to listen to our, my staff team, when they said, you know, no, not now. And this was, this was quite over a couple of years, really. And there, then came a point where we said, Okay, now we see that this fits with us. We see how we can adopt it. And. A way that doesn’t over Burton, our staff, team and resources. So it’s not always a permanent, no, it can be a hey, not now, but maybe in the future.

Brandon Burton 20:12
Yeah, I like how you say you have a tool for analyzing, you know, whether or not something is a fit or something you can take on, is there like a canned response when you get a phone call or an email to one of your 2021, staff members? How does that filter in from the the original source to that feedback of, yes, let’s explore this. Or, you know, how can we support you in another way with your parade or whatever it is, how is the staff trained to handle you know, as more things come your way, you

John Tayer 20:53
know, I think each of them have a different approach. I’ll say just my style. I mean, I just tend to be an exuberant person in general. So my initial response is, wow, that is an exciting idea, if I think it’s a great idea. And boy, I’d love to think about how we could be engaged with that. And then I will absorb as much information as I can. Usually entail some sort of a meeting and discussion. I’ll bring in the appropriate staff folks to have that conversation, and then the statement is, hey, I need to bring it back to the team. It’s kind of and I think folks respect that’s fair when I, when I, when I offer that. I’m really excited about it, but I need to take it back to the team. You know, it’s, it’s an honest statement. I mean, if I don’t think that this is a fit, then I’ll usually let them know. But I really do rely on the team. We have so such great, great staff team members and partners that I want to make sure that they buy in our I meet with our leadership team every week, we walk through just the list of issues that are coming to us, whether they’re existing projects or new ideas. And I’m always testing with them, and there’s some very hard conversations that they have, and you know, listen to periodically, I’ll get reprimanded because I got somebody a little bit too excited about the potential of working with us, and they’re like, wait a minute, you know? And I, you know, they’re they’re right to do that. And so I respect them and look for them to give me honest push back when it’s taking on something that is just not within our capacity, or maybe even not a good fit for us? Yeah.

Brandon Burton 22:40
So I like that approach. I think it’s good to show if there’s some genuine interest to express that, but take it back to the team, and it all has to go through that filter. I think that makes a lot of sense. So I had mentioned before you’ve got the tagline in your your email signature of your chamber. Does that? How do you guys go about telling the story? I mean, you guys are involved in so many things. How do you let your community know exactly what it is you’re involved with? I mean, it’s, it’s in your email signature. You’re on the podcast today talking about it. What are, what are other ways that you’re getting the messaging out there? This is what the Chamber’s doing to advance our community.

John Tayer 23:20
Yeah. So listen, I will defer to our expertise in the marketing era staff team. But you know what we will often do is tell the story through our programs and activities and so we, we, we are very aggressive in our media outreach, our editorial commentary, in our video content, all sorts of ways of communicating that we have this broad scope. And you know for me, some of the most effective tools are the opinion pieces that we write, which allow us to speak up on issues that are important to our businesses, important to our community, and indicate that our organization is at the table, playing a critical role, Speaking on behalf of business interests. I say, always say business interests in harmony with the values of our community, which we shared, environmental sustainability, social equity, but at the same time making it clear, hey, this is the impact this issue will have, or the position. This is why we’re taking this position on a particular issue area. And so to me, these kinds of proactive free media opportunities are really important, having a relationship with our local newspaper reporters so that they know and think to call us on the kinds of activities that we’re working on. And so we. Balanced that kind of approach with just our own marketing messaging, which covers an array of topic areas. We have newsletters in the economic vitality area, in our public policy programs area and in general membership, and try to meet them out in a way that doesn’t overwhelm our membership and our business community, but is demonstrating that we’re active in all of these different areas. I

Brandon Burton 25:31
like that, especially those opinion pieces and your idea of, you know, showing the business interests in conjunction with the community interests. I think it’s so important to show that that alignment there. When you take take something to the team to evaluate whether or not we’re going to take this on as something new that the Chamber does talk to us a little bit about what you look at, as far as the financial aspect, because all of it’s going to take some kind of staff time. I would assume most of these things are going to take staff time. There’s a cost to that. Are these programs? Are they going to be revenue generators? Are you going to have to go after grants? Are you going to so talk to us about the financial aspect as you, as you bring on new programs or new initiatives? Yeah.

John Tayer 26:16
So for me, that it starts with the foundation of the the characterization I have for our organization and any 501 c6 or 501 c3 and that is we are a non profit business, and that means that we have a mission and purpose to our work. We there are specific goals that we have for the work that we do, and we want to be incredibly impactful in those areas, but we know that we cannot achieve those goals or have as much of an impact if we don’t operate as a normal business that has a mindset of bringing in revenue that helps us to employ the staff, team members, pay them in a way that is appropriate for their expertise and skill levels, and also invest in the tools and and and support services that allow us to drive toward those, those those goals. So for everything that we do, we’re always assessing, how can we pay for that? What are the the sponsors? What are the the grant programs? And also thinking about some of the programs that maybe not drawing in direct revenue, but are a driver for membership at standard or even higher levels, because we’re doing that work. So there is that revenue assessment for just about everything we do. You know, there are some things that you would, you would say, Okay, we are doing this because that is a chamber activity. Were so many fewer of those than when I first came on board. I mean, there was just, I’d say, just an array of activities that we said, Well, we do that because it’s, you know what a chamber does? Well, let’s find out how we can turn that into a revenue, revenue generating mechanism for organization that allows us to do that and also supports our other operations and activities. Yeah,

Brandon Burton 28:35
I appreciate that perspective. I think hopefully that’ll help others that are, you know, facing those challenges to bring this on. How do we do this? Figuring out a way to pay for it, to make it all work, is super important. It’s, I

John Tayer 28:48
will say, Brandon. It’s a philosophy that just it. You know, even myself, you know, when I came in, you know, I will tell you that I wasn’t somebody who understood. I wasn’t, didn’t come up through the chamber ranks. I came into the organization and wasn’t clear on all the, you know, the Chamber financing tools and but was focused and compelled by the mission. And I think that’s probably most of the staff team members that that join. They want to serve and support our businesses. They want to achieve things that are important for our community and our economy. That said making sure that everybody has a mindset of generating revenue to then support and keeping some expenses at the lowest possible rate that allows us to perform our mission to do the programs and initiatives that we find so compelling and that lead us toward achieving our mission.

Brandon Burton 29:48
Yeah, that’s perfect. Well, as we shift gears here a little bit, I wanted to to ask for the chamber listening, who’s interested in taking their organization up to the. Next Level. What kind of tip or action item might you share with them? And as they try to accomplish this goal,

John Tayer 30:07
you know, I I listen. I first of all just, I say this with all humility, because there’s so many chamber leaders out there that I follow, and think I need to take that on so but what has been successful for I think our organization are a couple of really key elements. So one is that I do believe that there is a very critical need to represent business interests and represent them in a way that is constructive, that drives goal toward goal policy, goals that support our businesses, and I think, to the extent that that becomes a significant area of investment for chambers, to me, I’ve seen that propel colleagues around our region to much greater success and impact in their communities, and also a greater financial base. It’s it’s the larger businesses, the ones that have the capacity to invest in your work. They want to see you speak up on their behalf to help make sure that their businesses can operate most efficiently and effectively in their community, and at the same time they they want to be represented responsibly in a way that isn’t, you know, you know, hell with business interests. I mean, we have, I always joke that we have these beautiful flat irons that are the back backdrop to our community and really the the symbol of our our communities, just beauty. And, you know, I joke that, you know, we’re never going to be the chamber that says, let’s, let’s tear down the the flat irons and sell off that sandstone, because it’s really good for business. No, we are about long term business vitality and economic strength and the vitality of our community for the long term. So for me, that’s the character of advocacy that I think is so important for our business. In addition, I then move toward the economic vitality side of the equation. And to me, it’s not just the classic business retention and attraction and for us strong strengths and data collection and understanding the vitality of our community, but it’s the programs that have a broader, long term impact on our community, things that aren’t going to be addressed in you know, either a single, you know, you know, one month action or activity, but also aren’t things that are just part of your daily work. So for example, we have homelessness has become an issue in our community, housing costs are significant challenge for for our workforce. So we took on what we call the greatest challenges to our economy and to our community under the umbrella of what’s called the boulder Together program, and that initiative is allowing us to describe and define those issues that are of most concern to our businesses, and then attract resources that help us to tackle them for specific goals, to to for for Our community and for our economy. And so we’ve, you know, now in our seventh year, I think seventh year, yes, seventh year of Boulder together, and we’ve been able to see really important progress in transportation programs, in housing generation and in we developed an entirely new workforce development program through the boulder together umbrella, and I’d say that’s the message to our to fellow colleagues, and I know a number of them are doing this, but it’s instrumental to our success, and that is identifying the greatest challenges that our businesses have for their success and their their vision for the future, and then outreaching to them for support to tackle those issues with specific programs and initiatives that, to me, has helped to define Our organization as a leader in much broader scope of activities that I don’t think are typical for a chamber organization. I

Brandon Burton 34:49
love that answer that identifying those biggest challenges and go attack it. Yeah, go, go after it. Go get it. And I, I wrote down the the comment you made about the. Character of advocacy. I love the way you said that, and I think that resonates very well, John, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

John Tayer 35:13
Yeah, well, you know, listen, I’m a chamber believer. And you know, when I think about the state of our society, and that the challenge we have in communities, but nationally, internationally, just communicating and and getting folks together to address these very difficult issues. I see Chambers as becoming the place where we come together diverse perspectives, but with understanding that we have common goals. We want our businesses to be successful, we want our economy to thrive, and we want our communities to be wholly sustainable. And so a chamber organization has become that unusual place in society now where you can bring folks together in a in a in a in a in a problem solving nature brass tacks not not no fluff, but really pointing toward solutions that are actionable and drive toward positive results together. And I find that that’s just the the opportunity for chambers, especially in this day and age, it’s, it’s, it’s a community center, and it’s a place for achieving results that in many ways are are even our government entities are not capable of given the the consternation at the political sphere. So I see chambers evolving and developing to become bigger players in a whole array of community issues that impact our economy and business success. So I’m bullish on where we position ourselves for the future, and I’m just excited about just, of course, our own chamber. But just chambers writ large,

Brandon Burton 37:14
it’s a great vision. I love it. John, I wanted to give you a chance to share any contact information for listeners who may want to reach out and learn more about how you guys are approaching things there in Boulder. What would be the best way for someone to reach out and connect with you?

John Tayer 37:29
Well, I’m glad to reach or be connected with on LinkedIn. You can find me John, John Taylor, T, A, y, E, R, you can also email me directly at john.tayer@boulderchamber.com, and if you feel compelled, give me a call. 303-442-1058, and you know, I’ll just say this that I’m glad to respond to any questions. Just share what we know I was just emailing just yesterday, somebody on our team, and I said, Let’s do it. Let’s do that. R and D rip off and duplicate the work of other chambers. It’s just, you know, this is not a competitive business. This is a business of collaboration toward a broader vision of healthy economies, strong businesses and strong communities, and so anything that we can learn from each other and successes that we can share a newer to our common collective benefit. So I’m looking forward to getting any calls or questions folks have about the work we do, and I’m sure I’ll be reaching out to them after they call me and say, Well, how did you approach it? Right, right? Thank you for that opportunity. Brandon,

Brandon Burton 38:47
yeah, it definitely is a collaborative effort. So we’ll, we’ll make sure to get your contact information in our show notes for this episode make it easy for listeners to find you. But John, I wanted to thank you for spending time with us today and just, you know, shedding a little bit of light about how you guys are approaching things at the Boulder Chamber, the impact you’re making and those things that you guys do in Boulder so thank you for being with us today.

John Tayer 39:12
Your chamber does that. Just, you know that I’m sure your chamber, whoever’s chamber, does that too. Great.

Brandon Burton 39:20
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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 Chamber Chat Podcast. I’m your hosts 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.

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Our guest for this episode is Matt low fee. Matt is the President, CEO of the Worthington area Chamber. And since joining the Worthington area Chamber in August 2021 he’s been driven by his vision, which is he wants their chamber to serve as a igniter of positive change, rather than merely serving as a resource to cope with change. Matt’s strategic focus on business advocacy, bridge building with key stakeholders and relentless pursuit of relevance has significantly strengthened the Chamber’s influence and engagement with local businesses, amplifying the voice of business, his initiatives led to a 20% increase in local business engagement within the his first year. This impact resulted in him being named as one of the chamber industry’s top emerging leaders, as a 40 under 40 honor honoree by ACCE and a 2023 chamber professional of the Year by the Chamber of Commerce executives of Ohio. Prior to this position at the Chamber, Matt served in numerous roles within the Westerville area Chamber, including executive director of leadership at Westerville he also taught morning spin classes for over a decade, and is a veteran of the United States Coast Guard. In addition to his professional success, Matt finds joy in his roles as a husband and father to his beautiful wife, Heather and their two young children, Tuckerman and Caroline. He’s also the founder and co host of the award winning Dadass Podcast, Matt, I’m excited to have you with us today here on Chamber Chat Podcast, I’d love to give you a moment to say hello to all the Chamber Champions and share something interesting about yourself so we can all get to know you a little better.

Matt Lofy 2:51
Absolutely. Thank you so much Brandon for this opportunity, and thank you to all the chamber champions who are listening. You know a fun fact I like to share you had mentioned about my my podcast and from one podcast post to another, one of my fun facts is we actually used our podcast platform, not so much to grow beyond just a local podcast, but to actually advocate. So we’ve worked with our Columbus City Council the last two years to advocate to get we’ve now had over 300 changing tables put into men’s and gender neutral restrooms throughout businesses and nonprofits in the city of Columbus, and so as a way to marry my passion project And my chamber career, to really bridge build with a public private partnership. So we’ve been able to do that and advocate for easier access to changing tables. That’s

Brandon Burton 3:48
awesome. I’m convinced that chamber work is like a drug. You just get addicted to it, and then whatever you do in life, it’s going to tie back to the chamber somehow. So that’s proof and point right there.

Matt Lofy 3:58
So absolutely can’t get away from it. I drank the Kool Aid. That’s right,

Brandon Burton 4:02
that’s right. I need to find out where to go to get awards for podcast. I’ve yet to win an award. So congratulations to dadas podcast. That’s pretty cool.

Matt Lofy 4:11
There was a local one here. So really, I think we joke, but we’re pretty serious. It was our mom, my colleague, and my mom and all their older friends who are retired, just voting daily. That’s all it was. So don’t

Brandon Burton 4:24
awesome,

Matt Lofy 4:25
but now we can say winning.

Brandon Burton 4:26
We can edit that out. Nobody has to know. No,

Unknown Speaker 4:29
it’s our secret.

Brandon Burton 4:30
That’s right. But tell us a little bit about the Worthington area Chamber. Give us an idea of your chamber size, staff, budget, scope of work. You guys are involved with just to kind of set the stage for our discussion today.

Matt Lofy 4:42
Yeah, for anyone who’s not familiar with Columbus, imagine a big circle around a major city. We are at the north, north central part of Central Ohio, and Columbus, which we actually get confused. Worthington, Minnesota. When I when I first started, I was told that half of the phone calls in Minnesota, in Worthington, Minnesota, are phone calls for Worthington, Ohio, but we’re a small chamber of commerce of roughly 550 member businesses, a modest budget in the mid 300,000 range, and a staff of two currently putting out roughly 65 to 70 events and organized meetings a year. So we were doing quite a bit for two people in terms of the scope. We went from a chamber that really wasn’t was kind of in a decline prior to COVID to not not being relevant or impacting our community or supporting our businesses during COVID. So really, we’ve done a lot as a two person team to bring back all networks. So from our Soho groups, small office, home office, which we call Small Business Roundtable, to our Women’s Business Network, yp, those all have been started from scratch within the last two to three years. So just to really show where we’ve been and how far we’ve come just in three years, and then we’re in a city that’s four and a half to five miles square, miles in size. Our school districts four times that, because we pulled from the city of Columbus, and so that’s really the taste of our community and our chamber in, you know, 90 seconds or less.

Brandon Burton 6:32
Yeah, no, that’s perfect. So you came into the chamber world at a very interesting time. So I think that’s going to play in well, your story with our topic today about creating a chamber of impact, because I’m sure you’re able to see all of the opportunity around you at that timing of when you came into the chamber here. But we’ll dive in much deeper in that as soon as we get back from this quick break.

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All right, Matt, we’re back. As I mentioned before the break, we’re talking today about creating a chamber of impact. So how did coming into the Worthington area Chamber in August of 21 How did that timing affect your thinking going into creating a chamber of impact and the opportunity that you saw at that time frame?

Matt Lofy 9:07
That’s that’s a great question. We had our challenges, just as a lot of chambers did, because of the impact of COVID. What I had kind of up against me coming into this role is one I left another chamber in a neighboring community, but not in the president role that did everything, I think, right during COVID, coming to a chamber that hadn’t done much to impact the community or the businesses. So I had a different lens to look through, but at the same time, because of where we’re situated in in central Ohio, we pull from Columbus public health. So after my first week, we actually got put into a six month mask mandate. So there were just some extra layers that were added. But how I looked at it, it was because we hadn’t impacted our community and our businesses. I had a four. Whole deck of cards to play with, because no one was going to question and say, well, we didn’t do things this way. No one really remembered that. And so I jokingly say I came in like, I pulled a Miley Cyrus and came in like a record. Oh, yeah, I have to right. All I had to say is, I came in like Miley Cyrus, and you knew it, that’s right. But at that point, it was okay. We have a mask mandate, but we have to be seen. And so I started to really look at ways to how do we amplify the voice of business and our chamber without having events here in the first few days and not having the relationships? And so we use it as a way to completely flip our ineffective emails and getting squared away with three separate monthly email newsletters that went out and specifically targeting different areas of interest for our businesses. Instead of just showing and sending out future events and and things like that. We had to get better and more strategic with the way we reached out. One of the first things I did on social social media was I wanted to be seen and build a relationship when I couldn’t be in person and build relationships. And so with without knowing, at the time of your podcast, I kind of stole your name and created a chamber chat with Matt. Video, okay, bi weekly, where it was just me. I had my own theme music and introduction, and it was me sitting in my office, or even in my my basement office, giving key updates of what the business is doing. We might not be able to meet together right now, but this is what your investment in our chamber, in us is helping us do to impact you, your business and our community. So it really allowed us to take non existent social media and email and flip them upside down and more impactful, as well as start to strategize, you know, unfortunately, six months out what our impact would be when it comes to reigniting our network. So that was really what we did, you know, from day one to the first six months outside of cleaning out the organization and getting the house in order.

Brandon Burton 12:13
Yeah, now I can appreciate coming in and people don’t remember what the programs were before, but to be able to have kind of that almost a blank slate. I mean, you could do essentially what, what you wanted to, but to be able to be strategic about the emails going out. Can you talk to us a little bit more about that? You said, going from those ineffective emails, which I think everybody listening knows exactly what you’re talking about, and what are the what’s the strategy behind your three purposeful emails each month,

Matt Lofy 12:41
yeah, and let me, let me first go on the record, because I always want to say things first. I don’t have the magic formula. So I don’t want anyone to be like, oh, you know, or think that. I think that I have it all figured out. But I think from my previous role doing communications at another chamber to just emails I’ve gotten from other organizations. We get too fixated of we got to throw all this stuff into one email, and then we tend to sometimes get so bogged down about events that all we’re sending our event correspondence. Don’t look at my social media right now, because that’s all I’m doing. But I looked at, let’s get the events out of all of our emails, and let’s look at respecting people’s inboxes. And here’s how we’ve done it. And again, this is just one man one Chamber’s way to do it, but either the final days of a month or the first days of a month, depending on when, when that falls in the week, I send an events bulletin out that just has picture header, brief description and a CLICK HERE button, and we list out five events for the month with a corresponding social media post. We’ve we went from emails that we’re getting in the teens to the low 20s of open rates to mid 40s to low 60s. Open rates, click rates, I won’t talk about because I want to stay with the numbers that make me sound that’s right, that’s right, but open rate wise, and then what we’re seeing on registrations, in terms of revenue, we’re certainly seeing a huge amount of investment of revenue coming in per email specifically for our events bulletin, but then the second week of each month, that’s what I refer to as our member highlight cycle in our business connections email, where we’re putting out things in our Member Notes section, accolades about businesses, businesses who are hosting maybe an upcoming Lunch and Learn, or businesses we’re partnering with, as well as announcing our new businesses. And then somewhere in there a link to our events calendar, because again, I don’t want to bog down everything with give us more money come to more events. And then the third week, I try and put more advocacy efforts in there upcoming major events, but talking about what the takeaways would be at those events. You. So much about the event, and then any other major things that we’re doing impacting, you know, our city or regionally, and that’s been a really good winning formula for us. And hopefully anyone that you know wants to possibly use that, maybe it works for them. Yeah,

Brandon Burton 15:17
and I’d like how you said you still have your events in there, but you’re not drawing all the attention right to the events, but it’s in there. It’s like, oh yeah, I saw an email a week or two ago. It talked about an event. Oh, here it is, right here, and you can click on it, but you’re not focused on, give us money, give us money, right?

Matt Lofy 15:35
And that’s kind of the lens. And you’ve been in the industry for for a long time. I mean, sometimes we get a little too focused on events or revenue, you know, without respecting what we’re putting into people’s inboxes. And I think, you know, I’m a relationship builder. I’m a relational leader. And I think chamber leaders need to start thinking more relational than transactional. And that’s how I also try and view the emails, yeah,

Brandon Burton 16:00
and I think most chamber staff are probably guilty, at least at times where the next event’s coming up, and that’s all you can focus on, is the next event, and just getting bogged down with with that and nothing else, and forgetting that that one event is not the reason why 90 plus percent of your members joined right? Like it’s important for you in that time, because that’s what you’re focused on. But they all are members for so many other reasons, that as you reach out and communicate with them, you gotta be touching on those points as well,

Matt Lofy 16:31
well and and just in a what is the chamber done for me? Aspect, if, if we’re not putting that in the in the in the emails or in the newsletters to the membership they you know, I count that as retention, so, you know, we’re sharing out information, but also saying, Here’s what we’ve done since this last advocacy update, or here’s what we’re doing shortly. You know, there’s, there’s a lot of different things strategically, if we put it in the newsletter, that can go into recruiting new businesses, retaining businesses, beyond just getting butts in seats for another event, right?

Brandon Burton 17:08
Exactly. So the emails, that’s a great example of of making that shift to creating a chamber of impact. What are some other areas that you were able to attack as you came into the chamber there,

Matt Lofy 17:22
one of the things that we needed to do is our our community being as small as it is, like the city, not the school district, again, four and a half, five square miles, we’re so disconnected in a small community that we have a pro and not so pro business nonprofit that has started through the last decade in our community, not called the chamber, Okay, which one I thought was an issue, because we’re not relevant. We weren’t having an impact. That those groups had to start. We should have been convening both sides. But at the same time, if there’s those two groups, no one’s hitting that that 80% in the middle, the same center. So one of the things that I wanted to make sure that we did was get heard, and two of the things I did quickly was try and identify and make those relationships with key stakeholders. And I’m sure that’s not anything new that any chamber person that’s been in the industry for a while has heard, but I probably met with key stakeholders more than I did businesses, just to make sure that we built those bridges, and also we’re being heard of what’s to come from this new chamber and our pursuit of relevance and the impact we wanted, so no one was caught off guard or challenged. And that was the biggest piece, because a lot of what I was saying at that time was deemed political and well, the Chamber’s never done that before. That’s not going to go well. And I go, I assure you, I have surveys and countless of data points that our businesses want this, and chambers are doing this across the industry. This is only new here, and so I kept those voices, those stakeholders, close in that to ensure that they they knew what was coming from our chamber, and now they’ve been on board, even if they are challenging. And I think that really massaging those relationships and building those collaborations, especially with those that aren’t on board with what the chamber is doing, is key. And the other aspect is at the same time, we started a podcast called amplify Worthington that allowed me to use that as a platform to say it even louder to businesses, but also to the community, and then we did it in in a collaboration with our economic development director. So it’s a little bit, possibly a little bit different of approach for a chamber podcast, compared to some who highlight just primarily what the chamber is doing and what businesses are doing, and those. Us to were probably the best investment of time outside of of re kind of retooling our chamber.

Brandon Burton 20:06
I’m a huge fan of chambers having a podcast. I even have a little course. If anybody wants to explore having a podcast for your chamber, it’ll be in our show notes, but going back to your meetings with the key stakeholders you didn’t necessarily say these words, but this is how I heard it. So correct me, if I’m wrong or if there’s a different take, you weren’t going and asking for permission necessarily to say, these are the changes I want, but it was more just so they’re not surprised when they see the changes coming, that they can be on the right side of things and not be like, Whoa, who’s Matt. Think he is coming in here, changing everything, but just saying, Hey, here’s some things that can be impactful for our community. Wanted to bring you in the loop and let you know some things that are coming down the pipeline. Is that, is that kind of accurate, or did I get that off? Yeah, I

Matt Lofy 20:58
You probably even said it better than than what I said. That’s exactly it. I think, as chamber leaders, we also serve as community architects, and the best way to do things smoother is to ensure everyone knows what’s to come, but also to say change in our community at some point, some level, is coming. Let’s control that change and do what’s best for our community. And the only way we can do that is if you join the conversation. And so yeah, 100% I think that that is one of the things we should do, and not ask for that permission, like you said, but just include the voices so that they they feel heard through this transition,

Brandon Burton 21:40
right? I think the worst case is you can come in with a big change and surprise them, and then you’re going to meet, get met with the resistance all the way along, where, if they have a heads up of it, and they feel like they’re in the know, it’s going to go a lot smoother to push along something new. Yeah. So you mentioned, as you came in to the chamber, was kind of on a decline through COVID and everything. You guys have implemented some of these changes. How are you seeing the needle move at this point, now that you’re three years into it?

Matt Lofy 22:10
Yeah, I feel like we have an aircraft carrier moving full steam ahead in the ocean while also going forward on the course, it is altering the course at the same time. So I’m like, I’m just starting my fourth year, and it’s like I’m still having to clean this up. But I think what what we’ve seen greatly is we’ve had a steady flow of new members, and then having to really work extra hard on getting better contacts of those that we want to return retain, just because there’s so much turnover. So we’re still seeing those battles, which I’m sure there’s a lot of people nodding right now listening like, oh, in there. Brother, yeah. But one of the things that we’re seeing is we’re getting a lot more initiatives up and running, and a lot more businesses who have not been engaged are starting to get more engaged and start poking their head out at events or in my inbox. And that’s the most flattering, especially seeing people you know, with all due respect to those leaders before me that said, I haven’t been a part of the chamber in X amount of years, and I’d like to come back. And that’s that’s been a lot of what we’re hearing now. That’s

Brandon Burton 23:23
very rewarding to know that the work you’re doing is being noticed and really making an impact. To be able to not just retain but bring back some of those members that have dropped at some point along the way. So that’s, that’s awesome. I can imagine that those members that hung through COVID and everything too are like, wow, the chamber is like, revitalized, like, they’re really making an impact right now. So I would imagine that first year retention for those, aside from just financial strain through the pandemic, if they could see that impact, that they would hang on.

Matt Lofy 24:00
We’re getting there. I don’t have we didn’t have good enough numbers to know what that retainment level was at the beginning. But yeah, we are starting to hear that. You know what? One of the things to maybe, hopefully not getting too far off your point, one of the things we did with those that dropped and didn’t want to reinvest in our chamber. I still wanted to show value on investment in the chamber and respect and support our Chamber members first. But I worked a little extra hard, and maybe this is political and there’ll be a lot of hate emails or anything that comes through to you or me, I still busted my hump almost as much for non member businesses to see, to show them the value of a vibrant and strong chamber, and I got a lot of return on that. And I don’t mean that ignorantly. I think sometimes, as leaders, we. Too caught up of oh, you’re a non member, or you’re not in, you’re not involved with the Chamber anymore, and we forget them. I’ve tried to work really hard to say, You know what? If maybe it’s a no for them about being a part of the chamber. Let’s talk about how, because at the end of the day, if they come to one event and they find value in the chamber, they found value in me as their chamber President value in our mission, and at the end of the day, we’re chamber leaders, but we also have to think like civic entrepreneurs. We also got that revenue, and so we saw a lot in these first three years, and I’m still seeing now a lot of the networks, like our Women’s Business Network, half of the women coming to these luncheons are non members, but I can almost have enough data points to show this has been one of the best networks to bring in new members and new investors in our chamber by dropping the real significance of how we treat a member versus a non member. Again, wanting to show the value on investment for members, but that’s really been something through this transition to whether they were dropped or they just didn’t see the chamber as relevant, back, you know, a month ago or a couple years ago, that I think, has been one of the biggest things that have led to a success for us, not saying no to supporting them or being involved in the chamber, but asking ourselves as a two person team, How do we get them a part of the chamber or involved with the chamber? And that’s been a huge game changer for us, and we’ve actually gotten positive feedback. Hey, thanks for not being pushy and really wanting to help me first, and now it helped me see what the chamber really means.

Brandon Burton 26:36
Yeah, I think that’s an excellent point. And I think we forget as chambers, we think, you know membership, membership. You know everybody’s got to be a member. And we forget that each business has its own different walk of life, so to speak, where some businesses and maybe against their corporate policy to join a local chamber because they had a bad experience in another community, another state, whatever. So as a policy, they can’t join a chamber, but if you have an event that resonates with their mission, then they’ll sign up and they’ll be a sponsor. They’ll they’ll be there for it. So being able to be there for all the businesses in the community and to show value to the community at large, rather than just being hyper focused on membership, I think is a very smart approach,

Matt Lofy 27:25
yeah. And I know, you know, I can hear the comments and the emails coming in that disagree with that approach. And if not those emails coming to me, they’re coming to you, right? But I think in a day and age to you know, let’s, let’s see the reality. All membership organizations are seeing declines, right from veterans groups to other membership organizations are seeing declines in membership we as chambers, if we want to have a great impact, we need to also switch our mindset. But at the same time, I can think right off the top of my head, five different businesses who’ve come to our events paid a non member price. But if I tallied up how many times I’ve seen them at paid events this year, they’ve done more than their share of an investment in an annual membership and a one time or two time lunch that most of those who are members coming to one or two events have invested so, you know, getting away from mission and thinking about, you know, being a civic entrepreneur, in a sense, having that hat on. I still got that money, yeah, and they got to see the value in the chamber. So I think we got to shift that mindset too. Sorry if I got too far off.

Brandon Burton 28:34
No, it’s all about being community architects, as you said before. So, yeah, I love it. Love the thought process there. Matt, I wanted to ask for chambers listening that are wanting to take their chamber up to the next level. I’d argue that you’ve done that there at the Worthington area Chamber. What kind of tip or action item, what piece of advice might you share with with that chamber who’s looking to take their organization up to the next level.

Matt Lofy 29:07
You know, I think it’s kind of a, I have one answer, kind of a two part response to that. I think, in order to really continue to grow your chamber, and we’re still doing this ourselves, so I don’t want to sound like I have it all figured out, but we have to take chances in doing something that we’ve never done. And if you’re a chamber that is doing things differently than how they’ve been done, what’s that next thing for us to be doing and and to that end, for me right now is we’ve kind of gotten things back our way. I think for us, being here in central Ohio, which is a growing community, is I’m also having a mindset now that’s a little new for me. I want to think regionally to better impact locally. So I really challenge. A two part answer there. Think about what’s that next thing that your chamber needs to do? And just like I said earlier, Channel your inner Miley Cyrus and do it as a wreck, be a wrecking ball. And then secondly, let’s start thinking a little bit more regionally and bring that home locally for that change to really spark that positive change. Yeah, I

Brandon Burton 30:21
like that a lot. I like asking everyone I have on the show about the future of chambers, and how do you see the future of chambers and their purpose going forward?

Matt Lofy 30:34
You know, that is the million dollar question. If I had it figured out, I would be probably living on an island right now, and not in a two person office, but I think for chambers, we have to adapt to what’s to come. That’s why I’m excited about the horizon initiative being updated. I think chambers need to stop thinking so small in some ways, or at least for the smaller chambers, and start thinking a little bit more broadly in what our impact is. Where are we serving and where are we not serving? What chances and opportunities do we need to take? But on on top of that, I think the future of chambers lie in being that that connector for all voices to cut through the noise and be that trusted source that we need to be, and hopefully we’re all serving right now, so that we can hit that same center, that 80% that’s not in the know, or that is voiceless or just isn’t aware right now. And that’s that’s where I think the future lies, right there in the that, that same center. And we have to address that, and we need to address it yesterday, absolutely.

Brandon Burton 31:47
And if you knew all the answers, you could write the horizon 2.0 all by yourself. But this is right, yeah,

Matt Lofy 31:57
absolutely. And again, we don’t have it all figured out. I just want to say that one more time, but some of the risks we’ve taken and some of the initiatives we’ve done have definitely helped us do more than what I thought we could do possible in three years. Yeah,

Brandon Burton 32:12
absolutely. Well, Matt, before I let you go, I wanted to give you an opportunity to share any contact information for listeners who may want to reach out and connect with you and learn more about how you guys are doing things there at the Worthington area Chamber. What would be the best way for someone to reach out and connect? Thank

Matt Lofy 32:29
you for that opportunity. I’d love to connect, especially on LinkedIn. I’m huge on LinkedIn. You can just find me at Matt. Matt low fee, l, o, F, y, on LinkedIn, or you can email me at mlofy@worthingtonchamber.org and you can just find more about us at WorthingtonChamber.org I’d love to connect in any way that’s perfect.

Brandon Burton 32:53
And we’ll get all that in our show notes for this episode as well, to make it easy to find you and connect with you. But Matt, this is this has been fun to to have you on Chamber Chat Podcast to share your story and the the impact that your chamber making now in the community, and kudos to you and in in your your two person team for being able to to do this. I know there’s others involved, there’s there’s volunteers, and there’s board and all that, but you guys are doing things right to be able to right the ship and turn in the right direction. So thanks for sharing that with us today.

Matt Lofy 33:29
Thank you, and thank you for this opportunity. I certainly appreciate it’s been an honor.

Brandon Burton 33:33
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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 Chamber Chat Podcast. I’m your hosts 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.

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Our guest for this episode is Houssem Touil. Houssem, for the past 10 years, has worked with chambers of commerce, business associations and employer organizations across the Mediterranean Africa and Eastern Europe, where he’s delivered projects which have impacted the private sector and civil society on both the local and regional scale. During that time, he wore many hats, such as employee, consultant, member, board member and chamber president, which gives him a new perspective on the private sector challenges and opportunities. By the age of 27 he co founded the Tunisia Estonian Chamber of Commerce, bilateral chamber between Estonia and Tunisia, his home country, where he serves as the president since 2019. He is now the founder of Chamberpad and newsletter for chambers of commerce, Houssem, I’m excited to have you back with us on chamber chat podcast. Sam was a guest back on Episode 120 for anyone who’s curious and wants to go back and check out that episode as well, but please take a moment to say hello to all the chamber champions who are out there listening and share something interesting about yourself so we can all get to know you a little

Houssem Touil 2:25
better. Yeah, sure. First of all, thanks, Brandon, so it’s been three years and a half now I think I think you’re right. Yeah, yeah, three years and half, like Time flies. So thanks for having me, and thanks everyone for for tuning in. So my name is Houssem. I’m the founder of Chamberpad and also presidential comms, just like you mentioned it. So I had the privilege of working with Chambers of Commerce of several sizes and budgets, and had many hats, as you mentioned earlier, which has given me unique insight into how businesses and chambers can effectively collaborate. So this experience, coupled with conversations with industry peers, has really fueled my passion for launching chamber pad, and also have a background in media communication. So yeah, so we know that chamber pad aims to be at the forefront of those discussions. That’s

Brandon Burton 3:23
kind of a natural fit with the media and communications background, to do something in that field, right and blend it in with the Chamber world. Yes, and I definitely see it being relevant in today’s world, where the world just keeps getting smaller and smaller with technology and communication skills. And you know, for you and you know, for you and I to be able to be on the opposite sides of the planet right now and be able to talk over zoom as if we’re in the same room, and the world is very small, and a lot of the trends that we see happening globally are happening in our own backyard. So being able to know what’s going on and maybe getting that glimpse, you know, a step or two before it happens in our own community is crucial to staying relevant as a chamber. So I’m excited to have you on for that perspective. But maybe before we, before we go down that road of talking about chamber pad and what it is, it is kind of a unique situation with the Tunisia Estonia Chamber. So take a moment just to explain what that is for listeners, and how does that work at the bilateral chamber and and just give us that perspective.

Houssem Touil 4:31
Yeah, sure. So, so it’s not for profit. And so, so it’s so why is 21st so it’s 20. I mean, it’s like, this small country, and they have, like, 99% of their public services are digital. So basically, you do pretty much everything online with with the government, and also it’s, it’s very tech savvy. They have, like. You know, it’s, it’s startup country where they have, like, the most numbers of of startups per capita. And at the same time, you know, my country, we are small, but not that small in size, but I’ve seen that. There’s also a lot of similarities, and we can learn a lot from them, start by implementing, or at least learning from how they build, like digital savvy, digital side country. So basically, in Tunisia, we have also, like a lot of IT companies. So most of the time this is it focused more than everything else. So basically, we’re like a technology chamber, or at least technology focus chamber, where we help our local startups to expand via startup visa, for example, in Estonia, they can also this enable them to to get access to to European markets, to alleviate a lot of a lot of barriers, and reduce the cost of doing business. Sometimes it also offers them to other markets, not just the European market, also in Tunisia, every year, we have over 65,000 graduates, about 10,000 to 11,000 of them are engineers, or at least they work in the stem so, so basically they are trilingual, and most of the time they don’t just, like, find a job right away. Give me the perspective, like the local economy and so on. So it’s not that easy to find a job like right away when you graduate. So basically, most of them, they end up, like working as freelancer, or they leave the country to other places. And so here comes Estonia with a model called the residency. So basically you become like a virtual resident of the country. But it doesn’t give you, like additional rights, like additional civic rights. They just give you most of the time, like, let’s say, commercial rights to interact with the government, and you can stay wherever you are in the world. So you don’t relocate. You stay where you are. You can have access to the same opportunity just like, or at least almost like you would relocate over there. So, yeah. So this is another, another pain point that we have addressed, especially that we have, like, a massive brain drain. So we’re trying to keeping tasks local

Brandon Burton 7:33
well, and it’s another example of the world getting smaller and and you guys definitely can’t do things the way things have always been done as chambers, because it’s very technology focused and needing to stay on the forefront of all that. Out of curiosity, how do you measure membership and growth and that with with the chamber with this type of structure?

Houssem Touil 7:57
Yeah, so this also another way we looked at how we could operate at the chamber. So usually a chamber would just, you know, like, you set up the chamber. Let’s say, if you’re like, private, low chamber, you set it up as a nonprofit. You bring in some, like, industry, industry peers, and you say, Okay, we’re going to set up the chamber. And you start, like, drafting the roadmap, and start acquiring members to get to what you have planned, like do events, trade delegations and policy briefs and so on. But we have acted differently. Said, Okay, instead of focusing on having members, how many have renewed? How many are engaged or not or job that. So I said, Okay, we are going to act as a cluster. And so basically we said we are going to be like, not just like a local cluster, but on both sides. So we went to the clusters over there in Estonia, and we said, Okay, so here are the possibilities where we can collaborate in the short term, mid term and actually long term. And here are probably, like, some discussions that you could also take, take part of, like knowledge exchange, for example, and trade delegations or bid for tenders like Tunisia, spending like lot and working with multilateral stakeholders like World Bank and African Development Bank and so on to digitize the public services so and they have experience with that. So I say, okay, maybe let’s just like match sometimes we do on a case by case basis. So instead of bringing you like 500 companies from both sides together, or even 100 let’s just do it like on case by case basis. So we started operating first for startups, and we had like few startups getting there. They had that they. Startup visa. We also had a couple of startups from Australia coming here the startup shop. We have, like, a unique framework here for startups called the startup act. And they operating thanks to its thanks to its framework incentives. Then we had some IT companies bidding together as joint ventures. They are working not just Tunisia, but also in Africa, actually in the Middle East. So, yeah, we are seeing, like a lot of it’s actually new perspective. So it’s we find it, it’s a new, I’m not gonna say like it’s a new model or something, but we just like explored something that you wouldn’t just like think of when, when, when you draft your roadmap. So usually we think of events, trade delegation and so on. But I said, Okay, let’s just go with whatever opportunity we can see is, let’s just go with that. Yeah,

Brandon Burton 10:58
I like that. So Houssem is obviously an outside the box thinker, which is why we wanted to have him on the show. Today, we’re going to focus most of our conversation around Chamberpad. This is a new newsletter that hose him has founded and put out into the world. So we’re going to learn about what it is, what the purpose is, and everything about it. As soon as they get back from this quick break.

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All right, Houssem, we’re back. As I mentioned before the break, we see the world getting smaller and smaller. There’s great value in getting perspective from people and other other parts, other regions of the world, just to see what’s going on there and see what we can apply in our own community. Tell us what is Chamberpad. We talked about it being a newsletter, but I know it’s new. I think you’re what four, four newsletters into it and, and I will say, from a content producer myself, sometimes our best stuff comes out early before we have a big following. So I’m going to urge everybody to start following Chamberpad right now so you can get all the good stuff. But it’ll, it’ll continue to be great, I’m sure. Yeah, tell tell us what it is and what it all it entails, and where the idea come from. Yeah,

Houssem Touil 14:06
like that. But you know, like when you start at the beginning, you’re like, you put yourself, yeah, you put

Brandon Burton 14:11
your best foot forward. You got great content, and you’ve got a small so you gotta, gotta grow it and get in front of more people.

Houssem Touil 14:19
Yeah? You can relate, yes, yeah, and so. So Chamberpad is, is a newsletter designed specifically for the chambers of commerce ecosystem. So the staff, the executives, the board members, the volunteers, the members also, and also the service providers, the policy makers and so on. So anyone who is like on the could be around, like the Chamber of Commerce ecosystem. So, like, I’ve seen, like a pattern I saw, like a gap in the market where chambers needed, like, easily digestible. Or centralized source of information. And so this comes as frustration as the chamber President myself, so I find, I mean, I know that, like, the perspective sometimes could be different, because it’s just like between two countries. So basically, you can have like, top two, three news outlets between two countries, where you could just, you know, see the news everything related to to the government or private sector or whatever. But this, also, I have another hat, which is working with chambers in from all sizes, different culture, different countries, different cultures. So basically, you are like, you know, sometimes you you find yourself in information overload, so or overload that you don’t know where to get your information exactly. You can see, can go through, you know, like your Twitter or x spread. You can go through your Facebook timeline and go through the LinkedIn news feed, and basically you wouldn’t be able to digest, like, all of it. So basically, we said, okay, let’s have like, one source of information. And I started thinking more into it to see, like, how relevant it is. So started like, let’s say, tracking how many news there are related to all of this, like, related to to the chambers, to the employee organizations, to Business Association and so on, versus like there is, on average, about 14,000 euros per month only related to to chambers and and, yeah, and this is actually just in English, so it’s not like, also like, try to imagine how many this could be in other languages, like in French or in Chinese or in Arabic and in Spanish or Portuguese. So I guess it’s going to be more like just in English, just like 14,000 and so say, okay, maybe we can do something and be so the first, first idea would be to become aggregator. But also that wouldn’t solve the problem, since there are actually 14,000 years. So I wouldn’t read 14,000 years per month, because the context is extremely different. So I said, Okay, so maybe do like a digest, like every week you spend the whole week, like hustling, doing whatever you do with requiring members, visiting your member, advocating on their behalf, you know, talking to the media, doing events or whatever said by the end of the week, or at least. So basically we release every Thursday. They said, by the end of the week, you’ll get the top news and the top events and the top publications, and now also the best latest Podcast, episode, chamber, chat podcast, yeah, that you can listen to. So it’s not just about reading it, but also listening and any I mean, I find that format better than actually doing an aggregator, some, something like Hacker News. I don’t know if you know what I can use. No, I’m not familiar with that. Yeah. So it’s like, you know, in circumvent there’s like, there’s like, hacking news. It’s a platform where, like, hundreds and hundreds of news drop every day, almost, about technology and so on. So I said, I mean, you gotta spend like, your day in front of hacking news to read in years. So basically, you went to the anywhere. So I said, Okay, this to just do the newsletter and take it from there. So we set up like a roadmap, and I said, okay, like our missions to provide actionable insights, trends, events, best practices to chambers across across the globe. So whether they are a local chamber in a small town or a large international network, they could be a continental chamber or State Chamber or whatever. So yeah, for now, we’re just newsletter but and we’re also have like subscribers from North America, Europe, Africa, Asia, and also even from the Caribbean. So yeah, I mean very much this is like exciting times, and very much looking forward to where this is going to take us. Yeah,

Brandon Burton 19:32
no, I love the idea for it and and, like you said, to be able to try to curate these different articles and news outlets from, you know, worldwide, from the global scene. And it would be quite the undertaking to really dive in and do that all, but as you come across these things of interest, to kind of keep note of it and put it together. And what I like is it’s an easily digestible newsletter. So you’re not seeing just article after article, but you you have it broken down. Right at the top where it says, like, for example, this week there were six news articles that you referenced, three publications, one podcast episode, and four events you know around the world, yeah. And then you have it broken down by those categories, and like, bullet points and links to the full articles or registration for events and things like that. And I don’t know just kind of future casting this, I see you could become that source where people are coming to you with articles and information. You know, here’s something for the newsletter. You know, our Chamber’s doing this, or our, you know, National Association of chamber in certain countries doing this, or whatever it may be, just to put it out there in the newsletter. I think it’s a great platform. And glad to see somebody’s picking up the ball and running with it and doing doing this. So, yeah, kudos. Kudos to you the idea.

Houssem Touil 20:51
Yeah, thanks. Thanks. Yeah. I mean, we already started having some people reaching out, actually. So they reach out even by the email that they find at the bottom of the newsletter, or by link there, I’ll say, oh, you should actually put this. Or why not look at this? So, yeah, basically, so feel free to send, I mean, yeah, we’re happy to to include it,

Brandon Burton 21:15
yeah. And I think for a busy chamber executive or chamber staff to be able to to get this email every Thursday. Open it up, and you can scan right through it, see what what things are of interest to you and what’s relevant to you. Click on that. And I know, you know, lots of people get different emails from various organizations, maybe like Harvard Business Review. I know they do like a weekly email, and people really look forward to those because it has so much valuable content in it. And that’s how I see Chamberpad being, is that resource specific for chamber executives, chamber staff, to be able to see what’s going on in a lot of different markets all at once, and you can go back and reference it. It’s got all the links there. So you’re not needing to search worldwide to find these things, but it’s being curated and presented to you. So nice job. What else would you want to share about Chamberpad for listeners, just to get them into it, to get them to understand what it is and where it offers value for them. Is there anything else that you’d add?

Houssem Touil 22:24
Yeah, sure. So so far now we started as as a newsletter we read by chamber leaders from 29 countries so far, and and what we what we plan on doing, is actually to become one stop shop for all affiliations related to chambers. So this is just like the digest you get to just digest of 10 years. But eventually, we’re planning on starting doing our own webinars, for example, in the beginning, we have also started to initiate discussions with chamber industry events, where we are could become media partners for the events as well. We’re also working. We’re about to roll out our platform so it’s the same address, like chamberpa.com is the same for now, you can just go there and subscribe for the newsletter. We will keep the newsletter, of course, because we all need to keep the weekly digest over there. But also, we are going to start doing interviews and promoting. You know, most of the time we have to promote economy. So we just hear about the top economies most of the time, always doing what, but we often forget about all the others in all the great job that they are doing. Some subjects, for example, like the free trade agreements, like if your chamber, for example, you have members who export, let’s say, like, fruits and vegetables. You would want to know about another your chamber peer in another country which says, you say, hey, both are our country are actually have a free trade agreements, and fruits and vegetables are actually included in that. So we have either eliminated tariffs, or we have actually reduced the the tariff rates. So basically, you as a chamber, you would actually tell say, Okay, why don’t you just like, go to this country, listen to this webinar, lead to everything they have to tell you about how you could export to their countries, and thus you make more money, you hire more people, and also you stick with the chamber. So basically, it’s it’s sometimes I see that maybe can talk about it later. A place like future for chambers and so on. But sometimes you can just, like, do it all as as the chamber executive yourself, like, you know, you can just do everything, right? Sometimes someone has to do something for you resist

Brandon Burton 25:15
the temptation, right? Yeah,

Houssem Touil 25:20
yeah, absolutely, yeah. I mean, it started, I mean, like, you know, I’ve been listening to your your podcast for three years and a half now, and every time, you know, I get, like, new perspectives from new people. Sometimes, you know, it’s sometimes it could be related to, to the place where they are operating from. Or sometimes it could be like subject. So yeah, like we can do, we can do, like webinars on specific subjects, but basically they’re going to be around countries. And we’re very thrilled to be like partners with chamber chat podcast. I mean, it’s like, really my favorite podcast, like every week goes into it. So basically, we have that you listen to Brandon every week, but also you read what her writes to you every week. Yeah,

Brandon Burton 26:08
goes hand in hand. I love it, yeah. So you’d mentioned earlier you have a marketing communications background. So how is that? Have you been able to lean into that as you’ve launched chamber pad?

Houssem Touil 26:26
Yes, very good question. So, so you need so when you look at for example. So I said earlier, would be like tracking the number of news that we find, like every week we also, let’s say, like since the opportunity and checked, let’s say the trainings related to related to chambers, what they are talking about and so on. I’ve seen that most of the time they’re still operating in the same way. And what do I mean by that? I mean from immediate perspective, like for now, when you go through all kinds of reports, you can go to reports just related to like certain sides of chambers, or in certain continent for chambers, you will see that many say that they have reduced engagement rate, while others say that they they have like, more members dropping than actually renewing. Others said that they were actually seeing like spike in membership. And we said, Okay, so maybe I should, like, you know, initiate some discussions with some people, and try to see why, like what’s going on. And sometimes what what you get is just you find that these people, they communicate with different generations at the same time. So they communicate with my generation, the millennials. They communicate also with the Gen Z. They communicate also with the boomers. And so I think that chambers, right now, should become a media machine. I mean, at certain time they become a network. Actually, they started as a network. And, you know, actually started about, like, over 400 years ago in the port of southern France, Marseille. They’re just, you know, they started, you know, like going to the port over there, and they had, like, issues with the pirates in the Mediterranean. And then they see the occasion, and they find out that traders, merchants are meeting with each other. So basically, they also see the occasion to start doing business together, and then later on. So So it started as a network, and then from the network key to move to a network as a powerhouse. And you know, you go, you become member your chamber is going to defend you. They’re going to, you know, voice your concern to the local, state, federal, nation, whatever authorities your concern and and now I think that they should become actually medial nation. And this is, this is not an option, because the world has changed a lot, and even with covid, like covid is actually despite, like, all the negative downsides of covid and so on. But I think that it has also, like, accelerated the future, and it has actually brought it to open doorstep. So I think, yes, chambers should become media machines.

Brandon Burton 29:46
I love that, and I’m going to take that as an endorsement. You know, recently launched the Bringing Local Back platform that was part of the vision is chambers being a media machine and establishing a platform that makes it easy. Easy to put your content out in your community, to really showcase your members, to really be that go to source for information in your community. So I love that testimonial of it, because that is the that’s the idea about that, that bringing local back campaign. So thank you for that. Sure. I like asking everyone I have on the show for any kind of tip or action item that you might have for listeners who are looking to take their chamber up to the next level. What would you suggest for them?

Houssem Touil 30:33
Oh, yeah, actually, there are quite a few. So first of all, maybe actually start to embrace AI like, you know, AI is not like chatgpt, it’s not clothing, it’s not perplexity, and it’s not Canva and like the magic writer of LinkedIn, or whatever it’s, it’s much more. I mean, it’s this, it’s part of this. It’s empowering, like content creation and all of that. But there are also other things that you should actually embrace in AI, for example, something like automations start to automate. And actually, I think that I’ve said this in the first episode with you, I think said automate. And actually, even three years later, I still talk to my peers, and most of the time they don’t automate, yeah, but actually automate. Automate often. Like, there’s so many things that you cannot automate for sure, but things which are repetitive make it automated, make it autopilot, like, save even like five hours per week or 10 hours per week, or even as low as two hours per week, like, just automate your workflow, like, try to gain some time, automated repetitive tasks and to get more space for creative work, for example, or to have more members, or to talk more to to your to our existing members, also at the same time, maybe you should actually shift more of their member engagement strategies online, for example, like, you know, we live like in digital era, and sometimes remember, expect real time expand real time updates, sometimes like some personal content. I know that it’s not that obvious to do it for certain types or sizes of chambers, but do as much as you can from where you understand, like, for example, I’ve seen some chambers they said, Okay, we are going to do like, virtual secretaria. So basically, don’t call us on the phone and tell us what, what you need and so on. Like just, there’s like, there’s like a chat bot in in the website, you can just talk to it, and if it is something that you know, like your interface, you chat with the interface. If it doesn’t give you the proper answers to what you want. This is actually when would be able to get access to a phone number and call us, but you can also send us an email. I mean, try to automate as much as possible, also with different engagement stores, I found that some chambers, for example, they do work with us consistently. I know that, for example, some chamber in in small town doesn’t mean I mean they probably they, they cannot do that because, you know, they can just like, do an event, like, every once in a while, and that’s enough. But if you’re like Metro Chamber, like very big city, you cannot, like, reach everyone at the same time and bring them together on site. So have something like, you know, give them real time date. I mean, they don’t need to get to wait for your monthly newsletter to tell them what you did for them, like, do it real time. Do it Real Time. I mean, they will feel that you actually care more about them, that you are more present than you actually wait for it. And do you know it’s just like another thing that you just another thing yet to check at the end of the month, and said, Okay, this news database, what we’ve been doing, like, No, do it real time.

Brandon Burton 34:31
Yeah, I like that. Doing it real time and also recording it, having a library of these real time, going back to being that media machine, right? If you can provide asynchronous information where somebody can digest it on their own time, instead of needing to be at the meeting or at the luncheon at a specific time in person, they they have the option to catch it virtually, or if they can’t see it today, but they can watch it tomorrow. Then that’s even better, because you’re getting more exposure to more people that way. Your your your thought about automation too, I think is spot on. I’ve seen it’ll free up time and the give give room for that creative work, like you mentioned. But it also makes your systems that much better when you can automate processes, because the input every the data that’s coming into, it’s going to be the same. And just a simple example, as I’ve seen with some chambers, is they input membership information, for example, the contact name, depending on who is entering the information in, they might include a prefix of Mr. Or Mrs. You know, Jones or whatever, and then the next person who’s entering in membership information just as first and last name. So then you have inconsistencies in your data all over the place. So having a system and automating it’s going to clean things up a ton and make it so much easier to process that data in a meaningful way. Well, Hussein, before we let you go, you alluded to it earlier, but as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Houssem Touil 36:22
Yeah, so, so, as I mentioned earlier, so chamber stars as network and then as advocacy powerhouse, and now they should become media machines. But actually, in order to become media machine, you should be able to I think that instead of like everyone doing their own thing, you know, aside, maybe you should have something that we have our own key message, the same key messages that we deliver like we harmonize all the benefits that you get from joining channel. But also, at the same time, we should also harmonize the key messages of what could not work in your favor if you don’t join as well. Because, for example, if you have some kind of issue, sometimes you just cannot solve it on your own. We we sometimes forget that channels of commerce also have mandates depending on the countries they’re operating from. So sometimes, if you want to deal with the government, for example, on a certain issue, you cannot do it on your own, only vi chamber. So you have, for example, you want to advocate to change some regulations, for example, which are harming you. Or maybe you said, Okay, I have suggestions for something new, which actually we could implement, which kind of bring us more dollars and hire more people, and especially keeping both local. So you can only do that with your chamber. When you look at the world’s biggest companies, actually, what they do is just, you see that everything is online, but no like, they have like public affairs team who actually or which actually work with chambers to actually negotiate with the governments and so on to implement new kind of regulations. So, yeah, I think that it’s like Bill Gates, or, I don’t know who said it before, like, if your business is on the internet, then it will be out of business. I think that should, like, harmonize the set of key messages which go like, if your business is not chamber member, then your business will go out of business. So, yeah, I think yeah, that’s it. Yeah.

Brandon Burton 38:57
No, that’s great. I appreciate that. I want to give you a chance to share any contact information for listeners who want to reach out and connect to learn more about what you’re doing, but probably most importantly, how to subscribe to chamber pads. They can get this news, this curated news, sent to them each week. What’s the best way? Where would you point them to do these things? Yeah,

Houssem Touil 39:21
sure. So you go to chamberpad.com so basically, you will, it’s a landing page. The first thing you’re gonna see is to actually just insert your email and subscribe, and later on, you can start reading, have access to all the archives. And every week, like every Thursday, you will you will have, like the weekly digest every week, every Thursday in your inbox. You will also find my contact information within the newsletter, so you can find my full name. We send 12. It’s the same on LinkedIn, and you can. Also find my email. It’s my initials, so ht@chamberpad.com,

Brandon Burton 40:07
that’s perfect, and as normal, we’ll get all this in our show notes for this episode to make it easy to find and subscribe and get people in contact with you. But Sam, this has been great having you back on chamber chat podcast, the partnership going forward with with chamber pad as well. And wish you best of luck going forward and and seeing it grow and see see where it goes from here. So thanks for being with us today.

Houssem Touil 40:33
Yeah, sure. Thank you for having me.

Brandon Burton 40:36
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What Today’s Member Really Want with Barry Phillips

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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 Chamber Chat Podcast. I’m your hosts 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.

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Our guest for this episode is Barry Phillips. Barry owned his first software company at age 21 and learned to wear many hats, from head of sales to marketing to it. Plus he’s been a CEO a few times as well. The one constant in his career is that he loves to run teams and organizations, and was actually good at it. Ultimately, his real passion is helping others grow. He’s still doing that today, but he’s changed his focus from large companies like HP Ernst and Young and visa to small and mid sized businesses, and he does this exclusively by working with chambers of commerce across the country, Barry’s been able to help businesses make real rubber hits the road changes that make a positive difference in the organization and the lives of its leaders. Barry injects fun into his speaking, training and consulting. He loves instilling new ideas, and is all about changing process and behaviors to make real positive impact. But Barry, I’m excited to have you with us today here on Chamber Chat podcast. I wanted to give you a chance to say hello to all the Chamber Champions who are out there listening, and to share something interesting about yourself so we can all get to know you a little better.

Barry Phillips 2:17
Okay. Well, thank you. I’m glad to be here Brandon. I like that the chamber, Chamber of champions. That’s quite the alliteration you got going. There something interesting about me, I think you mean in the personal sense. I guess stuff that’s unique is I own 17 dutch ovens. Do you even know what a Dutch oven is? I

Brandon Burton 2:39
do? Yes, I grew up in scouting and whatnot. So, oh yeah,

Barry Phillips 2:45
those cast iron pots you you picture the old wagon master with his thing hanging over a fire, and that’s kind of what it was in the 1800s still with look kind of the same with the cooking has advanced quite a bit, and I’ve done competition cooking with those things as well. So I do all sorts of cooking, but kind of getting known for the Dutch oven stuff, I guess, just because it’s a little bit more unique than other things. But that’s something unique about me anyway.

Brandon Burton 3:14
How does one amass a collection of 17 dutch ovens?

Barry Phillips 3:18
Well, you purchased them one of the time.

Brandon Burton 3:21
Is it on accident, or is it purpose?

Barry Phillips 3:24
My first one is I had a brother in law come up in California and bought a whole bunch of them to take back to to people in California. And he got there and counted them and realized that he had two more than he actually paid for. He said, would you take these back to the store for me? And I said, well, so I just called up the store and said, how much you want for these things? I don’t want things? I didn’t want to drive the store was about an hour away, and I didn’t want to do that, so I I just paid for them, and so, well, I’ve got a little might look like cooking with them, and just kind of went from there.

Brandon Burton 3:53
The rest is history, as they say, yeah. Well, tell us a little bit about your company. I know I shared some of that in your bio, but tell us what it is that you do your interest in chambers and the work that you do with them and and kind of help set the stage for a conversation today. Well,

Barry Phillips 4:10
my background is I’m a serial entrepreneur, and I have been doing that for years, running my own businesses a lot, and I’ve worked inside billion dollar corporations and things as well, but I’ve spent a lot of time in training and consulting. And as you said, your bio big companies like Hewlett Packard or Ernst and younger bees are 10 worth those kinds of companies, and had some good success. There really good success. But still, the organizations are so large it’s really hard to affect real change. And so kind of in the post covid world, obviously, there weren’t a lot of folks out there wanting to do in person training and going into corporations to help do things that way. People were pretty timid there for a while, and so I thought to myself, you know, I’ve always worked with small businesses as well. I like them the best, because you can affect real change and much faster. Yeah. And so I thought, well, where you go for that? Well, Chambers of Commerce seemed like a logical place. And so I started playing with some chambers and speaking and doing some training inside their organizations, and I found some interesting commonalities, and that is that most chambers didn’t have a lot of money. I didn’t, didn’t take a lot of research to figure that one out. It was kind of blatant there, but I found that the members really needed the training just as much as a big corporation of probably more people that own small to mid sized businesses. There’s a lot of stuff they need to do that they don’t normally know how to do when you start a business because you love what it is you do. If it’s a restaurant, you are a good cook, and so you thought you’d start a restaurant up, or you want a clothing boutique, you know, you liked fashion, or whatever. And all of a sudden, you find out, when you get into business, there’s these annoying things called people that you have to deal with all the time. And it’s a people business. I don’t care what your business is. I don’t care if you’re a plumber, you are in, still in a people business, because you have to go out and deal with customers. And customers are always human beings. No matter how much AI wants to affect our lives, you still will get money paid to you by another person. That’s how life works. And so my background is really in those areas of helping not I mean, I have done a lot of marketing. My first job was in an advertising agency as a graphic artist, and I’ve worked in and doing marketing and sales and all those things. I was top salesman worldwide. In fact, the people can’t see this, but I’m going to show you Brandon. You see the picture of me standing by that Corvette? I do. They won that Corvette for being top salesman in the world. And so got some background and those kinds of things as well. But that’s, again, a people skill, right? And so ultimately, started sharing that with other companies, and doing my own training and consulting, and have done that for a number of years as well, and just really trying to help people out and anything from that. I mean, they need to know about finance. They need to know about all sorts of things, but usually they have a primary skill set in one area and know a little bit about the other things, but they don’t know everything they need to know to really make their business go. Yeah,

Brandon Burton 7:26
I always think of the example of a dentist who goes to dental school. They spend a lot of time, lots of education, learning how to drill teeth and put in fillings and, you know, do work in your mouth, right? But how much do they get taught about how to hire and how to work with an office staff, and how to file taxes and how to do these different aspects that are important and necessary with running a business

Barry Phillips 7:50
well. And, you know, funny, because I’ve helped some desks, I’ve done, done some training with them, and I remember when Dennis coming to me and saying, Ah, you know, I’ve got all these assistants and all these. There’s all these women in this office, and I just don’t really know how to keep them on track, keep them doing the right things. And as I delve into it, the people in the office are saying, you know, he’s a good dentist, but he doesn’t really know how to work with people and how to motivate people, and and, and that’s the thing, when you are top level in a business, doesn’t matter what it is. You affect way more than you think you do. You just do. And it’s different for people, because they think, Well, you know, things are going well. Sometimes they think it’s all them, and that’s probably not completely true, but if it’s going bad, it’s definitely a big part of you, because most companies don’t die from competitors beating them. Most companies implode one way or the other. They make wrong choices, they don’t stay up with their markets. But all these things are are leadership issues. They’re not staying on top of the things they need to to make the business work. Yeah,

Brandon Burton 8:59
that makes a lot of sense, and that is actually a perfect segue to introduce what our topic for our conversation is today, which is, we’ll be focusing our conversation around what members really want and actually probably what they need, but we’ll, we’ll dive in much deeper into this conversation as soon as they get back from this quick break.

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All right, Barry, we’re back. As I mentioned before the break, we’re talking today about what it is that members really want. So as a chamber of commerce listening, they’ve got, you know, likely, hundreds, maybe over 1000 members. Possibly these are all different businesses. But what are some of these commonalities? What are these things that they really want and that they need, especially as it comes to their membership, and how the chamber can help affect change with these members?

Barry Phillips 11:38
Yeah, and that’s a pretty broad subject for you, for what they want, what they really, really want. I tried to get you to sing that with me, but yeah, no, go. Yeah, they wouldn’t like my singing either. But there are some things they that they know they want, and there’s a lot of things that they need and should want, and that’s where a chamber is really important because they’ve got a one prove the relevancy a chamber has to be something more than what people think of a chamber when they aren’t in one, right? They think a chamber is there to give me a little bit of networking opportunity, and maybe they do a ribbon cutting ceremony for me. And they kind of don’t know all the things that a chamber can do for them, but what the chamber can do for them is the things that they really want and they really need, one of which is training. I’ve obviously been in that world for years and and good training is expensive. I mean, guys like me, not, you know, I’m not saying I’m anything special that way, but people like me that go out and do this, they’re five to 15 to $20,000 a day, small companies aren’t going to touch that. They just can’t. There’s no way they can afford it. And that’s where I kind of came in with my what I’m doing with chambers, was trying to find a way to make that completely affordable for chambers to bring to their members and so but the things that they really want first and foremost, if they’re astute and they’re good leaders, trying to do the right things, is they understand their stuff they don’t know. And they need to understand things about leading people managing teams. How do you get these people to perform? How do you get them to stay How do you get them to be happy and productive? All those things, those are skills that can be learned. Not everybody’s a natural born leader that just walks in and and when they smile, the little twinkle happens on their tooth, and everybody loves them. That doesn’t typically happen. We learn this stuff, right? We get good at it because we’ve practiced it.

Brandon Burton 13:37
That’s so key, because so many people, I think, will try to wing it. You know, they where they it really, what it falls back to is what they’ve seen, right? Yeah, so the examples that they’ve seen in their life, maybe they worked for an employer that did something, you know, this way. So they see that as that’s the way things get done, and very well, and probably oftentimes, is that example that they are falling back on, is probably not the best example. And if you look at, you know, how well were they liked, how well did you know, what was their retention of their staff like? You know, all these different things, but that’s what you have to fall back on. Is what you’ve seen, you know, so as an example for you, and the

Barry Phillips 14:17
first step for them is to realize, well, I wrote a book on leadership. In fact, in the opening sentence is, it’s your fault, and then the second sentence is, what? What is your fault? Whatever it was that caused you to finally read a leadership book. But people have more influence and impact on their companies. Think about that. If you’re loyal to a company, you just love it there. Why is that? Is it because you like the logo, you’re just completely in love with the product, whatever it is, the answer is, you like the people you’ll work with and the people you work for. That’s what makes you love a company, because in the larger organizations, you can find people who love working there and people who hate working there. And the difference is they’re the people around them. And. Leaders set the tone of all that stuff, and so they just got to learn those skills of how to if communicate effectively. They’ve got to learn the basics of sales and marketing. There’s just so many things that they need to do to be able to do this job. And they do have to understand a bit about business. You have to set your business up correctly so that you are in the right tax you know, for you know, most people start off with it. They’re just a sole proprietor, or something simple like that. But as that grows, you know, as one of my companies grew, my accountant said you don’t change. You need to be a Sub S Corporation. You shouldn’t be that anymore. It’s killing you in taxes on yourself, and first year I flipped, I made $6,000 more just on the tax savings from the previous year. You just have to know those things. You don’t have to be an expert at it, but you have to know enough that you can read a P and L and a balance sheet. If you don’t know what those are, you better learn what those are. This is the stuff will make your business work or die, because if you don’t, if you’re just running it completely off a spreadsheet and just kind of winging it, that’s going to come back to bite you, yeah, especially if your company is successful.

Brandon Burton 16:09
Well, in that example, there’s, there’s a time where you need to bring in an expert, you know, your accountant, for example. But before you do that, you need to be able to look at your PNL and what your balance sheet looks like, and be able to see, Okay, that looks like, maybe something’s off here. Or I need to put more attention here. And then, then you can take it to the expert and say, help me out here, because you’ve been able to notice something. If you just, you know, outsource it all to the accountant. Very rarely are they going to come to you and say, you know, I’m noticing some things here. There’s, you’re just one in their list, and if you’re not paying attention for yourself, things will continue to get missed well,

Barry Phillips 16:46
and you hate to bring this up, but if, if a company ever gets embezzled, it’s just by the accountants, because he’s controlling all the money. And some business owner just said, I don’t want to know about that stuff. It stresses me. You handle it. You can’t just do that. You have to have your fingers in it enough to know what’s going on and to understand it. You never want to completely trust those critical things of your business, not that you’re the best one at doing them or the fastest of doing them, but you can do them, you can understand what’s going on. So that means financial is one of those places you start very first structure your company, right? And then understand finances. You need to understand what it really takes to grow your business. It’s amazing how many people don’t really know what their what their product, whatever it is costs. What is the real cost of that? You know, people out there at a restaurant selling food, and if they were to add up all their costs, they’re selling this plate for less than that, it actually cost them to make what are they doing? Isn’t that crazy? What? But you see it on, you know, reality TV shows or whatever. But it happens in real life all the time. If you don’t have a hold of your numbers, you’re nuts. I mean, you have to know that stuff.

Brandon Burton 17:56
Yeah. So you’ve touched on a few things here, from taxes and finances, to HR to I’ll even say the culture within the company, within the business. What are some of these other things that come top of mind to you? Of things you’ve come across people, let

Barry Phillips 18:12
me touch real quickly on the what one you just said? You just said, culture? Yeah, a good friend of mine started a business. He started several businesses, but when he started his last one, in particular, he was just all about culture. That’s all he cared about, was culture. Culture. Culture said, Dude, it’s just you and and your partner that you’re starting this with. What do you what do you mean? Culture? He said, Well, you have to understand culture is how we treat each other, and we have to figure that out, and we have to do it right. And now his company happens to be the largest company in the HR world, or mid to small sized businesses, and they’re in the top 10 in the world for having the best culture people want to be there. He can even pay them a little bit less if he wants to, because they love being there so much. He could probably get away with that. But part of his culture is treating his people well. He does things like, after 40 hours of work, you’re out of here, you do not take work home with you. You’ll be in trouble if you do. We insist that you don’t be here more than 40 hours a week. He gives them paid vacation. In fact, he pays for their vacation. Bring me back receipts, and I’ll pay $2,500 for airline tickets and hotel rooms and whatever He wants His people to have good lives. It’s a culture that’s phenomenal. So that’s one of the things. When you build the right culture, it attracts good people. The people want to stay, and all those things start to happen. So they need to understand that human side, probably more than anything.

Brandon Burton 19:44
Yeah, that’s a good example, a real good case study right there, as far as culture goes,

Barry Phillips 19:50
Yeah, I mean, now that he has 1000s of employees, it’s pretty tough to turn that wheel when you got 1000s of people to do it differently. Yeah, there are ways to do that. I. And then they need to understand what really matters to their people. I ask this to people all the time, what is more important to you, shareholders, employees or customers? Who do you focus on? And I get all three of those answers in a room whenever I ask it. So Brandon, what’s the answer?

Brandon Burton 20:20
Well, I think your employees need to be up there at the top, otherwise you can’t serve your shareholders or your customers, because you won’t have the employees to make things happen.

Barry Phillips 20:30
See, you should put a ghost star on your forehead. You got that exactly right, right? It is people, you see companies that are customer focused, customer focused, customer focused, and people hate working there. I mean, Amazon will now hire you off their website without even interviewing you if they’re so desperate for employees. And it’s part of the culture. Yes, they try to treat customers well, but if you don’t treat the people well, because guess what happens when you treat people well? They like their jobs. They’re happy with their jobs. That comes through to customers. Customers want to be associated with a business like that, they actually get more money coming in and more sales because of that, which then makes the shareholder happy. It’s the only way it works to get all three of them happy is to focus on your people. They actually matter most. Yeah, so you are dead on on that one awesome

Brandon Burton 21:16
I’ve pat myself on the back. Yeah, you should. So what are some of these other areas that stand out to you about what, what Chamber members really want, or what they need that they maybe they don’t know they want it because but they need it to be able to understand, to be able to operate their business. Well,

Barry Phillips 21:35
one of the things is, we got to talk about technology a little bit. They have to understand what’s going on in their online footprint. And you’ll hear some people saying, let’s try. We’ll have an online footprint. Oh yes, you do. If you don’t have one, it’s happening to you. There is conversation somewhere about you going online, and if you’re not controlling that, if you’re not involved in that, then you’re in trouble. Now that doesn’t mean you have to be an expert at social media and all that stuff and and necessarily be doing all those things. You can have somebody help you with that, set that stuff up, give you a great website, all those things. But you have to know what matters for your business. You have to know where the focus is. You know, I think it was John Paul Getty once said that half of all marketing is waste. Yeah, half of our marketing and advertising is wasted. We just don’t know which half. Well, that’s no longer true, because you can actually do testing online if you know what you’re doing and see, oh, that didn’t work. Oh, that does work. And all of a sudden you start to know which half is a waste, and you start focusing your marketing in the right places. If you’re in a tourist business, there are certain websites and things that matter to you. If you’re not in that business, then maybe you don’t want your TripAdvisor probably does not matter to you if you’re a clothing store, but it might if you’re selling things in a tourist town, it might still matter to you, but you have to know those kinds of things. And while somebody else may manage that, when people start to comment about you online, you’re the one that needs to answer. You need to look every single day whether you like it or not, and have people show you how to do it. You need to go and talk about and respond back to people’s positive comments and their negative comments and tell them what you’re doing to fix it and invite them back. And invite them back so they can you can show them the changes you’ve made. All that kind of stuff matters. You need to get your your things set up correctly with Google, so that you are controlling your brand and your name and that you’re on the map correctly, and all those things you can do. But you have to know how and it matters, no matter what your business is, there’s nobody, hardly anymore that go, that goes and does business without checking out a company first online. Yes, it’ll be partly your website, but it’ll be your social media footprint in whatever places that matter. Probably Google searches are big deals no matter who you are, yeah, like, a like Google or not, they still kind of own the world of people searching and looking for reviews and things like that.

Brandon Burton 24:07
Yeah, and I’ve mentioned it before on the podcast, but my background has been in advertising and media and chamber publishing and whatnot. And Chamber members all the time will talk to me about the ad that they’re placing with the chamber, and they’ll want to get into the details of you know, well, what bullet points should I put in the ad? What? What about the phone number? Should I have a unique phone number? And, like, really trying to overthink things, and to your point, nobody does business with anybody without checking them out online first. So you want to put that, that carrot out there that really draws the attention, take them to your website, have a unique call to action, and then there’s a process to be able to educate them about the rest of the things you do. But if you try to bombard with too much on the front end, they’re going to ignore you, and they’re going to go to your website anyways. If there’s any interest to learn more, you know,

Barry Phillips 24:59
and. Again, no matter what your business is, you need to learn what your pitch is. What do people think of you? What is, what is the image you have to others? I don’t care how much you know about what you do and how cool you think that is. Does that matter? Even with what I am now doing for chambers, it used to take me 40 minutes in a zoom call to explain it to you. I went to a couple live events, and that’s, in fact, where you and I met, at one of those, and I, by the end of that, I could do my entire pitch in about a minute and a half. Yeah, I had learned what people cared about, or what they didn’t, not what I cared about, but what they cared about, because that’s one of the key things, is you better be selling what people want, not what you have?

Brandon Burton 25:40
Yeah, they talk about they call it the elevator pitch, right? You got 60 seconds in front of somebody, and if you can’t explain what you do, then do you really know what you do? Do you know?

Barry Phillips 25:50
Because the point is, people are going to look at you, and if they don’t get you, they’re not going to give you 510, minutes to figure out what you are. They’re going to give you a few seconds. And if you can’t hone down what you are, even if you’re a restaurant or something like that, that ought to be obvious. Well, we sell food, yeah. But why should I come into yours versus the other five on the same block? Right? They need to get you very, very quickly. And you need to hone that down any business, even if, again, if you’re a pipe fitter, I don’t care what it is, they need to understand why you and what it is you do very, very quickly. Yeah,

Brandon Burton 26:24
great stuff. As we begin to wrap things up here, I like asking everyone I have on the show that for chambers listening who are trying to take their chamber up to the next level, what kind of tip or action item might you share with that chamber to help them accomplish that goal?

Barry Phillips 26:45
Well, for chambers, it’s interesting because some chambers are pretty aggressive about forward thinking, and some are just trying to hang on and trying to rebuild back from the pandemic and all those kinds of things. But they need to understand they’ve got to have unique offerings that give them something that others don’t have, that the chamber can provide, that they can’t get any other way. Networking is certainly that you need to have good networking opportunities for people to get to know people. But you know, if they’re still in the same room week after week or month after month, looking at the same people, that’s not as stimulated as needs to be. So you need to be growing and bringing new people in. And I know it sounds self serving, but you need a training component with what I’m doing for chambers, for example, you they can’t get any new way through the chamber. They couldn’t afford it. Couldn’t come close to affording it any other way. And so you need to have things like that that are things that chambers need to help with. Maybe you can bring on a a consultant once in a while, really good people that will help people understand how to do the financial parts of their business. They need to have HR experts. You need to be bringing them a stream of people that can give them what they need, so that they can have a reason to keep coming back to you. I mean, that’s, that’s the bottom line. Are you still relevant to me? Now I don’t need you to do a ribbon cutting ceremony anymore. What can you do for me now? Why should I come back this year? You gotta stay relevant. You gotta get them tangible stuff that matters.

Brandon Burton 28:15
And the good news for a chamber and staying relevant is there’s always new things. With how fast the economy moves these days, with how fast technology moves, there’s always a need to educate and to get more valuable information from your members who don’t have the time to do the research themselves and to put it all out there. But maybe it’s a lunch and learn kind of a format. You come for lunch. They’re going to eat lunch anyways. And can they take something away as they do that? Maybe it’s a podcast episode where you bring on an expert and they’re sharing these tips. Maybe it’s bringing in somebody like Barry who has his platform to be able to train and educate and bring your members to the next level. And

Barry Phillips 28:56
I will tell you, you’ve all been to one of those Lunch and Learns where you thought you’re going to get 45 minutes of education. What you got was a 45 minute sales pitch. Right? Make sure you’re not bringing somebody in that just wants to sell you on their insurance or on whatever you need. To get speakers that come and bring real content that people need without doing a pushy sales pitch on them. That’s what they need.

Brandon Burton 29:18
Yeah, because otherwise they won’t come back to the next lunch and learn, and they’ll think the chambers just, they just sell to me all the time, right? Yeah. So Well, Barry, I like asking everyone, as we look to the future of chambers of commerce, I know you’re you’ve dove into the the chamber world, how do you see the future of chambers and their purpose going forward?

Barry Phillips 29:43
Well, chambers do have a lot of purposes, some of which from the past still are relevant to the future. Right? Good. Chambers are even involved in what is best for small businesses from the Washington political front, and they’re making affiliations with the. Know the local town councils and mayors all the way up to their state senates and those kinds of things where they can have that impact. And that’s important. They’ve got to keep doing that. But they do need to be able to provide things online. They need to give people a reason to come back and think about the chamber. You’re an association. Most of them aren’t associated directly with with the local government. Some are, but why? Why are they doing that? What is it you’re bringing to them? Education is a big, big piece of that, but so is giving them the ability to meet other people, to have horizons open to them. You need to be going as a chamber to events where you can see what the next thing is, and you start bringing new things on board, and always bringing new ideas and new products and things to them that you know people will. Some people think, Oh, I can’t raise my rates on my people. Well, you can’t. If you don’t show value, if you show enough value you can and it will make a big difference. You just got to be willing to go out there and say, here’s where, what we give you that you can’t get any place else, to be able to list off the education, the the help with HR, the help with whatever it is that you think is relevant for your for your people, and how to do that, and you’ve got to make sure that you can again, for you, you gotta have a sales pitch that’s very quick. Here’s what the chamber can do for you. Here’s the unique things we offer. You can’t get any place else, and you get this all for this amount of money. That’s a steal. That’s

Brandon Burton 31:32
right. And I love that. Taking it back to the sales pitch of the chamber, everybody’s in a sales good.

Unknown Speaker 31:39
I mean, you just don’t having that line

Brandon Burton 31:40
of this is what we provide that you can’t get anywhere else. That is so key. So I love it. Barry, I want to give you a chance to share any contact information for listeners who may want to reach out and connect and learn more about the services you offer, or just more about what we discussed today in this podcast episode. Where would you point them? What would be the best way for them to connect with you?

Barry Phillips 32:04
Well, there’s a couple of things. I’ve created a special website just for the heads of chambers, and it’s called chamber offer.com pretty easy to remember. You go there and there’s like eight little videos, then they’re all partly me on there. Sorry about that, but you’ll, you’ll be able to go through and I’ll walk you through all the things that that I offer with my online what I offer as a way for chambers to bring an online resource that’s live, that’s engaging and has a permanent library of stuff to it as well, bringing great content of education to your people. And it’s such a way that chambers can actually make money off of it. And it’s something that your members just really, really need. And so if you go to my regular website, BarryKPhillips.com you’ll get a flavor of my background there that that particular websites probably more suited for the big companies that I’ve worked with over the years, but you’ll see who I am there. Chamberoffer.com will give you exactly what you need, but contact me directly. Just go to Barry at Barry K Phillips com and reach out. I’d love to talk with you. Um, the phone number is 801-358-5525.

Brandon Burton 33:16
very good, and we will get all that in our show notes for this episode to make it easy for everyone to click on chamber offer.com and and see exactly what it is that you offer in your your stance with what you can do to help chambers. But Barry, this has been a great conversation. Hopefully it’s got the wheels turning with those chambers that are listening and and thinking of ways to really stay relevant and to put their value out there within their business community and stay top of mind for those businesses in their community. So thank you for sharing all this with us today, and it’s been great to have you on the show.

Barry Phillips 33:47
Thanks for having me. Brandon, I really appreciate it.

Brandon Burton 33:51
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Policy & Advocacy with Brian Francis

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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 Chamber Chat Podcast. I’m your hosts 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.

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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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Our guest for this episode is Brian Francis. Brian is founder and CEO of Lumin Strategies, a firm that helps Chambers of Commerce build eight plus advocacy programs through one on one consulting and a signature of advocacy framework online program. Brian’s experience covers nearly all facets of the policy and political world from political campaign leadership on successful bond referendum to successful advocacy as a registered lobbyists. He is past public affairs officer for Mecklenburg County and past vice president of public policy programs at the Charlotte Chamber of Commerce. He founded lumen strategies in 2016. This year, Brian joins the faculty for the US Chamber Institute of Organizational Management. He has a bachelor’s degree in political science from Davidson College, whose basketball program he’s supported since before Steph Curry. Brian, I’m excited to have you with us today here on Chamber Chat Podcast, I’d love to give you a moment to say hello to all the Chamber Champions who are out there listening and to share something interesting about yourself so we can all get to know you a little better. Well,

Brian Francis 3:11
great. Thanks, Brandon. I’m really excited to be with you all today. And you hit on one interest, perhaps interesting thing about me I’m big, big college basketball fan. So the last couple months have obviously been a lot of fun for me, both for my alma mater, Davidson College, but also in the Big East. My son is a freshman at Butler this year. And so we’ve been following them. A more controversial thing about me perhaps one of my passions is that I think we should eliminate timezones. And we can certainly talk about that. But that’s probably a different podcast.

Brandon Burton 3:42
Yeah, you can get on your soapbox there for a moment right. Now, that’s great. So I’d like for you to take just a few minutes and tell us a little bit about lumens strategies, what the company is like, who you serve, and it’s about advocacy, but just maybe in a brief nutshell, to kind of set the stage for discussion. Yeah,

Brian Francis 4:04
probably like a lot of companies. You know, we’ve evolved over time. So we’ve been in business for about eight years, we started as a strategic communications consulting firm, that really dabbled in a lot of different areas. But over the last several years, we’ve really honed in on chambers of commerce and helping them build advocacy programs. And we we do that two ways. One, we work one on one with chambers in a consulting role many times serving essentially as the VP of public policy for their Chamber of Commerce. In fact, some of our clients put us on their staff page as their Director of Advocacy or VP of public policy. And we also work with chambers of commerce through our signature online program, the advocacy framework. This is oftentimes for chambers that maybe are a little bit smaller, aren’t looking for the kind of the investment required to have somebody working directly with them. But what to get involved with advocacy wants to learn how to do advocacy, and through our program, we basically teach them how to institute and run a public policy or advocacy program.

Brandon Burton 5:06
That’s very helpful. And as listener might guess, we’ve decided on a topic for our discussion today to be centered around advocacy since you guys are kind of the experts on that. So we look, we look forward to dive in deeper into this topic as soon as we get back from this quick break.

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Alright, Brian, we’re back. So before the break, when you were telling us a little bit about lumen strategies, it’s obviously a company that you built around helping chambers of commerce and build advocacy programs. Why do you think that advocacy programs are so important for chambers to be involved with?

Brian Francis 7:23
Well, if you think about chambers of commerce, historically, really, the whole reason we have Chambers of Commerce is to help businesses in a community grow. And chambers do a lot of great work around networking activities, helping their members meet potential customers. But I think a core part of helping the business community grows, ensuring that there is a public policy climate that allows for businesses to grow. And really, Chambers of Commerce were instituted to represent business interests in their community. And so from a foundational perspective, I think it’s really important. I think it’s also really important as you talk to maybe your higher investor members, you know, a lot of times if you have a manufacturer in your community, they’re not looking to sell to the community, their market is global. If they’re going to get involved in the chamber, they need a different value proposition. And really the value proposition for them is what are you doing to make the overall business climate better, so their business can succeed? Absolutely.

Brandon Burton 8:25
And I know chambers of all different sizes, you know, they’re in different areas of spectrum, right, as far as being involved with advocacy. So I’m hopeful that our conversation today will help shed some light on different ways to get involved on an advocacy front, whether that’s bringing in somebody like yourself to help with that effort, or just to expose them in ways to to better support those business members that they have. So kind of along those lines with advocacy. I think there’s a real argument to have ag advocacy as an investor hook. Right. So as you’re going after new members, you’re trying to bring in new businesses to join the chamber. How would you see using advocacy as an investor hook? Well,

Brian Francis 9:15
I really do think it is something and you have to think about your high level investors, it is a way to get them to participate more in your chamber and to put more money into your chamber. And you there’s some four boxes out there people will have probably seen when you think about your Chamber members, you have chambers who Chamber members who are looking to get something from your chamber, and you have Chamber members who are looking to get something done. And one of the things we talked about is you we often think about the return on investment for members and a lot of members are looking for that return on investment. And if you think about you know a lot of your smaller members, your local retailer or maybe a residential realtor or a copier salesman, they’re looking to find customers and they’re going to measure their return on how many customers? And how much revenue Did you directly produce for them? Like I mentioned for a manufacturer or maybe even a bank or a bigger member of your community, and oftentimes the longer member longer time members of your community, those who are the pillars of the community, as it were, they’re not really looking for that so much the return they’re looking for is, how much can they grow their business, because you have helped foster a climate that is positive to them. I would also say, you know, for those smaller members, there is a direct return as well in in North Carolina, a couple years ago, there was a tax issue related to PPP loans, that local Chambers of Commerce got behind and ultimately saved small business in North Carolina $640 million through their advocacy. Now that 640 million was 5000. Here, 5000. There, but that was it made a big difference to a lot of small chamber members. Yeah,

Brandon Burton 10:57
absolutely. And I think there’s a lot of examples through the pandemic, and the PPP loans and things of that nature, where you can really see the advocacy efforts of chambers really being recognized, especially by those businesses that maybe were more transactional, to begin with, and kind of moves them over to the transformational side of things and understanding the bigger picture of what chambers can do. You didn’t necessarily use those that phrase of transactional, the transformational, but are there other ways that you can see where you can take somebody from a transactional relationship to more than transformational in this kind of a advocacy conversation

Brian Francis 11:36
100%. And in fact, one of the things I would say is you need to talk about that value. I’ve seen this with a lot of chambers we work with they they’ll have a tiered do structure, which I 100% support, and I think it is the direction all the chambers need to go and if they don’t have one already, but when you get to those higher tiers, the value that the Chamber often puts on that piece of paper is we will give you a foursome at our golf tournament, or we will give you a table at our annual meeting. And a lot of times, that’s not necessarily what those larger investors are looking for. What they’re really looking for, is we saved your company money by helping navigate this regulation or changing this local zoning regulation, or, you know, we were at the forefront of this tax policy change that is making a difference of 10s or hundreds of 1000s of dollars for your business. So part of it is changing what you talk about and recognizing the and giving credit to those people because of your investment, we were able to do this advocacy. And because we were able to do this advocacy, you saw this return.

Brandon Burton 12:45
Absolutely, yeah. But just the examples he gave there, I can see where some members may say I’m, I’m really just not a golfer like that doesn’t appeal to me, or I really don’t need to go to another meeting, like as much as I appreciate the prime table at the annual meeting, I don’t really care to go, you know, whereas if they can look to the chamber and say, Man, you guys really helped us tackle this big issue of child care, or workforce or whatever it may be, then they can really see where the needle is moving with their business with the involvement with the chamber. So

Brian Francis 13:18
absolutely, I mean, we I think we forget, sometimes sometimes it can be a hassle to have to try to fill a table. And so you’re actually making your members life more difficult on by trying to give them something that they really aren’t looking for. Right?

Brandon Burton 13:32
So great arguments for being involved with advocacy, what from your experience, and just reasonings that you can see why. What holds the chamber back from getting involved with advocacy.

Brian Francis 13:44
I would say the first thing and I hear this all the time is chamber presidents executive directors and their boards say, we don’t want to get involved in politics. And oftentimes that comes from a bad experience that maybe they had years ago where somebody said the chamber is too political. And so we’re dropping our membership. And one of the things that we emphasize to people, we’re not talking about getting involved in politics, we’re talking about getting involved in policy. And here’s the distinction that I make politics is about people and power. Policy is about laws and regulations. And I will put the caveat out there. There are some chambers out there who get involved in politics, they have PACs, they endorse candidates. And I would say that’s kind of at the end, you talked before about a spectrum that’s at the end of the spectrum. If you’ve never done anything in the political realm or the policy realm before, that’s not where you start. Where you start is identifying the issues that matter to your members and working on those issues, regardless of who supports them. So this isn’t, hey, we’re going to support this ordinance because the mayor asked us to it’s we’re going to support this ordinance because we had a rigorous process to identify what is important to our members. And they’ve told us this is an important issue that needs to be corrected in order for their business to grow.

Brandon Burton 15:03
Absolutely. And I would even say even some of the pushback that they might have gotten in the past, I think getting involved with politics rather than policy is an obvious reason why they might hear some of that pushback, but there’s always going to be somebody who’s not happy with something, and they tend to be the loudest, right? So if you’ve got 1000 members, or 400 members, and you hear that one squeaky wheel, you know, that’s not indicative of what everybody else is thinking. So everybody else is cheering you on, even though they may not be coming to your front door to patch on the back.

Brian Francis 15:37
You know, that’s 100% Correct. And I imagine most of your audience are chamber staff, folks. And that’s one of the things that we talk about. When that squeaky wheel starts to squeak, we think it’s very important for your chamber to have a member driven policy process where you have a committee that’s developing the policies, it’s reviewed by your executive committee, it’s approved by your board. So when that squeaky wheel calls up the director and says, Why did you decide this? The director can say, Whoa, I didn’t decide this, this was decided by our members, by the people who participate, who learned about the issue and identified it as being something important for us to be involved

Brandon Burton 16:15
in. Right, right. And I think for all the staff to be able to understand this is how you respond when when there is opposition. I think that’s very important. So I can understand your chambers may not want to get involved with politics. But to think more on the policy side, I think would hopefully generate some interest for chambers to get involved. Are there other reasons that that you can see why chambers hesitate from getting involved with advocacy? Yeah, so

Brian Francis 16:45
I think once chambers make the decision, they want to get involved in policy. The next step is where do I start? And where do I find the time to do it. So a lot of chamber executives don’t have experience in the policy world. They, they literally don’t know where to start. And then also, you run into this all the time, especially with your smaller chambers. You know, there’s 1000, things that they have going on, you need to get your invoices out, you’ve got business after hours, you have to plan annual meetings coming up. The local school system wants to talk about workforce development, where do you find the time to put together a policy program and and I’ll say, that’s really where we step in. Both from our past experience, I’ve been involved in the political and policy arena for more than 25 years, we kind of have the expertise of how the process works. But then also, from the capacity standpoint, we try to make it easy for our clients in either our consulting or our online program by providing email templates, draft agendas, really all the work that needs to be done behind the scenes we do for them, so that they can just go out and execute on on running the policy program. Yeah,

Brandon Burton 18:00
no, I can see where where the expertise and capacity could be, you know, hurdles to overcome. Maybe starting with with expertise, if you don’t feel like you’re equipped to be able to handle this, what are some solutions or ways to overcome it? I think every chamber needs to be involved on some level on that spectrum with advocacy and policy. But how do you overcome that big hurdle of not having, you know, the not being fully equipped, or you may not feel like you’re equipped enough to handle these these topics? Well,

Brian Francis 18:32
I think the first thing is to accept and feel confident that it’s okay that you don’t understand every issue in the middlee. Elected officials don’t lobbyists don’t There are a lot of niche areas. And so the first thing I would do is say, look for your experts. So if there is an issue that a lot of members are talking about health insurance costs, and you have an insurance agent or representative who’s a member of your chamber, go to them to look for information, go to the local hospital system. If broadband is a a coming issue in your community and and investing there, look to the telecom providers that may be involved. So within your membership, you have a lot of expertise. And one thing you can do is look to your members to help educate you on their areas of of expertise. The second thing I would do and this varies a little bit from state to state, but oftentimes the State Chamber of Commerce can be a great resource. We work in South Carolina quite a bit and the South Carolina chamber does a great job every week of putting out a an email and a social media post that has just three things to know. And oftentimes, those are focused on policy issues that are moving through their legislature. And so you can often kind of repurpose that content and share it back out to your members and establish yourself as an expert just by finding the information for your members that they don’t have time to find.

Brandon Burton 19:57
Yeah, and that that helps with The Capacity stand front too, if you’re able to have a trusted source, like a State Chamber who’s doing a lot of the legwork, they have staff members who are facing, you know, the advocacy issues, and being able to put that out, be involved, like tap into that resource, but then repurpose it, then it shows Hey, we’re tapped into knowing what’s in the know, and what’s important to you. And, and all of that, are there other ways as far as tapping into the capacity issue, that time issue for chambers with getting involved? Or is that the the main thing you’d go to?

Brian Francis 20:34
So I think those are definitely helps. You know, I would say, if you have volunteers who have capacity, this is a great way to plug them in. One of my favorite tricks, so to speak, is to find a former chair of your board, who still wants to be involved. A lot of times, you know, these chairs kind of they they have their chairmanship year, they’ll have their immediate past chair year, and they still want to be involved with the chamber, they’re not sure what to do next. And so getting them involved in chairing a policy committee, you’re drawing on somebody who has a lot of experience and a lot of leadership within your your organization. And so you can rely on them. You know, and I’d say, your drawl from other Chambers of Commerce. You know, a lot of that one of the important things to get started is developing a legislative agenda. And Chambers of Commerce typically will put those on to their websites. So go around to other communities that are of like size to yours in the state are maybe even a little bit bigger, maybe more involved with it and see what they’re talking about. And use that as a jumping off point.

Brandon Burton 21:39
I love that. It’s it’s always good to collaborate good ideas from other chambers. And and the the idea of using a past chair, I think is is crucial, because they’re intimately involved with the the goings on with the chamber. They understand the mission and vision they’ve been highly involved. And to be able to keep them involved in a meaningful way, I think is a great way to utilize a past chair, that’s a great idea.

Brian Francis 22:03
Well, the other thing I would say to with working with other chambers in advocacy, coalition building is really important. And so sometimes people are like, Why do you still want to take what somebody else did, and I can make some arguments, you shouldn’t just do that, because you want your members invested in your policy positions. So I always say use them as ideas, rather than just taking something old cloth from somebody else. But once you say, hey, childcare, and ensuring that we have more childcare workers is an important issue to us, and we want to work on it, you can leverage the other chambers who have said the same thing to work together. And not everybody has to be the leader and carry all the water on each issue. Sometimes simply saying me to our chamber to supports this can really help move something forward. And the other people who have already identified that issue will be happy to have you working with them, and won’t really see it as you’re taking something from them, but rather, you’re adding something to their efforts.

Brandon Burton 23:02
Right. And I think as far as coalition’s go, especially with a regional focus, if you’ve got the chambers within your county or a Tri County area where you’re facing a lot of the similar issues together, it’s one thing from a chamber from another state, there’s still value that can be found there for sure. But you definitely wouldn’t want to copy paste, you know what they’re doing. And then South Carolina if you’re in Tennessee, for example. But if you’ve got other chambers in your county, that you can collaborate together and really build something that’s efficient and meaningful for your members. I agree.

Brian Francis 23:36
And particularly because we’ve really tried to focus our clients on working at the state level, what we have said is at the federal level, it’s just so big. And the process, especially these days is so unwieldy. It’s hard to have influence. And at the local level, a lot of stuff just happens kind of ad hoc, you know, you run into the mayor, and you talk about an issue and it gets resolved. But the state process, it’s it is more of a process. There’s a timeline that needs to be involved. There’s, there’s a lot more work, that move happens to move something through. But chambers really can have a lot of influence. You’re seeing your state reps, hopefully, you’re seeing your state senators, they’re calling on you for advice, and it’s a place where you can really have an impact. Right?

Brandon Burton 24:18
Absolutely, you can make that impact. And I’d like to argue that maybe it does make an impact on the federal level if enough states are doing it and the broader level can see what’s important. But Brian, as we start to wrap things up here, I wanted to ask for the chamber listening who’s interested in taking their chamber up to the next level? What tip or strategy might you offer to them to try to accomplish that goal?

Brian Francis 24:43
So the first thing I would say is have a conversation with your board. You know, this is really I’ve started by saying needs to be a member driven process and that starts with your leader members who are on your board of directors. Talk to them about why you You think advocacy is important, we have on our website or by contacting me, I can send to you a PowerPoint draft presentation that you can literally drop your Chamber’s name into. And it kind of walks through how to have that conversation, a lot of what we talked about today about how to talk to them about being involved in policy, not politics. What you need to do to get started with kind of the steps are that you’ll go through the process, but the very first thing you need to do is have buy in from your board, because this is not an easy thing to do. If it is staff driven, you really need to have that volunteer leadership on board.

Brandon Burton 25:34
Absolutely. So I like asking this question to everyone that I have on the podcast, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Brian Francis 25:48
So the first thing I would say, obviously, we know we’re a much more global economy. So the the hometown member to member transactions become less and less prevalent, it’s easy to find a website provider who’s across the country across the world. And so I think there is a need for chambers to evolve, and to continue to provide that value. But I would also say, when you look at the political world these days, I would say that we are oftentimes dominated by extreme conversations or folks who are more at the the ideological fringe. And I think there is a need for a common sense, bro business policy advocate in just about every community. And it’s if the chamber is not doing it, we always say if the chamber is not the voice for business, then business has no voice in the community. And so I really think the futures of chambers, if they are going to continue to be relevant, they have to be involved in providing that voice to say, regardless of all the stuff that people are talking about, that elected officials are talking about, here are the things that we really need to do to invest in our community, to invest in our workforce and to promote our businesses so that our economy can continue to thrive.

Brandon Burton 27:07
Right. And I think you hit on the political fringes, I think so much of that we see on the national level, right? Watch news channels and things like that, where you get in the local levels, you get into local policy and and even state policy. And you don’t see quite as you know, dramatic ends of the you know, the those political fringes that the opposite ends of the spectrum, there’s a lot more in the middle. And there’s a lot more that chambers can can stand on as being that same center and being able to bring people together, that I think that that vision you have of chambers, the future, I think is spot on. So thank you for sharing that. I wanted to give you an opportunity, Brian to share any contact information for listeners who may want to reach out and connect with you or ask for the PowerPoint that you mentioned, to be able to have these conversations at their board, what would be the best way for listener to reach out and connect with you?

Brian Francis 28:04
Well, I’d say there’s two great ways. First of all, you can always email me is bfrancis@luminstrat.com, that’s L u m, I n s t r a t, or connect with me on LinkedIn on Brian Francis, from North Carolina, Davidson College, that should give you enough to find me, we try to put out a lot of content that is helpful for chambers of commerce through the LinkedIn. And so that would be a great place as well. That’s

Brandon Burton 28:32
perfect. And we’ll get that in the show notes as well make it easy to find and, and I would encourage everyone to reach out to Brian and ask for that PowerPoint to be able to start these conversations with your board. They will to get ideas of where on that spectrum you want to jump in at and getting involved with policy and advocacy at your chamber. And, and maybe you’re already involved. But let’s see, you know, how can you continue moving that needle. But, Brian, it’s been great having you with us today. I appreciate you taking some time to deal with us here on Chamber Chat Podcast. And I think you’ve pulled back the curtain on a lot of important topics and around policy and chambers getting involved and overcoming you know some of the hurdles that they might see as hurdles, but to see that it is possible to move, move past and move through those obstacles to really get involved in a meaningful way. So I appreciate you being on here and sharing your expertise with us. Well,

Brian Francis 29:29
thank you for having me, Brandon. Maybe I can come back and talk about Thompson sometime.

Brandon Burton 29:33
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Civic Engagement with Candance Brake

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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 Chamber Chat Podcast. I’m your hosts 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 Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

Let’s hear from Becky Womble, President of the Bastrop Chamber to hear about her experience with Community Matters.

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
To learn how Community Matters can support your chamber with your next publication. Please visit communitymattersinc.com/podcast To request your free media kit and request a proposal to find out what kind of non-dues revenue you can generate.

Learn how you can partner with Community Matters, Inc. to produce your next Chamber Directory, Community Guide or Map.

Our guest for this episode is Candance Brake. Candance is the President and CEO of the Greater Owensboro Chamber of Commerce in Kentucky. She has held the CEO position since 2015 and has a career dedicated to Community and Economic Development. She served as a three term city commissioner from 2004 to 2010, serving on conditions that led to the downtown placemaking strategy and the region shift to a knowledge based economic development strategy. Prior to holding public office, she served as executive vice president of the greater Owensboro Chamber of Commerce and Economic Development Corporation and deputy judge slash slash executive for the Davies county fiscal court. She has also served as an adjunct professor in the Department of Government at Western Kentucky University. She served on numerous boards and Ken Ken Commission’s throughout her career. She’s also a member of ACC and the Kentucky Chamber of Commerce executives and the Kentuckians for better transportation. That candidates I’m excited to have you with us today here on chamber chat podcast. I’d love to give you a moment to say hello to all the chamber champions that are out there listening and to share something interesting about yourself so we can all get to know you a little bit better.

Candance Brake 3:13
Well, thank you so much for having me branded and thanks to Carlos Phillips for passing my name on to you. He’s a rockstar around here. So and hello to all my fellow champ chamber executives. We you know we’re all right now grinding it out. And I’m think we’re all probably dealing with legislative sessions no matter where we live around the country. So it’s it’s such an energizing part of my life to be a part of a group of people who are really pushing our country forward as we push our communities forward sometimes against all the odds. So thanks for having me here today.

Brandon Burton 3:46
Yes, absolutely. Tell us a little bit about the Owensboro Chamber of Commerce. Just to give us an idea of the size of the chamber scope of work, you guys are involved with staff budget, that sort of thing, just to set the yeah for our discussion.

Candance Brake 3:59
So we actually are in the Evansville, MSA to put it in perspective of where we’re located. So we’re close to Illinois, Indiana and content. We’re in Kentucky. So we’re in a tri state area. And we have around 180,000 and RMSA. Ellen’s borough is a town of around 60 in a county of around 120. And our chamber we represent around 1000 members. Our membership goes all the way from health care to nonprofit to churches and mostly predominantly small businesses most chambers are our annual budget is a little over a million dollars. And so we operate small we have a small team of four that serves those 1000 members and we’re always trying to like every other chamber our size, we’re trying to offer more programs and and do more things for our communities because we know that that what we can do even from a programming perspective is going to translate into economic growth for our region. Yeah,

Brandon Burton 4:58
absolutely. Yeah. for staff to service 1000 members, you guys are hustling you guys are you’ve got really good efficiencies and programs in place. So

Candance Brake 5:08
I would say both I would say yes really lucky to have each other to great team.

Brandon Burton 5:14
Very good. Well, I’m excited for our topic today as we dive into that, around the the idea of civic engagement, and I think you have a unique perspective to bring to this topic. And I think across the country, there’s, you know, chamber chamber leaders from all different walks of life, some that are just starting day one today, and others that have had a whole career as a chamber executive. And you know, maybe some feel like they haven’t been given the keys or the permission to get involved civically, so I’m excited to dive into that with you as soon as I get back from this quick break.

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All right, Candance we are back. So as I mentioned before the break, we’re diving into the topic today of civic engagement. So I would like to hear from you. Just to start off, let’s let’s hear from your perspective. What should a chamber be thinking of when it comes to being involved civically in their community?

Candance Brake 7:55
So yeah, I think a lot of that Brandon depends on the size of the community or the chamber is our community. As I said earlier, we’re we’re considered a rural area. But we do have an urban center, we’ve got just a really interesting mix of what we do here economically, but also, you know, with with people who live here, we have a rising M Afghan refugee population, and then several other refugee populations that are coming to our community that we’re very excited about. And we actually have, I believe I’m bragging, but sometimes I can go just a little too far. But I believe we have the highest refugee certification rate in the country. And that’s due to the fact that we have people in our community that are that are working tirelessly to do this. So in that that person who’s in charge of that is actually our chamber executive committee. So we try to have had built a bench that really understands the community engagement piece. People who don’t see big pictures often have a hard time understanding why chambers would need to be involved in civic engagement. You know, but all the the national studies that you’ve seen, show that communities around the country that people are dealing with an ever growing sense of isolation. And isolation is not good for human beings for mental health, but it’s also not good for economies. You know, people need to feel like they’re part of things to be productive citizens. So that’s where we start started. A few years back deliberately, we engaged a data person to look at our civic engagement levels and where they were as compared to around 50 other peer communities around the country. And those peer communities would have been communities without interstates like our community and without for your public universities we have to private colleges in our community, but that public universities we know it was a giant game changer for our community. So we looked at peer communities to see how we stacked up to those with regard to civic engagement. And what we found was we were we were clearly lacking in some some very critical roles. And our board at that point said, Okay, it’s time for us to do something proactive and jumpstart where we are, as a region, or we’re going to fall behind. And that’s when we came together. And we developed a Leadership Institute. And that we started it at the chamber, and we nurtured it over a year long period. And now it is a standalone nonprofit, that it’s a nonpartisan, it’s a think tank, but it’s also a do tank, okay, we’re, we’re they’re really making things happen. But that that organization, which is in our building, but but separate, it’s really, it’s already making some great headway in civic engagement pieces.

Brandon Burton 10:55
That’s fantastic. So I would love to know a little bit more about the Leadership Institute, kind of the purpose and mission behind that kind of the work that’s driven there. But also, as I touched on in the the introduction, those who have been in chamber work long enough, have figured out how hopefully, they figured out how to get a seat at the table, how to be involved civically, but those who are brand new, maybe we can just, you know, work it into the conversation as to where they can feel the ownership and the responsibility to really take charge. You

Candance Brake 11:30
know, and I do think, and this is coming from a female perspective, but I do see, you know, a lot of chamber presidents around the country, this, this disposition is being occupied predominantly more and more by more females, I think. And that’s just anecdotal. But women have a harder time of getting sometimes just taking their seat at the table. That’s what we do. That’s what we need to do. So you know, it’s not a matter of asking for it. It’s just taking it. And, you know, stepping out of our comfort zone, we’re representing the business community, we’re representing nonprofits, and people who want to make things happen. And, you know, to me, anytime I would feel hesitant on getting that seat, I think about this isn’t about me, this is about all the people that I’m representing that write a check to my organization to fund our work. And I have to do this for them. Right.

Brandon Burton 12:22
Yeah. I think that’s a really good perspective to bring that it’s not about you, you gotta get over the uncomfortable kind of situation and just take charge and realize it’s for the people you represent.

Candance Brake 12:33
And that makes it a lot easier to be to push your way in the day when you realize it’s this isn’t about me. This is about, you know, it’s about all those other folks.

Brandon Burton 12:41
It is and as you push a certain agenda to it’s not about you or your political views at all. It’s about representing the business community. So yes, yeah. So tell us a little more about the Leadership Institute, then about what that involves. And kind of the the origins of that and how it’s how it’s become what it is now spun off into its own nonprofit. It

Candance Brake 13:00
was really an origins of, of business community and business leaders around our table and nonprofit execs and higher ed leaders and people that were seeing that we had. We don’t if you don’t know how to say this in a constructive way, but a lack of intergenerational leadership in our community. The majority of our elected officials at that time, it was actually a maybe all of them were white men, Catholic, over the average age, I think was 71. That’s

Brandon Burton 13:35
normal, right?

Candance Brake 13:38
Yeah. Yeah. I mean, that’s, you know, that’s, that’s city and county. Okay. That was all of our elected officials. Local. So, you know, it’s it was a matter of of the chamber going, Okay. This is not working for us, you know, we have to bring everyone to the table. Everyone has a unique perspective. And we have to create a city where people want to be if we’re going to compete, and we’re all saying this, and everybody that’s listening to it is shaking their head, because this is what we all deal with every day. But but the Leadership Institute was formed on that knowledge and the foundation that we have to do something we can’t be passive, and wait for someone else to do something. A cultural piece in our community has been really over the last 30 years, is to look to elected officials to lead and to kind of acquiesce, the role of citizen engagement to them. So our leadership institute is it’s more about Grassroots Leadership. It’s involving everyone and teaching people in their role as citizen teaching them how to get power for things that matter to them and that they feel like matters to the community. We have bases on the Kansas leadership Center’s adaptive leadership model And we do adaptive leadership training quarterly for people who have been in other leadership programs in the community that are interested. And that’s been really, really interesting and cool to watch. People, the light bulbs come on in people’s eyes, you know, like, oh, I don’t have to be an elected official, I don’t have to make this change. And we have some really great things happening now because of that.

Brandon Burton 15:23
Yeah. So personally, you took civic engagement to another level, right? You worked at the chamber, and then became an elected official for a time period. And all right back to the chamber. And I understand there in Owensboro, there’s a little bit of a history of, of a chamber staff becoming elected officials. So but I’d love to know what perspective that brings for you, as well, from having the chamber point of view. And then as the elected official, and then bringing it back to the chamber. Yeah.

Candance Brake 15:53
And also with the county, because I was on the county staff to was their administrator for a while. So yeah, I think the local government experience as an elected official, but also as a staff person, it gives it really gives you an inside an inside knowledge on the nuances of how they operate, first of all, you know, but also, you know, it’s kind of there’s no mystery in it kind of takes the veil off. It’s, it’s, you know, it’s representative government, and they’re here to represent us. And, you know, that’s all I don’t know. So that’s, you

Brandon Burton 16:27
know, that’s, that’s good. In that experience, was there talk about chambers of commerce that are trying to get the local chamber involved at different things are very siloed. No, the

Candance Brake 16:40
chamber, the chamber was always, what’s the chamber going to think about this? What’s the chamber gonna say? And then, when we did our we did that massive economic development placemaking strategy piece downtown, the Chamber support for that was critical, because we did write attacks to find it was $150 million in infrastructure improvements, and then 40 million from the federal government’s thanks to Senator McConnell. But but we had to raise those, we had to raise taxes. So the chamber coming to that meeting, when we raised it, and we had a, we had a City Commission chamber full of very angry, very loud, as anyone can imagine. And there was, it was one of the toughest meetings I’ve had, and I’ve had some tough ones. But having the chamber there to stand up and support us, was invaluable. It didn’t slow the den of the The cave people, the citizens against virtually everything. But it did, it did. It did give us the wind, I don’t know, in the courage, you know. So as a chamber president, now I know how important our role is, to those elected officials and to the staff, you know, because sometimes the staff are doing things that the elected officials don’t like, but the chamber wants them to do it. So it, you know, we have an important lobbying role within all the things that happen in the community,

Brandon Burton 18:04
right. And every community is so different on what their needs are and what those hot topics are at the moment. But for, for somebody who may be newer in the position, what would be a good first step to try to maybe level up there or get involved civically? And really? No, it’s about taking the seat, but really making the introductions trying to go to lunch with somebody like what what would you suggest, like tactic wise, to try to get involved?

Candance Brake 18:33
So I think I think the adaptive leadership model is the most important, you know, because your core constituents are going to depend on what issues you know, and if you were moving into a new community, I think that would be one of the more difficult chamber roles to take, because you have to find out, you know, who, where’s the power? And who are the players? Who can you trust that you have to do a lot more listening? than speaking for I would say here, you know, and that’s what I did you have to learn the rollback, but you do have to learn? who’s listening to whom, and, you know, who are the experts in what areas and and who are the, you know, we’re the hidden roadblocks or the hidden. I don’t say enemies, but the people that are going to try to kill projects in progress.

Brandon Burton 19:21
Yeah. So do you find that as a chamber, you’re taking issues to your local governments? Or are you seeing what the local governments do and trying to get behind those things that support local business? Or does it go both ways? How does how’s that relationship?

Candance Brake 19:35
It’s absolutely a mixture. You know, it’s there every day is a different, you know, piece of our partnership, but some days, it’s them coming to us and some days, it’s our going to them. But regardless, it’s that partnership is is very important to all of us here. And it’s the only thing that we can when people stopped talking, we stopped moving forward,

Brandon Burton 19:56
right, right. Now I think that’s so key. You So I always like asking this question. So for listeners who are out there who want to take their chamber up to the next level, what kind of tip or action item, might you suggest that they can maybe try implementing at their own chamber to see some positive results?

Candance Brake 20:17
Well, I think, for smaller chambers, one of the problems is that we don’t have, we don’t have the time to do things that we need to do. And I think one part of what what I did when I got into this position was we had all of these active committees. And I have a different philosophy on that of the committee meetings, because I worked on the echo chamber days where we had small business committee that had to meet once a month, we had to have the programming we had to do, and then staffed for other committees, and all I was doing was staff and committees, and not doing work, or not doing the important work for the community. So we have, we did an essential, basically an inventory on really where we are the chamber, we are a small business committee, I there’s there seems to be, so we eliminated things, and then we shifted to programming. And that has been, that’s been something I think that’s made us very successful. It has helped us engage a different group of people in the community through our programming. And it’s also given us an opportunity to develop some non dues revenue potential. And I mean, we all know that the non dues revenue is very important to our, to our existence.

Brandon Burton 21:32
Yes, no, I think that’s such a key point to touch on and, and really just taking that inventory of, you know, what is it that’s that’s sucking all your time out? Doing

Candance Brake 21:41
this? You know, why are we doing this? And is this really feeding our mission the way it needs to? Right? Yes.

Brandon Burton 21:46
So it’s not only the time, but it’s the energy that gets sucked into, like you were saying these different committees, right. So then when it comes back to that important work of really moving the ball forward, there’s nothing left in the tank. So I think being able to reassess, eliminate, shift those priorities and programming, I think you guys are, that’s, that’s great. A great tip. For listeners to really take inventory and see what they can do.

Candance Brake 22:12
You gotta be brave to do it, because it ruffles feathers. And you have old timers who have had been on the Small Business Committee for 35 years. And you know, that’s that was their thing. So, you know, but you got to find a way to get those people can onboard to. That’s

Brandon Burton 22:25
right. In fact, we just we did an episode a few weeks ago about overcoming the vocal minority. So if you miss sang, go back and listen to that, like

Candance Brake 22:34
we can do. I think we need to know a lot about that. That’s right.

Brandon Burton 22:38
Absolutely. So I like asking everybody, as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Candance Brake 22:49
Well, I think as our local communities across the country become more nationalized in our politics, I think chambers are going to be more and more important than ever, we have, we have an existential piece, particularly in in areas like islands burrow, where we have lost corporate headquarters, and those corporate headquarters, when they move to other communities around the country, they lose that loyalty that they would have to their local chambers. You know, Walmart was thinking that they’re not members. But we do, you know, everything that we do helps Walmart, and but you look at so many different companies that have taken chambers off of their radar screens. And in essence, what they’re doing is making money in a community. And throughout, then they’ll give some money to a non charity, and then think that checks their block when the chamber is doing the heavy lifting for the charity as well. So we have to figure out how to articulate to those those corporations, why we are important, and get people to understand that and care about it. So I think that’s going to be a real challenge. But the scary part is there’s that big challenge there. But there’s also the vacuum that we have to fill with the leadership piece. And you look around the country, and I look at my colleagues and the great work they’re doing. And and I believe more than ever, you know, and I, I believe that chamber chambers of commerce, can can make our country better I really do. Because they don’t care what party you’re in. They don’t care what your private agendas are. We’re just trying to move the community forward. We’re to me with a great example of, of really how, how our country can work, you know better.

Brandon Burton 24:41
Yeah, no, and I think you hit on something there with really getting that that messaging down to these big corporations that are more national national chains because they do they look at the bottom line and what’s going to make the most profit and then they’ll give something back to the community but it’s not. It’s not hitting where it counts the most. Yeah, it’s for show. It is it is. It’s for show. And I’ve seen that and seen the messaging that these big corporations put out about, essentially just that it’s about the bottom line. Yeah, yeah. So if if anybody hits on something that works well, there, you know, please share it with us. I’ll have you on the podcast, and we’ll talk all about it. Yeah. Both candidates for for anyone listening who would like to reach out and connect with you or learn a little bit more about how you guys approach your civic engagement there in Owensboro, what would be the best way for them to reach out and connect with you?

Candance Brake 25:38
My email, which is cbrake@owensboro.com. That’s love to hear from from colleagues from around the country. Yeah, energizing and empowering because we are really all going through. And I will say one more thing that I would give to a younger or a new person in the chamber world is find another chamber executive, somewhere that’s leading that’s similar to your organization that you can call, and you might be calling to cuss about the the mayor, or you might be calling to cry because your board chair, you know, did something, you know, but But it’s having that person that you can trust. And that really understands, because, as we all know, nobody understands like how insane this world is, until they’ve been in it and the complexities and the balancing act and everything we do every day. There’s just there’s not a lot of folks that understand it. Yeah. So when we talk to chamber time, because chamber time here, you know, one week is actually about two years, it feels like right, I mean, yeah,

Brandon Burton 26:42
so now it’s true. And I think that’s such a great piece of advice. And I would even add to it that as you look to the other chamber executive, the other chamber professional to connect with and have your chamber time. Look at where you are professionally and look at someone who’s maybe a step or two ahead of you, however you determine that. But there’s some real icons in the chamber world. It may seem unattainable to get to where they’re at, if you try to connect with them right away, but look at somebody who’s a step or two ahead of you. That’s doable. You can you can get there and you can look to the adding more people to your chamber time,

Candance Brake 27:21
we all know and we all know Brandon and I know you feel the same way we all know that, that it’s feels makes us feel just as good to be that person that’s called the younger and the more aspiring and makes we could just as much as all of it, you know, as we do when we call the person that’s two years or two things at the wrong from us. It’s yeah, it takes all of us

Brandon Burton 27:40
you get all those reminders of when you were in that position a few years before and like, oh, yeah, that’s why we do this now. Right?

Candance Brake 27:47
And also, you know, it always works out.

Brandon Burton 27:49
That’s right. That’s right. Well, I will get your email in our show notes for this episode. So anyone can look you up there and connect with you. But I really appreciate you setting aside some time today amid your busy chamber schedule to view with us and offer your experience and insights especially on this important topic of civic engagement. So thank you for being with us today.

Candance Brake 28:12
Thank you so much for inviting me and thanks to everyone else for all the great work you’re doing.

Brandon Burton 28:17
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.

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Rapid Growth After Pandemic with Christine Cribb

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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 Chamber Chat Podcast. I’m your hosts 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 Community Matters, Inc. With nearly 20 years in the chamber industry and over 100 media awards presented to their chamber partners, community matters provides the R&R that every chamber needs, revenue and recognition.

When it comes to publishing a Chamber Map directory or Community Guide, Community Matters has a trusted experience to help your chamber accomplish your goals. With different advertising sales models and publication styles, Community Matters will help you create a non-dues revenue machine!

Let’s hear from Becky Womble, President of the Bastrop Chamber to hear about her experience with Community Matters.

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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Our guest for this episode is Christine Cribb. Christine has been at the helm as the President and CEO of the Cleveland County Chamber in North Carolina for the past two and a half years. With an infectious energy a hunger for smart growth and a passion for helping businesses thrive. Christine has now left her mark on two chambers. Christine’s impressive track record and chamber world speaks volumes about her dedication and expertise. In her previous role she led the largest chamber per capita in the state of Washington, and accomplishment that exemplifies her talent for driving success. The chamber team not only grew the chamber, led and represented the business community but the Oak Harbor Chamber Fourth of July festival was voted number seven in the country by USA Today’s readers poll. In 2019. Christine was voted Community Leader of the Year by her peers solidifying her reputation as an exceptional leader. After spending most of the pandemic in Italy, Christine returned to the States to continue the work she loves. Chamber world took her to Cleveland County Chamber of Commerce where she conducted a listening tour and has since become a unstoppable force of innovation and growth. Her contagious enthusiasm or it has propelled the Cleveland County Chamber to new heights introducing over 15 New trailblazing chamber events and programs that have invigorated the business community all over the county and beyond. Her leadership has grown the chamber Upon her arrival at 325 members in July of 2021 to 619 members today. So Christine, I’m thrilled to have you with us today on chamber chat podcast. And I’d love for you to take a moment to say hello to all the chamber champions that are out there listening and to share something interesting about yourself so we can all get to know you a little better.

Christine Cribb 3:51
Well, thank you so much. Thank you, Brandon for having me today. Team, your chamber champions, I so much admire and respect what you do every single day you bounce so many hats. And it’s just a profession that has so much pride and joy. And very few people know what’s going on behind the scenes at or on on any given day. So I just I love this world and love being part of it. I think most interesting thing about me, of course, I’m a new grandmother. So to me, being a brand new grandmother is for the first time is just a pure joy with my family on a personal level. I will share that when I went to Italy. I left for Italy in January 2020. And the pandemic hit that February and I was in Italy for a year, which was about the best adult timeout you could imagine. And being from Can you imagine being from chamber world. Please don’t anyone feel sorry for me in any way because I do Drink a lot of wine. And I learned how to cook Italian. And when the airport’s opened back up, I knew that I needed to go back doing the work I love to do. And I did a nationwide search to return to chamber world to make a difference for businesses. Very

Unknown Speaker 5:15
good. My

Christine Cribb 5:16
little gold. Yeah.

Brandon Burton 5:18
So I figured there was more of a story there to the Italy detour with that some people would say stuck there. But it sounds like you didn’t you didn’t feel stuck you if you enjoyed your time there. So

Christine Cribb 5:34
exactly. And when I came here, I enjoyed hearing people’s stories on how they pivoted. And it was really meant to be moment when you can’t do anything. I’m in Italy, I cannot do anything. But watch, listen here. Watch how businesses were trying to pivot watch what they were doing differently. So I came back. So it just feeling very energized to to continue to help businesses. So yeah, but I did learn how to cook a lot of Italian food, I can tell you that I enjoyed. I enjoyed that as a

Brandon Burton 6:11
great skill to have. So will tell us a little bit about the Cleveland County Chamber just to give us an idea. We talked about the size and 619 members now but what is the staff situation look like the type the scope of work, you guys are involved with? Budget, that sort of thing to kind of set the stage for our conversation?

Christine Cribb 6:31
Oh, sure, absolutely. So when I joined the chamber, we were in July 2021, we were still attached to economic development partners. So that was well over a million dollar budget. But most of that was economic development partners. So we started from scratch. When they separated from us. We had at the time, five employees. We took it down. By fall of 2021. We took it down to to an administrative assistant and myself. So I wore all the hats of membership sponsor sponsorship, invoicing, billing, and I had an administrative assistant that was doing the scheduling that I told her, I was brand new in the community, I wanted to meet with every person I needed to meet with. And so she set my schedule, and I set out Google Maps, and I started to just meet people and cultivate and establish relationships. It was a it was, it was really a challenge. We also updated the website. So internally, we were putting a brand new website together, we flipped databases, which everyone knows that that can be a nightmare, I foolishly thought it would take us three months. And it actually took us almost a year to get it within really good working in a good working way. And then I hired my our master plan with the board was to hire more people as contract employees instead of employees inside the chamber building. So we have a two story building three offices upstairs. So we filled those three offices upstairs with leasing. And that funding was the revenue stream to help improve capital improvements for the chamber foundation. So people wonder what what the great value is of a chamber foundation, the foundation owns this building that that were housed in, in Uptown Shelby. And that leased property upstairs funnels for capital improvement projects to take care of the building. So we now have three employees. I’m I’m answering your question in a long, long sentence but it but it’s really exciting because we took bookkeeping out of office and the end had that, that contract. We took some marketing off and put that into contract employee. We our Monday minute our newsletter that was all done remotely as with a contract employee until I just brought her in last year. So now we have 2.8 members of the staff with a and looking to hire in fourth quarter one more member of the team. Awesome.

Brandon Burton 9:21
So going along with our topic for our discussion today’s we’re going to focus on the rapid growth that you guys have seen, especially coming out of the pandemic and since you’ve arrived there at the Cleveland County Chamber that plays right along with seeing the staff numbers as you guys you know had the economic development you know parts and you see those staff members leave but then building it back up to kind of match what you guys are doing with membership levels there is pretty impressive. So I am excited to dive in deeper on On the discussion for today and really learning what you guys did to really drive this rapid growth and I know you’ve got this infectious personality and a drive to really make things happen, but we’ll dive in deeper on that as soon as we get back from this quick break.

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All right, Christine, we are back. As I mentioned before the break, we’re going to focus our conversation today around the rapid growth that you guys have seen since you came on board there at the Cleveland County Chamber and especially coming out of the pandemic. I know, through the pandemic, obviously chambers everywhere were challenged, but also were able to really show their value, which at a time where their member businesses might be struggling chambers were able to really step up to be that that resource that they go to to help strengthen the business community. But I’d love to hear some of these experiences and kind of what those drivers were to help with this rapid growth.

Christine Cribb 13:25
Door. Thank you. So we I had a philosophy and I had it in my previous chamber that we don’t chase members, we attract members. And so that’s probably one of my best gold nuggets is I have not knocked on one door, nor has anyone on my team and said, you are a member of the Chamber of Commerce. Here’s my card. Let me tell you about the chamber. I’ve been very dependent on the chamber board ambassadors and fellow Chamber members. Now when I got here, it was kind of like the perfect storm brand. And because we’re coming out of the pandemic, there is one annual month or one monthly event and two annual events. And I remember telling staff that there there will be five in the next year monthly events. So I tell people, we introduced programs that do not if you only had a business after hours, and people would say well, I have to get home and I have to cook dinner for my children or do homework bla bla bla, I can’t attend a business after hours. Well, that that wouldn’t work in my chamber world because we have a business over breakfast, which is for the morning people which is a networking opportunity and a gold nugget speaker and then we have our member luncheon where we introduce our new members along with networking and a great gold nugget of a keynote speaker. And then we also have business after hours and every month we have to lunch and learns. And so I tell people if you if that doesn’t fit in your schedule any one Have those, I’m in bed by nine o’clock, and I can’t help you anymore. But I’m imagining that it would fit, you know, offering enough programs that fit with people with their schedules. So that was kind of the the brainstorm behind it is to create enough programs not to be I wasn’t afraid to fail, create enough events and programs that members would fit into member schedule to participate and be part of the chamber. And then really messaging what the chamber does, you know, we do not do community events. So we’re in my past chamber, we did, like four major community events here we don’t we are resources, marketing, continuing education, and networking. And we just drive home that if anyone was to give our 32nd speech, spiel of what the chamber does, we get to share, we are these four things. And our sole purpose is to help businesses succeed, we are not funded by the city, the county, or the state, we are a member driven organization with the goal of helping businesses succeed. That’s all it takes. And then when people repeat that, that’s where the growth comes from our social media presence had a lot to do with it. People walked in the door and said, I’m watching what you’re doing on social media, and I want to be part of it. So it was it was twofold. It was people talking about what we do and understanding when people say, oh, yeah, I’m a member of the chamber. Well, why are you a member, our ambassadors and our board? And those people actively involved in sponsorships and things like that? They can answer that question very easily.

Brandon Burton 16:41
Yeah. So let’s lean into those two areas a little bit more. So I think word of mouth is always the best form of marketing. So you said you’re trying to lean on other members and your board members, investors, that sort of thing to really drive is the buzz about what the Chamber’s doing. You’re not out there knocking on the doors, as you said. So what built that enthusiasm, that energy would infuse that energy to get these members talking? Was it the creating the events first? And then they were talking about them? Because they came in and experienced it? Or did you create a buzz that led to the events? Or what? How did that origin even

Christine Cribb 17:23
deeper? That’s a great question. So the first thing I did July through September 2021, is I went on a listening tour. And I made sure that what we were going to create as a team. And what I was going to pitch to the board at the board retreat in that October was what members wanted. So we did surveys, and I did a listening tour, I learned the past, I learned about the future and learned about the state of the businesses coming out of the pandemic, which is very different than before. So I listened. And then I vetted numerous things, not only from my past, that worked well, but I wanted to make sure they would work well here. I vetted it through the ambassador program, we each took a program, or an event that we had that had been pitched to me and we vetted it among the ambassadors. And then at the board retreat that October, I pitched the following year, what we were going to do. So when we share, you know, here’s what we’re going to do for 2022. We’re going to introduce nine new programs and blah, blah, blah, blah, blah, it had all been vetted very well, it wasn’t just, you know, I have the enthusiasm and I have the the risk, I’m willing to take a risk in something failing to try to do something different than what had ever been done before. Also watching from the sidelines during the Chamber’s had to pivot drastically and make sure that their value was so relevant in the community, I didn’t want to just be, you know, when you ask someone, why are you a member of the chamber? Oh, we’ve been a member for 40 years, because we always have been or we should be, I want the answer to be. We’re a member the chamber because why wouldn’t you be? That’s the answer that I want one woman out.

Brandon Burton 19:13
I like to elevating that what that answer is in thinking is people are asking what is the better answer providing that experience for them to have the better answer that better response.

Christine Cribb 19:23
So we meet the other thing Brandon we do, which is just a staple in this chamber and with the ambassadors is we do not say the word no, there is no negative. The sounds kind of corny, but it’s just my philosophy. There are no negative words expressed. So if somebody comes in and says, I want you to blow up my logo in nine places, and I want you to do it for $100. Well, of course that answer is going to be no, but we never say the word. Now we say let’s Sit down and talk about the sponsorship packet. And let me show you what’s available. We we train staff, that there is never a negative word spoken in the office. And there is never we work around making sure that we do not use the word no to our members. Because we all know that chamber membership is an option, not in necessity. We’re not the electric bill. But we want to make sure that people feel like they cannot live without their business will not succeed without the energy that this chamber is putting behind them. Right?

Brandon Burton 20:31
Yeah, I’d love that mentality. So tell us a little bit more about the social media experience in the presence that you guys built there. And now you’d mentioned that you had now have that outsourced to do the marketing, if I understood that correctly. But what were some of those drivers on the social media front that really created engagement and, and brought people out?

Christine Cribb 20:56
Sure, the advantage I had was social media, specifically, Facebook was very active during pandemic coming into Cleveland County, North Carolina from Oak Harbor on would be island in Washington State, I had brought a following with me of chamber people if I could and businesses that wanted to see what what we what what I was going to do next where where I was. And so I actually started with my following personally, and then would forward it on to the chambers to the Chamber’s Facebook page and started to drive some traffic that way. And we focused on the energy of every single thing we did, about, for example, yesterday, we did, I spoke at BNI, presented at BNI at 730. In the morning, we did a ribbon cutting at four in the afternoon for a new nail salon. And then we had our gentleman’s bourbon dinner and tasting last night that started at 630. All of those went up on Facebook, to just remind people of all the things we’re doing to help businesses succeed in Cleveland County. So we put everything up there that the answer, the simplest answer is, the recipe is simply be positive in your posts, and post what a joy it is and how humbled you are to serve and get those posts up to show people the energy and what you’re doing. If you’re not on social media. How will people know what you’re doing? You know, if you’re so bogged down in the the the constant tasks of doing your chamber work? How do people know what you’re doing? And I feel like Facebook has been really a great tool for us.

Brandon Burton 22:47
Yeah, that’s interesting, taking your personal following and helping to build your your chamber following the chamber Facebook page that says interesting approach. I love how you mentioned when you came on board at the Cleveland County Chamber, you did this listening tours even around and want to know the businesses what the community was all about. Since then, the membership has almost doubled. I mean, you guys are knocking on the door of doubling the membership. And so that tells me there was a lot of members in the club or a lot of businesses in the community that were not currently members. So as you did the listening tour, as new members join that maybe been in the community for a while. What were some of the some of the feedback that you received have, maybe were, you know, things have been missing the mark in the past or things that you were doing that they noticed that they wanted to be a part of. I’m curious what some of those responses

Christine Cribb 23:50
are. So are. The message that we put out is definitely that we represent the business community in all of Cleveland County. So some people thought maybe the chamber was a little more exclusive. Some people thought maybe the chamber was more about the big businesses and not small business. Some people thought it was you know, a little bit of an old boys network down here. And I just reassured everyone that it’s it’s the Cleveland County Chamber of Commerce represents all businesses in Cleveland County, like we are a membership driven, but we were the biggest networking organization in Cleveland County, and we represent everyone. Now everyone also knows that coming out of the pandemic businesses started at such a historic pace that we also grabbed a hold of an awful lot of them. People that were small business that said, I’m going to get out of that work I have done in the past and I’m going to live my dream of being an entrepreneur and doing blank. So we welcomed them, we partnered with the Small Business Center at the community college to make sure that they had business plans and were prepared for things that would come up that they that were not their expertise, and just nurtured those. Now, we also all know, and we’re very realistic. So while we’re proud of our growth, we’re very realistic that only 70 that 75% of all new businesses will fail in the first five years. So at that growth that came out of the pandemic, we’re probably going to plan a decrease three and five years from now knowing that not all of them will succeed, but they did the energy that has already been established. Somebody says, I’m starting a business, they are going to come in, and we’re going to help tools and the resources to succeed. Some businesses had left the chamber prior to pandemic, for whatever reason, didn’t find the value. And we heard they, you know, we saw them come back, while businesses didn’t know that small businesses could be part of the chamber. And with that domino effect of people talking about all the events and the programs that we were doing, that brought them back in the door. So it was kind of multifaceted of who came in the door. But it all led back to someone telling someone else about the energy or the programs or I’m starting a business. Oh, you should go talk to the chamber. So getting the word out about what the chamber did was was the most critical, critical of that to make all that happen? Yeah,

Brandon Burton 26:31
absolutely. So when you came onto the the Cleveland County Chamber Did you? Did you have a goal when it came to membership is that? If you did has that been shared? Have you exceeded that? Are you still working towards it? I’m curious.

Christine Cribb 26:49
Let’s this so that anyone that knows me knows that I would have a goal. So that’s the first board retreat, a board retreat in 2021. I shared with the board that there was no reason this chamber and at the time, were 340. Probably by then. I said there’s no reason this chamber is not 1000 member chamber. And I remember the awkward silence that attacks there, because they just thought that membership was a struggle, right? That that chambers get that that stigma that you have to knock on a door and pitch somebody why you need to be a chamber member, and it’s not the right fit for everyone. So to me, I don’t need there’s 20,000 registered businesses and the registered deeds in Cleveland County, I don’t need 20,000 of them. I want to help those that want that need these benefits to help their businesses. And there is no reason we’re not going to hit 1000. I did not think we would accelerate at this pace. I’ll be honest, I thought it would take five, seven years to get to that 1000. But I anticipate that we’ll get there in the next two or three years now.

Brandon Burton 28:02
Yeah, that’s awesome. I love the big goals and the ability to believe it and to go after it. And it’s happening. So congratulations to you guys.

Christine Cribb 28:15
Thank you, Brandon. I also want to share that that the one I mentioned earlier that I’m not afraid to fail, we did it programmed, that did not work well. And I had no problem saying, you know, we gave it three shots, and it did not work. And so let’s do something else. So I’m not afraid to fail. So we introduced something. And if it works, that’s awesome. And if not, let’s just keep reinventing it. Let’s not stick in be stuck in what we’ve always done. Let’s do something new and different, or change it. Last year, we introduced a professional women’s luncheon. And to me, we needed I had one sponsor, and we needed 40. Women to to for me to think that I had it be a success. Well, we had RSVPs of 100. And that was capacity. And so we were sold out and we had a great keynote speaker come in and share stories. And it was very inspirational. And this year, so people were already asking what are what is the plan for next year. So 2024 we took it to a bigger venue. We’re going to be sold out at 200. We have a keynote speaker from the Ritz Carlton Leadership Center coming in, and we just reinvented it and made it bigger. So I am not afraid to just take a risk. If that professional women’s luncheon had not been successful, we would have gone on and tried something different. But that one was was a home run home run

Brandon Burton 29:41
for sure. I love that being able to cut the ones that aren’t serving you and lean in harder on the ones that are and before we started the recording, I had mentioned that the new event that you guys added last night, right for the first time. I’m going to tell a little bit about that and the success from there.

Christine Cribb 29:58
Absolutely So bourbon is a really a big deal here. And the people I’ve met that collect the bourbon that look for unique bottles, just kept resonating with me. And so last fall, I had this idea because we have a building that will be 40 years old and in 2025. And we have a revenue stream that supports some capital improvements. But we needed to beef up that funding a little bit more to get more work done. So we started something called the gentleman bourbon tasting and dinner. And it is at a new venue, which is has a like a speakeasy feel, and the the revenue made from it will go toward capital improvement. But it sold out we did small just like professional women’s luncheon, or Yeah, the professional women’s lunch, we did smile, we did a dinner a beautiful dinner with for 24 and did a very phenomenal raffle item. And both were sold out within three days. So we added a second night, which is tonight. And we’ll do an instant replay of the bourbon dinner and tasting. But I’m also and it does seem to be it’s going to net a few, quite a few $1,000. So it’s, it’s really great. But once again, if it wasn’t, I’d be totally okay with that. Like, if it didn’t work, then we’ll go do something else. But apparently I hit the nail on the head with this bourbon theme.

Brandon Burton 31:39
That’s fantastic. I love hearing the stories and, and being able to own up to when it’s not going to work to be able to cut the loss. So I love that

Christine Cribb 31:48
right. And let me share one let me serve on because I know that lots of chambers, they have a hard time pitching their board. And there’s some a mentor of mine once said, you manage up and you manage down so you manage your staff, obviously, but you also manage your board and you make sure they’re the board is crystal clear on what their responsibility is. And if a board member is passionate about marketing, then there’s a chairman of your marketing committee. And they you’re you’re tapping into what they want to contribute to the chamber. The other thing that’s really important to me is a good healthy relationship with your board of directors is really, really critical. But I’m also not afraid to ask anyone for an extra sponsorship. So somebody pays their membership dues. And oh, and we had a huge dues increase. Brandon this past year. So a year ago, I’m a believer that your operations need to equal your dues rather than your your revenue from your dues. I think most chambers operate that way. So programs and events, build better programs and events. That’s what they’ve that funding should do. But membership dues needs to equal your operating costs. So your operation budget and membership dues should be pretty much in line with each other. So we did a membership dues increase. And my philosophy was if somebody is not complaining about how much they’re paying for dues, then you’re not charging enough. Yeah. Think about think about that. So we increased from a basic membership dues here was $300. We increased it 25% and went to $400. And we have zero pushback. Wow. Not one person said so. And now that funding is equal to our operations budget. So that that was a, you know, an end to convince the board that this is best practices is that the Chamber revenue from their membership dues equals your operations budget. So let’s make that happen. And if we lose members along the way, I promise we’ll gain them in the long run. And we did not lose one member.

Brandon Burton 34:04
So

Christine Cribb 34:06
taking a risk like that, yeah, take a risk like that. Brandon, where if it had failed, I was prepared to say the worst case scenario is we start to lose members, but we will gain them back with the new members that will join that will pay $400. And we did not lose a member I we were taking a risk again, right? Yeah. So you have to be a risk taker. And you have to be positive about it the whole time. Like you can’t say, you know, I’ve listened to some cohorts that and they feel so bogged down, that their energy resonates with their staff, it resonates with their members, and it needs to be positive. So my background is in Macy’s specialty stores. I was their new store coordinator in the Midwest, a long, long time ago, but their philosophy was when you hit the floor, it’s showtime. And that’s kind of the philosophy here you know, you might have had a flat tire or the baby spit up on you or what Whatever. And I’m really sorry. And we can talk about that behind the scenes. But when you’re in front of a member in the community, it’s showtime you are you represent all the energy. And so your energy equal, what is in your membership? So if you’re positive and happy and you know, get it going on, then then that’s what’s your membership is going to resonate. And do you make everyone happy? No, but I’m a full. I’m a firm believer that we don’t need to make everyone happy. And if it’s not the right fit, you are welcome to leave the chamber. I don’t we don’t have to have a person that’s unhappy with the Chamber of Commerce as a member happily say goodbye. I’m sorry. Not a good bit.

Brandon Burton 35:41
Yeah. Such a great lesson there. And for chambers out there that are looking at needing to increase their dues, yeah, the revenue from their dues. This is a great example here at 25% increase with zero pushback. And I understand every community and chamber is different. But there’s one there, there’s room to increase and grow. So thank you for sharing.

Christine Cribb 36:07
Absolutely, and preparing for the worst case scenario. So someone came in and said, You know, I can’t afford $400 a year if they had said that, I would have obviously wanted to coach them on their business plan. But then I would also work with them. Right. So we could do quarterly payments, or we can do very seldom do I do monthly, but I could have done, you know, I was willing to say the worst case scenario, and somebody says that. Yeah, I was willing to work with him. It wasn’t just black and white. Yeah,

Brandon Burton 36:40
I love that. So as we start to wrap Yeah, as we started to wrap things up here, I wanted to ask for those that are listening who are looking to take their chamber up to the next level, what kind of tip or action item might you want to share with them that they can maybe take back to their chamber to implement?

Christine Cribb 37:01
I would do. Let’s see, when I walked in the door, we have a non negotiable list and that that positive attitude is non negotiable. So there’s that starts in house, I would take a look at not why it wouldn’t work. But what if it did work? Like I would give everything you’ve ever pitched thought of that anybody has said, you know, people come into our offices, and they say, You know what the chamber should do. And they say that as if you’re sitting, sitting back eating bonbons all day, right? Yes, and you want to say, oh, gosh, thank you so much for that. Now, I will give up my my cheesecake here and I will go do what you asked me to do. I would say throw everything on the wall and see what sticks. You know, throw all that spaghetti on the wall and take a risk. And don’t be afraid to fail. But along with that comes a great positive attitude. It comes with a great board relationship. Because if I ever thought I had to you know, if I had to think twice about the job I was doing because of my board of directors, I would not be doing this, we would not be as successful as we are right now. We have 100% support of a board that was huge. When I got here, we downsize it. I’ve an advisory committee, I vet things through them. Every I communicate with them regularly, there is no doubt in the board’s mind what’s going on at the chamber and what we’re doing, having them along for the ride. And then build programs that attract people don’t chase members build programs that attract but do it in a way that members had a part of what was going on. They had a part of creating it, man, you get a piece of that. You give someone an idea. Somebody gives you an idea, and you’re actually taking it and bringing it to fruition. They were thrilled. You know they’re there. They’re part of your chamber, then that’s more than just writing and chat.

Brandon Burton 38:58
Yeah, that’s awesome. Yeah, they become an advocate for where you guys are doing them too and helping to share that. That greater good. And there

Christine Cribb 39:09
goes the word of mouth. The word of mouth. I’m telling you, I’ve not knocked on one door and not given my card to one person and said, Are you a chamber member? I’ve not done it. So even last night at the Bergen event, seven of the attendees were not Chamber members and three of them came up after and said we used to be members and now I’d like to rejoin So my number is going to increase in just just this week alone. But and I didn’t say a word it was the premier sponsor said if you are not a chamber member right now you you need to think twice about that decision. And we got three members and I never said a word I never pitched other than what we do and what the funding was going toward for the event last night. Yeah,

Brandon Burton 39:56
I love it and it wasn’t exclusive member only event. So you open it up and you know, opportunities so good.

Christine Cribb 40:04
We also most all of our events, so even a lunch and learn is no fee for a chamber member but a $10 fee for a non member. And generally at every lunch and learn there is someone who is a non member, and we get to I get to come in, they do a roundtable, and I introduced the chamber and what we do, and that’s it, most all of our events have a member and non member fee. Right?

Brandon Burton 40:28
Yeah, I love it. So as we look to the future of chambers of commerce, how do you see the future of chambers and their purpose going forward?

Christine Cribb 40:40
I feel if I, when I give my 32nd Get a pitch about a chamber, we have to constantly reinvent ourselves and stay relevant. So when I did that listening tour when I got here, Brandon, I could get a lot of appointments, but I could not get one appointment with a elected official. So it told me that the chamber was not relevant when it came to elected officials. Now, we have a legislative affairs committee, we have a legislative affairs agenda. And last spring, we had 195 people attend a Monday morning at 730 legislative breakfast. So cultivating those relationships and being relevant, like don’t think it’s just the way it’s always been, is the way we can do it going forward. Before I got here, I did a nationwide search and I interviewed with six different chambers. And I got six different job offers, which told me I probably have a screw loose to get back into this business. But I was just passionate when I came back from Italy about coming back and helping businesses succeed. And in doing that some chambers weren’t even opened back up yet brand and like they were still scared about what the future would hold. And I would say you have to take risks and you have to reinvent yourself all the time, you have to be relevant, reinvent yourself to what is relevant, and stay positive and energize. And when you think what we do what our responsibility is as a chamber is to offer business resources. We offer marketing, we offer continuing education, and networking opportunities. Those four things are what businesses need to succeed. So as long as you’re reinventing yourself to focus on those four purposes, at least, that’s within our chamber. If those four pillars are the reason we’re here to help businesses succeed, those are what we have to reinvent every year and make sure every one of them is at the best capacity we can provide to help businesses succeed. That’s the future of the chamber, I believe. Yeah,

Brandon Burton 42:47
I love that love that glimpse of the future. I wanted to make sure you had a chance to share any contact information for listeners who might want to reach out learn a little more from us figure out how you guys are doing things are in the Cleveland County Chamber, what would be the best way for someone to reach out and connect with you?

Christine Cribb 43:07
Well, that’s wonderful. They could connect three ways you can certainly connect over messenger on Facebook at my Facebook is Christine Cribb. You could connect via email christine@clevelandchamber.org. And I’m happy to give my spell out 360-632-6533 To reach out best way is a text. If you email as all chamber world knows if you’re at the first email when I sit down, you are in luck, and you are thrilled that I just replied. But if you are the 80th one, you’re like, why isn’t that woman replied to my email yet. So anyway, any of those ways, I’m happy to reach out I’ve mentored a few chamber directors. And I’m just thrilled at this work. I love that we make a difference in the business community. We had a member that came in wanting to do something that was a sponsorship. When I first got here, he did website. And he then got involved in the chamber just from a conversation with staff and myself. He went from seven clients to 32 clients and he’s hiring two new part time people. And it’s because he just immersed himself in getting his card out there and talking to people and attending events and he became an ambassador and he contributes his success with with getting involved in the chamber. So it works.

Brandon Burton 44:39
Yes, I love it. I love it. But Christine, I have enjoyed having you on the show today. I love the enthusiasm, the passion that you bring to your chamber work and sharing the experiences and stories that you’ve experienced, especially over the last two and a half years. As you’ve seen this rapid growth or Cleveland County Chamber I appreciate you putting aside time to be with us today. And wish you the best on reaching that goal of 1000 Plus members there at your chamber thing. Thank you for being with us today.

Christine Cribb 45:16
Thank you so much Brandon. It was such an absolute pleasure and I love this world and I love I love chambers and helping businesses succeed. It’s an absolute pleasure that you had me on as a guest. Thank you.

Brandon Burton 45:28
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Chambers Promoting Themselves with Brian Bondy

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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 Chamber Chat Podcast. I’m your hosts 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.

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Let’s hear from Becky Womble, President of the Bastrop Chamber to hear about her experience with Community Matters.

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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Our guest for this episode is Brian Bondi, Brian has been with the Granbury Chamber of Commerce in Texas since April 21. Brian has been a part of the Chamber of Commerce work in Texas and Missouri for over 30 years serving as a volunteer committee member, Committee Chair, Board member and board officer before transitioning to the other side of the desk with the Northwest communities Chamber of Commerce in suburban St. Louis. He has been a Rotarian for more than 20 years, having served as club presidents in both Kerrville and San Marcos, Texas, and is also at Paul Harris fellow. Brian has graduated from Stephen F. Austin State University and also has earned the IOM designation through his participation and graduation from the US Chamber of Commerce Institute. Brian and his wife Jean have two adult daughters and Lauren who teaches in Mansfield ISD and Aaron earned her master’s and PhD from Washington University in St. Louis, and one awesome granddaughter Emery who turned to in July. But Brian, 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 out there listening and share something interesting about yourself so we can all get to know you a little better.

Brian Bondy 3:16
Brandon, thank you so much for having me on the show. Really appreciate it. There’s really not a lot to me, other than I can truly say that my claim to fame was I was a contestant on the prices, right. And I got up on stage with Bob Barker a long time ago, did not win the car. And, you know, I still have to live that down to this day.

Brandon Burton 3:40
That is awesome, though. Not many people can say that. I mean, I guess a lot of people can but not many people, you know, can say they’ve been on the prices. Right? Exactly. That’s right. That’s cool. So maybe just a side tangent, my wife’s uncle. He was on prices right in the 80s. So Bob Barker, and he did win the Showcase Showdown, one at all. And then like 30 years later, so just it was just a couple years ago, actually that he was back on again with Drew Carey, and won both showcases. So he’s been on twice and one one at all twice. And I don’t know many people have done that. But it was it was pretty amazing. And he shared pictures of you know, when he was on in the 80s. And then just a couple of years ago and it was pretty neat.

Brian Bondy 4:27
That’s pretty awesome. Yeah, my my true memory array of it wasn’t the show itself. But immediately after the taping was over all of the contestants that got on stage that won something were immediately taken behind stage to fill out the appropriate tax forms,

Brandon Burton 4:42
right. The important stuff was Yeah, yeah. Well, that is that’s interesting. That’s neat. I appreciate you sharing that with us and DeMonte to take a few moments and tell us a little bit about the Granberry chamber just to kind of set the stage for our conversation. Since the day to give everyone an idea of the size of the chamber scope of work staff budget, that sort of thing before we dive into our discussion.

Brian Bondy 5:08
So the robbery chamber was founded in 1952. And we are about 40 miles southwest of Fort Worth, Texas. We are a true standalone community even though a good portion of our workforce commutes to the Metroplex of just under 900 members and a budget of a little over $600,000 We do not engage in economic development with the city or county and we do not engage in any of the visitors bureau with the hotel motel tax dollars. So everything that our chamber generates is done through membership investments, or special events and our programming and in marketing marketing events. And the chamber that we like to say is where the largest chamber and the smallest city in Texas

Brandon Burton 5:58
Yeah, no, that’s true. And you guys you guys do definitely have things working on on all cylinders that they’ve been blessed to do some work with you guys down there in the Granberry chamber and love the community and you guys are rocking it so keep up the great work.

Brian Bondy 6:14
Thank you appreciate that.

Brandon Burton 6:16
As we get into our topic today I think it’s a very relevant topic for chambers across the country and as we talk about the need and and value and chambers promoting themselves and very often chambers don’t want it to their own horn or it may feel a little awkward to be no self promotion tends to have some negative context to it. But I think what the chamber self promoting is not so much the chamber necessarily is it’s promoting your members and activities and the benefits and the ways that you can promote your members so I’m super interested to hear your your spin your angle on this as soon as they get back from this quick break.

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All right, Brian, we’re back. So tell us how does the Granbury Chamber approached the idea of promoting the chamber? As I mentioned before the break, there’s that that idea of self promoting maybe has that negative context. But I don’t believe it has to be that way. And I don’t think you believe that either. So what’s your guys approach to it?

Brian Bondy 9:13
So just by way of background, you know, for years and years, you know, chambers focused almost exclusively on their members. And there’s nothing wrong with that, quite frankly, that’s a big part of what our mission is, is to help our businesses grow and get better and tooting their horns is a big part of how we grew. But the worst thing in the world that I have heard over the years is I had no idea that chamber could do that, because we don’t get our message out.

Brandon Burton 9:40
Or what does the chamber do? Right. Exactly.

Brian Bondy 9:44
And how many recordings have you done over the years that have said that exact same thing? Our aim is not necessarily to put an end to that but at least put a dent in it. And I’ll just start with when we move to Granbury I Right community, great Chamber of Commerce. But the messaging had had been totally lost in in the COVID translation, right. So not only did we take the steps to rebrand the chamber, create a new logo, build a new website, but we really did hit on the idea that it’s time to promote ourselves. And that involves a lot of social media. Because let’s face it, back in the day, we had a couple of options, you could promote yourself through your newspaper, maybe some radio, but for the most part, doing any kind of television or video was was really kind of out of the realm of realistic unless you were a Metro Chamber of Commerce with with especially deep pocket, the advent of relatively inexpensive video opportunities, as well as social media members should be jumping on this right now.

Brandon Burton 10:56
Absolutely. So as you guys take that approach, what what is the type of messaging you tend to get out as you are maybe some of the recent campaigns maybe that you guys have put out there to promote the chamber and the work that you guys are involved with.

Brian Bondy 11:10
So I’m really excited that we’re having this conversation today. Because within the next week or so, we’re going to be rolling out a testimonial campaign. In fact, we’re going to roll it out at our banquet at the end of January. And essentially, we recorded probably two dozen people at our marketing firms headquarters. And we wanted them to say what’s the one word that makes you think of the Chamber of Commerce. And the beauty of this is you’re gonna get a different word for every person that we talk to. And that’s going to be an opportunity for us to toot our horns, it says, it’s not just about networking, it’s about advocacy. It’s about marketing, it’s about relationships, it’s about going the extra mile, it’s about caring about the community. And so I’m talking about chambers have to be willing to step up to the plate to promote themselves.

Brandon Burton 12:05
Yes, I love that, that whole idea of testimonials in general, I mean, you’re you’re able to generate great feedback one, so you can learn, you know, the impact you’re making on your Chamber members. But then you’re able to see where they see the value in the chamber. So you can you know, take that information and get from them leaning a little heavier or, or maybe find those areas that you feel like you’re doing some positive work, but nobody’s mentioning that. And maybe, maybe you need to lean in a little harder, or maybe you scrap that piece of that work. But these testimonials, then you’re able to repurpose in several ways to say you’re capturing him on video. But then I would imagine there’s a strategy out there to, you know, unroll, you know, some other posts and other other ways of sharing these messages that they’re putting out there with their testimonials, am I am I hitting on point with that

Brian Bondy 12:59
you are nailing it to the wall, let me tell you, you know, the beauty of having a lot of good B roll footage is we can pull tidbits anytime we need to right. And that’s what I would tell the people that were coming in look, I’m not looking for, you know, a 10 minute discussion. I’m just looking for a couple of soundbites that I can pull out edit down and use whenever we have something going on. And and the real beautiful thing about promoting yourself is it’s not coming from staff, it’s coming from people who are already members of the chamber, they believe in the mission. And the message also goes out to those who are Chamber members, why they should become part of the organization.

Brandon Burton 13:41
Right? So with these members that you’ll be highlighting, I love the idea of being able to repurpose that content, as you put it out there for the community to see for other potential members possibly to see. Are you somehow identifying the individual, their company, what type of business they are just to kind of give that flavor in the community as to what types of businesses you serve? Or what’s that part of the vision look like?

Brian Bondy 14:10
Yeah, we’re very fortunate. It’s a it’s a small town. And most of the people that have come into the studio to do the recording are pretty well known. So we may not do any any character generation with our first generation of of spots. But we can see that going down the road as we create other content, where we want to be able to identify that, you know, this is our CEO of our hospital, or superintendent of schools. So then it ends an air of credibility to the person who’s who’s talking. And that way the person who listens and sees what they’re, what they’re going what we’ve put out there. They’ll like, oh, I never even thought about doing something like that. Right

Brandon Burton 14:52
now. That’s so valuable. Now, you had mentioned social media being a great tool. Are chambers to be able to get messaging out like this and affordable way? What does this strategy look like across the different social platforms? Because I can see maybe having a YouTube channel and obviously Facebook, a lot of people are on Instagram and reels and all that as the list goes on and on. But what are some of those things that you guys have thought of as specifically, it may be good just to hone in on this campaign. As you you know, repurpose content and take those those tidbits out that you edit down? What are some of those ways you envision being able to maybe amplify these messages?

Brian Bondy 15:37
That’s a great question. And we’re very fortunate, I’ve got some very tech savvy staff members, which is really good for me, because it keeps me out of that fray. And it’s safer that way. But, but we have consciously built a calendar of posts, Facebook, Instagram, are our primary tools right now. We are building a setting up a YouTube page where we can take these videos and but but we consciously post something three times a day, whether we’re doing a spotlight on one of our ambassadors, one of our board members, one of our members themselves, and most of the time, they’re either live video, or they’re they’re created in a real. And we do that with our ribbon cuttings, we do that with our special events. And what we’ve seen over the last two and a half years, is a significant increase in followers. But even more so a significant increase in the organic reach of our of our posts, and a lot of shares that are taking place. And that just helps get our message out to even that many more potential customers. Yeah,

Brandon Burton 16:53
I often will think that chambers are built for social media, right? I mean, you’ve put up a post and you highlight a member. So you’ve got the individual who has an interest in sharing it that their business has an interest in sharing it. So that organic reach, ideally should just, I mean, you guys should have very deep roots in the community by just highlighting your your members and board members and ambassadors, and all these different things that you just mentioned. And the

Brian Bondy 17:20
really good example is we we’ve started a business summit every September. And it’s two years old, both years it’s been a sellout. And both years, we’ve used social media at the front end to promote our speaker lineup, and then at the back end to do a wrap up. And the views range from six to 7000. Post event. And so what we’re learning is we’re building this following that they want more, they want to see what else we’re doing. And we’re hoping to push that to those that are not necessarily members right now. Yeah.

Brandon Burton 18:01
So the organic reach is super helpful, super important. But we also know these different platforms are constantly changing algorithms, and they want to make sure that you’re paying to play it often in a lot of cases. So do you guys set aside a portion of your budget to purposely promote certain posts or to have certain campaigns that you want to put put a few dollars behind to get a little more traction? Right

Brian Bondy 18:32
question? And the answer to that is absolutely, yes. And this is where we fundamentally changed how we want to operate. We know that we have to spend money to make money. And the cost per spot on social media is still relatively inexpensive. And if you’re a chamber that really is trying to promote what you’re doing, who you are, who your customers are, and who your customers could be, then even if you set aside $500 a month, you can see impact from that money.

Brandon Burton 19:05
Yeah. So for some businesses, and I say businesses rather than chambers, they can promote their product or service on social media, and they can see the ROI, right you put you know, $1 in you get $2 back. What are some of those key metrics that you guys look at as a chamber to see that you’re getting a positive return on the the ad spends that you’re putting out there?

Brian Bondy 19:32
Like question again. So ROI on testimonial is going to be hard to measure. A lot of that is we’re building awareness, we’re building confidence that the brand is one to be very reliable, and one you can hang your hat with. Well, the flip side of that is if we are doing events specific, like the previously mentioned women and Business Summit, or our banquet or for to July celebration, those we’re gonna see in potentially more participants buying tickets, more sponsorships. And that’s kind of what I look for is, especially as we are event related, are we seeing a bump in in interest? Are we seeing a bump in potential sponsor inquiries? And I would have to say that the the initial results are yes, that’s exactly what’s happening.

Brandon Burton 20:23
That’s, that’s great. Yeah, a lot of times, we’ll look at the likes and the views and shares, which are good, they make you feel good that it’s getting the message out there. But some would say that they’re vanity metrics, right, that they don’t really bring the money in. But I think it’s a little different with the chamber where you are so event focused, and, you know, getting the awareness out there driving people in to whatever those events are. So as long as you’re able to keep track of attendance and ticket sales and revenue generated from these events, I think that’s a great correlation to see that these, the ad spends and the it beyond the the money put aside for spending on social media, but the time and staff effort to to put in to build that brand on social media, it’s good to have that, that returned to be able to see that it’s worth that time.

Brian Bondy 21:19
So that the it goes back to the one of the things that I said, at the very beginning of the worst thing we could hear is I had no idea that the Chamber did that. And some of this begins to address that very issue. To fact that whether it’s a special event, or even a testimonial from a member, to have somebody come and say, Hey, I saw that, I am so glad to know that you guys have the ability to do X, Y, Z, tell me more. I just opened the door to a potential customer, a potential member sponsor. That’s where the intangible part of the promotional dollars spent begins to pay off. Yeah.

Brandon Burton 22:01
So do you know do you ever have direct engagements with posts where they say, those those kinds of words, I had no idea the chamber does this and tell me more? Are they reaching out to the chamber directly? Or is it when your membership person reaches out that they make those connections? How do you see these things kind of develop?

Brian Bondy 22:21
Yeah, that’s a great question as well. It’s interesting. We’ve had a couple that have responded in the in the chat line, hey, can you send me some more information and reach out to me, and we’ve done that, and I think that’s a terrific direct response, direct opportunity that that came up. We also do, we do our candidate forums for the various election cycles, we’ll stream those live on our on our Facebook page, and the engagement that we get from that, not always positive, but we’re getting engagement. And that’s, that’s a big part of marketing, the chamber is doing things like that, where we have engaged members and the community in the product that we’re putting out there.

Brandon Burton 23:07
And that’s a great point with streaming the candidate forums. As far as getting engagement and algorithms, algorithms like it when there’s a little bit of controversy. So if you can get the negative and positive comments going in something like a candidate form, I think that’s going to really help that organic reach and get it in front of the people that you’re hoping to reach.

Brian Bondy 23:30
So exactly, exactly that.

Brandon Burton 23:34
Well, I like asking, for chambers that are out there listening, if if there’s any tips or action items that you might offer to a chamber who’s looking to maybe take their chamber up to the next level, what might you offer to the to that organization?

Brian Bondy 23:52
A couple of things. Number one, I can’t underestimate the value of a good relationship with your local media, whether it’s a local newspaper, a local radio station, even a local television station, they they’re looking for content just as much as you’re looking to put content out there. And we were fortunate to have some really good relationships with our local media. And part of that equation is, you know, we all have smartphones that have video and audio capabilities, you’ve got a marketing tool in your hand every time you’re out there. And don’t be afraid to use it because that that’s a big part of how you can make your chamber stand out was just a moment of talking to somebody with the recording on and put it out there. Hey, remember you’re gonna love it, but be we’re going to hear you and and once again, it goes back. I had no idea you guys could do that.

Brandon Burton 24:50
Yeah. So do you ever see any awkwardness if you’re talking to a member and pull out the phone Hey, do you mind if I record I know a lot of men members love it because they know you’re going to put it out there on social media. Do you ever get any of the awkward cameras say, oh, no, I don’t know, I’m not I don’t have my makeup, you know, or whatever. Any any awkward moments that the media lighten the conversation a little bit.

Brian Bondy 25:16
Obviously, we wouldn’t be human if we didn’t have those awkward situations. The reality is, you know, people don’t think they look that good, until they see themselves and they’re like, Oh, that wasn’t so bad. And, and we’ve had that before. But for the most part, I would say, an overwhelming majority are a okay with it at the end of the day, because they know what the end result is. They’re gonna get some publicity out of it. Right?

Brandon Burton 25:42
Yeah. Yeah. No, that’s, that’s great. And just to be able to overcome that, and know, you know, there may be those awkward moments. But in the end, it’s, it’s to help that business win, right, help that individual get their message out to so. And we both die at the end of the day with that? Yes, absolutely. So I like asking everyone I 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?

Brian Bondy 26:11
You know, chambers have changed so much over the last 25 to 30 years. For the most part, if I look back to the 90s. Yeah, we were pretty much networking based organizations, everything we live for was based on that, it will forward to advocacy being probably our number one focus. And that’s where chambers going forward are going to have to step their feet into into that muck. It doesn’t mean they have to take positions, but they need to be able to inform their members on what’s going on in their community in their region. Because business and government don’t always see eye to eye, the chamber is fortunate and should be fortunate enough to have the bully pulpit to be able to say, Whoa, timeout, this is going to affect a lot of people, the larger Chambers of Commerce in metro areas have been doing this for a long time, I can tell you that rural America needs to wake up and start doing this. It can’t just be about parades, it can’t just about all of the events that we’ve done for 50 6070 years, we’re going to have to get in and get a little bit dirty. And that makes boards very nervous. And it makes staff very nervous, because it’s something that we’re not comfortable doing. But all of my training tells me that if we don’t, we risk losing our members interest because the value proposition begins to decrease. And ultimately, just like any business, if we can’t show the value for the investment, we’re gonna lose them. And

Brandon Burton 27:44
well, and as we’ve talked about today, being able to have those conversations around advocacy and policies that are being put out there, it also helped drive your your social media engagement. So get it out there stand up for the for your businesses and your community. And it may cause some controversy. But that doesn’t have to be a bad thing. You can lean into that and really have some positive effects and influences out of a little bit of controversy. So

Brian Bondy 28:15
I think our members have come to expect something like that. And I think that as chambers continue to stay relevant in the in the coming years and decades, we’re going to have to continue to evolve ourselves. We can’t, you know, it’s advocacy today, it could be something totally different 10 years from now, that we all had saw that was coming, but it kind of hit us squarely between the eyes. But that’s part of how we we manifest and grow ourselves is to be aware of those trends that are coming down the pike.

Brandon Burton 28:51
Right. And I’ve seen in working with chambers and Chamber members for several years. Like you said, members come to expect the advocacy part from the chamber. And there’s been Chamber members that I’ve talked to that have expressed their frustration and disappointment that their chamber didn’t advocate for their business when, you know, XYZ happened, you know, when the road was torn up for an expansion and nobody consulted the businesses about the impact or creating a driveway for people to sell access to businesses, like where’s the chamber and you know, they created an expectation that the Chamber should be standing up for their rights and helping them be successful. So great point.

Brian Bondy 29:33
Yeah. And the hard part is, you know, if you’ve talked to a lot of chamber professionals, and that is, you know, it’s one thing to say it’s another thing to do it because you’re dealing with a lot of interior political climates within each of the communities where that may be frowned upon. And so what really becomes important is for that, that board of directors and that chamber staff to be on the same Ah, understanding that, hey, get a bloody nose on this, but we’re doing the right thing for the right reasons. And at the end of the day, used to say there’s no such thing as bad publicity. And that kind of can can live with that.

Brandon Burton 30:11
Yeah, yeah, for sure. Well, Brian, I wanted to give you an opportunity to share any contact information for listeners who might want to reach out and learn a little more about how you guys are approaching things at the Granberry chamber, especially when it comes to promoting yourself, what would be the best way for a listener to reach out and connect? Obviously,

Brian Bondy 30:32
the best way for us is through our email. I mean, that is, that’s probably the quickest, easiest and best way. brian@granburychamber.com. And of course, you can always call us My office number is 817-458-8442 to look us up on Facebook. And we’re getting ready to branch out into a few other platforms. But that it’s a good idea for if you want to see what we’re doing to take a look at us either on the web or on our social media.

Brandon Burton 31:12
Right Do I will get all that in our show notes for this episode too. And, and hopefully, as you branch out into other areas of social media, there’s going to be some cross promotion so that anybody wants to follow your Facebook page and see some of those other things that are coming on the horizon. I’m sure exactly. That, Brian, this has been great having you on chamber chat podcast with us today. I appreciate you sharing your perspective lessons that you guys have learned and promoting yourselves and the great value that comes from chambers being a little bit bold and saying this is what we do. And we’re here to show you. So thanks for for spending time with us today.

Brian Bondy 31:48
Ryan, thanks for having me. I really appreciate it.

Brandon Burton 31:51
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