Volunteer gig in chamber’s campaign offers chance to build business relationships

I’m typing this while on a plane to Cancun. Since you’re probably jealous already, I’ll go ahead and tell you I’m traveling for free. I’m one of about 60 people from Columbia who qualified for a balmy January vacation through the Columbia Chamber of Commerce’s Total Resource Campaign (TRC).

If you haven’t heard of it, the TRC is the period during which teams of volunteers hit the streets to sell services offered by the chamber. These include everything from Women’s Network memberships to newsletter ads to sponsorship opportunities. This past year, 17 teams competed for trips, prizes and cash, not to mention bragging rights. Anyone selling at least $6,300 qualified for a trip to Cancun. Selling more than $7,500 earned a trip for two.

The chamber started this concentrated period of sales three years ago, in part to eliminate what seemed like an endless barrage of solicitations made upon its members throughout the year. The TRC allows the chamber to outline opportunities and various levels of participation. A comprehensive product guide was developed to make it easy for prospective buyers to peruse and select an item or event of interest. The list included something for everyone. Although Small Business Week and the Mayor’s Appreciation Breakfast might appeal to some, the Agriculture Recognition Banquet or the Chamber Classic Golf Tournament might be preferable to others.

A voluntary sales staff was then recruited from member businesses. It hit the ground running and after 12 weeks had raised more than $398,000 for the chamber. This dues-alternative income is being used to replace the organization’s software management system. It will also pay for new programs and a new Web site. Some of it will also be added to a fund being built to expand the Walton Building, home of the Chamber of Commerce.

Many chambers have an existing list of partnership opportunities they offer their members. Columbia has sold many of these sponsorships for years. The difference here is giving businesses a comprehensive list, on a first come-first served basis, so that they can review all the options and pick those that deliver the most for them.

I was actually amazed at how easy it was to sell the cash and trade opportunities. The businesses in our community want to support their chamber. And they obviously recognize the value of aligning themselves with this organization, which has close to 1200 member businesses and more than 1650 representatives.

Is investing money to sponsor a chamber event a value? Well, that depends on your business profile and your target audience. If your company is catering to the Columbia business community or professional person, the chamber is one of several ways to very effectively target that group. Placing a well-picked chamber sponsorship in a media mix, alongside other business-targeted media such as this publication, can be an effective way to reach your target audience.

Perhaps it’s due to my public relations background, but I do feel that aligning a business name with a well-chosen special event — in this case a chamber event — can add a little extra bang for the marketing buck. On a national level you see major businesses spending big bucks to sponsor special events, like a college bowl game, or advertise during the Super Bowl. In return for their investment, these businesses earn priceless branding and name recognition. On a local level, businesses can spend a relatively small amount to sponsor special events or activities for similar results. OK, so you won’t necessarily rake in millions, but effectively aligning yourself with key community events can help you increase sales, build your brand and make your business a household name, at least in this town. Finally, the TRC allows business owners to plan ahead for these activities and incorporate them into their marketing plans and annual budgets.

So you may be thinking you’d like to get involved with the TRC, but your time is already in short supply and volunteering for this type of activity would be difficult to schedule. As a business owner and active volunteer for a number of organizations, I know how easy it is to get sucked into the demands of a particular committee or event. Suddenly, you find yourself spending more time at the Walton Building than at your own office.

But when you think about it, this is precisely the moment when the value of membership starts to kick in. As a volunteer for the TRC, you’re meeting fellow business owners and professionals and engaging in conversations to better promote their business or service. At the same time, you’re building relationships with individuals who may be future customers, valuable contacts or business allies. Remember, people prefer to do business with people they know.

The 2007 Total Resource Campaign renewal period kicks off Feb. 8, with the campaign starting in earnest March 8. Consider what outstanding partnership opportunities the chamber has to offer your business or, better yet, join and get involved with a TRC volunteer team. You never know — you could earn a winter trip to a sunny climate and help increase your organization’s customer base or sales just by talking to businesses, about the chamber. It may take a little time and effort, but the rewards are obvious.

Here in Cancun, the sun is shining, the water is blue and sales are up. That’s a vacation I don’t have to feel guilty about.

Lili Vianello is president of Visionworks Marketing & Communications, a Columbia-based full-service advertising, marketing and public relations firm. Contributions to this article were made by Visionworks staff members. Visit them online at www.visionworks.com