Laguna Niguel Chamber of Commerce

Laguna Niguel Chamber of Commerce

Pepperdine University – Master of Science Organization DevelopmentOmicron Prime - 2014

2

situation

The Laguna Niguel Chamber of Commerce is losing members– Churn is consistent with prior years– New member drive was put on hold – Official retention strategy not in place

3

outreach effort

Contacted Reached

New and Existing 57 13

Dropped 47 13

Non members 2 2

TOTALS 104 28

4

findings….

5

all respondents:membership has its benefits….

Interact with

Local

Business

People

Marketing

Community Representati

on

Tools f

or a New

Business

No Benefit

0

2

4

6

8

10

12

DroppedExistingNew

What is the most important benefit of the Chamber of Commerce?21 respondents

6

dropped members:low perceived value has resulted in lost memberships

012345

Why did you choose not to renew your membership? 8 respondents

*Value propositions will vary for different

market segments (i.e., B2B, B2C, Retail)

7

dropped members:perceived cost/value discrepancy

50%

25%

25%

Reduce CostIncreased Social OppsOther

25%

50%

13%

13%

CostValueJoined Another ChamberNot related to performance of Chamber

Bringing dropped members back

Reasons not to renew

8 respondents

8

all respondents:marketing and advertising identified as key business need

0

2

4

6

8

10

12

14

16

18

DroppedExistingNew

Where could your business most benefit from support?21 respondents

9

all respondents:economy remains top concern

50%

25%

17%

8%

Economy

Lead Generation / New Customer Acquisition

No Issues

Other

What issues are impacting your business to-day?24 total respondents

10

recommendation: integrate with local business people

• partner with…– city of Laguna Niguel– high schools and universities– businesses

11

recommendation: increase perceived value

• begin discovery process for market segmentation

• develop value proposition based on market segmentation

• design and implement strategic communication plan

12

recommendation: implement retention strategy

Communicate with new members to identify their needs• onsite visit for new members within first 30

days• outbound call to new members at 3 6, 9

months• highlight and tailor programs to connect new

business and leverage existing