Welcome to the June 2008 Edition of the ChamberExpress News to Use. Our goal: to provide ideas, information and news to help chambers of commerce succeed online.

The Word of Mouth Marketing Association has created a core white paper—“Word of Mouth 101"—which not only defines word of mouth marketing, but also details the types of WOM that marketers engage in and the unethical practices they should avoid. You can download a pdf of the report at www.womma.org/wom101/. Here’s what the paper covers:

• What is Word of Mouth Marketing?, a simple definition including the basic concepts
• Types of WOM Marketing including explanations of common types of WOM such as buzz marketing, grassroots marketing and cause marketing
• The philosophy of WOM including what WOM is (“recognizing that a happy customer is the greatest endorsement”)
• A comparison of organic (day-to-day) vs. amplified (campaign centered) WOM
• A list of positive WOM strategies
• Unethical WOM tactics

Maybe your company needs a little more marketing help than word of mouth can provide. Perhaps it is for a one-time event, or perhaps you need ongoing support. How can you find a public relations and marketing company who can provide the support you need? Here are some tips on choosing a firm that melds with your business and make your marketing sing!

 

Step One: Define your organization's needs

The first step in the search for a marketing firm is to identify and prioritize your organization's corporate goals. Later, these goals can be shared with the firm you choose, who will use the goals to develop strategies, tactics and tasks specifically oriented to your management's needs.

Step Two: Identify a Firm or Individual Counselor
Talk with peers—friends, business acquaintances, fellow members of business or civic groups. Find out if their organizations retain a marketing firm. If so, which ones? Are their performances satisfactory? Would they recommend them? Another source of information on firms is organizations such as the Public Relations Society of America or the American Marketing Association and their local chapters.

 

Step Three: Review Credentials and Capabilities

After identifying the firm or counselor for your initial screening, contact a principal at each firm. Describe your organization and its needs as you see them. Ask if they would be interested in talking with you. If so, ask about their specialized skills or resources as well as the firm's policies on charging for its counsel and services (fee structure).

 

Step Four: Meet with the Short List

Select the firms which best seem to fit your organization's needs and set up a meeting at the offices of each to get further acquainted. The meeting should not only serve as an opportunity for the firm to present its credentials, but for you to discuss your organization's needs.

 

Step Five: The Proposal and Presentation

If after meeting with key people, you are still uncertain about which firm would be the best fit for your organization, ask each to send a written proposal or make a presentation (with supporting documentation) outlining how it would provide the services your organization needs to achieve its goals and objectives. Once your decision is made, the next step is to meet with the successful firm or individual to discuss fee arrangements. The firm can then send you a signed letter of agreement outlining these terms.

 

Looking Ahead

For both parties, the selection and familiarization processes are time-intensive, so once a choice is made, the best working relationship between the two is an ongoing one. A successful relationship between client and firm or counselor is based on the best match of capabilities to needs, total agreement on objectives, constant accessibility, full information sharing, continuous interaction, regular program and progress reviews and a clear understanding of contract responsibilities. Underlying all is mutual trust and respect. Assemble these components and together, you can build a strong, rewarding and lasting business relationship.

 

Compiled from prsa.org

Institute 2008

President, Joanne Taylor is heading west for her second year at Institute! "I am looking forward to this years class. Although the Southeast Institute is where I began, this year I will be attending  in LA.  It was great being adopted by the class in LA." 

ChamberExpress is sponsoring the Internet Cafe in Athens, so stop by and say hello if you are attending.  You will meed Dimitri who is our Project Manager.  Congratulations to all 2008 IOM graduates!

We are hiring!

ChamberExpress is looking for a few chamber people who may be looking to change how they are involved with Chambers.  If you would like to work from home, stay in touch with your exisiting chamber contacts and make more contacts with chambers across the US. Please click here to apply.