by Patty Leeman, MBA, CAE, of Leeman Consulting Services

Every business has heard the pitch from an association pitching their cause.  It goes something like this… “For $1000, you can be a Gold Sponsor and have your logo in tattooed onto the forehead of the staff member of your choice.”  A bit exaggerated, but the exchange generally includes a standard set of categories and a standard set of benefits for selection.

Gone are the days (if they existed) of money coming into an association simply for logo placement.  Sponsors now want to share their voice and have their expertise appreciated by the association.  A true partnership approach and fundraising strategy includes goals of both the association and the business sponsors.

Collaboration takes a little longer, and requires more thought, but the results can be much more rewarding for both the association and the business. 

Step 1:  Discuss Goals and Objectives

The desired outcome of initial discussions would be the identification of areas of alignment that are ripe for a support opportunity.  Usually the association has a few outlined started with associated costs as a starting point for mutual discussion.

Essentially, the common ground between the association and the business must be established and clarity created around synergies and differences to drive a partnership strategy that is relevant and productive.

Step 2:  Define the ROI

Perhaps the hardest piece of the puzzle for many sponsorships is defining what the return on investment (ROI) means to the business and measuring it. The definition of ROI will change from business to business and project to project. Jointly defining the ROI at the beginning of a project is crucial for success.

When the ROI is something already measured, such as numbers of attendees at an event, it is easy to report to a sponsor. However, when the ROI is vague, such as a donation to the operations of an association, a report of the overall successes of the association might be sufficient, or a creative metric established jointly.

The association has an ROI as well.  Additional income to the association should bring more, and higher quality, services to the members or advance the mission. Sponsorships offset registration rates, provide speakers, and/or increased food and beverage, or advance the cause of the association.  Each of these ways strengthens the overall membership value proposition.

Step 3:  Align Resources

Regardless of the degree of sophistication of a partnership and fundraising strategy, it is important for the association to have dedicated staff to ensure reliable, high-quality customer service to the business sponsors. Ideally, the business will have a point person or team that works with the association to design the sponsorship package and to fulfill the deliverables.

Step 4:  Communicate Early and Often

While it takes time, communications with strategic sponsors are an essential aspect of sponsorship sales.  The business/association team should learn each other’s preferred modes of communication and discuss how to best meet each other’s information needs. The most effective communication is the direct and personal; avoid vague letters or emails to many recipients. Make sure that all parties understand the steps involved in the project, know their roles, and are prepared for the outcomes: no surprises.

Step 5:  Tell the World

The obvious step of executing the project to perfection is skipped for this brief update.  If you followed the first steps, the likelihood of success is very high.  End strong by making sure the association’s members, donors, and benefactors know about the project, it’s success, and that it was made possible by a generous donation from our business sponsor.
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Send press releases to local media to share your successes.  Make sure the customers of the business know about the project and it’s success.  That is how the association finds it next business sponsor and the business finds it’s next customer.

By Maritza Lizama, LiMón, LLC

It’s February, the month traditionally celebrating love and friendship.

Most people agree that love starts with an attraction. Although attraction is spontaneous and emotional, and sometimes even involuntary, the real key to nurturing love in a relationship is through listening, sharing experiences together, and building trust.

So, what’s love got to do with business? A lot actually.

Businesses are discovering that genuine customer love is the most powerful kind of marketing. They are learning to actively listen, to obsess over customer experience, to treat people like people, to value values, to give back to the community—to be nice.

Virgin Airlines, Ritz Carlton, and Zappos, to name a few, are known for their laser focus on the customer experience.

So how do you attract and woo your customers?

As John Maxwell says, “People don’t care how much you know until they know you how much you care.” Show your customers you care, and they’ll appreciate you, talk about you, and buy from you.
Content marketing is one way to show your customers you care.

People, especially Millenials, distrust advertising and hate being sold to, but they love to share engaging content that is also valued by others in their community. If it’s a really good lesson, they’ll stick around for more.

As my sagacious friend Melanie Spring from Sisarina succinctly puts it, it’s not B to B, B to C or B to G, it’s H to H--Human to Human. We all want to be treated like people, not another number or a sale.

Nowadays, we have more choices than ever before. There are few reasons to remain loyal to any business, unless you stand out.

Here are 5 rules to keep in mind when cultivating customer love.

Rule #1: Focus on the customer experience first through responsiveness and consistency.

Everyone you meet and interact with should get fantastic treatment and respect (even when you think you can’t do business with them). This includes customers, prospects, partners, vendors, job candidates, fans, and strangers. You never know who is watching and consistency brings customers back for more.

Additionally, when customers take the time to tell you how they feel about your organization, product or service, take action, remove barriers, and adjust. Are you making changes based on customer feedback?

Rule #2: Be authentic and make your customer the hero of your story.

Although authenticity and storytelling have been talked about ad nauseam, they are still applicable because they work.

A great example is the Always #LikeaGirl Super Bowl ad championing women empowerment. Fama Francisco, vice president of Global Always said in a statement. “We feel so strongly about this, that we [took] this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls’ confidence and change the meaning of ‘like a girl’ from an insult into something positive and amazing.”
Nowhere in the Always ad did they talk about their product. They kept the message on the cause and their target audience, not on their product. Memorable and brilliant.

Rule #3: Be present and relevant.

Get into their world. Participate in the form of communication your customer wants to consume your content in, i.e. photos, videos, podcasts, etc.

Rule #4: Seal it with a K.I.S.S. (Keep It Simple, Smarty).

To get people to talk about your stuff, don’t ask them to remember or explain long complicated messages. Instead, make it easy for them by condensing your value proposition into a quick sound bite they can say in one sentence to their friends.

Rule #5: Amplify the reach of your brand message by tapping into influencer marketing.

You don’t have to do it alone. Influencers are people who have a large loyal base of readers and followers on their blogs and social media channels who talk to your customers already. They don’t have to be famous, just passionate, opinionated, and inquisitive about something you already align with.

Bottom line: Customer love takes time but it’s so worth the investment.
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Be committed to putting customers at the center of your organization, captivating their love by intently listening and responding to their needs, and earning their trust through cumulative “wow” experiences. Play to the heart to help create and intensify a fabulous brand experience that customers will cherish and remember. In due time, you’ll reap the rewards of your labor of love from the relationships you’ve worked so hard to build. 

by Eli Bohemond, PrimePay

Nothing makes a business owner cringe more than a discussion about payroll processing.
In its 2012 Annual Taxation Survey, the National Small Business Association (NSBA) found that payroll taxes rank as a top financial and administrative burden to business owners. So it is certainly no surprise that business owners are constantly seeking out ways to remove themselves from that necessary, but unpleasant responsibility.

Myth #1: The business is too small to outsource payroll.
Whether a business has one employee or 100, the employer is still responsible as the business owner to file and compensate payroll taxes. This requires complete compliance around the ever-shifting rules, regulations and timing requirements for how payroll tax is calculated and paid. Employers are also required to ensure they’re complying with all the federal, state and, in many cases, local municipalities’ payroll tax laws.

Myth #2: Small businesses can’t afford to outsource payroll.
According to the 2012 NSBA survey, the average business owner spends eight hours each month on payroll administration. This adds up to a total of nearly 100 hours per year.
A 2012 study conducted by Business News Daily found that business owners highly value their time — no surprise there. One-third of business owners felt their time was worth $100 per hour and one-fourth felt it was worth at least $500 per hour. It costs a typical business owner $10,102 per year just for payroll processing.
The good news: With hundreds of payroll providers nationally, all focused on providing services to small businesses, the cost of outsourcing payroll, payroll tax filing and payments may only cost around $100 per month. Of course, this number is contingent on several factors, such as employee volume, pay frequency and other variables based on services needed.

Myth #3: Every payroll provider is the same.
Not all providers are created equal. While many offer similar products and services, a business owner should take the time to highlight the differences. Not only must they know what to look for, but they should know what questions to ask a prospective payroll company. Here are seven ways to find the right company:

• Ask a trusted advisor.
• Browse their website.
• Get a sense of capability and credibility.
• Scope out LinkedIn.
• Explore the value they offer, besides cost-based services.
• Research the management team.
• Examine the testimonials.
  
  

Myth #4: Their price isn’t flexible.
The path to the best price is paved by inquiry.

1. Do they offer any discounts? Ask about any association or affinity-group discounts that may be available to the business. Is the company part of a restaurant association or franchise system? What bank does the business use? Oftentimes, payroll providers have relationships with organizations like these and provide preferred pricing for members or customers of these organizations.
2. What about incentives? Ask if the payroll company offers an incentive for clients who refer new clients to the company. Many payroll providers offer free or discounted services to loyal clients who bring them new business.
3. Just ask for it. Companies shouldn’t be afraid to simply ask for a better price. Also, if a discount is not granted, they should consider asking for a free service. It’s possible to negotiate a free month or two of service, which equates to 10 to 20 percent savings over the year.
   
   

Myth #5: Payroll is all about the business, not the employees.
Today’s employees expect more from their employers, and they have grown accustomed to evaluating their current employer against other employers based on ramped-up offerings. Employees are constantly assessing the employee-employer value relationship; that is, what each side actually receives versus what is actually provided. The moment this relationship goes off kilter, the employee takes the reins and starts exploring other options to restore that balance they demand.

Myth #6: Payroll is just never going to be easy.
Payroll is one of the most time-consuming, complex and legal-laden functions a business owner handles. According to the U.S. Department of Labor, there are more than 180 federal laws covering more than 10 million businesses and 125 million workers.
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By using a reliable payroll provider, business owners can breathe easy knowing that a payroll company’s systems, processes, access to information and active involvement with lawmakers simplify the payroll process by taking the headaches and burdens off of employer’s head and shoulders. 

by Meredith Smith, Communications Manager
ShopChamber is a business initiative designed by the Arlington Chamber of Commerce to encourage member-to-member business, referrals and support for Arlington businesses. But what does this mean for you? How can this help your Arlington business grow?
Whether you're planning an event, buying or remodeling a home, renting and furnishing an office, seeking tax or legal advice, going out to dinner, or shopping, our members offer excellent products and services for all your professional and personal needs, and we want you to choose member businesses whenever possible when searching for local services.  For example, an Arlington Community Federal Credit Union employee was purchasing a car from Mercedes-Benz of Arlington and shared that it was a direct result of them hosting a Business After Business she attended. When we “shop” our local community, and specifically Chamber members, we directly promote and stimulate a strong and vibrant local economy. Members constantly refer other members, but ShopChamber helps brand the initiative.  This helps everyone!
Benefits of ShopChamber

• Grow your business with ShopChamber: Increase your visibility and become better known. People do business with people they know, like, and trust.
• Connect with your community: Get involved and maximize your exposure, build relationships with your fellow Chamber members, and attract new visitors.
• Strengthen our local economy: Help create local jobs and keep money and investments in our community.

Here are some easy ways that you can start engaging with ShopChamber:

• Create buzz online! Use the hashtag #ShopARL on all of your social media outlets every time you shop at a local member retail location, attend an event at a member business, or refer a friend to an Arlington business.
• Develop a special promotion for fellow Chamber members and upload your coupon on the website.This will help encourage other members to ShopChamber as well.
• Write an informational or how-to post for the Chamber blog during your ShopChamber month or anytime you have an idea you think would be interesting to other people. The Chamber blog is a great way to establish yourself as a thought leader in your industry. Each month on the Chamber website we will spotlight members within a particular industry to make it easier to find those businesses that fit the ShopChamber category. February is Business & Professional Services month. Upcoming ShopChamber months include:
• March: Nonprofits / Fundraising
  
• April: Home & Garden / Personal Services
  
• May: Arts & Culture
  
• June: Travel & Tourism
  
• July: Auto / Industrial
  
• August: Government / Education
  
• September: Real Estate / Construction
  
• October: Communications / Information Technology (IT)
  
• November: Health Care / Fitness
  
• December: Retail / Restaurant
  
• ​January: Financial Services
  

Interested in writing a blog post for the Chamber website? Our blog guidelines can be found on the Chamber blog or by emailing me at communications@arlingtonchamber.org.
If you ever have any questions about ShopChamber, myself and the rest of the staff are here to help you. Don’t hesitate to reach out.