Huntington Beach Chamber of Commerce finds sustainable model for publishing a business directory in-house and gets updated member information with incremental revenue from CMP’s Member Verification & Listing Enhancement program
“With CMP, we had the ability to outsource member verification to a call center. They gathered the information for us, and in the process, offered members an opportunity to enhance their listings. We benefited from accurate data and additional revenue. It also provided members who didn’t have the budget to do a display ad to get enhanced visibility for a nominal fee. It was a huge win-win for us.”
When former Huntington Beach Chamber of Commerce CEO, Jerry Wheeler, hired Chamber Marketing Partners, he was hoping to transform their worn-out directory into a publication that better served the Chamber’s needs and better reflected the community’s profile. CMP worked with the Chamber to rethink, redesign and rebrand the directory into the modern, quality lifestyle publication, “Huntington Beach The Guide.”
Even with modest ad sales, the Chamber’s profit on the project still reflected a 25% return on sales and an unexpected benefit of working with Chamber Marketing Partners – the ability to outsource the often arduous process of membership verification.
The Chamber took advantage of CMP’s member verification/listing enhancement sales program, which not only verifies member data to ensure accurate directory listings, but also generates additional revenue for upgraded listings. The program provides opportunities for members who don’t have budgets for display ads or other directory advertising options to enhance their listings for more visibility in the directory.
The result – more options for members and more revenue potential for the Chamber.