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Five Winning Value Propositions for your Chamber of Commerce

There are more than 300 Chambers of Commerce in Ohio. This is an astounding number compared to neighboring states that creates stiff competition for members. Like any other competitive industry, Chambers must find a way to differentiate themselves from competitors so that they become the brand of choice or, in this case, the Chamber of choice for your target market.  

What differentiates your local Chamber of Commerce from a neighboring competitor?

What differentiates your neighbor from you? If your only answer is, "price", then you have some work to do developing your value proposition. 

The full positioning of a brand is called the brand's value proposition. This is the full mix of benefits upon which a brand is differentiated and positioned (Kotler et al, Principles of Marketing, 19e, 2023). A high-end luxury car, such as a Maserati, is just as much of an automobile as a Ford Focus. Yet they have vastly different value propositions that position them differently among consumers looking to purchase an automobile.

That's why every organization should start with selecting an overall positioning strategy.   

How is your Chamber of Commerce positioned in the marketplace of Chambers? Are you positioned like a Maserati or a Ford Focus? To help you answer that question, it helps to know that there are only five winning value propositions in an overall positioning strategy, which are rooted in benefits vs. price. The five winning value propositions are depicted and explained here:


More for Less - Your product or service maximizes value by providing more benefit at less cost than your competition. Several years ago, Walmart built stores in new locations, optimized the floor space, and replaced "Always Low Prices" (which speaks only to price) with "Save Money, Live Better" as a slogan (which speaks to overall value). The clear message is that consumers will gain more value shopping at Walmart, even though many of the same products are found in competitor's stores.

More for the Same - Your product or service delivers additional value by providing more benefit at the same cost as your competition. Parsons Extreme Golf (aka PXG) recently opened a chain of stores with this interesting value proposition. Golfers can get fitted for equipment in the same manner offered by competing golf retailers. However, in addition to exclusive PXG stores, the company has added service levels typically not found elsewhere. Follow-ups to tweak equipment are offered post-sale, use of bays, and a free box of one dozen golf balls are a few examples.

More for More - Your product or service delivers premium value by providing more benefit albeit at a higher price than your competition. Luxury brands in a variety of industries appeal to a specific target market in this space. Examples are BMW, Mercedes, Tag Heuer, Rolex, and Gucci. 

The Same for Less - Your product or service delivers additional value by providing the same benefit at less cost than your competition. GEICO is a good example of this value proposition and communicated that message several years ago with its "even a caveman can do it" advertising.

Less for much Less - Your product or service delivers additional value by providing slightly less benefit at much less cost than your competition. Ollie's is a great example of this. Their tag line, "Good Stuff Cheap" communicates that they cheaply offer good, not great, stuff. 

That's it. No matter how much you dress up your value proposition with flowery adjectives and promises, these are the only winning propositions when positioning your Chamber brand against neighboring competitors. Consequently, when you develop your overall value proposition, it must be rooted in your positioning strategy against the competition that allows you to communicate to the market exactly where you are positioned.

The solution to this problem lies with the Chamber recognizing how it is positioned against a neighboring competitor, taking meaningful action to increase membership value through benefit and price, and communicating that value to your target market.


It helps to develop a Positioning Statement. Kotler et al (2023) describe a format that looks like this:

"For (target customer or segment), who (statement of unsolved customer needs), our product is (short but vivid description of the product), that provides (statement of key benefits- how the product solves customer problems). Unlike (key competing brands), our product (key points of difference)."

Here's what this might look like for the Chamber of Commerce competing against a neighboring Chamber with lower membership dues:

For local employers who need a unified voice of business in our community, membership in our Chamber of Commerce helps you lock arms with like-minded employers to protect and advance your business, offers cost-saving business essentials, and provides networking, training, and opportunities to serve. Unlike the low-cost Chamber down the street, our Chamber represents our employers in our community and speaks on behalf of our business community to our local elected officials.

Of course, after thinking it through and discussing with your leadership, you will likely have a different Positioning Statement than the example provided here. Either way, it is a far better strategy and clarifying exercise than complaining about low membership dues from a neighboring Chamber. 

Thanks for your engagement!


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