Latest / Imperfect Marketing / 282: Beyond Business Cards The Art of Authentic Chamber Relationships with Guest Sheila Denstaedt

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282: Beyond Business Cards The Art of Authentic Chamber Relationships with Guest Sheila Denstaedt · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:31
  Speaker 1: I'm your host, kendra Korman, and today we are back inside the Walsh College Creator Studio and I am really excited to be able to get Sheila from the Troy Chamber of Commerce here today to talk with us.
• 0:47
  Speaker 1: Thank you so much for joining me.
• 0:49
  Speaker 2: Well, thank you for the invitation.
• 0:50
  Speaker 2: You know, I was so excited to be able to do this with you.
• 0:53
  Speaker 1: Now.
• 0:53
  Speaker 1: Our calendars have not matched up forever, no, but we finally got it on the calendars.
• 0:58
  Speaker 1: So talk to me about your journey and how did you get into being management at a chamber?
• 1:05
  Speaker 1: You know what I have?
• 1:06
  Speaker 2: really had a blessed story.
• 1:08
  Speaker 2: I'm a graduate from Michigan State University go green.
• 1:11
  Speaker 2: My first job was at the American Lung Association of Michigan.
• 1:19
  Speaker 2: One of the reasons I got my job was because my boss at the time was also a Michigan State grad.
• 1:22
  Speaker 2: She saw my resume, she pulled me in and baptism by fire.
• 1:25
  Speaker 2: I got involved in events and all things American Lung Association, which was great One of my first experiences.
• 1:31
  Speaker 2: Literally a couple of days in, my boss looks at me.
• 1:33
  Speaker 2: She goes you have a ball gown, right?
• 1:34
  Speaker 2: Yeah, 20 some year old, just graduated, just moved out of the house.
• 1:39
  Speaker 2: Sure, I have a ball gown.
• 1:40
  Speaker 2: Well, you better believe I got one and again had some great opportunities to get involved in events, moved around, was at the Capitol Grill as a sales marketing manager, open Builders Associations as events.
• 1:54
  Speaker 2: We had a hiccup in our economy.
• 1:56
  Speaker 2: 2008, 2009 timeframe Took a bit of a break during said hiccup and then, while I was looking, had some friends who were actually chamber members at the time.
• 2:06
  Speaker 2: They said, hey, they're looking for a business development person.
• 2:10
  Speaker 2: Why don't you apply?
• 2:11
  Speaker 2: Long story short, almost 15 years later, I'm here.
• 2:15
  Speaker 1: That's very cool and Sheila knows everybody, especially in our local community here in Troy, michigan, and I definitely go to her all of the time whenever I need something.
• 2:26
  Speaker 1: So let's talk about relationships and the value of a chamber.
• 2:30
  Speaker 1: Why should people consider joining their local chamber?
• 2:35
  Speaker 2: So many different reasons and a lot of those stem from what you want to get out of your community or your business community, and there's things marketing, advertising opportunities, events, networking.
• 2:48
  Speaker 2: It's just so many different things in so many different areas, like our chamber, depending on what you're looking to get done or accomplish, who you're looking to get in front of.
• 3:00
  Speaker 2: We have over 90 events a year.
• 3:01
  Speaker 2: You're going to find something.
• 3:03
  Speaker 2: One of the coolest parts of any chamber is using the staff.
• 3:07
  Speaker 2: Every chamber has a great staff.
• 3:08
  Speaker 2: I can tell you ours is top notch.
• 3:10
  Speaker 2: They know the Chamber world inside and out, so you go to them to help them, help you build those relationships.
• 3:17
  Speaker 2: Yeah, so I think that's what's unique about Chambers, again, every community being a little bit different.
• 3:23
  Speaker 2: Some are a little more residentially driven than business driven.
• 3:27
  Speaker 2: Some are nice Both.
• 3:29
  Speaker 2: Some have festivals, some don't.
• 3:31
  Speaker 2: We don't.
• 3:32
  Speaker 2: I kind of like that.
• 3:33
  Speaker 2: No offense to anyone who does, but it really works well for our group and for the city of Troy.
• 3:38
  Speaker 2: That's great.
• 3:40
  Speaker 1: All right, supporting your local community.
• 3:43
  Speaker 1: I'm a big fan of, and one of the first things I did when I started my business was join the Troy Chamber to support my community.
• 3:50
  Speaker 1: I didn't actually know what I was going to do with the membership and I've gotten a lot out of it because I've been a member now, for this is my 11th year.
• 3:56
  Speaker 1: We're starting my 11th year, so it's been definitely worth it to me, mostly from the connections that I've made.
• 4:02
  Speaker 1: Let's with your events background.
• 4:05
  Speaker 1: Let's talk a little bit about events.
• 4:06
  Speaker 1: A lot of us got into that wonderful sweatpants, not leaving the house 2020 mentality and I think a lot of us are really struggling getting back into it.
• 4:17
  Speaker 1: Shocking stat I actually heard and this is sort of marketing related, but not really that LinkedIn reported a 70% decrease in virtual jobs and 40% of all of the applicants are applying to those eight percent of jobs that are available, which is insane, right?
• 4:36
  Speaker 1: So you know again, a lot of people.
• 4:40
  Speaker 1: We became sort of shut ins yeah, for lack of a better term and it's been hard to get back going.
• 4:48
  Speaker 1: What do you think about in-person events coming from an events back?
• 4:53
  Speaker 2: then 2020 for everyone was a learning lesson.
• 5:01
  Speaker 2: Within a week we were up virtually on Zoom.
• 5:02
  Speaker 2: We were creating events via Zoom, those kind of things.
• 5:03
  Speaker 2: The first opportunity we had when we were able to get back in person, we did an event at Embassy Suites.
• 5:10
  Speaker 2: We were able to do it outside.
• 5:11
  Speaker 2: They had a patio.
• 5:12
  Speaker 2: We saw 50 people and that particular event our morning jam was usually not that big, so picture 50 people six feet apart on a patio, but darn it, they were there, we had fun, it was great.
• 5:27
  Speaker 2: Then took a couple of years and right now we're averaging some of the highest numbers we've seen in my 15 years at all of our events, be it paid or unpaid.
• 5:39
  Speaker 2: Our holiday lunch just had the largest attendance it's ever had.
• 5:43
  Speaker 2: Our morning jams and coffee, news and networkings they all had the highest attendance they ever had.
• 5:48
  Speaker 2: So I think now people want to be in person.
• 5:50
  Speaker 2: They missed it, they craved it and now they're just doing it.
• 5:54
  Speaker 2: While 2020 COVID all of that is still here.
• 6:00
  Speaker 2: People have just gone past that and they're out and about and you're seeing it.
• 6:05
  Speaker 2: You're seeing the hugs again.
• 6:07
  Speaker 2: You're seeing the high fives, you're seeing the handshakes and it's great.
• 6:11
  Speaker 2: There's excitement, there's an energy in the room, more so than anything I've even seen before COVID.
• 6:16
  Speaker 2: So, if anything, there were some good things that came out of COVID there really were but I think it's that new energy, that just desire to be around people that we miss so much.
• 6:27
  Speaker 2: Now we're really fostering that right now.
• 6:31
  Speaker 2: So we're seeing every.
• 6:33
  Speaker 2: No one really wants to be virtual anymore.
• 6:36
  Speaker 2: I'm not going to argue.
• 6:37
  Speaker 2: I miss the hat on the head.
• 6:39
  Speaker 2: You know the sweatpants on the, you know the blazer here, and then, as soon as that camera went off, you're like OK, back with the sweatshirt.
• 6:46
  Speaker 2: But you know we also had a closet full of clothes that weren't being used, so that's been fun too.
• 6:51
  Speaker 2: And you forget you have those shoes in the back of the closet.
• 6:53
  Speaker 2: You're like hey.
• 6:55
  Speaker 2: So we are seeing greater attendance and that relationships are growing.
• 7:01
  Speaker 2: We're seeing more of our members going out and about having coffee, having lunches.
• 7:05
  Speaker 2: One of the great things about Facebook and LinkedIn and X and all of those is you see the pictures and I have to tell you, as a team, when we're sitting there going through everything, we're like so-and-so are at lunch and we know they met at one of our events.
• 7:18
  Speaker 2: There is nothing better.
• 7:20
  Speaker 2: So when you talk about relationships.
• 7:22
  Speaker 2: That's what chambers foster all of them.
• 7:24
  Speaker 2: I don't care what city they're in, I don't care how big, how small.
• 7:27
  Speaker 2: That's what it's all about.
• 7:52
  Speaker 1: Even if it's through email or social.
• 7:54
  Speaker 1: I mean, I always joke around because my husband says, oh, I know that person.
• 7:58
  Speaker 1: I'm like, no, you don't.
• 7:59
  Speaker 1: You've just take it to the next level.
• 8:01
  Speaker 1: So say somebody is headed to a chamber event, say one of your morning jams.
• 8:07
  Speaker 1: Talk to me about what tips would you give them as somebody starting?
• 8:12
  Speaker 1: That's a great question.
• 8:14
  Speaker 2: There's so many different.
• 8:15
  Speaker 2: Are you an introvert or extrovert?
• 8:17
  Speaker 2: One of the things sometimes I suggest to our new members is give us a call, send us an email.
• 8:22
  Speaker 2: We can let you know who's coming.
• 8:23
  Speaker 2: So you'll have names and companies so you can say oh my God, you know so-and-so from XYZ company is going to be there.
• 8:29
  Speaker 2: I really want to meet them.
• 8:30
  Speaker 2: Let one of the chamber team know They'd be more than happy to make that introduction.
• 8:35
  Speaker 2: Look for chamber ambassadors.
• 8:36
  Speaker 2: All chambers have them.
• 8:37
  Speaker 2: A lot of times they're designated by a different badge.
• 8:39
  Speaker 2: Walk up to them.
• 8:40
  Speaker 2: They're there just for that.
• 8:43
  Speaker 2: To help make you feel more comfortable.
• 8:45
  Speaker 2: I know with our chamber we assign you as a new member and ambassador.
• 8:49
  Speaker 2: Give them a call, see if they're going to be at that event.
• 8:52
  Speaker 2: Say hey, can we meet up outside and walk in together?
• 8:55
  Speaker 2: Could you introduce me around?
• 8:57
  Speaker 2: One of the things I know we try to as a team we always look for those people that might be in the corner or might be doing this with their phones or things like that, and kind of try to bring them into groups.
• 9:07
  Speaker 2: Really, I love doing the hey, you need to meet so-and-so, so-and-so, you need to meet so-and-so.
• 9:12
  Speaker 2: Ok, you two talk and then I move on to the next one and in that moment, a lot of times people might not know what to do or say, but they figure it out.
• 9:19
  Speaker 2: And again I'm looking at pictures on Facebook going hey, I made sure those two got together.
• 9:24
  Speaker 2: Now look at this, so it's taking chances.
• 9:28
  Speaker 2: I think one of the things about chamber events is those people are there for that same reason.
• 9:33
  Speaker 2: So don't be afraid to walk up to them and say, hi, I am, and hold out that hand or hey, you know, I like your shoes or I like your this.
• 9:42
  Speaker 2: It starts a conversation.
• 9:44
  Speaker 2: And again, they're there for that same reason.
• 9:47
  Speaker 1: So I like where you went with with two different things One, that you're seeing people connect after the fact, because I think that that's important to continue the conversation.
• 9:55
  Speaker 1: If you just see people at chamber events, they're not long enough to make.
• 10:00
  Speaker 1: I mean there's usually an agenda make, I mean there's usually an agenda, right.
• 10:03
  Speaker 1: I mean there's almost always a program, yeah, yeah, of some sort, right, yeah.
• 10:07
  Speaker 1: And so there's not enough time to really get to know people on a one on one basis.
• 10:12
  Speaker 1: So taking that offline, I think is really important and it's nice to see that you guys help facilitate that.
• 10:18
  Speaker 1: In addition, I also liked hey, I like your shoes or I like your dress or your sweater, whatever that happens to be, because we were talking before we started recording about that know, like and trust factor.
• 10:29
  Speaker 1: Right, people like to do business with people they know like and trust, so doesn't all have to be business all the time, absolutely not, absolutely not.
• 10:38
  Speaker 2: You never know what someone's going through that morning.
• 10:41
  Speaker 2: They may have had the worst morning, something had happened, something silly, something serious, whatever that is.
• 10:46
  Speaker 2: You walk up to someone, smile and say, oh my God, you look amazing today.
• 10:50
  Speaker 2: Watch their face change, watch their temperament change and you know what.
• 10:54
  Speaker 2: You kind of feel good, because sometimes you can sense that.
• 10:57
  Speaker 2: Tell me, you haven't been at a restaurant.
• 10:59
  Speaker 2: You have one of those servers that sometimes seems a little grumpy and like, all of a sudden you're like, ok, I'm going to make them smile, I'm going to make them laugh, and then by the end of that meal they feel better.
• 11:08
  Speaker 2: You're happy because you were able to help out.
• 11:10
  Speaker 2: So, yeah, absolutely Walk up to someone.
• 11:13
  Speaker 2: You are building business relationships, but you're also building friendships, and we've seen a lot of that too.
• 11:23
  Speaker 2: We, you know.
• 11:23
  Speaker 2: Again, you're looking at Facebook.
• 11:24
  Speaker 2: Oh, my God, look, so-and-so and so-and-so are out on a Saturday night hanging out.
• 11:26
  Speaker 2: That's great.
• 11:26
  Speaker 2: That's what it's about, again knowing and liking and trusting.
• 11:29
  Speaker 2: That comes through relationships.
• 11:31
  Speaker 2: And you're right, it's not just business, it's knowing that someone else, hey, went to Michigan State or happens to like this or that, and so do you, and then you have that common bond.
• 11:41
  Speaker 1: Yes, I think that that common bond is important, Having that discussion and not just focusing on it as a business relationship, or I should say it's not transactional right.
• 11:50
  Speaker 1: Chambers are not.
• 11:51
  Speaker 1: Yes, transactions come out of them.
• 11:53
  Speaker 1: I will second that and say that transactions have come from the Troy Chamber, but that's not primary for me and most of the time it's not primary for you guys.
• 12:05
  Speaker 1: Yes, that's what you want to happen ultimately, but it's really about those relationships.
• 12:09
  Speaker 1: I think I've only ever been to one chamber event where someone sat in a corner, sat at a table, and, just like anytime anybody walked by, they're like here's your card and I was like, yeah, no it's something actually we talk about quite a bit.
• 12:23
  Speaker 2: We have a couple of members who talk about that.
• 12:26
  Speaker 2: It's that don't offer a card or don't give someone a card unless they ask for it, kind of thing, because within time that comes, as you're building, as you're talking, they will want to get to know you more, or they won't, and that's okay because you're not always going to mesh with everyone.
• 12:42
  Speaker 2: But you will know and they'll say hey, you, you know what.
• 12:44
  Speaker 2: I want to move on.
• 12:45
  Speaker 2: I want to talk with so-and-so, but can I grab your card or grab your phone out?
• 12:49
  Speaker 2: Let's get something on our calendar.
• 12:50
  Speaker 2: I know something Susan Holiday from Leadership, oakland and I talk about all the time.
• 12:55
  Speaker 2: Let's just take the phone out.
• 12:56
  Speaker 2: Now we're here, let's do that and you get that right on your calendar.
• 13:00
  Speaker 2: But it does take time and people need to realize that.
• 13:05
  Speaker 2: I always have a story in the back of my head.
• 13:07
  Speaker 2: When I was graduating college, one of my neighbors across the way he was also graduating.
• 13:12
  Speaker 2: He came in and he's sitting on the couch and we're frantic trying to get our resumes together.
• 13:16
  Speaker 2: We're like dude, what are you doing?
• 13:18
  Speaker 2: What's going to happen?
• 13:19
  Speaker 2: He's like, oh no, they'll come knocking my door down Doesn't work that way.
• 13:23
  Speaker 2: It really doesn't.
• 13:25
  Speaker 2: I never did know if he got a job or not, but you have to put some effort into it and it will come.
• 13:30
  Speaker 2: You might not be at that meeting, but when they see you at that next meeting and you're like hey, remember we talked at the blah, blah, blah, then again it's that repetition, it's building that relationship.
• 13:45
  Speaker 1: It truly is, and I think chambers are a really good way to do that and to build that.
• 13:47
  Speaker 1: If, again, if you're a big fan of the digital version of everything, chambers have ways to connect online.
• 13:55
  Speaker 1: There are membership lists, there's email blasts.
• 13:59
  Speaker 1: Sometimes you guys still do some virtual programs.
• 14:02
  Speaker 2: Absolutely, absolutely.
• 14:03
  Speaker 2: Our nonprofit network sometimes will have a tendency, because we're so spread out and we do recognize too, time is precious and that time to drive to somewhere, get to the event, you're at the event and drive back.
• 14:15
  Speaker 2: So we do try to incorporate some virtual meetings too.
• 14:19
  Speaker 2: We want to be cognizant of that.
• 14:20
  Speaker 2: Advertising, member advertising.
• 14:22
  Speaker 2: We have good news on our website you can put that on 24-7.
• 14:26
  Speaker 2: That goes into our newsletter.
• 14:27
  Speaker 2: It builds your SEO, it gets you out there.
• 14:30
  Speaker 2: And again it's that repetition.
• 14:32
  Speaker 2: Oh my God, xyz company meet them at that morning gym.
• 14:36
  Speaker 2: Oh yeah, that was Bob.
• 14:37
  Speaker 2: I needed to reach out to him.
• 14:39
  Speaker 2: Boom, it's again.
• 14:44
  Speaker 2: It's that repetition.
• 14:44
  Speaker 2: They're seeing you in print or digital and then they're seeing you in person.
• 14:46
  Speaker 1: And again, I think it all comes down to relationships and being top of mind, and that's why I'm such a fan of consistency, and consistency plays a role in in-person events and in the chamber and in associations.
• 14:57
  Speaker 1: Most chambers have more things than you could potentially do as a business owner, even in your wildest dreams, and that's OK.
• 15:04
  Speaker 1: But what you really want to do is focus on what you can do and leverage the heck out of it, because your membership usually includes so much.
• 15:14
  Speaker 1: And I'm a little spoiled because I am a member of the Troy Chamber and I do think it's one of the best in the area, if not the best.
• 15:20
  Speaker 1: I didn't join them all, so I don't know, but I'll say it's the best.
• 15:23
  Speaker 1: But let's talk.
• 15:25
  Speaker 1: Let's move into some marketing stuff.
• 15:27
  Speaker 1: So the show is called Imperfect Marketing.
• 15:30
  Speaker 1: So the question that I ask all my guests is that marketing is anything but a perfect science.
• 15:35
  Speaker 1: What has been your biggest marketing lesson learned along the way?
• 15:40
  Speaker 2: Less is more, less is more.
• 15:42
  Speaker 2: I had someone once talk about logo suit and I looked at her and I'm like, explain, and that's when you see a piece that just has too much.
• 15:52
  Speaker 2: Sometimes you'll see it with events and all events and ours others where it's like every logo under the sun and like, okay, well, where's the information on the event itself?
• 16:01
  Speaker 2: So I am a huge proponent of white space, is okay, have an action item and have all the details really clearly distinguished.
• 16:12
  Speaker 2: I think that's what I've learned over the years and up until that time I met with that person and I can remember it very clearly and I remember her looking at me and going I don't want to be logo soup.
• 16:24
  Speaker 2: And I had that moment of we'll figure that out.
• 16:27
  Speaker 2: So I think that was my biggest lesson and it's something I try to move forward with everyone, with our team.
• 16:33
  Speaker 2: We're working on our magazine.
• 16:35
  Speaker 2: We're looking at things.
• 16:36
  Speaker 2: There's white space.
• 16:37
  Speaker 2: Sometimes there's too much.
• 16:38
  Speaker 2: It's just figuring out that balance, actually, and keeping up and reading what that can look like, because you know what, what drives your eye to what and what colors and things like that.
• 16:49
  Speaker 2: So staying up on that too, all right.
• 16:51
  Speaker 1: That's.
• 16:52
  Speaker 1: That's great, and I am a big fan of white space.
• 16:55
  Speaker 1: I am a big fan.
• 16:56
  Speaker 1: I was actually just working with a client yesterday on an email newsletter that they're sending out and we were doing it as a letter from the executive director and the response that I got is can you add in some more pictures?
• 17:07
  Speaker 1: And my response was I don't want to, because, again, thinking about how people are reading things on mobile devices, they're looking for that quick call to action, they're looking for the clear information.
• 17:19
  Speaker 1: I think a previous guest on the podcast was a web designer and she said is it easy to work with you?
• 17:26
  Speaker 1: That is the first question you ask whenever you go to your website.
• 17:29
  Speaker 1: This applies to everything in marketing.
• 17:33
  Speaker 1: So I think, yes, do not be logo soup.
• 17:35
  Speaker 1: White space is okay.
• 17:38
  Speaker 1: Marketing is really all about relationships.
• 17:39
  Speaker 1: So thank you so much, sheila, for joining me today.
• 17:42
  Speaker 1: I really appreciate it.
• 17:44
  Speaker 1: I'm so glad we finally got this to work.
• 17:46
  Speaker 1: I know we've been trying for a long time, but again, look into your local chamber, whether that is Troy or another chamber that is near you.
• 17:55
  Speaker 1: They are an amazing resource.
• 17:57
  Speaker 1: They can connect people beyond your wildest dreams.
• 18:01
  Speaker 1: Everything that I've been able to build my business on all started with the Troy Chamber because that's where my initial relationships started and even though I've grown into some other associations and relationships since then, almost all of them started and originated in some way, shape or form, to the Troy Chamber, and I really do appreciate the relationship and the time and really the time that they spend replying to everybody that asks questions.
• 18:27
  Speaker 1: I mean, I don't envy them and I don't even want to know what their email boxes look like, because I just send them an email whenever I feel I'm like hey, I got a question, and so it is an amazing resource that you should definitely investigate.
• 18:40
  Speaker 1: If you are not a member of, if you are a member of your local chamber, see what you're missing out on.
• 18:44
  Speaker 1: What aren't you leveraging to get the most out of your membership Until next time.
• 18:50
  Speaker 1: Thank you so much for tuning in to another episode of Imperfect Marketing.
• 18:53
  Speaker 1: If you don't mind, and you learned something today, it would really help me out if you would rate and subscribe.
• 18:59
  Speaker 1: Thanks, and have a great rest of your day.