1. High Impact Affinity Programs that Drive Value
February 12, 2008
Speaker:
Carey Ransom, VP Strategic Marketing
WebVisible, Inc./ChamberClicks™
All information disclosed herein is the property of WebVisible, Inc. and is STRICTLY CONFIDENTIAL AND PROPRIETARY. Any reproduction or distribution of this information, in whole or part, or the divulgence of any portion of the contents of same, to other than internal company recipients without prior written permission of WebVisible, Inc. is prohibited. This document is intended solely to facilitate discussions among the parties. This document is not intended to create nor shall it be deemed to create a legally binding or enforceable agreement, offer or the like of any type or nature and neither party shall have any legal obligation whatsoever pursuant to this document. Copyright 2007 WebVisible, Inc.

2. Challenges Faced By Chambers Why Offer Affinity Programs
Topics Covered
Challenges Faced By Chambers
Why Offer Affinity Programs
Traditional Programs vs. New Model for Affinity Programs
Recognizing Member Needs - Characteristics of a Value-Added Affinity Program
Providing Solutions – Evaluating Value-Added Affinity Programs
How High-Impact Affinity Programs Drive True Value for Chambers and their Members
Promoting Programs and Measuring Success 2

3. Chambers of Commerce face many challenges:
Retaining current members
Acquiring new members
Offering ongoing education to members
Diversifying chamber revenue
Becoming tech-savvy and solution-oriented
Help members find customers and grow their business 3

4. Why Offer Affinity Programs
“An affinity program is a special arrangement that the Chamber has made with a preferred supplier of a product or service, with pricing that can only be gained through the affiliation with that Chamber, who has contractually entered into an agreement with the product or service provider.” – (taken from a Chamber website) 4 4

5. There are affinity programs that can benefit chambers and members:
Programs that help chamber members save money
(Office supplies, delivery services, legal services, security solutions, funding/financing.)
Programs that help chamber members to access benefits as a group
(Health and life insurance, retirement benefits, merchant services, travel, entertainment.)

6. And then there are affinity programs that enable the chambers’ members to actually make money.
without costing the chambers a penny?

7. The new model for affinity programs
A high-impact affinity program is one that provides true value to the chamber member by not only providing a price advantage but is aligned with the chamber mission of enabling members to thrive in their business through connecting them with new customers and business opportunities.

8. New Model Example
ChamberClicks™ is a service for chamber members that provides a guaranteed and affordable way to advertise their business online where and when local customers are searching for them.

9. Characteristics of a Value-Added Affinity Program
Program is unique to the chamber
Does not require the chamber to pay to participate
True price advantage for the chamber member
The company is credible, with a history of success aligning with the chamber mission
Non-dues and non-event revenue potential
The company is a true partner – with an ongoing commitment, education/awareness and contribution

10. ChamberClicksTM Affinity Program
Value-Added Elements
ChamberClicksTM Affinity Program
Cost for chambers

11. Chambers receive recurring non-dues revenue
10% royalty on all revenue from Chamber members

12. Free marketing support for Chambers
We’re experts in interactive marketing and working with small businesses…and we do all the work for you and your members!
Free marketing support for Chambers
Direct marketing (direct mail, ) for program launch and promotions of co-marketing activity (e.g. gifts and special offers designed to generate interest)
Ongoing educational webinars, reference guides and articles for your members, content for chamber communications (newsletters, letters, feedback surveys)
Marketing materials (collateral, press releases), co-branded website, and graphics (banner ads, postcards)
Sponsorship of live events and promotional items with increased commitment from the chambers

13. High Impact Programs Drive Value
Evaluation Criteria
High Impact Programs Drive Value
Keys to Value-Add Affinity Program
ChamberClicks Affinity Program
Related to the Chamber’s mission
Program is unique to the chamber
True value advantage for the chamber member
The company is credible with a history of success aligning with the chamber mission
True revenue potential
The company acts like a true partner – with an ongoing commitment and contribution
Enables chamber member business to thrive
Helps customers find member businesses online
Discounted advertising rates
150 collective years of local internet advertising experience and 50,000+ successful campaigns
Recurring stream of non-dues revenue
Marketing support and education, reference guides

14. Market Education is Key
Search engines have now become the #1 resource for people looking for a local product or service.
According to Nielsen//NetRatings, consumers use the following sources to find local businesses:
74% Internet search engines - Google, Yahoo!, or MSN
65% Yellow pages telephone directory
50% Internet yellow pages
44% Your local newspaper
33% White pages telephone directory
29% Television
20% Direct mail

15. Solution Example
Consumers are searching – we make sure they find your members! (And we save you time and money in the process.)
We place your ads in the search results of top search engines.
Consumers search for what you’re selling.
Your ad appears to consumers searching for what you’re selling.
Consumers click through to your Web site or landing page.
Consumers shop online, or visit your business in person.
flowers
Automobiles
Automobile Repair & Service
Electronics
Electrical Contractors
Roofing Service Consultants
Attorneys
Wedding vendors
Jewelers
Property Maintenance
Physicians, Surgeons
Plumbing Contractors
Retail
Drug Abuse & Addictions help
Travel vendors
and more.

16. Ensuring Value Delivery
“Where are my dollars going?”
Campaign performance
Valuable metrics
Search engine distribution

17. Value Add Programs Save Members’ Time
Good programs save chamber members’ time and bring them new opportunities for their business. Ex: qualified leads into new customers!
Choose the appropriate search engines to advertise on (2 hours)
Initial research of appropriate keywords (6 hours)
Learn different rules for each search engine and create advertising copy for one) (5 hours)
Management of keyword bids and budget (12 hours/month)
Monthly optimization of keywords, advertising copy (4 hours/month)
Multiple bills and reports from multiple search engines (1 hour/month)
Do-It-Yourself
(13.5 hours per week x 52 weeks =
700 hours per year)
We can save each member over 700 hours per year!
ChamberClicks
Time investment*:13.5 hours per week!
Total time investment: 15 minutes
*Assume five search engines selected.

18. Promoting Programs Use education to expose members
Discuss their challenges
What is happening in marketplace
Offer affinity program as “one option”
Develop local expertise
Make sure you have someone in the chamber with knowledge
Keep program materials on hand
Celebrate member successes
Use members and their use of programs in newsletters, on website, etc.
Ask members to use programs
Compare programs to other options
Just ask for their participation

19. Assess Partner Quality
A sample ChamberClicks
sales call includes…
Every call begins with a consultative session to help educate chamber members on how to leverage online advertising to boost their businesses.
Solutions are proposed that meets their unique needs.
Products and services are guaranteed to bring potential customers to the chamber member, thus eliminating the risk and guesswork
Marketing expertise and guidance enables them to leverage the internet without requiring hundreds of hours of self-training

20. Measuring Program Success
Member adoption
Realistic potential members to participate vs. number who actually do
How long do members stay in a program?
Pre/post program membership impact
Do you attract new members?
Does program help you retain current ones?
Non-dues revenue
What is new revenue vs. Chamber’s cost?

21. ChamberClicks is powered by WebVisible, Inc.
WebVisible is an internet services and software company that provides local online advertising solutions for small businesses around the world.
Founded in 2001 by a team with over 150 collective years of experience in local interactive advertising and marketing.
Through Chambers of Commerce and partners like newspapers and yellow pages companies, we have helped over 50,000 small businesses across many industries.

22. Awards Media Coverage Speaking Engagements
Three-time nominee for Women in Business Leader Award- Orange County Business Journal
2007 Finalist AEA High Tech Innovation Awards Orange County- Software Company of the Year & Female Technology Leader of the Year
Winner of the 2007 Emerging Software Company of the Year- Southern California Tech Council
Named to the 2007 Inc Fastest Growing Private Companies in America, ranked 100 in the Software category & 73 in Greater LA
2007 Nominee Ernst & Young Entrepreneur of the Year Award
Media Coverage
Standard & Poor’s Scott Kessler names WebVisible “a company to watch” in his Business Week column “Seven predictions for 2007”
Speaking Engagements

23. Partner Marketing Expertise
Consumers are searching online
Are they finding your chamber members’ businesses?

24. 121 Innovation Drive, Suite 100
ChamberClicks™
121 Innovation Drive, Suite 100
Irvine, California 92617
Questions
Schedule a free consultation
Get free Internet marketing reference guides and articles
Carey Ransom
VP Strategic Marketing
(888)
Christine Lee
Program Director
(949)