The title is a bit long, but we believe your focus is one of the requirements we will implement in this mini-guide, which we hope will greatly help you give visibility to your chamber of commerce so you can help more companies build bridges and obtain the benefits you offer them.
- I) Project yourself into the future:
As Dr. Brown once told Marty McFly in the movie Back to the Future III: "Think fourth-dimensionally"
Avoid showing only the achievements of your administration; instead, show the most relevant achievements of the other boards throughout history, including the heritage since its beginnings; that said, emphasize YOUR management and the most important milestones you have accomplished recently.
And why this?Because the identity of your organization is built over time, and I want to highlight the word Organization... (focused on organisms, which, like the body, each component fulfills a function and does not compete with other parts of the body; therefore the previous board is part of that organism even when it is no longer in office, because without it, it would not be what it is now).
If we imagine this as a metaphor: it is as if your Chamber of Commerce were a train:each car "becomes" the main part of the train as time goes by...so what you build in your car becomes the main part when you manage it during your administration period. -
2) Show the infrastructure, but more than that, emphasize your message on human connection and member benefits (avoid repeating the same old thing in the typical formal or marketing language); highlight the valuable contribution you make in facilitating connections between members and show didactically how your Chamber of Commerce (and especially your management) facilitates and helps them; (in the video you can talk about the process and comparison of: what it would be like to do all the paperwork to export to another country individually, subtly noting the possible lack of knowledge of those starting on this path; even highlighting through figures the expenditure of resources, time and money if done incorrectly; and compare all this with how easy and practical it is with the support of your Chamber of Commerce, which offers this optional service.
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3) Express and highlight in the video that your Chamber of Commerce is interested in creating community:Although you work with several companies through the membership figure, your Chamber of Commerce is a corporation and each member fulfills a specific role in your community; make it clear that your association nurtures that bond between companies; show some excerpts of the events you hold, especially the networking ones.
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4) Before recording the video, have a mini-script or base structure; and be brief, but focus on highlighting keywords that build trust, quality and value; and invite them to visit your website.For example: you could create a "semi-interactive" video divided into "chapters" and, in the benefits section, you could show for example the link of your website that goes directly to them.
Do not overuse this resource either; we do not want the video to be an encyclopedic index of your website.(With other technologies you can even interact and create calls to action; reaching the point where, for example, at a specific part of the video, it pauses and a form appears for the potential member to enter their email and describe their needs; and once they do, the video continues to the end and you can insert another call to action.
This type of technology allows you, together with a creative strategy, to make it more interactive and can help you further segment your potential members and learn their hidden or secondary interests that may influence the decision to join your Chamber of Commerce. -
5) Seek professional advice from people or agencies that make videos so you can receive technical recording advice.
BONUS ? : Suggestions to further optimize the context of the video and turn it into a strategy for your social media:
Heritage:
Share the importance of building a solid corporate identity over time. Show historical achievements and recent highlights on your social media:
Emphasize human connection and benefits:
Design some posts illustrating how the chamber of commerce facilitates interaction between members and highlight the benefits of being part of it (you can create infographics or short videos).
Create community:
Interact with your followers during the week; schedule it and highlight that your chamber of commerce is a community in which each member plays an important role. Show photos and videos of events and networking sessions, and in the description of the post or reel, write about the importance this event had; and add testimonials or quotes from those who attended or gave presentations (if you do not have testimonials from the event, I suggest implementing it, either by adding them as testimonials in your event recap videos, or doing it manually in writing).
Creativity + technology:
Create "semi-interactive" videos, with chapters that invite viewers to explore more on your website, and show relevant links.
Take advantage of this powerful tool to create data and information segmentation: pop-up forms that help segment interested potential members; publish these videos on your social media from time to time so they do not stay only on your website.
Make your Chamber of Commerce authentic:
both in its language and way of being; convey trust and professionalism in the videos and avoid very formal ideas or structures that you think are appropriate in these areas or sectors (disruption can be a tool for innovation).
One example was what we did at our agency Visibles World together with the Belgolux Chamber of Commerce, led at the time by its General Manager Andrea Rojas Van-Dyck: we created the first web series of chambers of commerce in Latin America, giving visibility to its members.
Did you miss it? I invite you to watch the promotional video at this link: https://www.media.visibles.world/videos-camaras-de-comercio/video/2378
Would you like us to give you technical recording advice, or do you have questions about how to make your video? Tell us what you would like to improve in your Chamber of Commerce presentation videos.
Who writes all this?
Gabriel Agustín g.o.
Facilitator of Comprehensive and Creative Solutions for business, diplomacy and non-profit organizations, General Manager of Visibles.World
Linkedin: https://www.linkedin.com/in/gabriel-agustin-go/
More about me: https://www.visibles.world/gabriel
