But for discussion purposes, how many chambers are in the ribbon cutting business?
Every chamber executive I talk to that has a robust ribbon cutting program talk about how their members love it.
Well, that's a great opportunity to charge a premium for that feature. That's a special member feature that they should pay a premium for. It's not a member benefit. The benefit is awareness of the business to the community from the press received at the event.
Let's take a minute to have a discussion on the difference between a member feature and a member benefit. And by the way, I've been guilty of using the two words interchangeably.
But, let's be clear, the difference can be illustrated in the following examples:
Member Feature vs Member Benefit
- 4 tires, two doors on a car vs transportation to the airport
- Educational program vs knowledge to comply with a new regulation
- Ribbon cutting ceremony vs public awareness and new business
- Tissue vs germ free
Talk about the benefits of joining your organization not the features you provide.
Specialize in something!