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Meet with every member individually at their business; listen, apologize, agree to move forward proactively Develop channels to keep Members and prospects informed of actions , wins, and successes. Publish and share widely in print and E-news Highly Publicize Member Only Events

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american chamber of commerce in azerbaijan branding marketing process

Meet with every member individually at their business; listen, apologize, agree to move forward proactively

  • Develop channels to keep Members and prospects informed of actions , wins, and successes. Publish and share widely in print and E-news
  • Highly Publicize Member Only Events
  • Photograph every event and display, publish, share who has influence
  • Create Member only resources: National Salary Survey, White Papers
  • Upgrade Luncheons with High Level Speakers to be viewed as prime networking and government face time
  • Establish Business-Gov’t Working Groups in each sector
  • Create visual campaigns to keep logo and name visible and connected to success, high level officials
  • Sponsor business development events, higher visibility at Trade shows
  • Joint briefings with Congressional Delegations- host exclusive Member Only meetings
  • Host Charity (Social Responsibility) Events with high profile guests for Members
  • Create showcase events for Members
  • Ally with US Embassy and foreign Embassies to gain entrée to gov’t meetings for Members
  • Go To bat for Members: White Paper on Corruption
  • Upgrade website - more interactive, be available
  • Use media to call out unfair practices for Members (Tax collector bribes, advance payments)
  • Develop regional Caucasus wide Alliance of AmChams for leverage

During…

Before…

BRANDING & MARKETING

ISSUES & CHALLENGES:

Unclear Vision

Lack of Direction (2nd Director in three years)

Lack of Confidence by Stakeholders

Stagnant Growth (See #3)

Single Revenue Source (Dutch Disease Risk)

Insufficient Revenue base for Expenses (over-commitment for physical location)

Tarnished Reputation

Need to Re-Build Goodwill

  • Articulate and Establish Vision:
  • “AmCham … the Premier Business Advocacy Group in the Caucasus”
  • Define Mission:
  • “To Secure a Level Playing Field for American Business in Azerbaijan”
  • Develop Objectives to Achieve Mission and Realize Vision:
  • Display HonestyRebuild goodwill by re-establishing relationships
  • Build CredibilityGive Members a reason to support (cart/horse); don’t expect support in order to be credible
  • Act with IntegrityEveryday: Find ways to keep promises and build successes
  • Project InvincibilityBuild alliances that can challenge the status quo of corruption and make a difference for business

American Chamber of Commerce in Azerbaijan Branding & Marketing Process

Price: What will Members pay?

Product:What is the AmCham “product “worth?

Promotion: What channels can AmCham use effectively?

Place:What is AmCham’s place in the business market?

With Brand fundamentals agreed, Phase II is the launch of marketing campaigns to increase support/revenue

slide2

American Chamber of Commerce in Azerbaijan Branding & Marketing Results

AFTER…

Media tone is positive;successes are well known; growth indicates a winfor credibility goal; high level officials are a win for invincibility goal

Positive Yearly Growth 6 Years Running

AmCham Board with US Ambassador Escudero (L)

AmCham Dir. with Minister of Ecology & Nat Resources (Ctr)

Azerbaijan President Aliyev with US Ambassadors Mann, Harnish, and Escudero at 2004 AmCham Oil & Gas Trade Show booth , being given AmCham gift plate (R)

slide3

Branded Visibility

AmCham White Paper -delivered to the President on National Television