PRESIDENT’S MESSAGE: As a chamber of commerce, understanding marketing is important, knowing the difference between marketing and advertising is more important, and doing both of them effectively is paramount.

What makes this even more complex for the chamber is the huge number of business sectors we have, more than 123. To make things even a little more “foggy,” I have four distinct customer bases to market and advertise to: businesses, community members, tourists and municipalities.

In my mind I had (past tense) marketing and advertising all worked out. You see, I market the capabilities of the chamber — what we can do for your business. I then advertise the products and services of our members to our different customer bases.

I go by the creed that “my business members” are my customers; if they are not happy, I am not happy. That being said, I know I need to become a smarter marketing guy in order to be a better leader within the chamber team.

A wise insurance guy once told me, “Nobody wants you to sell them anything, but everybody wants to buy a value.” In that little phrase lies the whole lesson I relearned during my first night in Marketing 500 class. It deals with what makes us want to buy something.

When you look at most marketing ads, you usually see one of two messages being communicated: (1) traits or characteristics of the product, or (2) the value of the product to you. One speaks to the physical product, the other speaks to what that product or service can do for you. Which one is the better strategy?

A marketing instructor I once had illustrates an answer to the latter question brilliantly. It concerns guys taking a little blue pill (you all know what I am talking about!). No guy takes that little blue wad of chemicals just to say, “Hey, I took a blue pill full of chemicals!” However, 20 million guys do take little blue nugget because of the joy and value it brings to their relationships. Without a question, value wins.

As I thought about this the other day, I again realized that I need to get to know the chamber membership much better. The chamber team needs to be able to communicate not only products and services, but the value those products and services bring.

The service center is not just selling tires, they are providing safety for your family; our flower shops are not just selling roses, they are providing the opportunity for a memory to be made. Sound a little too fluffy? Billions of consumers are giving the thumbs up to value. The question is, as a business owner, are you?

I am very fortunate that I have two distinct marketing committees full of smart folks, one for tourism and the other for business and community service, to assist the board of directors and I as we move toward a more value-added marketing strategy.

UPCOMING EVENTS: “How to Write, Grow and Sustain an Effective Blog” presented by Jennifer Barbour. Takes place June 11, 5 to 7 p.m. at Priority Business Center, 2 Main St., Topsham. Fee for class is $25/person and seating is limited.

The June 12 Chamber Regional Luncheon features Robert Martin, president of Maine Technology Institute. MTI invests public funds in companies engaged in development of innovative technologies and propels them to commercialization. The sit-down luncheon is 11:30 a.m. to 1 p.m. at the Inn at Brunswick Station, 4 Noble St., Brunswick. Fee for chamber members is $18 and for non-members $25. Reservations are required.

The Southern Midcoast Maine Chamber’s Hacker’s Ball Golf Tournament is June 13. This 18-hole scramble will support scholarships for youth going to college from our region’s five high schools. It will also support young people who want to start their own business through the chamber’s Young Entrepreneurs Academy.

Harpswell Business Association and the town of Harpswell host the June 26 Chamber After Hours at the Orr’s Bailey Yacht Club. Welcome the summer season with “on the water” networking at its best. This event is free for chamber members and their employees to attend.

Please go to the chamber’s website (www.midcoastmaine.com), scrolling calendar to register for all of these events.

MEMBERS IN THE NEWS: The chamber welcomes C-Prime Valuation Group, LLC, a commercial real estate valuation service, and Revolving Drawers, a consignment shop in Topsham to its membership. Discover more about chamber members at www.midcoastmaine.com or download MyChamberApp for use on your mobile phone or tablet.

The chamber proudly serves 760 businesses and organizations in the following communities: Arrowsic, Bath, Bowdoin, Bowdoinham, Brunswick, Dresden, Edgecomb, Georgetown, Harpswell, Phippsburg, Richmond, Topsham, West Bath, Westport Island, Wiscasset and Woolwich.

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