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American Chamber of Commerce in Azerbaijan Branding & Marketing Process 1. Unclear Vision 2. Lack of Direction (2 nd Director in three years) 3. Lack of Confidence by Stakeholders 4. Stagnant Growth (See #3) 5. Single Revenue Source (Dutch Disease Risk) 6. Insufficient Revenue base for Expenses (over-commitment for physical location) 7. Tarnished Reputation 8. 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: 1. Display Honesty Rebuild goodwill by re- establishing relationships 2. Build Credibility Give Members a reason to support (cart/horse); don’t expect support in order to be credible 3. Act with Integrity Everyday: Find ways to keep promises and build successes 4. Project Invincibility Build alliances that can challenge the status quo of corruption and make a difference for business •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 ISSUES & CHALLENGES: BRANDING & MARKETING With Brand fundamentals agreed, Phase II is the launch of marketing campaigns to increase support/revenue 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? Before… During…
