BizWord May 2008

Table of Contents

From the Desk of Laura Crawford

From the Chairman of the Board

Last Call for First Swing Annual Golf Classic

Thank You to All Supporters of the First Swing! 2008 Annual Golf Classic

Web Site Analytics: Test What Works, See What Doesn't

How to Raise Morale When Profits Decline

Stretch Your Marketing Dollars Further with Chamber Advertising

Thank You!

From the Desk of Laura Crawford...

It’s hard to believe that I’ve been working for the Downers Grove Area Chamber of Commerce & Industry for a full year.  Meeting the business people and learning about this town has been an absolutely amazing experience. The people of Downers Grove have had such a positive impact on my experience.  I hope I have had just a fraction of that positive impact here at the Chamber.

We’ve all endured a lot of change this year - not only in your Chamber but in many areas of the community.  I am happy to report that through all the local transition and difficult economic times, Downers Grove is still where business happens!  Restaurants and shops are opening up downtown; Fortune 500 companies have opened sales offices here; manufacturers are expanding their buildings; and we’re all moving forward – together. 

Downers Grove folks are not ones to sit back and wait for what life hands them, you make life happen, and more specifically, business happen.  I was always told that there are rich rewards waiting for those who can produce and provide real value to life.  This is even more true in times of turmoil and uncertainty.  Well, Downers Grove businesses are getting it done! Congratulations and thanks for a great year!

lcrawford@downersgrove.org   630-968-4050 x14

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From the Chairman of the Board

Are you ready to take your Membership to the next level? In June, the Chamber will begin to accept nominations to the Board of Directors.  There are several spots available, providing Members an opportunity to represent their businesses and provide their expertise.

The Board of Directors serves to further the mission of the organization and establish policy that supports the goals of the Chamber.  The Board represents the interest of our shareholders - you, our Members - and provides oversight of Chamber operations. The Chamber relies on the considerable talents and experience of dedicated volunteers to keep this organization a vibrant force in the business community, both locally and beyond. We need to develop a strong and varied representation so that we can continue to elect good officers passionate about maintaining the high caliber of this Chamber and willing take it into the future. 

We encourage Members to consider Board membership.  The first step is to fill out and return the Nomination Form.  The Nomination Committee will evaluate candidates, set up interviews, and determine final candidates.  I look forward to working with all our new Directors as we continue to build business and build our community.

Visit HERE for the Nomination Form.  Visit HERE for more information on the role of Directors.

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Last Call for First Swing Annual Golf Classic!

It's only a week away!  Have you signed up for golf?  Join us May 12 at Seven Bridges Golf Club in Woodridge for an exciting day of play and prizes.  There are only a few foursomes left! 

The Chamber is thrilled to offer two Hole-in-One opportunities.  Luxury Motors is providing a Bentley GTC convertible and Pugi Mazda is providing a VW Beetle convertible.  We'll also have a Buy the Drive, Bet Your Swing, President's Putting Contest and more!  Purchase chances towards a luxury box at an upcoming NASCAR race, a week-long vacation, premium golf bag, dinner with Mayor Sandack, and more! 

Call the Chamber today at 630-968-4050 to grab that last spot on the course! Don't miss your chance to start the golf season with this fun networking day!  Sponsorship opportunities are also still available.

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Thank You to All Supporters of the First Swing!  2008 Annual Golf Classic

It was a bright sunny day filled with challenging golf and lots of fun!  Join us in thanking all our participants and sponsors who made the event so special.

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Web Site Analytics: Test What Works, See What Doesn't

Ricardo Harvin
E-mail Questions for Tech Tools to techtools@uschamber.com.

Measuring the effectiveness of a marketing campaign, no matter what media you use, is an important yet elusive endeavor. Data are often unreliable, and changes in how they are broken down and interpreted are constantly occurring. 

On the Web, however, there are analytical tools that track customer activity on your Web site. Web analytical tools go beyond the seemingly arbitrary and sometimes controversial statistical sampling methods used by traditional media (how many Nielsen families have you ever met?). They use a combination of data drawn from Web server log files, browser cookies, and JavaScript to compile a set of behavioral data for each visit to your site.

This level of behavior tracking surpasses diary or survey methods because it doesn't rely on inaccurate or incomplete recollections of past actions by participants, cuts down on bad data from the "TV is on, nobody watching" effect, and delivers a detailed step-by-step view of every action a user takes through your site.

While no method is perfect or immune from inaccuracies or tampering, Web analytics can give you an invaluable look into how people are using your site, what they find interesting and useful, and where they come across barriers that cause them to leave your site. 

This type of analysis is useful for every type of site. You don't have to be an online seller to find real value in knowing how your marketing information-which is what your Web site delivers-is working. If your Web site delivers the kind of information consumers search for online, the more likely they are to purchase from your brick-and-mortar store.

The cost of setting up analytics for your site ranges from free to hundreds, or even thousands, of dollars per month. The sweet spot for most small business sites is to pay a Webmaster to set up the free analytics service offered by Google. 

Once you're up and running, you can gauge customer responses to different messages, page layouts, and methods of communication. For example, you can track the click-through rate of links to your site sent to your customers via e-mail versus those generated by online ads.

Don't hesitate to offer different versions of the same message or product page to different groups of people at the same time. These types of side-by-side comparisons (usually referred to as A/B testing) provide insight into what works best and are an example of the real-time data that Web analytics can deliver that other marketing measurements can't.

Hard data showing you where to make changes to improve your Web site let you maximize value to your customers and to your business.
Originally published April 2008. Reprinted by permission, uschamber.com, May 2008.
Copyright© 2008, U.S. Chamber of Commerce.

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How to Raise Morale When Profits Decline

by Lauren Soderstrom, Training Specialist, The Management Association

When business is booming, it is usually relatively easy to keep employees' spirits up.  After a particularly grueling period of hard work, you can point to the success that resulted.  You can point to the profits rolling in the door and perhaps celebrate with a catered lunch or maybe bonus checks.  Employees can rest assured that their work will be noticed during performance review time and they will be rewarded handsomely.

But what happens when the business is more busting than booming?  Employees are working equally as hard, but without the success, pizza parties or bonuses.  Perhaps there isn't a budget for wage increases this year.  At the same time, you know your employees are working incredibly hard and you are depending on them more now than ever.  What can you possibly do to keep morale up while the profits move down?

Be honest

Employees are smart.  They often know when times are hard and appreciate an honest approach. Organizations may be tempted to have all-staff calls, newsletters or memos that announce, "We are exceeding our financial targets!", or even, "Things are looking back up!" when that is not the case.  Untrue statements teach our employees not to trust management.  The last thing an organization needs during difficult times is an environment of distrust.  If your organization is public or is open with financial information, they will see the data for themselves.   They may become afraid and start speculating if they hear mixed messages.  If your culture is open, share the strategy and business plan for pulling through this time.  Let them know what role they will play. Let them know how important they are for the organization.  Share how they can help contribute to the organization's success.  Regardless of how much you decide to communicate, ensure it is truthful.

Find the Right Job Fit

I despise math.  If you ask me to do math all day, I will dread coming to work, and leave drained and exhausted. However, I absolutely come alive when thinking about human behavior, organizational improvements, training, etc.  I can work in these areas all day and night and still feel refreshed and excited about it the next day.  Everyone has their different version of these extremes.  Observe your employees at their best.  Ask them what they love to do. Ask them what they least like to do. Whereever possible, try to accommodate these preferences the best you can. When employees can do tasks that fit their talents and interests, they are more motivated and often more successful. As Confucius once said, "Find a job you love, and you will never work a day in your life."

Develop your Employees

Employment is a reciprocal relationship.  Employers expect employees to dedicate their talents, skills and knowledge to improving the organization.  Employees, in turn, expect to be compensated for this.  Beyond base pay and bonuses, there are additional ways to compensate your employees. Training your employees shows you are willing to invest in them– and makes them more marketable should layoffs occur.  Fancy seminars are not necessary.  On-the-job training allows employees to gain new skills without leaving the office or plant.

Recognize Positive Behaviors

When there is a freeze on raises, recognition becomes even more important.  If there has been open communication, employees understand the reason they are not receiving increases.  What is critical at this juncture is that they understand that the organization still values and appreciates how much they do.  There is not a standard "best practice" for how to recognize effectively. Recognition is individual for everyone.  Spend some time with employees learning how they best like to be recognized. Often a sincere thank you will do wonders.  Other times, it may be team potlucks on Fridays or decorating the work area when goals are met. Handwritten thank you cards for a job well done can be a no-cost way to recognize employees. Regardless of the method, showing your employees you care enough to individualize recognition efforts may be the best form of recognition yet.

These methods demonstrate important values such as respect, honesty, appreciation and development.  When an organization cares enough to provide its employees with these values, morale can weather the storm even when the economy is tumultuous.

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Stretch Your Marketing Dollars Further With Chamber Advertising

Looking to get in front of a captive audience?  Consider advertising with the Chamber!  We have numerous opportunities to fit every budget.

• Website banner ads - reach out to businesses and consumers with an ad on downersgrove.org!  Many levels available.

• Info@downersgrove.org - shine in full color in our new mailer!  Discounts available for six or year-long commitments

• BizWord newsletter - feature your business as a banner or medallion ad

• Member2Member Update - highlight an offer, showcase an event in this weekly email piece.  Discounts available for six or more ad commitments.

These are just a few of the many ways you can have your business featured with the Chamber.  Visit HERE to see the complete list or contact Jane Abe at 630-968-4050 x11.

Thank You!

First DuPage Bank for hosting the joint Business After Hours.

John Page of Vistage International for leading the May Business Roundtable Network Group.

The Ambassador Committee for pitching in and donating your time and energy to the Annual Golf Classic, outreach calls, ribbon cuttings, and events.  April and May have been busy months!  We very much appreciate all your help.

Stillwater Restaurant & Wine Bar for hosting the first Restaurant Association meeting.

The Downers Grove Economic Development Corporation for hosting the Chamber's Strategic Planning Taskforce meeting.

Lisa Wenzel and Wenzel Select Properties for hosting the May Chamber FIRST meeting.

Brian McPartlin, Executive Director of the Illinois Tollway Authority for presenting at the Legislative Committee meeting in May.