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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

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American Chamber of Commerce in Azerbaijan Branding & Marketing Process

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  1. 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

  2. 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)

  3. Branded Visibility AmCham White Paper -delivered to the President on National Television

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