In terms of business, it is not only expertise or intuitive feelings that matter it's also visibility. Exposure to peers, opinion leaders or clients generates that intangible asset, which, if put to proper use, can later help monetise. The French-Bulgarian Chamber of Commerce (CCFB) gives the French business community in Bulgaria precisely this.

It acts as a multi-functional conduit between French firms stationed in or looking to set foot in Bulgaria, or firms on the lookout for Bulgarian partners. It does so through economic missions, social gatherings and general queries.

It is hardly a surprise then that the vast majority of all French firms active in Bulgaria are members of the CCFB. Representatives of 113 of France's 142 businesses frequent the CCFB get-togethers on the first Thursday of every month to keep ties with likes alive.

"Through networking, each member gets value for membership money," says Stephane Delahaye, vice president of the CCFB and head of PR and advertising agency Euro RSCG. "When directing a request to a minister or government official, belonging to the chamber is a huge benefit."

These values made the CCFB apply for membership of the Union of French Chambers of Commerce and Industry Abroad (UCCIFE).

UCCIFE was a key reason for, previously named, Business Club France Bulgaria transform into CCFB in late 2004, but not the only reason. The status of a chamber of commerce is more official now. "Coupled with UCCIFE, more doors are open when we, informers and brokers of French firms, execute business in Bulgaria," CCFB president Patrick Favre told The Sofia Echo exclusively. "Since a French company rarely enters Bulgaria for the sake of Bulgaria alone, rather it seeks regional exposure, it is important to establish professional contacts with peer structures in neighbouring countries," Favre says. "Now we can adequately respond to cross-border queries from prospective French entrants."

"Through affiliation with UCCIFE, we have a network that helps us attract demand for services and boost CCFB turnover," Delahaye says.

Unlike other countries' comparable structures in Bulgaria, CCFB is purely a commercial entity with no affiliation or sponsorship from the French government. As such, it receives no governmental subsidies and supports its revenue from membership fees (about 98.5 per cent of total) and services (1.5 per cent).

Staff members confirmed that the share of revenue from services was on the rise since joining the chambers of commerce union. Optimisation and standardisation of practices across the Balkans network zone helped boost efficiency in services implementation. Hence, the share of money from services is destined to rise.

Delahaye would not rule out the point that state subsidies may, in the future, help to form a third revenue stream. The French system awards subventions on a project-based basis as opposed to assigning individual chambers an annual budget. Only projects of chambers of at least three years in existence could apply for subsidies, so, until recently, the young CCFB was ineligible, he adds.

"The French system is like being in a bank," Delahaye says. "You have to have a track record to win subsidies."

For now, money may be tight, but in terms of partnership, the ties between the French embassy in Bulgaria, its trade department, in particular, and CCFB is seamless. Exchange of information and cross-referrals of queries are part of the daily routine of CCFB and commercial department's officials. CCFB, in particular, takes all requests from concrete sectors or company research and queries for potential business partners in Bulgaria.

Furthermore, thanks to exchange of opinions, a project that has long stumbled on bureaucracy and inactivity could shortly move off the blocks.

On arrival, French ambassador to Bulgaria Etienne de Poncins asked why Bulgaria had little promotion in France, Delahaye recalls. Promotional projects filed by Euro RSCG flopped repeatedly on financing with Bulgarian governmental institutions, was the answer.

"As a result, Bulgaria's image in France is zero, so is brand awareness," he says.

It was agreed that this time the chamber, not the company, would apply for Bulgarian public money with a fully integrated advertising campaign. The goal, Delahaye explains, will be to promote Bulgaria as a business - not a tourist - destination.

The campaign would rest on three advertising channels - paid publications in France's major business publications, outdoor advertising (billboards) and PR. The third channel would entail news conferences with the participation of "advertising guru Jacques Seguela, who is willing to spend his time on this initiative" and testimonials of French business people active in Bulgaria to compatriots.

Delahaye believes that if the three channels were phased in one after the other, the first through October-November, the campaign would achieve the highest impact. "The project should be ready by the end of this summer and in September it will hopefully be lodged with Bulgaria's authorities," he says.

Hopes are the campaign will materialise and draw Bulgaria into the scope.