Build a Strong Network: If two equally beneficial opportunities are presented to a sponsor, they are going to pick the one that they have existing ties with. Connect with as many people as possible – a great time to start this is with current sponsors!
There’s power in numbers. Relationships matter. Networking opens doors. All of these well known quotes are actually quite true though cliché. In the world of marketing it seems like you can’t go two days without hearing about the latest networking event, or social networking site. And though at times we roll our eyes in silent exasperation at the utter discomfort of walking into a room and shaking hands with an absolute stranger, hoping we might establish a connection; or putting our faith in the latest community on the web; we can’t deny that connections are made this way.
Now, it’s true that times are more competitive than ever, and now is not the time to skimp on details like the value of your target audience or the impact your previous activation program had on past sponsors; but when it comes right down to it, the truth is that we are human, and we are a relational bunch. It’s why “deals made on the golf course,” and why “people work for (and with) people.”
So we know networking is important; now who should you build a network with, and how can you build your network?
We’ll start with the who. These are the individuals who have some kind of impact, involvement or influence over your opportunity. You can break them down into your past, present and future connections. Past- you’ve worked with them before in previous sponsorship opportunity related efforts. These individuals can turn into long term referrals or progress into present and future action drivers if you hold your cards right. Then you’ve got present, immediate, committed, active impactful contacts – they hold sway over current opportunity efforts. And then you have those future candidates for sponsorship opportunity involvement. As you’re taking an inventory of the most impactful individuals consider event planners, your marketing team, sponsors and their activation team, the venue contacts, company decision makers, the area chamber, your cousin who owns a company focusing on a shared target audience, businesses you believe have a reason for brand affinity, any individuals you know who are tied to key decision makers in companies you’d be interested in, etc.
Now we’ll consider the How. After inventorying these impactful and potentially impactful individuals, consider how you might nurture the relationships you have. Helpful and timely emails, lunch meetings, thank you cards, incentives, recognition, your time, etc. Keep in mind that it’s a good idea to get to know a team, not just an individual – you never know when a responsibility is transferred or your previously strong contact leaves on maternity leaving you without a favorable relationship intact. Get to know a team, not just one individual. Sometimes you’ll be putting yourself out there so that connections come more easily when you need them. Why do people hate cold calling? Because the person on the other line knows that you have an agenda, you have no other reason to be calling them, and you are more quickly disregarded because there’s nothing relational to lose. If you take the cold calling factor out of the equation, and you are a familiar voice, name, or share an experience, the other party is less likely to give you the brush off in the beginning – you’ve earned yourself a chance to be heard; and if credibility is established, so is trust. People do business with people they trust.
Networking comes easier to the extraverts, but since we aren’t all extraverts, let’s go over a few helpful resources or best practices at building a stronger network. Now, no one wants to be a “brown-noser”, but at the same time, it’s wise to keep up good relationships in the office with key office influencers. Use those lunches to take out current clients, potential future partners – invest in others and they’ll invest in you. Another popular resource option these days is the social networking world. I can’t tell you how may valuable connections I’ve build from LinkedIn. Harness the power of technology to get introductions and referrals, and get to know details about an individual’s experience before you meet with them. It might sound juvenile to connect within social media, but millions upon millions of individuals are linking themselves to these communities and chances are your target market, peers, and company decision makers are likely on there too. Make yourself seen, but not in an obnoxious way. It’s better to be the wallflower than the loudmouth with no etiquette – especially when it comes to your brand – believe it or not; there is a such thing as bad press these days. Find the industry specific hot spots and go there – answer questions and find influencers to rub elbows with. In addition, you may think about even attending some of the local chamber events in your area or attending an industry specific luncheon or seminar.
I begrudgingly attended a networking event which I quite nearly cancelled last minute. Good thing I didn’t. I met one contact that I found worth my time – as a result I experienced a chain reaction of referrals and new business leads, over 10 great leads, all because I sat down and had lunch with 4 strangers I’d never met before.
So what are your thoughts? How do you grow your network and how has that impacted our business?