Against the Grain: Keely Pearson

Last week, I attended the National AgriMarketing (NAMA) conference in Kansas City. The 2010 conference drew a record number of agri-marketing professionals and featured two days of social media, e-mail marketing and branding discussions. Armed with my beloved BlackBerry, Twitter app and the conference hash tag, I was anxious to catch up with old friends, meet new ones and share everything I learned with my Twitter followers.

I was amazed by the number of attendees I recognized by their Twitter avatars and how many conversations began with, “Hey, I know you! I’m @KeyleeP.” As I chatted with tweeps, I jokingly suggested our Twitter handles should be listed on our name tags. But seriously, they should’ve been! How opportunities to make a face-to-face connection with online “friends” did I miss because I didn't recognize them? Most marketers would agree that we're in a relationship business and the ability to network is key to unlocking new opportunities. The beauty of Twitter is that it creates an introduction, a virtual handshake if you will, to make real life connections that can help your business grow.

In addition to its networking perks, Twitter is a great platform to raise awareness about your company and promote your products and services. Some companies are fearful of using social media because they lose control of their messaging. But it’s time for these timid, late-adapters to be brave and log-in. Customers are already talking about your company, products and services and you'd better be monitoring what they're saying. Tweets can spread through the Twitterverse like wild fire and if the messages are negative, you’d better be ready to respond — STAT!

Social media has added a new dynamic to the marketing mix. You must get engaged in the online conversation to connect with your current and potential clients and monitor what they're saying about your brand. You never know who is listening. The next virtual hand you shake may just open the door to a once-in-a-lifetime opportunity.

As the most recent addition to the public relations department, I’m relatively new to Trilix and only six months into agency life in general. I dedicated the previous three years of my post-college life to the marketing efforts of a small, not-for-profit organization. The differences between the client side and agency world is extreme – but throw in the for-profit vs. not-for-profit twist and you’ve got a contrast between night and day.

On the client side, I became an expert on the organization’s product and service offerings and I wrote about them all day, every day. Agencies present the unique challenge of writing intelligently about an industry that you may not be familiar with. They say variety is the spice of life and Trilix has given me the opportunity to try my hand in the agricultural, financial lending, auto racing and pork industries. I’m constantly challenged to learn more about our clients and the issues affecting their businesses so I can provide them with valuable messaging and tangible deliverables.

In my previous life, if the boss asked for something, you dropped what you were doing to get it done as soon as possible. No questions asked. Now imagine you have four bosses who all want a task completed in a timely manner. They are all equally valuable and deserving of superior quality work. The project will pass through several hands before it is delivered to the client so your part needs to be completed STAT so it can move to the next department. Which project do you tackle first? Now that’s a conundrum. Agencies teach you to multi-task and balance clients’ needs. They are also fast-paced. My clock-watching days are long gone. In fact, it’s not uncommon to glance at the clock and wonder, where did the day go?!?

Agency life isn’t for everyone, but I believe the team-centric nature of the work creates real friendships between co-workers and a great place to spend the day. Some will argue the grass is always greener on the other side, but I believe you end up exactly where you are meant to be.

Three years ago, a colleague invited me to attend a National AgriMarketing Association (NAMA) meeting. She explained the event would last about an hour and included lunch. Free lunch? I'm in!

When I arrived, I was surprised to see a small conference room filled with local up-and-comers in the Ag industry. I wondered what they knew about the trends and challenges facing the market that I didn't. It turns out, they knew a lot because they met each month to discuss issues and share strategies. Then it dawned on me...I wasn't leading the next generation of marketing professionals, they were. Unacceptable!

Three years ago, I was given the opportunity to get involved and I took it. Sure, monthly meetings give you a great excuse to sneak away from the office for a few hours, but it turns out there are lots of benefits to professional associations. Case in point:

1. Getting involved provides networking opportunities with other professionals who share like interests and face similar challenges on a daily basis. Your peers can be sounding-boards and wonderful sources of inspiration. Your next big idea may come from a quick brainstorming session over lunch.
2. You can raise awareness about your company and generate new business prospects. At the next meeting, introduce yourself to your fellow tablemates. Tell them where you work and prepare a 30-second "elevator speech" about your company. You never know who may need your services. On that note: be a good ambassador for your company.
3. Marketing strategies are always changing and evolving. Pursuing continuing education opportunities is the only way to stay on top of the game. A "Lunch and Learn" has more to offer than a three-course meal. For one hour, you can listen to an expert discuss strategies that helped their business gain market share and reach their target audience. In a tough economy, who can afford to miss that kind of advice?

There are a plethora of professional associations that give you the opportunity to learn from the experts in your industry. Visit the American Advertising Federation, American Marketing Association (AMA), Art Directors Association of Iowa, International Association of Business Communicators, National AgriMarketing Association (NAMA) and Public Relations Society of America Web sites to view upcoming meetings in the Des Moines area. This is your chance to get involved! Will you take it?