Against the Grain: Networking

Ah, trade show season is upon us. Trade shows cost a lot of money – not only the time employees will be out of the office, but costs for a display booth, collateral materials, airfare, lodging, meals and miscellaneous expenses always come into play. That’s why the value your business gets from a trade show is more important than ever. But how do you measure that value? And how do you know if you’re at the right show?

Determine your show goals. Are you there to socialize and network? Are you there to sell?  Trade shows can be important for both reasons, but setting expectations before committing to a show is important. You might have a show that isn’t high on your priority list for sales opportunities, but your absence would be noticed.

Make use of the attendee list before the show! Yes, you have your customer list, and you’re probably going to set up appointments with those people while you’re out there. But that trade show you’re going to has a critical mass of potential buyers – connecting to them before the show via e-mail or direct mail can help set you apart from your competitors. Bonus points if you can find a creative way to drive them to your booth.

Work the floor! We’ve told you about this before – keep your booth and employees looking sharp and at attention for the next big customer.

Follow up on leads. Take time after the show to follow up with everyone you and your team met. Even if they said your product wasn’t the best fit for them, you never know if they might refer you to someone else. Plus, it’s important to develop lasting relationships to grow your business.

Measure and report. Let’s get back to those goals we mentioned earlier. If you set a measurable goal for sales, prospects, etc., take the time to actually report your results to the team. A lot of companies set a goal and never go back to see what was accomplished.

After chatting with professionals in the field of advertising, I cannot tell you how many times I heard, “If you don’t have any experience in the crazy world of advertising, chances are you won’t be considered for a position.”  I suppose this is understandable.  I mean, why would agencies want to hire a person fresh out of college with zero knowledge of agency life when they could hire someone who has completed an internship and learned the ins and outs of advertising already?

Now, we’ve all been told that internships might not be the most fun and exciting work, but once you get over the standard intern “chores” of making coffee and printing copies, it is clear to see that no class can beat in-house experience.  Walking around the agency, seeing what people do on a day-to-day basis is something that is more valuable than any classroom project.  With only five days experience under my belt so far, it seems like I’ve learned more in those days than I did all semester at school.  Classes can teach you about typical advertising pieces like what a creative brief is or what a new business pitch should look like, but nothing beats hands-on experience.  This is why internships are so valuable.  You have the opportunity to watch and interact with people who’ve been in the business for years.  I’ve been able to sit in on new ad pitches, brainstorming sessions, vendor meetings as well as new client proposal pieces.  Everything is new and exciting.

Everyday I go into work excited to see what projects I will be working on next, keeping an open mind knowing that some will be better than others, but you have to start somewhere right?  With the World Pork Expo coming up next week, I know I’ll have my work cut out for me.  I’m taking every day one step at a time but eager to see what’s in store for me in the future.  Also, just for the record, I haven’t been the “coffee boy” or “copy guy” yet, but if need be, I’ll step up to the plate; after all, I am the intern…

The endless nights of studying. The meetings that started at 10:00 p.m. Going on 5 hours of sleep. An intramural game tipping off at 1:00 a.m. Nothing can quite prepare you for the fun of college. But one thing’s for sure – if you let it, college can sure prepare you for the “real world.” Those infamous three little words - the real world. My first thought, “DON’T MAKE ME GO!” and my second thought, “can it really be that bad?

Well, the answer is no…and yes. College was certainly a blast and it challenged me in so many ways. I learned to multitask, prioritize and develop skills necessary for the professional world. The social aspect, of course, was a bonus. Graduation from college is just a stepping stone into the world. And that stepping stone led me to Trilix.

There’s no better place than an agency to gain so much experience in such a short amount of time. So if you like variety and a fast-paced work environment, pursue a career in the agency world. The best advice to get there? Keep your activities and internships diverse – this will give you the much needed varied experiences.

Of all the classes, projects and review sessions, I believe my biggest influences were my internships. I recommend getting as many as possible! They only help your professional development, build your skill set and expand your network.

It was actually my connections through my last internship that connected me with the Trilix opening. I checked it out and it turns out that all my experience I gained through my internships and leadership roles was exactly what they were looking for. For the first time in my life I have real responsibility and am able to apply all I’ve learned in college and internships to my work experiences and projects. And besides, everyone has to graduate.

But as for graduation day? I didn’t want to leave college. No way. But they made me… and they had to take me kicking and screaming the whole way.

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.

Some of the most powerful and influential people in the industry don’t work for a manufacturing company. They don’t work for the trade association and they don’t work for the government or a university. They write and edit the industry trade pubs.

Having good relationships with the writers and editors of industry trade pubs is essential.

These pubs are hungry for content. They need stories to tell. And if you’ve got a compelling one (hint: you do… we promise), they’ll likely be happy to tell it for you. Complete with the perks and benefits that come from a third party endorsement.