Maria Piscopo's Business Library Tips

Visit Maria online at www.mpiscopo.com for all the latest business tips, seminars and workshops

Publicity and Networking
It’s Not What You Know - It’s Who You Know
By Maria Piscopo

One of the most important skills of the successful business owner is NETWORKING. Even in the design and photography business, clients hire people they know! Networking using professional associations is not "hard sell" promotion. It falls outside the traditional tactics like portfolio presentations and sourcebook ads. It is effective and successful because networking can help clients get to know you and will support the rest of your marketing plan.

There are three types of associations to identify and network with: client, community and peer. Your best reference for identifying different client and peer group associations is the "ea Directory" or Encyclopedia of Associations. It is available in the Business Reference Section of your local library. Community associations are easily identified by your local Chamber of Commerce or your local newspaper’s schedule of community events.

For most of the benefits, you must be a member of the association. Of course, association dues are not only tax deductible but should be considered an expense for promotion. Check these suggestions against your current marketing plan and decide what tips can be put to work immediately!

CLIENT ASSOCIATIONS

Here are some ways to use professional associations of your potential clients in your marketing plan:

1. Look for client associations that produce newsletters for distribution to their membership. These can be excellent avenues for both advertising and publicity. The ads can be anything from business card size to full page. Because the circulation is reasonably small compared to many other advertising opportunities, the ad rates will be low. Don’t be misled by the small circulation! Even if there are only 300 newsletters printed, each goes to a targeted client for your photography. This is better that a "shotgun" mailing to 30,000 people in order to find the 300 qualified clients. When the production values are not high enough due to the smaller production budgets, ask for the free standing insert rate. This will allow you to print your own ad and have the association insert it before mailing to members.
2. Look for client associations with directories of their members. This directory is a source of names for scheduling portfolio presentations and looking for assignments. In addition, your listing in the resource section of the directory is another exposure to build name recognition.
3. Look for the membership database on disk to save time keyboarding the names and addresses into your computer. Then you have your labels for your next direct mail campaign.
4. Look for client associations that have active committees you can join. For example, the Hospitality Committee is an excellent choice. There’s no easier networking than being the official "greeter" at a meeting. Volunteer for different committees and positions, join the board and try to work with as many people as you can. This is an excellent way to get the experience you need of working with a potential client before you try and sell to them!

COMMUNITY ASSOCIATIONS

These are groups that range from national associations such as the United Cerebral Palsy to your local Humane Society. There are two benefits that come from networking with these non-profit community associations:

1. Centers of Influence
   These are people in the community that you would like to meet but don’t have an excuse to call on them. Though they may not directly buy, they influence people that do hire. Their relationship with you is an endorsement that could be a valuable marketing asset.
2. Public Service Projects
   The best association marketing benefit is your participation in public service projects. They often bring together the community’s best creative people. This is because they give maximum creative freedom for the design, art and photography in exchange for the donation of your time. Production expenses are usually paid by the association. Most of all, you get all the benefits of a "real" job; client reference, testimonial letter, publicity, printed pieces and the chance to work with a good creative team.

PEER ASSOCIATIONS

Marketing yourself by joining an association of other creative professionals is the most overlooked tool of networking. Joining and participating in your peer association should be considered a requirement of business and not an option! Here are some of the benefits from joining (or renewing your membership) with your peer association:

1. The quickest and easiest way for any client to evaluate your professionalism is through your membership in a professional association. They belong to their own groups (the client associations above) and the credential of membership tells the client you are a professional. Add this information to all of your promo pieces, ads and direct mail promotions.
2. As a member, you get industry information from other members when you are connected. It could be important as getting help with estimating a job you’ve never done before or as simple as knowing what clients pay late.
3. Other members can refer assignments to you. When they can’t take the job, you can be a "backup" if they know you can do the job and have met you at meetings.
4. Finally, volunteer work in your peer group gives you the opportunity to practice all the "people" skills you need to run a successful business. If you want to introduce yourself to the local and national industry media, join the Publicity Committee. If you want to overcome your reluctance to call total strangers and get them to give you what you want, then join the membership committee. Joining and getting involved gives the safest and most effective place to practice, learn and grow in your networking skills. It’s who you know!