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For Media Professionals And
Others In Business
By John W.
Coleman,
President, Twin Oaks
Communications
Networking is one of any business person’s most
powerful marketing tools. In the world
of media—whether its film, television, corporate video, events, internet or
other—where it’s often said that “it’s not what you know but who you know,” your
network of business relationships and friends in the industry translates into
your net worth. According to networking
expert Hank Blank, the opposite of networking is not working!
I read, not too long ago, that if the average person
listed the names of everyone they know, the typical list would include 300 names
or more. Now, consider that those 300
people know 300 more people who know another 300 people and you begin to see the
value of networking.
One of the benefits provided by all MCAI (Media
Communications Association International) chapters around the country is a
regular monthly opportunity for networking with other media production
professionals. The networking takes place during a social hour over refreshments
and food prior to the evening’s formal program. Each meeting features a useful
presentation on a current topic relating to the latest developments in media
creativity, technology or business, so you’ve always got something interesting
to talk about.
Mr. Blank teaches that networking is a low cost but
high return business building strategy. With today’s production environment
dominated by small companies and individual freelancers, those are important,
sweet words. Networking can change your business development from cold calling
to relationship selling which is far more powerful.
Yet most people don’t really know how to network.
They treat it as a casual and passive activity and don’t maximize its benefits,
Blank explains. That’s one reason the friendly environment the MCAI provides is
so attractive: it makes networking easy. I’m sure, like me, you’ve been to at least one giant “business mixer”
where no one seems to want to meet anyone new. On the other hand, MCAI is an association. That means we’re all there for mutual
benefit. It sets up a totally different
dynamic. The atmosphere is much more one of: “Come join
us.”
Hank Blank teaches that business people get more by
promoting yourself less and doing more for others; or to adapt an old saw, “It’s
the relationship, stupid!” Long term
MCAI member and past president of the LA/OC Chapter, Gary Stone, says it best;
“People like to do business with people they like.” The wisdom behind Mr. Blank’s advice is that
it’s hard not to like someone who’s willing to do something for you. But to learn to like someone you’ve got to
get to know them. To help that process unfold MCAI meets regularly every month.
One of the most common misconceptions people have
about networking is thinking that simply handing out a business card at a mixer
or MCAI Meeting will get them business. It might, but remember, the best networking is about making a connection.
That connection offers the opportunity to build a relationship. Business relationships are about keeping in
touch with someone you have something in common with and who can be helpful to
you down the road—as a client, a supplier/subcontractor or even a business
partner. Members of the LA/OC Chapter of
MCAI have reported that connections they made through the organization have
resulted in all three.
A common mistake people make in networking is
confusing it with partying. Networking can—and should be—fun, but the goal
should be about building your business in some form or another. And it’s not about instant results. When you create a relationship with a fellow
professional you can’t really be sure when—or how—it will pay off. In fact, you should be willing to put
yourself out for others without it being a quid-pro-quo. Blank says to think of
your networking as printing financial and social currency. Hey, it worked for
Don Corleone in “The Godfather!” Unless you plan on being out of business in a
few years, think long term. Your network of friends and business acquaintances
enhances your value—a form of career insurance.
Finally, a key premise of successful networking is
follow-up. What’s easier than to follow up with another “chance meeting” at the
next monthly MCAI gathering?
So, get out one night a month, and come to the MCAI’s
LA/OC Chapter meeting to help grow your business. Bring plenty of business cards and a smile.
You’ll meet some fellow professionals, share trade talk, get some information
that will help you stay ahead of our ever-changing industry and make a few
friends. And if you’re smart, you’ll
collect a few business cards and do some follow-up because you never know when
you will need to call that person—or when they’ll call
you!
About The Author:
JOHN W. COLEMAN is the president of Twin Oaks
Communications in Mission Viejo, California. His company provides creative,
production, distribution as well as consulting services for television and
business, working in all media. Mr.
Coleman is also the president of the LA/OC Chapter of MCAI for 2006-2008. As a
producer-director-writer with over 25 years experience in television and new
media he has produced TV programs, commercials and media presentations for
companies large and small. You may contact John at www.twinoaks.tv or
949.707.1131
HANK BLANK is a consultant in advertising, public
relations, recruitment and of course, networking. His company, Hank Blank Inc.,
provides integrated marketing resources for small to medium size companies by
taping the power of one of the largest networks in Orange County, his own. Based
in Laguna Niguel, Hank has over 25 years of advertising and marketing experience
forged on a broad range of packaged goods, consumer, franchised, and retail
accounts throughout North America. He has worked at such agencies as J. Walter
Thompson, Needham Harper & Steers, Ross Roy Advertising, and Townsend &
O’Leary. Mr. Blank has been featured on CBS Market Watch, The OC Register, and
World Talk Radio. You may contact Hank
at www.hankblank.com or hank@hankblank.com or
949.300.3266
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