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As we approach a new year, here are some reasons you should make some resolutions to strengthen your network:

One day, your network might need you.

Keep in touch, send cookies, write thank you notes, send a positive tweet and remember to connect often. Why? Because one day your network will need you.

In good times and bad, remember to keep in contact with those individuals that you respect and match your company’s values. Contact them when you don’t need anything just to say hello or check in. Keep your eyes open for opportunities, tips and tricks that you can pass along to them when it may help. A strong network is always working to uplift and help others in that network succeed.

One day, you might need your network.

A strong network is incredibly important when you reach a point where you need something. Once you’re at that point, it is WAY too late to start cultivating the network.

No matter how successful you are or how great your business is doing, you never know what turn of events may have you depending on your connections. Perhaps a new prospect wants a reference before working with you or you yourself have to find a new job.

Don’t forget that people will remember the good deeds you’ve done for them, and they will be more than happy to help you in return one day if you have maintained a strong relationship built on trust and mutual understanding.

Better doesn’t mean bigger.

I am a firm believer that one strong relationship is far more valuable than twenty weaker ones. This means that you don’t have to run around trying to meet everyone at your networking event and force a relationship on all of them if it’s not a good fit.

It means finding the people you naturally connect with and that make sense to get to know better. Trust your gut. Follow up with that person with whom you had a great conversation or invite that interesting luncheon speaker out for coffee to learn more about his or her business. Be good to the people that you respect and trust and they will be good to you.

So, go ahead, start early and resolve to make your network stronger in 2010! Your business will thank you!

Jean’s Top 5 Networking Resolutions: for 2010

1. Make a VIP list and check in with those VIPs on a monthly basis.
2. Always try to offer something to your network that may help them, too.
3. Follow up via email with every new contact you meet to foster the relationship.
4. Pick up the phone and connect with those contacts that you’ve lost touch with.
5. Consistently let people know what good things are happening in your world (e.g. post a tweet about a new client or a company award.)

1. Look for free events.

In the age of Social Media, free events are becoming more and more common. Networking events such as “Tweet Ups” and informal happy hours can be easily found with a little leg work. Instead of assuming that you have to pay to network, check Twitter and local online calendars for upcoming gatherings that are free of charge.

2. Don’t limit your networking to luncheons and evening events.

Oftentimes, luncheons and after-hours events carry a much higher price tag than earlier events such as a breakfast or coffee. Breakfast is a great time of day to network because people are fresh and usually haven’t gotten distracted by office tasks before the event. Breakfast events are consistently as much as $10-30 cheaper per ticket than luncheon events and usually offer more time to network before or after a speaker.

3. Meet for coffee.

If you’re trying to set up a one-on-one meeting with a prospect or potential partner, consider scheduling a coffee meeting instead of lunch. You can comfortably treat your colleague to a $3 coffee as opposed to a $20 meal. Plus, instead of spending up to an hour and a half waiting for the food and check, you may only need to spend 30-45 minutes of your and your guest’s time to discuss business.

4. Connect and check in electronically.

Utilize your email and social networking tools at the office. Many networking events today also offer podcasts of the events online. Instead of spending the bucks to attend an event, consider viewing the seminar online and then tweeting with or emailing the speakers or attendees afterwards to connect. You can make strong connections online by simply asking questions and beginning a dialogue.

5. Register early.

If you do decide it’s worth the investment to attend a professional event (and sometimes it definitely is!), make sure you register early. Most associations charge more the closer it gets to the date of the event. If you register early, you could save as much as $5-50 dollars in late fees. Registering as a walk-in is usually the most expensive charge, so plan out your week, or even better, your month of networking in advance – it will save you!

This event will feature industry leaders, including:

• Pierpont Communications speaking on Marketing & PR in Times of Turmoil;

• TradeMark Media speaking on Stop Tweeting and Start Thinking: Developing your Interactive Marketing Strategy; and
• Emma Email Marketing speaking about Email Marketing in the Face of Social Media.

Following the presentations, attendees will enjoy networking, appetizers, cocktails and live music from Austin’s own LipService. Let’s rock!

Date:
Tuesday, May 12, 2009

Venue:
Cool River Café, 4001 West Parmer Lane, Austin, Texas 78727

Time:
Registration opens: 3:30 p.m.
Presentations: 4 p.m. – 5:30 p.m.
Networking & Jam: 5:30 p.m. – 7:30 p.m.

Price:
$25 for AMA (American Marketing Association) members
$30 for non-AMA members
*On site registration will be an extra $5

To Register: (Register now! This event is filling up fast!)
Marketing Jam ‘09 Registration

Or for more information visit:
http://www.austinama.org/events.php#marketing_jam

Agenda:
4:00 – 4:30 p.m.: Marketing & PR in Times of Turmoil, Michael Russell & Stacy Armijo, Pierpont Communications

In tough times, the pressure is on to deliver more with less. Michael Russell & Stacy Armijo, leaders of strategic communications firm Pierpont Communications in Austin, will share insights on what to keep, what to cut and how to make your role indispensable.

4:30 – 5:00 p.m.: Stop Tweeting and Start Thinking: Developing your Interactive Marketing Strategy, Nick Weynand, TradeMark Media

It’s easier than ever to market on the Internet, but really making yourself heard takes careful planning and a solid interactive marketing strategy. Discover the latest tools and technology you can use to understand and reach your audience.

5:00 – 5:30 p.m.: Email Marketing in the Face of Social Media, Annie Williams, Emma Email Marketing

Social media and email marketing are friends – and not just on Facebook. Annie will show attendees how to pair these two channels for a marketing strategy you’re sure to dig. And, possibly, Digg.

Brand Loyalty.

During a down economy, it can be tempting for companies to veer away from their brand. We at TradeMark Media have worked hard to build a brand that reflects high quality Web design and development with excellent customer service. If we started marketing our services at a discount, this could affect the way our brand is viewed. The short-term gains of the additional clients could hurt us in the long run since we would have to modify our brand in order to fulfill discounted work.

Staying true to the core values of your company is essential in the current economy. Clients are looking to do business with companies they know, understand and trust. When budgets are tight, it doesn’t mean no one is purchasing. It simply means decisions are being made more thoughtfully. Marketing the core values of your company will go a long way in sustaining your business and earning long-term respect and a lasting reputation you can build on in years to come.

Added Value.

So now that we’ve established that your brand is worth fighting for, what can we do as marketers to help our businesses survive and even thrive in a down economy? I believe the answer lies in giving clients additional value. This is not the time to cut back on your services or offerings.  And remember, value can come in many forms, but a good place to start is in your client relationships and networks.

As marketers, we must work smarter and be more thoughtful about staying in touch with our contacts. It is our job to make client and prospect experiences with our company as valuable as possible – and fun. Now is the time to cultivate deeper relationships with clients and provide top-notch service. This way, your clients will come to rely on you as part of their solution.

More Hats.

In most cases, marketing professionals are wearing more than one “hat” at work. Our team at TradeMark Media is an agency of 8 people, so as you can imagine, my job consists of many different tasks. I handle sales, networking, client relationships, marketing and even some PR work –and those were the hats I wore before the economic downturn!

If you want to survive and even thrive with a down economy, it is imperative to wear more hats and channel your efforts into strategic avenues that will result in revenue for your business. Look for new ways to promote your company. Talk with your manager, boss or team to brainstorm innovative marketing ideas, and don’t get discouraged if you’re asked to help with other aspects of the business. These may be areas that will increase your knowledge and give you the opportunity to shine while helping your company.

A Digital Marketing Plan.

A survey of CMOs done in 2008 by GfK Roper Public Affairs and Media in New York for marketing services firm Epsilon found that 75% of respondents said digital marketing would be the last area of marketing they’d cut in this downturn.

Let’s face it, digital marketing is a modern-day marketer’s greatest resource – and I’m not just saying that because I work for an interactive design agency! Web sites, email marketing campaigns, banner ads and social media tools are becoming the standard way we market our businesses and communicate with our clients.

Regardless of what industry you are in, a digital marketing plan is essential for making it through the economic downturn and beyond. Plus it just makes sense financially. Digital marketing cost less than traditional mediums of marketing such as print, and it broadens your reach and scope. I do emphasis “plan” in this point, though. Just like every other initiative, you want your digital marketing plan to tie into your company’s overall objectives and stay true to your brand.

Measurable Goals.

Measurable goals (saying that you want to accomplish something particular within a specific time frame) are a must-have for any marketer and company regardless of the state of the economy. However, those companies that skate by without goals in good economic times will be the first to face trouble in the down economy.

Measurable goals help you stay focused and aware of how your daily activity is affecting the overall success of your marketing efforts and your business at large.  It is key to set measurable goals so that you can track your progress and celebrate your successes. Goals can be adjusted and tweaked throughout the year, but your goals should always be set at a place that keeps you striving to reach further and accomplish more.

Plus, you can email albums to your friends and family directly, so they don’t have to hassle with a login to see the photos you’ve sent or sort through albums you prefer not to share. Share all your favorite memories through Picasa this year!

Now, as sales have increased based on the connections I’ve made through events I’ve attended and groups I’ve joined, I have begun to realize the power of associations is vast and the benefits varied. Here are a few tips on getting involved in professional associations:

Find the right fit.

Associations often have luncheons, happy hours and other events that are geared solely towards making connections with other professionals in your field. Usually there is a fee for these events or a membership cost to join.

My recommendation is to pay the higher, non-member fee when you’re first getting started before buying a membership so that you can sample many different groups and then find the right groups for you. This will allow you to go to several different events before actually joining a group that may or may not be beneficial to your business.

As a good rule of thumb, you should belong to two or three associations to diversify your network.

Signs that you’ve found the association that’s right for you:

• You enjoy the program the group organizes.
• The time and location of the events work for your schedule.
• You respect the people you meet.
• You have meaningful conversations about your respective businesses.

Signs that the group is not the right fit:

• You learn nothing from the program or are completely bored.
• The fees, location or time aren’t reasonable for your schedule.
• You don’t enjoy the event and leave feeling like you’ve wasted your time.
• You look at the business cards you’ve collected and realize none of them are relevant leads for your business.

This being said, your attitude and involvement can make or break your experience, so give the group a fighting chance. Go into the event with a positive attitude and make an effort to meet as many people as you can before you pass judgment.

Make the most of your membership.

Once you have found the associations that make a good fit for your business, it’s time to make the most of your time and monetary investment in the group. Figure out what your goals are for every event you attend (e.g. get five business cards, meet the speaker, or talk to a board member).

Every event you attend should have goals attached. Some people attend a networking event and get there late, head directly over to the bar or appetizer table and then leave immediately after the program ends. Make the most of every event by getting there early and staying after for optimum networking time.

Remember to include your business title and company name every time you introduce yourself. It takes the average person at least 3 times of hearing what company you work for before they remember and double that to remember what your company actually does. If you’re looking for referrals it is your job to help people remember what you do so that when they come across an opportunity, they will remember you.

Take advantage of the benefits.

Besides just networking, membership does have other privileges. Most associations offer member benefits such as professional materials online, continuing education opportunities, industry news, and conferences and conventions with discounted member rates. As a business professional, it is important to keep up with new trends and information, as well as continually sharpen your skills as a leader and expert in the field. Often times, sales professionals are the last ones to get training and support in the development of the skills they need to best do their jobs. Associations can be a powerful outlet for fulfilling many needs that today’s professionals find essential to supplement the work they do in the office.

Advance to the next level.

Once you have successfully found some organizations that make sense for you and your business, it is now time to take the next step. It’s time to get involved in the leadership of a group. This is a true opportunity to increase your network exponentially, continue your professional development and get your company even more exposure and recognition.

By volunteering or serving in a board position, you have the ability to gain valuable experience for yourself while helping the organization as well. As a board member, you get exposure to other group leaders and often have the opportunity to participate in conferences and events where you’ll have one-on-one exposure to speakers and community leaders. This can be a great networking tool for landing some high-profile projects and representing your company to high-level executives.

Use your time wisely.

As you become more involved in your group, you will want to make sure that the effort you are putting in is constantly being rewarded by the business relationships and member benefits you are receiving. Associations usually have an unlimited number of needs and causes that you can devote your time to, so be conscious of the time commitment you are signing up for in advance. Being an involved member shouldn’t mean that your professional job should suffer! That defeats the whole purpose of being an active member in the first place.

If you know how much time you want to commit and have clear professional objectives, your association membership will be an invaluable resource – and sales tool – for your business! Plus, you’re sure to meet some great friends and colleagues along the way.