It’s All About Who You Know
Growing up, I was taught the importance of getting along with everyone and always making a great first impression. The reason? “It’s a small world; you never know who you’ll meet and who they are connected to. You might ‘need’ them one day,” or “Everyone is connected somehow,” etc., etc. When my mom would take me to social events, I used to roll my eyes at the thought of having to be introduced to new people. I mean, geez, mom, I am too busy…I have cheerleading and tennis and shopping to do!
Now, after working in the communications field, I’m thankful for my mom being well…social. What a lot of people do not realize is that in any communication field, networking is essential. Most people do not value the importance of networking and truly understand its role for success.
True, networking goes far beyond coffees, conferences and social mixers. When I’m asked whether I want to attend an event or not, almost 100% of the time I will oblige even if to some, the “topic” may not seem relevant; however, nothing attended is ever wasted time!
Have you ever been in a meeting, conference or social event where you left feeling completely awful? Like your afternoon could’ve been spent doing something else? That your time was wasted and you could’ve been elsewhere? If so, think about this: how many people did you end up conversing with? How many business cards did you hand out? Were you wearing a name tag? Was your company’s name listed on any handout material there? Every person you came in contact with has seen your face, heard your voice, heard about your company, seen your company’s name, etc. Those that already knew/heard of you? They are seeing and hearing your name again, and now this is instilled in their minds once more.
So what does all this mean? In advertising, effective frequency is the number of times a person must be exposed to an advertising message before a response is made. The same rule can apply to the repetitiveness of your name, company name, etc. The more times someone sees your name or your face, the more memorable you will be.
Bottom line: be everywhere and make a great first impression! It pays.
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