MAKE-YORK breakfast, 13 April 2011 - Presentation by Keith Brighty, from York St John Business School.

1. Application of Marketing to Networking Keith Brighty York St John University k.brighty@yorksj.ac.uk

2. Introduction Networking is part of marketing Effective networking can be a very good investment of time and money In networking you are the “product” and you should market that “product” as professionally as, say, Apple.

3. What is Marketing? On a piece of paper write down what marketing is

4. 4 Marketing – The Text book Marketing consists of individual and organisational activities that facilitate satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (S.Dibb, 2007)

5. Applying Marketing Theory Traditionally marketing has been taught using the 4 Ps. The elements focused upon have been product, price, place, promotion. I am going to talk about using the 4Ps as a checklist as well as talking about how other key concepts in marketing apply to networking such as segmentation and marketing planning

6. Marketing theory In traditional marketing you would research your market, segment your market, come up with an appropriate marketing mix (4Ps) and produce a marketing plan. This is the approach you need to take to networking. In this case you are the product

7. The Product Branding – You are the brand. The packaging, the brand promise. Differentiate - If there is no special difference between you and other providers, then people have no reason whatsoever to choose to work with you.

8. Product Be helpful – Being seen as a helpful person obliges others. Mutual benefit is a common feature in successful networking. Be positive -Use positive language. Smile. See the good in people. Being known as a positive person rubs off on others and people will warm to you. Speak ill of no-one.

9. The Price Price is not just about monetary cost. Free things can have a cost (time, stress) What is the “price” of either recommending someone or using someone new? Integrity – We buy people with integrity. We want to be with people we can trust. We are often judged buy the company we keep. If we know we are using or recommending someone with integrity the stress is reduced.

10. Promotion You need a promotion message that is short and snappy. You have about 20 seconds probably. Your message needs to pass the “so what” test Adapt your message to the market Communicate balance in your life – all work and no play……. Who wants to work with a dull person

11. Promotion Follow up – If you do not follow up you may as well not bother going Networkers who never follow up will eventually become known as time-wasters. If you find you are getting a lot of contacts you don’t wish to follow up change something

12. Place The places where the product is available are numerous. Business people are mostly normal human beings. They have social lives, they travel, go to shops, sports events, restaurants, pubs, concerts, etc., and do lots of other things that you do too, quite outside of work.

14. Sector

15. Trade, Academic or technical grouping

17. Market Planning plan your networking - know what you want - manage it You must manage your networking, or it will manage you. Be able to plan and monitor your networking activities. An activity which has no clear planned outcomes is liable to be pulled in all sorts of unwanted directions. As with any project, you will only move towards your aim when you keep focused on that aim. If you don't know what to plan, then probably some research is necessary:

18. Market Research In terms of evaluating and choosing a potential networking group investigate the tactics that successful members are using. Ask a leading member for pointers. This will help you assess the group's relevance to your needs and strengths. You will save yourself from attending time-wasting events, and registering with time-wasting websites, if you do some research. A plan is vital because business networking can be a very time-consuming activity. Have some targets and measurables, and monitor results. Stay mindful of business results and cost-effectiveness. Use planning template

19. Conclusion The product should be differentiated, have integrity, be positive and helpful The promotion should be concise, targeted and followed up The place is “everywhere” There needs to be a marketing plan built up from marketing research and proper segmentation of the market