Last updated June, 2002

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Making the Most of Your Associations

There are many benefits to joining associations and organizations. An estimated 100,000 associations across the United States ranging from advertising to zoology make it easy to access information about your specific business interests. The key to is to be aware of your goals upon joining and attending association meetings. The following hints will help you leap into associations with success.

Joining the Right Association

Research each organization before you join. Check the association's validity and reputation within the industry.

In most cases, joining the appropriate association gives your company an additional "seal of approval" in the eyes of your customers.

Always be on the search of new associations. Some key ways to learn about different associations:

• Internet
• Customers
• Business Cards (some companies print the name/logo of associations they belong to on business cards)
• Trade Magazines
• Encyclopedia of Associations

Consider joining an association that is in your target market. This may be a great way to make contacts, attend trade shows and learn more about your customer. Ultimately the visibility and interaction with potential customers can lead to sales.

Not sure about an association and the benefits for your business? Check into joining in the middle of their year. . . there may be half or reduced membership fees for partial year memberships.

Utilize the Directory

Be aware of association deadlines. Most associations provide free listings in the annual membership directory. Make sure you are aware of the directory deadline and provide current information. The directory provides an additional opportunity for visibility to your company.

Check to see if you can use the directory for marketing your company.

Annual Conferences

Attend annual conferences and network during and after the conference. Keep in contact with those you meet. Sharing "tricks of the trade" with other professionals that are not in your area may be a great way to learn while not sharing information with direct competition.

Conference networking tips:

• Wear name badge on your right.
• Carry business cards and hand them out.
• Jot notes to jog your memory on business cards you receive.
• Socialize and sit with a variety of people during the conference.

Following an annual conference, review the information immediately. Studies show that if information is not utilized or reviewed within three days, chances are the information will not be used or retained.

While attending annual conferences, start an "action" or "follow up" list. After returning home and reviewing conference information, start attacking your "action" list.

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If A Negative Public Relations Shadow Lingers...
...Cast Light On A Brighter Future

Most businesses work hard to safeguard against negative public perception...from quality controls, product safety, to inventory, and other areas vulnerable to "bad public relations." However, there are things that can happen that create a negative public image. If not handled properly, a shadow of negative PR can linger and destroy your bottom line. It could be a defective tire, a management scandal, unlawful hiring practices from one manager...unfortunately, the possibilities are endless.

The following are a few initial strategies to eliminate the shadow of bad PR and move on to a brighter business future.

Be Honest
First and foremost, be up front and admit the situation and express sorrow for any negative effects of the situation. Running from issues makes you look worse than the actual "shadow."

Be Proactive & Move On
Now that you are talking...create something positive to talk about. For example, if a negative situation resulted in policy changes that benefit the consumer...talk about it. Be honest and let the public know you are accepting the situation, learning from it, and actually improving business practices as a result of the situation.

Become Close to Customers...get Testimonials
As a business, you can buy ads talking about your situation as much as possible, but it is positive word of mouth, or testimonials, that will make an impact. Get customers to tell the public that the problem is solved. Positive words from others help cast light on the shadow of a negative past public relations nightmare.

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It's All In the Introduction...

The first step in successful networking and word-of-mouth advertising is an introduction with IMPACT.

Networking. . . it's a business essential and the key to any networking opportunity is making a powerful impression. Since the opportunity can arise at any time, it's important for you to be ready with an introduction and memory hook that makes a lasting impression.

The goal of your introduction is for others to be interested in hearing it, remembering it, sharing it with others and wanting to give you information about themselves. Important factors to remember when introducing yourself:

• Be aware of how you look and be warm yet professional.
• Reflect your listener. Example: if your listener is a quiet person, be respectful and gentler in your conversation.
• Prepare a good explanation of what you do -- be concise. Prepare several scripts you can choose from depending on the circumstance and audience.
• Practice your introduction - try it out on friends, family or colleagues.
• Make an impact or create a "memory hook." Say something that helps someone remember you. A good memory hook doesn't have to be funny, but humor does help to capture attention. Example: a carpet cleaner may say, "We steal dirt from households across the city."

A successful introduction includes:

• Your name
  
• Your business/profession
  
• Brief description of business
• Memory hook or catch phrase
• Benefit of working with you (what you do to help others)

While this information is fresh in your head, prepare two or three introductions of yourself. Try them out on friends and family to find out what works for you.

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Bottom Line Marketing. . . Referrals

The Pareto Principle, an internationally known marketing concept, states that 80% of your business will come from 20% of your existing database. In return, 80% of your complaints come from 20% of your database.

Getting new customers is a challenge. . . the key to success in getting a new customer is keeping your existing customers satisfied. In fact, keep them so happy that they tell others about you. Referrals can be the lifeline of a thriving business.

The Pareto Principle is still alive and well in businesses internationally. In fact, some marketing professionals say that 90% of business comes as a result of referrals. All businesses benefit from referrals and no one can ignore the positive impact they can make on the bottom line.

There are three main sources of referrals:

• Current clients
  
• Inactive clients
  
• A link person. . . someone who is connected to many of your potential clients and has the influence to convince them to call you.

Prior to achieving the benefits of the referrals, the following principles must be achieved. Your influencer:

• knows who you are and what you do.
  
• is someone you respect.
  
• trusts you and your ability to get the job done.
  
• knows the profile of your target market and is motivated to refer others to you.
  
• is in contact with and respected by your target market.

To ensure all of the above principles are in place and that there are influencers that can and will bring you referrals, do the following: Think of one particular person whom you believe should be sending you referral business. Consider the referral principals - does that person meet these conditions? What areas do you need to work on? This is a good place to start building your referral business.

Customer service and networking are the building blocks of any referral program. Be sure to keep your marketing materials up-to-date and available to your influencers - this might be what they need to take action and make the referral.