“Oh! I know Ginger!” My team often hears that phrase while talking with people at events around Tampa Bay. When the topic of work comes up and they mention Pinstripe Marketing, they frequently get that response. Years ago, after hearing dozens of those exclamations, our former creative director joked, “Geez, we should have buttons!” A project manager agreed and they decided to arm themselves with a response of their own at the next event. It caught on. Although silly, people would actually wear the buttons, causing others to say “I know Ginger; where’s my button?” or “Who is Ginger? I want a button.”
I am what many would consider “a habitual joiner.” Perhaps suffering from a severe case of FOMO, I wanted to be involved in everything – professional associations, business organizations, non-profit boards – wherever I could surround myself with people (typical ENFP) and give back to my industry and community. By being involved and serving on boards, I had the opportunity to illustrate my work ethic, organization, communication and marketing skills, and (hopefully) that I was friendly and easy to work with.
Through the relationships I’ve built volunteering, I have met some of my very best friends, business colleagues, and, most importantly for my business, clients. In fact, I can directly trace a significant portion of the agency’s annual revenue to connections made from my volunteer work.
Just recently, we landed a new client in a fast-growing segment of the GPS technology industry. When I asked the vice president of operations how they initially heard about us, he said, “I sent a query out to my circle of trusted associates and your name came back twice.” Similarly, when meeting with a local law firm that week, I asked the same question. The marketing director said, “I asked a group of legal administrators and you were recommended seven times!”
While most professional services firms attribute more than 70% of their business to referrals, I know our involvement in the community is responsible for even more. How do I know? Because we have rarely proactively pursued a client.
However, now is the time to leverage that reputation and implement a business development campaign to strategically target new clients. We’re looking forward to growing the business and building relationships with new clients who will ultimately make new referrals.
I understand that we’re all busy, and over the last several years, I have become more selective about where I spend my time. It’s important to identify what organizations will provide what you’re seeking – more knowledge, more connections, or more passion for a cause. Getting involved and serving in trade associations or volunteer organizations is an excellent way to build a network, particularly for introverts who may cringe at the thought of attending a big networking event or non-profit fundraiser. The idea of “working a room” is unappealing to most, but getting to know a small group of like-minded individuals working toward a common mission creates bonds that last.
I wrote this article because we have been planning for 2017 and analyzing many aspects of our business. This year especially, my involvement in the community has really paid off. So whether you are making resolutions or just looking to approach business development from a different perspective, hopefully this is a good reminder. We always recommend to our clients to stay heavily involved in trade associations and the community – for many reasons. Best of luck capturing more of an audience for your business in the new year!
Oh, and let me know if you want a button. 🙂
Below are some resources for getting involved and building your own reputation.
Fundamentals of Serving on a Board