Networking Is Art and Science Combined


shutterstock_221180434Networking has two purposes: (1) to get you your next job, and if that’s not right now, (2) to prepare for when you need to. Networking is the most effective way to secure a job nowadays. Gerry Crispin of CareerXroads—human resources consultant to the largest companies in America—says that if you network your way into a company to the point that someone internal there delivers your résumé to the hiring manager, that delivery increases your chances 14-fold.

Networking is an art because it requires imagination. At the same time, it’s a science because it requires practical and systematic activity and good administrative and follow-up skills. In this article, networking refers to in-person interaction—not social networking, which is a chapter by itself and complementary to in-person networking.

Networking is an indisputably critical part in the job hunt, and it’s easy to make mistakes. As we all know, the first impression is a lasting impression. When meeting a person for the first time, introduce yourself by name, shake hands, and be looking into the other person’s eyes. Your elevator pitch is critical too: make it short, memorable, and intriguing. Let the other person ask follow-up questions—to a level of interest. Most people deliver a too-lengthy and way-too-detailed soliloquy about their professional past. How much appetite do you think the other person has for that? It’s better to talk about your future destination and not where you’ve been in the past. The listener may be inclined to help you but can’t do much about your past.

Networking is clearly about developing a professional relationship. The other person, too, knows one hand washes the other, so if he provides you with introductions and leads today, you could be doing the same for him in the future. Make sure, though, that during the dialogue you don’t make the other person uncomfortable. Never put the other person in an awkward situation by complaining or creating a situation in which you’re seeking pity. Be positive, show energy, and, mostly, have a smile on your face. A smile means the same thing universally: it says without words that you enjoy the other person’s company, and it’s very inviting.

It’s a best practice to listen more than to talk. Once you feel the relationship seems positive, ask for the person’s business card. It’s likely that the person will ask for yours in turn. Once you have the person’s contact information, follow up later that day or the next with a short e-mail. If both of you feel mutually beneficial, this paves the way for further communication and mutual assistance. It would be a mistake to think the other person could offer what you’re looking for—namely, a job. But you never know whom that person knows or what leads and possible referrals you could get, and that’s ultimately what you’re after, of course.

Practice networking. It may not feel natural initially, but like other skills, the more you do it, the better you get at it. In fact, after a while, you may even actually enjoy simply getting to know new people.

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Why Combined Campaigns Benefit Your Marketing


If you’re in advertising or marketing, you may have heard the catchphrase “combined campaigns” thrown around, and you probably wondered what all the fuss was about. Creating effective combined campaigns is one of the most important emerging trends for 2015, so it’s important to be in the know.

However, combined campaigns aren’t exactly new. Television game shows that request viewers phone in their vote or infomercials that offer limited-time discounts are early examples of combined campaigns that use both television and telephone outlets.

For as long as ads have existed, companies have known that using just one medium is not nearly as powerful as creating a campaign brand spread across many types of ads.

Today, combined campaigns are gaining importance because consumers connect with more types of media than ever. So, what exactly are combined campaigns? How can you use them in your marketing efforts?

Combined Campaigns Defined

Combined campaigns use multiple forms of media such as traditional advertising techniques (e.g., print and television ads) along with relatively new channels, such as social media, online video advertisements, text content, and more to increase engagement across the marketing spectrum.

Moreover, successful companies understand advertising isn’t just about “hard” advertisement. Sometimes, the most engagement comes from building awareness and consumer relationships through “soft” ads, such as hashtags, giveaways, and social media engagement.

New marketing channels are powerful enough alone. Creating a Facebook page can increase the frequency of store website visits by up to 131% (via Forbes). However, as many marketers have seen the effectiveness of using new channels, they have begun to realize that combining multiple channels is exponentially more effective than using them as standalone campaigns.

Using combined campaigns has increased benefits because it allows you to get better ROI and engagement from each campaign. For example, look at brands that combine paid television commercials with low-cost social media hashtags. They reap benefits because their campaigns hit some consumers with television ads then remind customers of the campaign if they see it on social media and other customers who find out about it on social media and re-recognize the branding of the campaign when they see a television commercial about it. 

A combined campaign cements a campaign into the audience members’ mind because they are seeing it in different formats at different times.

Why Use Combined Campaigns

Motivating consumers to connect with your company in more than one way cements brand association and motivates valuable engagement.

Marketing campaigns such as the 2013 New York Fashion Week in February drew attention and gained successful returns because they combined online and offline outlets for comprehensive advertising that built the brand’s image, states an Inc. article. 

Additionally, using multiple forms of media helps you because you can use analytics gained from each medium to measure total engagement.

For example, analyzing the success of your television commercials versus online video ads helps you see where your customers are engaging and what strategies work for which medium. That helps you better elevate your campaigns while also making your efforts more cost-effective because you can gain moment-to-moment data on how your campaigns work for your target audience. By taking into account how each campaign performs, you can detect patterns that affect when you employ which advertisements and what mediums you use.

Moreover, an ad doesn’t affect everyone equally.

Different demographics relate to different mediums depending on what they use frequently. For example, a younger demographic may be more familiar with receiving marketing from social media channels or on their mobile devices and older populations may prefer traditional methods.

Using multiple forms of media allows you to specifically gear your efforts towards target and sub-target markets to reap the highest rewards. Outliers in target market populations may connect with ads in a way you haven’t predicted yet. Only through hitting your audience on all fronts can you gain the invaluable data that allows you to focus future campaigns.

Don’t waste your time or energy sending out generic ad campaigns—relate to your consumers by interacting with them in the most effective way possible. However, combined campaigns take the guesswork out of focusing your campaigns. They lay the groundwork for you to collect data over time that allows you to understand how to create the best campaigns possible.

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The above are just a few of the many ways combined campaigns can benefit your marketing plans.

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