Question

Topic: Strategy

Marketing Ideas For A Networking Group

Posted by Anonymous on 3/4/2009 at 3:53 PM ET 250 Points
I belong to a networking group which has been around for 4 years. We only allow one person from each industry so there is no competition. We exchange referrals. We are a BNI group but I want to brand our group name in our area and build membership.

We have been building membership by members inviting guests and by my advertising in networking newsletters online.

We average about 50% conversions visitor to members which is great.

We just started a marketing committee within the group and I am looking for advice.

We want to be the brand of choice in our area so any recommendations, conventional, or out of the box would be greatly appreciated.

Thank you

Tom
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RESPONSES

  • Posted by telemoxie on 3/4/2009 at 5:03 PM Accepted
    One approach I have used in a similar situation is not to target service providers directly, but to get referrals from folks in the industry.

    For example, if you need a carpet cleaning company for your group, you and the folks in your networking group could ask your personal contacts if they have had a good experience with a carpet cleaning company.

    Let's say that Bob Jones refers you to XYZ cleaning company. If you call XYZ cleaning company and say you were referred by Bob Jones, XYZ will call back immediately, thinking you're a potential business (which, in a way, you are).

    When you talk to XYZ cleaning company, start by saying start by saying that Bob Jones said they were the best in the business. This will get you off on the right foot with XYZ.

    And, since you will be adding high-quality suppliers to your network, you will create a halo effect since folks referred by XYZ will assume all your network people are of comparable quality, and you will avoid problems of adding folks to your network of questionable quality.
  • Posted by Bill Schick on 3/4/2009 at 5:11 PM Accepted
    Before you jump to ideas... start with this: what makes you truly unique, and why would people use you guys? Answer those two questions thoroughly and honestly, and the ideas for branding will follow swiftly and surely!

    Where are you located?
  • Posted on 3/4/2009 at 6:09 PM Author
    The group is located in Queens NY

    Thank you for both our your responses.

    Tom
  • Posted by Jay Hamilton-Roth on 3/4/2009 at 11:06 PM Accepted
    What makes any referral group worth one's time is the quality/quantity of leads (and resulting business). Why not create case studies of members (both new and old)? A series of stories of why people joined, how they worked together, what the results were (and what they honestly wished was better). If you can say that on average, your investment of an hour a week and $X/quarter results in $Y, then that's a strong reason to join.

    You also want people to join who are strong referrers as well. These people may be selling a higher priced offering (houses) that need a quality support team. These people may be looking more for quality help for themselves. So, commission a study of customer satisfaction of people in the group as well.

    Between income and quality, you'll have a strong marketing message.
  • Posted on 3/5/2009 at 11:32 AM Author
    Hello,

    I like that idea! I was thinking of building a profile of the group and this can be included. I want to give the visitors a snap shot of who we are and also not miss the opportunity of promoting the members services.

    We have a tough screening process to find a long term member and to make sure we can refer business to them.

    How would you approach social media?

    Thank you
    Tom
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