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THE JOURNAL OF THE SOCIETY FOR MARKETING PROFESSIONAL SERVICES VOLUME 34, ISSUE 6, DECEMBER 2015
CAREERS ISSUE18 STORYTELLER-IN-CHIEF
22 GETTING TO KNOW SMPS CEO MICHAEL V. GEARY, CAE
28 WHAT MAKES YOU WANT TO COME TO WORK?
30 LET YOUR CAREER FLOURISH SIDEWAYS, NOT JUST UP
CONTRIBUTORS
9 Effective Event NetworkingLINDSAY L. YOUNG, MBA, CPSM, is a marketing consultant with nu marketing in Haysville, KS. Reach her at 316.680.3097 or [email protected].
10 Writing for the Win: Don’t Just Write the Story, Celebrate the Outcomes
Past president and president-elect of SMPS Virginia, TRACEY A. GOULD, M.S. IMC, is the director of marketing for Noelker and Hull Associates and a 1st Place Zweig White Marketing Excellence Award recipient. Reach her at 520.907.1977 or [email protected].
14 Brand Marketing to Boost Your Firm’s Marketing ROI and Visibility
SYLVIA S. MONTGOMERY, MBA, CPSM, is a senior partner at Hinge, a marketing and branding firm for professional services. Montgomery is a co-author of The Visible Expert, Inside the Buyer’s Brain, and Online Marketing for Professional Services. Reach her at 571.238.5378 or [email protected]. or follow her on Twitter @BrandStrong.
16 How to Build a Webinar FollowingBILL READER is corporate marketing director at NTH Consultants Ltd. in Northville, MI. NTH is a geotechnical, environmental, and facilities engineering consulting firm. Reader can be reached at 248.324.5252 or [email protected].
18 Storyteller-in-ChiefMarketer contributing editor NANCY EGAN, FSMPS, focuses on image and content development for firms in the design community. She writes on workplace issues, urban design and architecture, and professional services marketing. A past president of SMPS, she can be contacted at 310.943.7294 or [email protected].
21 Sidebar: Think RésuméNANCY EGAN, FSMPS, and MARJANNE PEARSON
Marketer contributing editor MARJANNE PEARSON is recognized as an industry pioneer in talent, leadership, and business strategies for architecture and design practices. She can be reached at 510.452.1460 or [email protected].
28 What Makes You Want to Come to Work?MICHAEL T. BUELL, FSMPS, CPSM, is the client development director with CCI Mechanical, Inc., in Salt Lake City, UT. He is also a national speaker, adjunct professor at the University of Utah, and co-creator/faculty of SMPS’ Business Development Institute. Buell can be reached at 801.541.3440 or [email protected].
30 Let Your Career Flourish Sideways, Not Just UpKARIN DOUCETTE is regional inside sales manager of a 10-person team with Jacobs in Asia. She works primarily in Hong Kong, Singapore, Shanghai, and Malaysia. She can be reached at [email protected].
34 Off to a Good Start! Preparing New Coordinators for Success
JENNIFER K. MCGOVERN, CPSM, is mid-Atlantic regional marketing manager at VHB in Vienna, VA. She can be reached at 571.389.8171 or [email protected].
37 Bookshelf: Successful Project Management for A/E/P and Environmental Consulting Firms, Second Edition by Ernest Burden
SCOTT D. BUTCHER, FSMPS, CPSM, is vice president of JDB Engineering, Inc., in York, PA. Butcher is a trustee of the SMPS Foundation and was the 2014–2015 Foundation president. He can be reached at 717.434.1543 or [email protected].
39 SMPS Member SpotlightKAREN B. CARR, CPSM, LEED AP, is director of marketing & business development with Stafford King Wiese Architects in Sacramento, CA. Reach her at 916.930.5953 or [email protected].
40 My Turn: Sometimes It Takes Courage to Help Clients Envision the Future
DAVID ZATOPEK, AIA, is a practicing architect and a vice president of Corgan in Dallas, TX. Zatopek’s areas of practice include master planning and design for higher education, technology, civic and cultural clients. Reach him at 214.757.1677 or [email protected].
6 SOCIETY FOR MARKETING PROFESSIONAL SERVICES
EDITOR Ed Hannan ([email protected])
CONTRIBUTING EDITORS Mark Buckshon, CPSM ([email protected])
Nancy Egan, FSMPS ([email protected])
Matt Handal ([email protected])
Linda Mastaglio ([email protected])
Craig Park, FSMPS, Assoc. AIA ([email protected])
Marjanne Pearson ([email protected])
Michael J. Reilly, FSMPS ([email protected])
SMPS PRESIDENT Paula M. Ryan, FSMPS, CPSM ([email protected])
CEO Michael V. Geary, CAE ([email protected])
PUBLISHER Christine Chirichella ([email protected])
SMPS MARCOMM Jaime Flores, Vice President of Marketing and Communications ([email protected])
Molly Dall’Erta, Project Manager ([email protected])
Michele Santiago, MS, Director of Marketing ([email protected])
Linda Smolkin, Content Specialist ([email protected])
DESIGN TGD Communications (tgdcom.com)
ADVERTISING SALES Christine Chirichella ([email protected])
123 N. Pitt Street, Suite 400, Alexandria, VA 22314 TF: 800.292.7677 • smps.org
The Society for Marketing Professional Services represents a dynamic network of 6,000+ marketing and business development professionals from architectural, engineering, planning, interior design, construction, and related specialty consulting firms located throughout the United States and Canada. The Society and its 50+ chapters benefit from the support of 3,250 design and building firms. SMPS’s mission is to advocate for, educate, and connect leaders in the building industry.
Marketer (ISSN 0 199-3690) is published bimonthly (February, April, June, August, October, and December).
©2015 Entire contents copyright by SMPS with all rights reserved. Partial quotation with attribution is encouraged, but reproduction in whole or part is strictly prohibited. All material submitted for possible publication becomes the property of SMPS. The views expressed in this publication are the opinions of the authors and not necessarily of SMPS. Letters should be addressed to the editor or publisher; please include your name, address, and phone number. Marketer reserves the right to edit all submitted material.
Postmaster: Send changes to Marketer, SMPS, 123 N. Pitt Street, Suite 400, Alexandria, VA 22314-1588.
Member annual dues are $390, of which $27.50 is allocated for Marketer subscription; nonmember subscription rate is $115.50.
CONTRIBUTORS
Featured Photographer ANDREW BUCHANAN is an architectural,
interior, aerial, and land design photographer in Seattle, WA. Buchanan offers compelling, graphic images of built environments to design and marketing professionals, hotels and resorts, developers, magazines, and advertisers. A member of SMPS Seattle, reach him at 206.715.3641 or [email protected]. See his work at www.subtlelightphoto.com.
United States Postal Service Statement of Ownership, Management, and Circulation (Required by 39 USC 3685)Publication Title: Marketer; Publication No.: 42-3890Filing Date: 9/30/15; Issue Frequency: Bimonthly (Feb., Apr., June, Aug., Oct., Dec.); Issues Published Annually: 6Annual Subscription Price: $27.50 as member dues, $115.50 nonmemberMailing Address of Office of Publication and Headquarters: 123 N. Pitt Street, Suite 400, Alexandria, VA 22314Publisher: Society for Marketing Professional Services, 123 N. Pitt Street, Suite 400, Alexandria, VA 22314Business Manager: Michele Santiago (address above)Owner: Society for Marketing Professional Services, 123 N. Pitt Street, Suite 400, Alexandria, VA 22314
Known Bondholders/Mortgagees, or Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: NoneThe purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes have not changed during the preceding 12 months.Issue Date for Circulation Data that Follows: 7/30/15 The first number is the average number of copies of each issue during preceding 12 months. The second number is the actual number of copies of single issue published nearest to filing date.Total No. Copies (Net Press Run): 7355/8000Paid and/or Requested Circulation: 5705/5244
Paid Distribution by Other Classes of Mail through USPS: 43/40Total Paid and/or Requested Circulation: 5748/5284Free Copies Mailed at Other Classes Through USPS: 61/77Free Distribution Outside the Mail: 1525/2619Total Free Distribution: 1586/2696Total Distribution: 7334/7980Copies Not Distributed: 20/20Total: 7354/8000Percent Paid and/or Requested Circulation: 78%/66%Signature and Title of Editor, Publisher, Business Manager, or Owner:
Michele Santiago, Business Manager, 7/30/15
MARKETER DECEMBER 2015 7
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PROMOTIONAL ACTIVITY
Networking is all about cultivating relationships to develop your business. Everyone in a firm, regardless of title, is involved in securing clients, nurturing that relationship, and—most important—retaining their customer status. Through effective networking, practice, and focus, you can realize this success.
To realize the benefits of event networking, you must have goals in mind. For example, you should attend events that your clients/prospects will most likely attend as well. Select events that offer the best opportunity to meet prospective clients. As a vendor, most trade organizations would allow you access to attend conferences or gatherings. Take advantage of these opportunities.
Networking involves four steps; the goal of which is customer development and retention.
1. Sharing, giving, and helping
2. Connecting people
3. Being consistent
4. Following up and thanking
Sharing, Giving, and Helping
Sharing and giving go hand in hand. You should never expect anything in return for what you do for a customer. At an event, ask a potential customer what challenges they face. Explain how your company’s products/resources can provide a solution to whatever obstacles they are facing. Always focus on their problem, and—above all—be a good listener.
Connecting People
Sharing information connects people. When asking prospects about their challenges, if you don’t know the answer, you probably know someone who could help them. Successful networking involves connecting people to those that have information they are seeking. Utilize your network to help others and think of connections that could be mutually beneficial. Also, if you are going to an event and think a client, prospect, or industry partner would benefit from attending, you should invite them. You will be able to introduce them to others at the event and the same will be true of them. Connecting people helps others while building your credibility and strengthening that relationship.
Being Consistent
Consistency is the biggest challenge to networking. The goal of networking is to build and maintain relationships. Always be mindful of that goal in your everyday activities either by putting reminders on your Outlook calendar or creating a spreadsheet of events that you will attend in the next year. Be active and, as mentioned, join the same professional organizations where a potential or current customer is a member. Multiple face-to-face interactions on a regular basis are key to building long-term client relationships.
Following Up and Thanking
Finally, follow up and thank customers and prospects after networking events.
Send an email or a nice handwritten note summarizing your conversation. If you’ve promised something, follow through and deliver. In order to maintain that relationship, connect with them on LinkedIn. Also, if someone has referred work to you, thank them by phone or email, or by taking them to lunch or an event. Thanking someone goes a long way in defining your character.
Remember these four simple steps to networking and you’ll be on your way to building relationships and bringing in work for your firm. n
Effective Event NetworkingBy Lindsay L. Young, MBA, CPSM
CLIENT & BUSINESSDEVELOPMENT
Below are some helpful tips to implement these steps:
Focus on the other person and listen more than you talk
Be genuine in your discussion and conversation
Networking is not about selling per se—but it may result in a sale
Everyone in a firm is responsible for bringing in business
Say the person’s name three times in your head and you’re more likely to remember it
Take business cards everywhere you go
Follow up on any received request
Minimize time with co-workers at trade events; always focus on the customer
MARKETER DECEMBER 2015 9
