The reality is this approach to networking can work in the long term, but it’s a very slow burner. The key is to change tack, and make a conscience effort to be more specific with you’re offering. That’s a no-brainer surely? Well I mean being laser point specific. The last time I was at the Business Club in Harpenden I stood up and asked if anyone in the room knew a Marketing Manager at a Zoo. (As we are currently producing a lot of printed work for Twycross Zoo) – it made sense to see if any other Zoo’s or Wildlife Parks would require similar services. I sat down and thought I’d wasted my message. I thought I’d been too specific. That was until someone tapped me on the shoulder to say they knew the owner of Paradise Wildlife Park. Bingo!

After hearing what we had to offer, contact was made and a meeting was booked. Which of course is the whole point of going networking. So get your sniper sights out and aim high – you never know who is sitting next to you.  I also won a nice bottle of red wine for the most specific pitch! (Thanks Katrina.)

Trends come and go, and often things are re-cycled and made cool again. Now we are seeing something new that has been sought after by technology advocates for the last ten years. It’s convergence. The coming together of multi-user platforms and operating systems.  Instead of users thinking up a trend like centered CSS based websites, or a particular look - now, with the advancement of technology (powered by an army of newly empowered users) convergence is happening almost naturally.

Wii users are now downloading BBC iplayer content to the Wii and watching it on the TV before flicking back and carrying on playing their games. One more click and they are back to Sky Plus, then they are back online with their Wii Browser viewing more content. It’s a huge digital soup that will only have a positive effect and create more meeting of minds.

Instead of disparate operating platforms fighting for supremacy (even Mac’s and Pc’s are getting along better these days) devices are now allowing content to overlap more and making different content accessible to all. This will further drive consumers into Social Media channels. Social Media is no longer a fad – it is the voice of the people, and we need to start listening.

Creativity (when done well) seems to conjure up a mental  sum of parts. We don’t actually tell people what we want to say directly. They will hear us, but they won’t be entertained on the way – and will ultimately forget us, and our message. What we do as creative designers is split the message into several parts.  When these parts come together, it’s like your brain grabs hold of them, then goes off and forms an opinion of its own. It’s like two plus two equals seven and a half for one person, and three for the next. Thats the enjoyment of looking at creative advertising, once you ‘get it’ you realise you’ve had to think about it. It’s that thinking process that makes the particular ad or website become memorable.

A friend of mine didn’t get the Cadbury’s drumming gorilla advert at first. He was talking about it a lot, which is perfect for Cadbury’s as their brand is also being splashed around at the same time as a healthy debate. I explained that it had nothing to do with the gorilla, but more it’s feelings -  what it dealt with, was the anticipation that the gorilla felt whilst waiting for that classic Phil Collins drum break. The absolute joy of finally being able to hit the drums is like the feeling of eating Cadbury’s chocolate… just sublime! The mental sum of a drumming gorilla and a chocolate bar delivered one answer for some, and a different one for others - but we all enjoyed being entertained on the way!

This week it was Grant Leboff from the Intelligent Sales Club. Grant’s presentation struck a chord with me, as he themed it quite nicely around a quote from the Steve Jones of the Sex Pistols.  Being partial to the SP I was all ears.  Back in the mists of time, just before the Sex Pistols where about to be thrown off a main stream radio show, for being, well – The Sex Pistols Steve Jones answered a complaining woman abruptly “It’s not about the music you silly cow” – as she had said their’s was rubbish. In that context it doesn’t mean much – however, move that onto todays new Google enabled world and it highlights how things have changed.

People are always Googling a problem.  They might be searching for a burger bar… but in reality they are looking for somewhere to take the kids… They might be looking for the weather…. but they are actually trying to work out what to wear. Grant made me re-think the angle on our marketing, and I’ll be updating the blog soon with recent client problems we have found solutions for.  So like the Sex Pistols were more about rebellion and self expression than music – what is your business actually doing for its customers? What type of problems are you fixing by way of your products or services?

The other part of Grant’s presentation looked at how he thinks the traditional sales funnel with a wide top and thin bottom, should actually be flipped upside down. Users these days have endless choice, but no time to exercise it. They will find you, not the other way around.  So when you do pop up in a Google Search (along with another 300,000 sites ) you have to grab your customer’s attention quickly – and keep it. Now with our new inverted funnel we need to try to stop then getting out!

Regular engagement is key, keep front of mind with your customer and thing’s will naturally fall your way. People want value – and they want to be involved every step of the way. It’s no surprise X Factor is so popular.  We decide the end result.

To catch up with Grant visit www.intelligentsalesclub.com and remember, it’s not about the music you silly cow!