I’ve been in the radio industry for over 12 years, and a big part of it was spent managing events, sales and marketing. I’ve noticed that, while it isn’t as lucrative as it was 5-10 years back, a lot of people still put up companies that deal in setting up events. I suppose it’s alright, having your own events team. But it’s really shouldn’t be your bread-and-butter, you know.

More on events management in other articles, I suppose.

In any given business, especially if you are more events-oriented, building and maintaining a network of contacts and business partners is really important. The saying, “It’s who you know that counts” truly applies here. Your market value as a corporate entity depends on your ability to make things happen. And by “making things happen”, it can be anything from getting sponsorship to any given project, driving up foot traffic to any given event, or getting the best deal possible out of suppliers.

It generates a lot of good business too, as you hook your contacts up with others within your networking. After all, there’s plenty of business to go around for everyone on your list, and everyone can benefit from a little cooperating.

As a marketing person, your value depends on your ability to build an effective business network from scratch. Even if you’ve been out of action for a few years, or if you get assigned to a completely new area (like a new country, for example), the most important thing is that you know how to build it up as quickly and efficiently as possible.

Between the time I semi-retired from the radio business and the time I set up my own independent projects, there have been so many movements in the industry already. In fact, poring through ALL the calling cards I must have religiously gathered all these years (from visiting all those Ad Congresses, trade fairs, seminars, etc) has revealed that more than half of the people on those cards have moved somewhere else already. And you have a small number of companies that aren’t even operating anymore. C’est la vie, huh?

Which means no matter how long you’ve been doing this thing, you still have to update your contact lists. Always keep in touch with your existing contacts, and get ready to make new friends.

OK, so how do you build one totally from scratch? Here are a few useful tips:

1. First of all, you have to have an idea exactly what kind of people, groups or companies you’d want to deal with. No point getting everybody just for the heck of getting them. Take it industry by industry if you have to.

2. Immediate friends and family. Well you have to start somewhere. Get your mobile phone out and go through your contact list. Rekindle old friendships. Visit that uncle you haven’t seen in several reunions. Of course, you may also choose not to- totally depends on you.

3. Cold calls. Use the yellow pages- a seriously under-utilized tool in my estimation. Pick several good ones. At the very least, you will want to find out basic information- contact details, contact person, etc. Remember, introduce yourself properly and professionally- the ones you’re talking to are only too willing to help you if you treat them with respect.

4. Pay attention to advertising. Always be on the lookout for the newest ad placements. There’s more to just watching TV, listening to the radio or reading a newspaper or magazine. Those ads you see or hear? Those belong to companies who have the ability to devote some resources (read: cash) to promotions and advertising. So, yes, you most probably will want to do business with them in the near future.

5. Attend Trade Fairs, Conventions and Congresses. If you’ve been watching TV, listening to the radio, or reading a newspaper or magazine, there’s a good chance these events will be announced every so often. Take a lot of calling cards with you to one of these events and work your magic- you’ll have lots of quality contacts in no time.

6. Go online. You can run searches on Google, Yahoo! or MSN to find what you’re looking for. In fact, that’s what search engines are for. Same as doing cold calls- you’re looking for contact details. Follow it up with a quick introductory call and update your records.

7. Always be in a mode to network. Whenever you’re out eating at a restaurant, getting a massage at a spa, or just taking a casual stroll in the mall, pay attention to new establishments, or take note of promotional on-ground activities. Don’t be afraid to look around, ask for the manager, and get contact details for your future reference.

So there you have it. Remember that it’s all business. You have something to offer (your products, services or promotional activities) as much as you need something from them (their support, business and goodwill).

Good hunting, everyone!