In our industry, we are professionals at reaching our clients target audience. We promote it, kicking and shouting telling people about our own expertise... but even with all this knowledge, I find it hard to believe so many people are forgetting the most important client they have – themselves.
Make no mistake – you are your own client.
Ultimately, everyone is looking for that promotion, that pay rise, that new step to help you grow your career – aka your business. If you don't invest into your own business, and start to lose interest and motivation, you will go backwards... however, if you work with it, build its awareness and its client base, it can grow into an outstanding and valuable business.
I am not talking about taking out a 30-second TV commercial telling people how good you are, I am talking about one of the strongest forms of advertising there is – word of mouth.
Everything you do from day one should always be based around relationship building. It doesn't require a lot of thought, but growing your media tree is your ticket to progression. The rep you are talking to now, might be a GSM in a year which you need a favour from, the person sitting next to you might become a director at a media company you want to work for... who knows where anyone will be? All I know is, the more people in your media tree that recognise you, your name or your face – gives you an advantage above the rest.
A few simple tips to getting yourself known –
- Keep every business card you receive. This could help in the future as one day you will recognise a name and will be able to see what the correlation is between them and yourself. Also adds as a great conversation starter "I remember you from ACP when you were my rep at PHD".
- Enter media awards and competitions. Entering competitions such as the Young Lions awards will not only give you experience in your role, but it opens doors to judges and viewers from other companies, shows initiative in your own company and if you do well, your name becomes easily recognisable and respected in our industry.
- Attend all presentations you can. Even if it isn't relating directly to your client now, it may in the future. At very least it helps the people presenting recognise you the next time you meet. A perfect start to any future relationship.
- Go to as much training as possible. Your resume is a tool, a glorified piece of editorial and you need to make it sing. Days are gone when a uni degree will take you much further than a foot in the door, but showing you have taken extra responsibility and initiative to learn more is a massive high five. This also gives you plenty of new contacts from others doing the training with you.
Our industry is built on relationships at every level – and I write this aimed at people new to the media industry, who have not yet tapped into the very small world we spend our working hours, but also to the seasoned media professionals needing a gentle reminder to think about the saying – it's not what you know, it's who you know – and more importantly, who knows you.
Jimmy Hyett
ZenithOptimedia