Word-of-mouth advertising offers no control over the message being delivered. Networking allows you to control both the message and the medium. Now, which marketing method is more cost-effective?

by Brock Henderson Brock Henderson & Associates [April 8, 2002]

There is a widely held belief prevalent among independent Internet service providers (iISP) that the most cost-effective type of ISP marketing is word-of-mouth advertising. Of course, the misleading notion here is that iISP owners are assuming everyone will be talking about their businesses simply because they've set up shop and opened their doors to the world wide Web. This couldn't be farther from the truth.

Getting potential customers to talk about your iISP business requires networking, and we're not talking about your network operations centers. We're talking about networking with people, which means meeting people. Meeting a lot of people—and talking to each and every one of them about your iISP business.

Where to start
The first thing you will need to do to get networking, is meet every single business owner in your core service area. This means going to and participating in local Chamber of Commerce activities and physically going out to every business in your immediate area to introduce yourself. These visits should not be traditional sales calls, but rather, "Hi, I'm Brock. I own Henderson & Associates around the corner and just wanted to stop buy and introduce myself." The only "literature" you should have would be your business card. Be sure to get their business cards too, and make notes on the back of each card about your new business acquaintance.

Most local Chambers of Commerce will have monthly meetings, and many have periodic social activities as well. While attending the regular meetings is important, it is the social events that you really need to work. These events are held just so business people can get together and talk, make connections, and lay the groundwork for future business relations. Don't miss these events, and when you go to them, work them like your life depends on it, because the success of your iISP business just might.

There are times that these Chamber of Commerce-sponsored events allow members to have displays at the meetings. Depending on the event and the Chamber of Commerce, there may be a fee involved. Take advantage of some of these opportunities to get business people talking about your iISP business.

Now, you don't have to get a banner up at every single meeting or event, but three or four out of 12 would be a good ratio. Take advantage of these displays because they usually don't cost much to produce. Your participation also allows those who might be interested in your services to approach you, pick up your iISPs marketing literature, ask questions, and then disappear into the crowd.

Good company
Remember, these are social events, not business meetings. This is not the time to try and close the sale, but rather to get your information into the hands of decision makers in a relatively non-sales environment. Of course, make sure you get their business cards, too. You can follow-up with business leaders you've talked with at a later date. Right now you're working on your iISPs name-recognition, credibility, and developing relationships.

You can even create your own event to invite people to and it can be for nearly any reason. Some time ago I used to have an annual gathering to celebrate the Summer Equinox, that time of year when it officially turns spring. I invited three groups of people:

1. Friends.
2. People that I already have business relationships with.
3. People that I wanted to have business relationships with or businesses that would be a good potential client for one of my other business guests.

The gathering included some matchmaking activities and networking opportunities for my business guests as well as my business. Acting as the host I would see to it that I introduced individuals and would make some mention of the perceived potential relationship. That's an important element in hosting an event such as this, making it just as beneficial to your guests as it is to your iISP business. The more people benefit from your gathering the more likely they will talk about the event, you, and your iISP business. The more they talk, the more likely they will be willing to do business with you. It's also more likely they will want to come to your next event, which reinforces your status as someone to know and deal with in the community.

When inviting people to your social event, make sure to consider the personalities of your invitees—there are times even oil and vinegar don't mix well. Give your invitation list some thought, and you'll eventually land on a business mix that works.

Don't invite everyone you know, think about what you want to accomplish and how best to achieve that goal. Those that don't fit in the mix for your first event may work well in your second or third event. Some guests will work well in several of your events, and they afford you a sense of continuity from one social gathering to the next.

Small to medium sized gatherings are best since they allow you the most control and are less expensive in terms of food and refreshments. Even if you live in an apartment I would recommend that you have the gatherings at your home. It creates a friendlier and less threatening environment for your prospects—make that guests.

Remember, word-of-mouth advertising is a marketing method where you can't possibly control the message. If you want to benefit from word-of-mouth advertising you need to get people talking about your iISP business. But you need to talk with them, first.

Networking is simply meeting as many people as you can and keeping in touch with them. So always keep your business cards handy, and when you have your special event be sure to invite me, I'd love to meet you and learn more about your iISP business.

—End