Mad 4 Blog

Last week, we talked about three important rules for interacting socially at business events. But what about when you’re ready to get the job done – that is, exchanging information, talking about your brand and bringing home the ROI for the reputation you earned by engaging properly and being on your best behavior? You may be handing out resumes, key chains or info packets, but no matter what – you’ve got a job to do. Here’s how to pass along your info without being pushy or unprofessional:

4. Make concrete plans. If you speak to someone who might make a perfect pairing for you or your company, don’t just say you’ll be in touch. Tell them that you’ll send an e-mail that evening or call their office on Monday – and then actually do it. Setting and meeting concrete goals is an often-overlooked, easy way to establish yourself as a trustworthy individual who would be good to work with. When reaching out, be sure to reference where and when you met that person, as well as something you spoke about. It may also be a good idea to connect through LinkedIn or Facebook, where your personal image or company logo will accompany your message, making it simple for them to remember you from a crowd of new names and faces at your networking event. And …

5. Always be prepared. The worst thing that can possibly happen is to be asked for your business card or promotional materials and not have anything on hand. No, it won’t simply due to rattle off your company’s website and hope that they remember; it’s not even good enough to exchange e-mail addresses or digits. A physical reminder of your meeting is an important part of carving your niche. So even if you’re just running down the ice machine, you might want to have a card or brochure in your pocket. Similarly …

6. Know your key messages by heart. Yes, you need to have a few sound bites memorized about your position as well as the business at large. These can be short phrases or even fun facts; just be genuine when delivering them so that they don’t make you seem corny or insincere. Polish up that elevator speech so that you can explain what you do in a concise and interesting way. You will be asked questions about your company – and even if you answer four correctly, your audience is more likely to remember the fifth that you didn’t know. Brush up on your company’s history and timeline, as well as the background of any key players, past and present. Know your numbers and, most importantly, understand your aims and objectives so that you can accurately convey them to people who may be able to help you achieve them.

Know any other tips and tricks we should share? Leave a comment or Contact Us.

Summer’s a popular season for conventions, trade shows, seminars and meet-and-greets. All of these are wonderful opportunities to get to know your industry peers, potential clients – and yes, even competitors. You may be an individual who’s looking for a new job, a professional trying to promote your business or simply building up your Rolodex – but whatever your agenda may be, you need to know the etiquette of networking before you breach the many hotel lounges, convention halls and conference rooms that await you. This week and next week, learn top tips when it comes to mixing work and play:

1. Remain the face of your company and brand. It may be after hours, but you’re still John Smith from Company A even when you’re down at the continental breakfast or waiting for a taxi. When you’re traveling for a business event – either downtown or across the country – you must remain somewhat in character at all times. This is especially important when you’re traveling alone and have to singularly represent your entire business. People will notice your persistent professional demeanor and appreciate that you’re not just putting on a face when you’re inside the event’s walls. However …

2. Putting business first can be a put-off. Many events emphasize the social aspect of networking events and conferences. That’s why there’s usually a cocktail hour or “fun” element to the evening, weekend or – yikes – week. Even in your best suit, you’re supposed to be friendly and relaxed – but don’t worry, everyone knows that everyone is there with an agenda. It’s simply an elephant in the room that doesn’t need to be addressed the minute you’re shaking someone’s hand. Focus on learning names, being pleasant and conveying a memorable sense of your personality. You can always exchange information and be in touch later about the nitty-gritty work details. If they liked your presence and attitude, they will be much more likely to remember you and respond to your e-mail than if you have a straight-down-to-business attitude and state your purpose from the outset. That being said …

3. Adhere to a two-drink maximum. Even if you sense that your colleagues want to party all night with you, they will respect you more if you cut yourself off after a few drinks. It’s important not only for that night but for the next day, too, if you have full account of your faculties and are able to communicate well. This doesn’t mean not to have any fun; but nursing two drinks as you network is a smart idea that can speak highly of your commitment to success. Plus, you’ll be up bright and early to get a head start on the lineup of events scheduled for the next day. Your less-sprightly colleagues will envy your energy as the day goes on.

Check back next Monday for Part 2!

In 2009, Hulu.com caused concern with investors when advertisers were not lining up to buy slots alongside the premium streaming video content of the site. Despite a strong surge in traffic and viewership that same year, competition from other video websites and Hulu’s relative newness on the scene led advertisers to remain cautious.

However, halfway into 2010, advertising on Hulu is not only flourishing, but also undergoing revisions in order to provide more targeted commercial experiences. For example, viewers may choose to watch one longer commercial and then view their video without interruption. Or, they may choose between 2-3 themes to view during commercial breaks that occur at regular intervals, much like advertising during traditional television broadcasts. Providing viewers with options helps Hulu gauge what format their followers prefer, and offer advertising encounters that adhere to those expressed choices. Viewers may also be less annoyed by their television interruptions when they feel they have some say in the way advertising is presented to them.

Unlike television commercials, online video viewing provides a much better idea of how many eyes are actually landing on ads—the numbers are much more traceable and can be broken down by hits, replays and other factors. But that doesn’t mean advertisers are in a hurry to convert formats, even to save money. Many companies would still rather throw big bucks at television advertising than pay more per given, engaged viewer online.

But Hulu hopes to take advantage of the TV/Web differential by tailoring its content to viewers in an effort to get advertisers greater bang for their buck, further antiquating the advertising notion that more eyes equals more buys. They mean to do this by really utilizing the interactive element that is also unique to ads on the Internet. Not only does Hulu allow viewers to often choose from the outset what type of advertising experience they prefer, but the website also recently added an instant-feedback system. At first, this feature was designed to show two options: thumbs up or thumbs down. Currently, a bar at the top of each commercial asks, “Is this ad relevant to you?” Viewers may choose yes or no. To further focus advertising, Hulu may also provide short surveys that viewers can fill out in lieu of seeing any ads at all during their playback.

By asking viewers what kind of advertising experience they prefer and allowing them to watch ads only for products and services that are most relevant to their lifestyle, Hulu can assure advertisers that although online ads may not cast the same broad net as television ads, at least they can narrowly focus who is seeing them—and provide advertisers with a much better return on their investment, with a higher chance of conversions, by reaching out to those most likely to need or want what they’re selling. Smarter advertising—not merely more advertising—continues to be the trump card that online formats hold over conventional television broadcasts when it comes to video-adjacent advertising.