FAQ In Marketing: A North Country Professional’s Cheat Sheet

Jessica Piatt

As the Director of Marketing at the Greater Watertown – North Country Chamber of Commerce, I often get asked questions about my responsibilities at the chamber. While there are many interesting aspects of my job, managing social media seems to pique the most interest. Without fail, I am asked to delineate. 

    This typically ignites a flurry of questions. With north country Businesses in mind, I have selected some of my favorite FAQs.  

I’m asked questions such as: 

  • I don’t have time; can’t I just link all our accounts? 
  • Is itreally necessary? 
  • What even is engagement?
  • How can my business benefit from it? 

    Let’s set the record straight. Yes, you can link your social media platforms to regurgitate the same content verbatim. But, just as we have all learned from the Jurassic Park franchise, just because you can, doesn’t mean that you should. When you post the same content on all your social media platforms, you might be getting the job done faster, but you’re lowering your performance in the process. Instead, consider posting similar content with copy that is unique to each individual platform. In this way you achieve the objective of getting the word out without coming across to your audience as repetitive or robotic.  

Is it really necessary? 

    You wouldn’t deny a free advertising opportunity or intentionally cut back on your customer service efforts, would you? Having a presence on social media is a place where you can increase brand awareness and engage people directly as an effective (and measurable) method to generate leads and sales. Need I say more? 

What even is engagement?  

    In essence, engagement is any time someone interacts with your social media. It comes in the form of metrics such as: likes, follows, comments, shares, re-tweets, and click-throughs. Any way people interact with you on platforms is social media engagement. Not only are these metrics essential for tracking the success of your campaigns on social media, they are an integral part of accomplishing goals in the digital age.  

How can my business benefit from it? 

    Come on people! I mean it is 2019. Having a presence on social media platforms offers your business the opportunity to highlight the services you provide or products you offer. It can also be used to enhance your brand’s other marketing efforts. Your digital presence can engage your audience and grow your consumer or client base. Ultimately, your presence on social media platforms will further your goals as an organization. 

    As the director of marketing at the Greater Watertown – North Country Chamber of Commerce, I welcome curiosity. Talking to members and interested businesses about their concerns or questions  surrounding social media platforms is one of the highlights of my job. If you are curious, I challenge you to seek understanding. Use resources such as chambers, or other organizations dedicated to promoting and supporting businesses, to gain insight. Glean from the expertise of those in your professional network. Finally, employ your findings to benefit your business. 

The Experience Economy: An opportunity for business

Brooke Rouse

Summer always brings people out; locals, snowbirds, visitors. It’s an exciting time to enjoy our great outdoors, art, culture, events and more. Some people have the gear, the know how and the ability to experience a lot of what is available, and others don’t – partially because they can’t access the opportunity. 

    You may find yourself saying, “I want to paddle that river, but I don’t have a boat, or really want to own a boat or have a place to store it. But I’d really like to go out on the Grasse River.” You may hear about the bike paths and ATV trails and say ‘Hey – I want to try that’, or attend an art festival and say, ‘Wow – I would love to try painting again, with a little instruction.’ Business is about finding solutions, the solution here is the ability to create and offer an EXPERIENCE. 

    The Experience Economy is growing by leaps and bounds, year over year, with the most significant growth in the 18-34 year old population. Still 50 percent of this audience is 45 years or older. This is an opportunity. The term Experience Economy was first introduced in 1998 as an argument that “businesses must orchestrate memorable events for their customers, and that memory itself becomes the product: the “experience” (Pine & Gilmore). 

    Online shopping has become the number one threat and concern to many retail establishments and brick and mortar businesses and attractions. Business owners are constantly seeking ways to stay competitive in the retail market, typically honing in on tremendous customer service that equates to an EXPERIENCE that cannot be found online. Organizations like the Frederic Remington Art Museum in Ogdensburg have increased their focus on experience, not only for a museum tour, but for the unique opportunity to do yoga in the gallery or learn how to paint. Increased awareness of the museum through events and experiences has ensured greater exposure in new markets and a stronger relationship with patrons. 

    St. Lawrence County has welcomed two new ‘Experience Businesses’ for recreation this year. Seaway Outfitters in Ogdensburg rents bikes, SUP boards, kayaks, rollerblades and offers ATV tours. Grasse River Adventures offers fully guided and outfitted hunting, camping, hiking and canoe trips. This type of service allows people to experience things they may not get to otherwise, reduces risk, and allows for adventure without the hassle. These experiences can be booked on the internet, but are offered and experienced here, on the ground by local businesses. 

    Experience comes from and is shared by passion. Allow yourself to pursue local experiences…if there is not a business offering it, consider creating one or recruiting a friend of family member to do it. Business development assistance is available by local Chambers and Small Business Development Centers. 

    As the Tourism Promotion Agent for St. Lawrence County, we are constantly marketing (and bragging) about our tremendous opportunities to discover things here that even locals don’t know about. We are always seeking more opportunities to refer a business to make the experience happen for visitors and residents. 

Leadercast Live Comes to NNY in 2020

Kristen Aucter

For anyone who had not heard, on May 3rd, Lewis County Chamber of Commerce, Lewis County Economic Development and The Human Factor hosted Leadercast Live at the Tug Hill Vineyards. Leadercast Live is the largest, single-day leadership event in the world and we were able to be a part of it as the only location in New York state outside of New York City. The various speakers provided unique insight on their take of leadership. Many of the participants stated that they took away more from this day than what they had expected to, myself included. The theme of “Building Healthy Teams” was intriguing to many people and hinted at more than just how to lead a team and we were not let down. 

    Dr. Caroline Leaf was one of the speakers for the day. A cognitive neuroscientist with a PhD in communication pathology specializing in neuropsychology, Dr. Leaf spoke on the importance of mindset and explained “you can’t always control what happens to you, you can always control how you react.” Something that most of us have heard, but while in the midst of day-to-day activities seem to forget. Her suggestions, when finding yourself falling into a negative mindset, were to take a few moments to re-evaluate, focus on the positive aspects of your life, and identify the accomplishments that you have made so far. According to her, the ability to self-regulate your thoughts can have long-lasting impacts including increasing your overall creativity, efficiency, and productivity. If you breed negativity that will be all you show to the world. Challenge yourself to instead choose happiness so you can be a beacon of light to those around you. 

    Another speaker, Carla Harris, has led an extremely successful career on Wall Street and currently serves as vice chairman, managing director, and senior advisor at Morgan Stanley as well as being a talented gospel singer. In my opinion, her focus on leadership being intentional really stood out. We all know, more or less, that leadership is something that needs to continuously be fed, both in ourselves and in our teams. Being a great leader is not necessarily about being a great manager or director, but how you encourage and inspire others to be their best. It was very inline with another speaker Patrick Lencioni, “Humility isn’t thinking less of yourself, but thinking of yourself less.” 

    It is hard to summarize a full day of inspiration and motivation into a short article. The intention of Leadercast is to develop leaders that are worth following and the Lewis County Chamber of Commerce, Lewis County Economic Development and The Human Factor are excited to announce we will be hosting Leadercast Live 2020 on May 7, 2020. The benefits of improving leadership skills within our teams, within our businesses and within our community cannot be stressed enough and we are committed to providing this opportunity to our region. If you are interested in being updated on Leadercast 2020 please feel free to email me at kristen@lewiscountychamber.org to be put on our mailing list. 

Is Your Business Planning (ahead) For A Successful Transition?

Michael Besaw

Across the north country region, family business owners are debating their future, and determining how the business they’ve worked diligently to create, will transition after they retire – is it letting a younger family member take the reins, or having a business valuation to prepare for an open market sell, or maybe moving to an employee-owned model; these are the complicated decisions that business owners in the north country are trying to navigate.

The ‘Need for a Transition Strategy’ estimates that more than 10,000 businesses in the Adirondack north country are owned and operated by Baby Boomers, who are planning to retire in the next few years in what has been referred to as the “silver tsunami”. Closure of these businesses means loss of services and tremendous loss of employment. Unfortunately, only 15 percent of businesses nationally have an exit strategy planned. This is where the inspiration came from for the Adirondack North Country Association’s “Center For Businesses In Transition” (CBIT) — a collection of public, private and nonprofit partners working together to provide the training, resources, and connection to existing services to support a business in creating their transition strategy, as well as matchmaking services, in an effort to match the newer generation of aspiring entrepreneurs with a business already established in the north country.

How Community Liaisons for the CBIT are helping
Transition planning isn’t often mentioned when passing a business down to the next generation, whether it’s family members or exploring less traditional transition options such as employee ownership models. In the north country region, there are community liaisons in Ticonderoga County, Franklin County, Hamilton County, Lewis County, and St. Lawrence County who are making the effort to connect with transitioning businesses to help them understand the process and how to plan for it. These individuals have been chosen for their understanding of area business and involvement in their communities are part of their county Chamber of Commerce, Economic Development Agency, or the Small Business Development Center (SBDC); ensuring the sharing of resources, information and objectives.

Workshops Planned for Transitioning Businesses and Entrepreneurs
A top priority of the CBIT is helping businesses connect the dots to the resources available for transitioning. To accomplish this goal, the CBIT is holding monthly workshops across the north country from April to August. Each workshop covers an element of transitioning planning or the process of purchasing a business, including “Business Transitions Overview: Where do you start?”, “Preparing to Sell Your Business”, “Transitioning to Worker Ownership”, “Intergenerational Family Transitions, Creative Solutions & Alternative Structures”, and “Entrepreneurs: Taking over an existing business”. Registration and the date/time for the workshops are available online at www.adirondack.org/CBITWorkshop Series, or on the St. Lawrence County Chamber’s website www.SLCchamber.org.

Using the latest technology, the workshops will also be live streamed at “Viewing Parties” to offer a level of convenience to both businesses and entrepreneurs who are unable to travel to workshops out of their county. Workshops will also be recorded so that interested business owners can view them at their convenience and as needed in the future.

The Real Deal
Transition planning can take up to five years, and it’s never too early to get started. North Country business owners looking to transition their operations to new owners or a new ownership model, as well as aspiring entrepreneurs looking to take over an existing business, can contact the Center at transitions@adirondack.org or 518-891-6200 for more information or to be connected with a community liaison in your county.

Let’s work together to keep businesses in the north country and continue to grow the beautiful region that we all love to live, work and play in!

Michael Besaw is a native of Massena, and the Assistant Director/CBIT Liaison of the St. Lawrence County Chamber.

Turnovers Are For Breakfast, Not the Workplace

KRISTEN AUCTER

One of the biggest issues facing employers is the rate of turnover. Employers are coming to realize that more often than not a quality work environment is high on the list of priorities to the average employee. Turnover is fairly common for all businesses but can have a massive impact on an organization. Turnover is disruptive, costs money, and impacts employee morale. While the financial cost is difficult to measure, effects can include things like increased workloads, overtime expenses, and reduced productivity that is often found with low employee morale. That isn’t even including things like recruitment costs or the time and money that are put into training the new people. Turnover will never be 100 percent preventable but we can at least try to manage it better.

    Every business should attempt to have some sort of strategy in place to keep employees. The following are a few ideas to start that strategy:

Saving Money

  • Do you have businesses in your neighborhood that are willing to trade with you? Is there a restaurant that would agree to employee discounts for your employees that frequent there? Network and make connections that could benefit your employees or employees on both sides.
  • Celebrate employee’s work anniversary with a check or savings bond.
  • Add pet illnesses to the list of approved uses of sick time.
  • Buy movie tickets in bulk and make them available at a discount to employees.

Valuable Time

    If there’s one thing organizations can often offer with the most gain with the least pain, it’s time off and flexible work schedules.

  • Give employees the option of working an adjusted schedule that helps them with family, school, or personal preferences.
  • Provide a once-a-month pass for a longer lunch hour with the understanding that the time doesn’t have to be made up later.
  • Give employees a free floating vacation day on their birthday.
  • Depending on seasonal workloads, add seasonal hours to your official benefits.
  • Open the office late or leave the office early on special days that show employees you care about their dedication to their families and personal lives too (First or last day of school, Halloween, Christmas Eve etc.)
  • If no face-to-face meetings are necessary and work can be done via laptop, establish a work-from-home policy one day a month.

Time off and having a say in determining their own work schedule can be a huge benefit for staff morale and employee retention.

Recognition

    Employees who are recognized for their contributions to the cause generally have higher levels of job satisfaction, are more likely to be motivated and exhibit better retention rates.

  • Just saying the words “thank you” goes a long way. Not a verbal appreciation type of person? Send an email. Copy the manager or supervisor to celebrate achievements up the chain of command.
  • Send monthly “Kudos Kards” to your team or department pointing out successes in the department.

Let your employees feel appreciated. The loyalty earned will take your business far beyond your wildest expectations.

Drive

    Studies show there is a huge connection between staff morale and retention.

  • Free coffee is pretty regular but how about adding water or tea in the mix? Offer healthy snacks in the break room.
  • A local chiropractor or masseuse might be willing to come in and do 10-minute chair massages for free in order to advertise their business.
  • A Free-the-Feet Friday can make employees feel right at home if work conditions allow for slippers or sandals; add a dollar amount that gets dedicated to a local non-profit.
  • Create a canine-friendly workplace – More and more companies are allowing dogs in the workplace. Companies that allow pets have reported a lower rate of absenteeism and a more productive environment.
  • Put your employee’s time first. Are there regularly scheduled meetings that confuse attendees and take up valuable time that could be used more efficiently elsewhere? Are you micro-managing when an employee has proven time and time again they are up to the task? It’s time to stop and consider that this might be sending a message to your staff that you don’t trust their skills and that their time doesn’t really matter.
  • Encourage employees to walk away from technology. Schedule a few 20-minute breaks a week to just spend time together and catch up. Form a group that would like to do a daily afternoon walk to get air and exercise.
  • Keep them happy with little things:
  • A note on their desk in the morning when they come in acknowledging a small scale success.
  • An incentive program that allows them to save up for time off or bonus pay.
  • Got Snow? Create a phone tree among your departments and allow for surprise no-snow snow days when the winter days really start to get everyone down.

Employees that feel appreciated and valued are less likely to leave their jobs.

Communication

    People like to know what is going on. Keeping employees involved and “in the loop” can help keep them satisfied. Organizations and business with open communication tend to have more loyal employees. When employee viewpoints are taken into consideration while making changes and adjustments they will continue to pay more attention to productivity and efficiency. A statement heard more often than not is … “I loved my job… just not my manager.”

  • When adding tasks to an employee’s workload be sure to ask them what is already on their plate and assist them on prioritizing what is there. Don’t expect them to read your mind.
  • How effective are your evaluation process? Most employees desire feedback on jobs done and again, including them in conversations when setting future goals will create ownership of those goals.
  • Try to keep employees informed of decisions early and explain your thought process so they understand where you’re coming from. While they might not necessarily agree with decisions made they will know that you put ample time into coming to the decision.

Highly effective organizations rely heavily on communication to meet deadlines, produce products and encourage customers and clients to return.

    Create an environment where your employees feel valued and like they are a part of the success of the business. Allow them to take on new roles and responsibilities and grow their skill set to understand the business from a more holistic point of view. Obviously, not all of these ideas fit every work environment. There are deadlines and quotas to meet and customers to keep happy. But if you can find a few that might fit with what you have going on the results will more than likely surprise you.

 

Improve your Content (and Grow) in Three Easy Steps

Jessica Piatt

If you’re new to the rapidly expanding world of social media, welcome! It’s a fun place where individuals can create, organizations can expand their brand, and businesses can profit.  It can also be an intimidating world for any user, let alone someone doing it in a professional capacity with little to no experience using social media as a tool to market a service or product.  I’m going to give you the three pillars of creating a cohesive strategy to improve your content on social media. Thus, improving your brand awareness.  If you’re ready to commit to investing in your brand’s success on social media, then these steps can help you accomplish that goal. 

Start with Looking Ahead

    Planning is key when it comes to content creation.  When you look ahead, you’re taking the time to consider your brand’s consistency, your target audience, and what you can offer.  This is to say that you are planning with a purpose.  This is an important habit to initiate because it is crucial to transforming your social media presence.  In my last contribution, I went into this concept in further detail in a piece titled Invest in Your Businesses Online Presence.  In this column, I intend to build on the notion by recognizing it as a paramount pillar in your endeavor to improve your content and increase your growth. Planning with a purpose plays a critical role in your cohesive strategy to improve your content by establishing the ground work for your approach.

Quality Visuals Count

    Now that you’re in the habit of planning with a purpose (or on your way there soon) it’s time to talk visuals. Visuals are a key component to any marketing strategy.  They are an effective method of making memorable impressions that can be converted to meet a call to action.  And people like them!  With visual content continuing to yield higher engagement rates than text alone, employing this tactic to your overall strategy, as laid out in step one, will produce real results.  However, keep in mind that quality over quantity holds power when it comes to the visuals you associate with your brand.  The photos and videos you post should fit well into your organization’s visual brand, keeping the audience in mind.  It’s true that a picture’s worth a thousand words, but who are you talking to? The visuals you use should resonate with your audience.  Take photos that both represent your brand and hit your target audience (it’s 2019, this can be easily done by using your smart phone) then post them to the appropriate platforms.  When you maintain your brand, act with purpose, and produce quality visuals, it will show in your content. Now, you can take this practice a step further.  Consider which posts are generating higher engagement rates and respond by giving your followers more of what they demand.  Quality visuals, produced within the parameters of your visual brand, made for your audience will enhance your efforts to improve your content and grow your brand.

Words Absolutely Matter

    Having a brand voice is an essential part of success when it comes to social media.  Using a brand voice gives your audience a consistent feel that maintains your brand’s identity and helps build relationships.  Think about the words you type and how they can help you connect. At the Greater Watertown – North Country Chamber of Commerce we believe that when people make meaningful connections, it leads to growth.  It is for this reason why we provide opportunities for businesses, networking experiences for professionals, and encourage organizations across northern New York to use social media intentionally.  The next time you write copy for purposes of social media, do so with your brand’s voice.  Write for your target audience and be consistent with your messaging.  This practice will help your content feel familiar and better resonate with your audience.  Consequently, writing in your brand’s voice will make your content more impactful, therefore improving your connections and growing your brand.

    Well executed content is vital to growing your presence on social media.  In taking the necessary steps to improve your content, you’re committing to the development of your brand.  Utilize the three pillars of creating a cohesive strategy to improve your content on social media.  Implement planning to establish a foundation, use quality visuals made for your audience, and consistently write in your brand’s voice.  These simple, yet effective, steps will result in improved content and yield growth.

A New Year To Organize Projects

Brooke Rouse

Chamber professionals have a number of projects throughout the year, with many partners and many moving pieces. Project management and organization, as well as communication with staff and/or partners is something that a number of professionals deal with, whether you work for a nonprofit, small business or large company. There are endless tools and apps out there, some have fees, some do not and some may be better or worse for your industry. If you are part of a professional network, specific to your industry, ask for their advice on what they use for project management.  For the start of the New Year, let us look at some tools to help 2019 be as organized as possible. Take the time to research these and other tools online to find the best fit!

    Evernote (and Evernote Business) is an application that can be used on your Smartphone, computer or tablet. One account will allow all of your information to sync between devices, allowing you to add and share information from your desk, at a meeting or on the go.  The app allows you to create notebooks for different project, committees, etc. The ability to attach files, photos, and audio to notes that you type or write with a stylo means that everything is paper free and in one place. The other perk of this tool is the to-do feature. Tasks, goals, and projects can be managed with timelines, checkboxes and reminders, as well as the ability to tag teammates or coworkers to complete the tasks.

    If workflow of multiple projects is a priority, consider Asana. Asana allows you to manage the many roles you play in your job (or leadership role). A visual dashboard allows you to see all of your tasks in one window.  If you use Google Drive, Asana integrates with it, allowing you to attach a document to a task for easy access.  Asana has a great communication tool for team projects, with the ability to set deadlines and assign tasks, as well as check on progress and comment on any tasks. There is a mobile app for Asana, so that you can receive reminders or notices when your teammates complete a task.

                Google. Everyone knows what Google is, but not everyone knows how it can be used for business. There are endless opportunities for search engine optimization (SEO) and marketing, however, we are focused on some of the organizing tools in GSuite. A business or organization can use Gmail as the official company email. To increase your branding and professionalism, company emails should be sent with a URL associated with your website (ex: Brooke @SLCChamber.org). GSuite allows you to set up, access and manage email accounts easily. Google Drive allows you to create, save and share documents. Multiple people can edit the same document and you can share with teammates outside of the company. Google Calendars will keep your team schedules in one place, allowing for ease of planning. The Google tools have apps for ease of access on the go, with automatic syncing and saving to the cloud.

Brooke Rouse is the executive director of the St. Lawrence County Chamber of Commerce and tourism promotion agent. Contact her a brouse@stlawrececountychamber.org or 315-386-4000.

Invest In Your Businesses Online Presence

Jessica Piatt

Here in Northern New York, the idea of not having enough time or resources to invest in your business’ online presence is widely accepted as a fixed fact by many businesses and organizations.  It can be difficult to see the value in planning ahead in a digital environment where content is comprised of click bate, feedback is instantaneous, and comment trolls come by the dozen.  When you challenge the idea that you do not have the time, the resources, or the savvy to plan, you will find that this strategy is an investment in your brand, it will make your life easier, and it will prove to be effective.

It’s an Investment

                When you take the time to plan your social media content, you’re making an investment in your brand’s online awareness and therefore you’re making an investment in the growth of your business.  Planning your content ahead of time can be as basic as setting aside time in the beginning of the week, evaluating your business’ needs, offers, or values, and selecting content to reflect those priorities.  Craft a message with your followers, costumers, or clients, in mind, then schedule a time to post.

It Will Lighten Your Load

                Once you’ve taken the plunge and commit to investing in your brand’s digital presence, aim for consistency.  In being consistent, you will make this investment routine.  Once it’s become common practice, this routine will help transform your tendency to be reactive in the digital arena, reclaim control of your brand’s narrative, and be proactive with your online presence. This mega metamorphosis, you will likely free up valuable time at the office and reduce the paralyzing stress surrounding the use of social media as a tool.

It Will Yield Results

                When you commit the time, and maintain consistency, your efforts will yield results.  I’m talking real, quantifiable results here.  When you plan your content keeping your brand and consumers in mind, schedule your posts using measurable data to maximize your impact, and maintain consistency in your diligent efforts, your business will reap the benefits.  Not only will this strategy reduce the time you squander thinking of clever captions at the last minute or reduce the stress you associate with pressures of social media, it will benefit your brand’s overall awareness.  Being present, intentional, and consistent, on social media, makeup the cornerstone of building trust with your audience. 

Resources are your Friends

                Choose platforms which augment your brand.  Once you get started, use the platform analytics available to enhance your objectives.  LinkedIn, Facebook, Instagram, and Twitter, all offer free engagement analytics for business accounts.  This information is essential to the enrichment of your content production and scheduling.  There are also external resources that can be used to supplement your efforts and strengthen your overall effectiveness.  Give resources like Canva, ColorStory, Hootsuite, Planoly, and/or VSCO a try.  See which apps/websites work best for your brand and implement them into your routine.  If you’re still hesitant, or simply have questions, additional resources such as the Greater Watertown – North Country Chamber of Commerce, or other organizations dedicated to promoting and supporting business are a great start!

A Bright Future

                It’s time to invest in your brand’s online presence and take advantage of what the digital world has to offer.  Social media platforms help businesses grow.  When used intentionally, social media can lead to increased brand awareness and build trust with your audience. When you challenge the idea that you do not have the time, the resources, or the savvy to plan, and you recognize that these platforms can enhance your brand and better your business, you will discover the plethora of possibilities that planning content can bring to your business in the North Country. 

Making Connections: An Introverts Guide to Networking

Jessica Piatt

Many professionals find networking to be a daunting, treacherous endeavor.  It’s uncomfortable, awkward, and at times, painful. There will always be those who have a natural talent for working a room, namely extroverts who thrive in social interactions, but for others networking in a room of strangers can make one feel phony or inauthentic.

As an introvert, I find it all a little overwhelming but in the last year I have found ways to make networking not only successful ventures but enjoyable ones! Here are some ideas on how any north country professional (introvert or not) can embrace networking just as I have:

Change Your Attitude

Networking events are an opportunity for growth and discovery. Treat them that way! All too often we set ourselves up for failure by approaching networking with dread and pessimism.  Now, if you’re an introvert, you can’t simply will yourself to be extroverted. But when you shift your perspective from viewing it as a chore to seeing the near infinite possibilities, you take control of the narrative and attain the opportunities networking offers.

Be Purposeful

Now that you’ve changed your attitude, set an intention for the event.  Sure, expanding your professional network is a great start but it can be broad and a bit scary. Try simplifying your intention.  Replace “expand professional network” with “make a meaningful connection.” By clarifying your intent you’ll enable yourself to have more natural interactions with those around you. Start small, find a familiar face, perhaps someone you have met before, but only briefly, and work on further establishing your professional relationship.

Find Common Ground

Okay, so you’ve changed your attitude and you’ve set your intention for the event. Now what? Find a common interest! This tiny trick might seem simple but, trust me, it can go a long way. Think about how your interests and goals align with those of people you meet. This can help you forge meaningful connections that yield collaborative initiatives and long-lasting working relationships.  When your networking is driven with intention and forged over common interests it will feel more authentic and meaningful. Bonus, it will also make you more memorable to others in attendance!

Bring a Friend

The next time you register for an upcoming social/networking event, invite a friend to tag along. You don’t always have to go at it alone. Having a friend or coworker by your side can make large networking events less intimidating.  You might just find you have a connection in attendance worth introducing your friend to

Networking is a necessary component of success in any career. It can lead to career opportunities, a broader knowledge of your surrounding community, improve the scope for innovation, professional advancement, and so much more. When you change your perspective, begin to have purposeful interactions, find common ground with others, and use the resources already available to you, you will find networking isn’t so daunting after all. Perhaps you’ll even come to embrace it.

JESSICA PIATT is the marketing director at the Greater Watertown-North Country Chamber of Commerce. You can contact her by calling 315-788-4400 or by emailing jpiatt@watertownny.com.

I LOVE Northern NY – How to get in on ILNY promotions

BROOKE ROUSE

Many recognize the I LOVE NY brand and think of it as New York City. In fact, I LOVE NY is the official destination brand of New York State.  Each county government designates an organization be the ‘local boots on the ground,’ or tourism promotion agent (TPA) for I LOVE NY, or more specifically, Empire State Development’s Tourism Division.  An annual grant is then administered, combining state and County funds to be used specifically for marketing the County as a destination to out-of-county visitors.

                In addition to the grant funds, the TPAs work closely with the I LOVE NY team on a number of marketing initiatives and state wide campaigns. So how do you, as a business or community, get a piece of the pie?

                Your County TPA creates a marketing plan annually and always appreciates participation from tourism partners. Sometimes cooperative marketing opportunities exist, where you can buy in at an affordable rate to get a lot more. This is done through regional branding efforts, where you can be highlighted in print or digital platforms.

                Your TPA is actively seeking exposure for your county…one of the best ways to do that is through earned media (we do the work to earn the recognition, but don’t necessarily pay any money). For example, the TPA will communicate with writers or the state may organize a trip of writers (also known as a FAM or familiarization tour) to visit and write, blog, photograph the area. Typically we need businesses to host for overnights, meals, excursions, or tours. Typically these things need to be offered for free or at a discount. The ‘host,’ as an active participant will then be covered in the content. These stories have tremendous value that our tourism marketing budgets could not afford, so this is a great opportunity for the destination and the business, product, etc.

                Your TPA is actively updating websites, social media, visitor guides and requests for story leads. The most important thing…PHOTOS. A picture tells a thousand words. High quality (high resolution) photos, showing people doing things are the best way to really tell the story. Any time your community or business can share high quality photos (not smartphone photos) of a festival, activity, landmark – you are sure to be included in the next promotion.

                The more we know, the more we can help. I LOVE NY is constantly sending out story leads for major publications like USA Today, NY Times, etc. They want to know what is new, what is unique. If we know what you are up to (and have high quality photos!), we can quickly send the word (and image) along. Sometimes its quirky – a top 20 list of breakfast features, or unique requests like spa getaways where you can sleep under the stars. The more unique offerings you can create, the better. The more we know about it, the more you benefit.

                The state and other state partners have also developed several thematic campaigns.; Haunted History Trail, PRIDE, Underground Railroad,  Path Through History, Taste NY, to name a few. If you can create an event or have an attraction that is a fit, be sure to let your TPA know.

                To get connected with your local TPA, call 1000 Islands International Tourism Council (Jefferson County) 315-482-2520, Oswego County Department of Community Development, Tourism & Planning 315-349-8322, or St. Lawrence County Chamber of Commerce 315-386-4000.

Brooke Rouse is executive director of the St. Lawrence County Chamber of Commerce and a Tourism Promotion Agent. She is a business owner, holds a master’s degree in tourism and is a former SUNY Canton Small Business Development Center advisor. Contact her at brouse@st.lawrencecountychamber.org.