GBD’s New York connection

Robert Clancy and Jeff McGarn at the 9/11 exhibit - New York

September 11 2001 New York - I thought I’d depart from my usual tip this month as I remember the traumatic world event of 9/11 which occurred a decade ago, and what it showed me about connecting with people in a genuine heart-felt way. In business we may know all the theories about networking but if we don’t apply them in an authentic way, we’re left with shallow spin and possibly miss the opportunity for genuine and long-term business friendships.

I’ll leave it up to Robert Clancy from a New York advertising agency to recount what happened.

“September 11 was a bright clear day here in New York. That particular morning, I was at our regional American Marketing Association committee meeting to oversee the planning of an upcoming marketing and technology symposium we would be hosting in the fall. Toward the end of the meeting someone from the office rushed in and exclaimed, ‘a plane just hit the World Trade Center’.

A television in the corner of our meeting room was quickly switched on. We sat motionless as we all saw the second plane hit. I heard someone mutter the word ‘terrorists!’ We looked at each other stone-faced as we saw no other explanation.

By the time I reached my office, my staff were blurting out details. ‘Another plane hit somewhere in Washington! We are under attack! This is crazy!’ I finally got to my desk and frantically emailed a friend on mine who worked in building two at the World Trade Center. No reply.

It was then I received an email from a stranger half a world away. The email message was simple, but powerful. It said, ‘Hi, I am Jeff McGarn and I am trying to reach out to a New York graphic design company. I found your company by searching the Internet. I am located in Australia in the same field and wish to make a connection with someone in New York. I want you to know the events that happened today are truly terrible and we all have you in our thoughts and prayers. I also want you to know the whole world is not like this. There are still good people out here doing good things. If you wish, please reply.’

Jeff’s message was poignant but it was also filled with the hope we all needed to get through the tragedy that was only just unfolding before us.

I replied to Jeff with great thanks and asked if I could share his message with other marketing firms in New York. Jeff’s message was proudly posted on our marketing website so others could share.

Over the years through contact on almost every 9/11 anniversary, Jeff and I connect via email and now Skype to share business ideas and anecdotes. Time after time we’ve discovered we are all so much more alike than different. We have both shared in our companies’ growth and shared while we watch our kids grow.

Last year I had the honour of meeting Jeff in person during his trip to New York. We visited the 9/11 exhibit at the New York State Museum where we discussed the tragedy, but more importantly, we talked about the good in humanity that came out of it. Without the tragedy, I don’t think Jeff and I would have ever crossed paths in this world. I am very honored to have met him and I am thankful to Jeff for making the world a bit smaller.

My friend at the World Trade Center luckily survived the tragedy. I received an email message from her the following day that explained her ordeal of trying to get out of the building and that she will never forget the face of each fireman who passed her going up the stairs as she descended.”

TIP #1: Advertise in the Yellow Pages. Then start advertising.

Not happy, Jan. We all know the catch- phrase from one of the more popular ads in recent times; an ad that saw every Tom, Dick, Harry and Jan rush for their spot in the big yellow book.

But therein lays the problem: Being in the Yellow Pages isn’t about standing out from the crowd anymore, just joining the crowd; and if your company name doesn’t start with two ‘A’s, fingers will need to do an awful lot of walking to find you. So yes, advertise in the Yellow Pages, it’s part of the mix. But real results will only come when you start thinking out- side the box, or, in this case, The Book.

How many meals require a single ingredient? How many cars work with a single component? It’s the same with your advertising. Successful advertising is a mix of all the parts of a concerted campaign coming together to help you reach as many people as possible every day of the week.

The mix is about being proactive, find- ing out what your customers read, watch and do, then getting in their faces (in the nicest possible way). The ingredients are standard: direct mail, internet and email marketing, advertising, telemarketing, direct sales, strategic alliances, up-selling, referrals and public relations.

You won’t use them all at once, but you should start using a few, then a few more, and a few more after that. And what will happen if you do? Well…very happy Jan, very happy indeed.