Marketing, the Internet, and networking: a perfect martini

I live and breathe in the world of sales, marketing, and new business development. And like most highly networked people, I use e-mail and the Internet to contact people all around the world on a daily basis.

In Canada, the Internet, networking, marketing, and sales are totally intertwined by AIMS, the Association of Internet Marketing and Sales (www.aimscanada.com). There are many ways to network within AIMS, including regular monthly events, an active blog, and volunteer committees.

Membership exceeds 5,000, and while most members are located in the Greater Toronto Area (GTA), members come from every province. Because the membership is primarily at the corporate and executive level, AIMS has become the place for people who want to meet the Who’s Who in Internet marketing.

High-level members and substantial events. I look for networking opportunities with organizations that provide structure and focus and attract people of quality and substance. AIMS meets all my criteria. It attracts marketing managers and directors who care about using the Internet as marketing medium. Members attend events primarily for the substance of the meetings; every event improves their expertise in Internet-based marketing and enables them to network for career growth. People who attend know they’re not going to be bothered by an agent about something irrelevant.

Lively discussions. Each event features one or more experts and provides structured and unstructured time to introduce and talk. Presentations offer lively discussions and suggestions for dealing with specific issues. The conversation allows members to share their expertise and enables listeners to identify whom to follow up with later. An online membership list helps promote inter-member communication.

Pertinent topics. AIMS’ 10th anniversary event was typical of the topics covered at AIMS events. It attracted more than 200 people and featured Shel Holtz (http://blog.holtz.com) –an author, blogger, and podcaster—speaking about social media. Although topics such as Web analytics and search engines may bring tears to the eyes of accountants and sales people, for the AIMS audience they are relevant and topical, ensuring that AIMS will continue to attract members.

Community blog. The online community blog (http://blog.aimscanada.com) is another way for AIMS members to network. The posts cover many topics and include relevant job postings, reviews of other events, and people looking for specific expertise. Members reply with recommendations, which can include a description of their own skills. A moderator makes sure the comments contain content rather than a sales pitch. Another blog feature is the regular correspondents who provide insight, including interviews with many of the movers and shakers in the industry.

Volunteering is another way of getting networking through AIMS. I volunteer for the AIMS marketing committee; this group of more than 50 AIMS volunteers is its own great little network. As Michele Tampoya (www.mishsplayground.com.), digital marketing manager for Scotiabank (www.scotiabank.com), says, “AIMS really brings together the digital marketing community and the volunteering lets me work with fellow practitioners and build relationships.” AIMS lists its volunteers and provides links to their personal websites and company sites.

All AIMS activity is managed General Manager Kathryn Langden, lecturer at Ryerson University and member of the Humber College Marketing Program Advisory Board. She says, “I’ve been a member of AIMS since 1998, and over the years it has been a great way to meet new people and stay in touch with industry trends. The networking aspect of events is very popular with our members. In fact, I know one person who met his fiancé at an AIMS event!” Now that’s networking.

Basic membership is free, but AIMS charges for attendance to events. An annual premier membership reduces the event fee and provides access to more online networking opportunities and other benefits. AIMS is primarily supported by corporate sponsorship.

If you are in Toronto and Internet marketing is your thing, plan to attend an AIMS event and say hi!

--Zale

Contact Zale at ZaleT@TheNationalNetWorker.com or TNNW Blog.