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Attending Events
Attending events to 'network' can be very valuable. Most film festivals,
competitions, conferences, talks, broadcast events and media social
occasions will inevitably attract people from the industry. If it
is possible to attend this type of event, not only will you be brought
up to speed on what is currently happening in the industry, but
you will meet fellow professionals and broadcasters and perhaps
view new material by new producers and directors. In addition, if
you are one of the producers or directors whose work is being shown
at a film festival, talent scouts, potential employers or commissioners
may want to approach you.
It is difficult to approach people you don't know, so try to make
contact with colleagues that you do know from the industry prior
to the event to see if they will be attending. This way, you not
only have someone to converse with, but they may be able to introduce
you to other people that they know. This then gives you an introduction
and a meeting on which to build.
Organising Meetings
Organising meetings to build on relationships can also be effective
in finding clients. Companies need to work on trust and by getting
to know someone prior to talks about a deal, you can form a good
building block. Try to find an issue or idea that you think the
person you wish to meet with might be interested in by researching
their type of programmes or projects, then approach them in the
first instance to see if they would like to meet to discuss it further.
The important thing after this is to then successfully sell your
idea or at least realise its possibilities so they will be keen
to take it further.
Also be aware of your geographical location when organising meetings.
If you are able to build up contacts within your local region it
will be easier to maintain face to face communication and will cut
down on travel costs. Bear in mind also any educational institutions
within your area with media links because they will inevitably attract
media contacts and future employers. London is still perhaps the
centre of the media industry in the UK but it makes sense to build
your base where practical, though e-mail and mobiles have made it
so easy to keep the lines of communication open wherever you are.
Practical advice
- First of all, know what it is you're trying to achieve, so have
a clear objective at the start.
- Secondly, translate that into a clear action plan.
- Thirdly communicate that to everybody who will be involved in
the pitch so that there is no dissent within the team, even if
it takes a couple of days longer to get everybody on board, don't
appear with a divided message.
- Fourth, think very hard about the impression you're going to
make in the first 30 seconds of the meeting you're going to have.
People make up their minds very fast about people. Remember yourself
at a party where, if somebody errs and ums and gets it wrong at
the start, it's very difficult to retrieve the position.
- And fifthly, get lucky.
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What practical advice can you offer
about negotiating for business in terms of arranging meetings?
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 7.09
Richard Higgs |
Cold Calling
Cold calling can have a mixed response. There are certain 'tricks'
when cold calling, such as including a small publicity item from
your company such as a pen or keyring, so your name and contact
number will be close at hand when they use it. You need to be persuasive
whether you contact potential clients by telephone, e-mail or in
writing, but you must be careful not to be too pushy as this can
have an adverse effect. Try to find out something about the people
you are contacting and make the text personal to them so that they
feel flattered you know something of their company.
Bulk mail outs can have some effect, but unless a potential client
is looking for a particular product or service at that time or in
the near future, your letter may end up in the bin. It is a good
idea to follow up bulk mail outs with a call, but make sure this
is not too long after your initial contact as if you leave it too
long they will have forgotten who you are.
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