We’ve all heard the cliché, market when you’re busy. I agree, wholeheartedly, but I also recognise how difficult it is to achieve. The trouble is if you wait until you have the time, chances are you will be short of work. When I say marketing I mean PR, networking, being in touch with your contacts and generally keeping your name, and your work, in others’ minds.
Here’s my case for keeping up activity.
Firstly it gives you choice. That is, choice of direction and the work you take on – allowing you to stride purposefully towards the markets, clients and the type of work you enjoy doing, gets you out of bed in the morning and maybe even makes you some money.
You can be selective.
This sense of purpose makes your organisation more attractive to the best people, the type of people with whom you want to work. This applies to clients and also to staff, which brings me onto my second point.
It helps with recruitment.
If you’re busy you’ll need more people and not just anyone. You want the right people, the people who can help you get where you want to be. Recruitment takes a huge amount of time, time we have established that you haven’t got! So, get your marketing right and those people should be clambering over themselves to work with you.
It is easier.
Marketing is much easier, and much more fun when you’re busy – you have an exciting message, your work is speaking for itself, your contacts are endorsing you left, right and centre and people are interested. Also, you seem like someone who can help others, so everyone wants to know you. Use this to keep building and refining your profile.
When you look up, the market may well have changed.
A point endorsed by architect David Adjaye in his recent interview in the RIBA ‘Dream Builders’ series when asked about the (long since resolved) troubles his practice faced in 2009.
Also, when you’re busy, it’s easy to forget clients and contacts who work in the parts of the market which are not currently as buoyant. Construction follows cycles as we know, residential is currently booming, primary health has been struggling due to funding etc. This pattern will change over time and you will be thankful that you kept in touch with and supported those working in quieter parts of the market.
‘Little and often’, don’t ‘binge market’.
The advantage of keeping up activity now is that you can use a ‘little and often’ approach rather than ‘binge marketing’ when things are quieter. Binge marketing doesn’t work, not quickly anyway as there is a lag between marketing activity and the generation of new work opportunities.
See my earlier post on this, or call me, Rachel Birchmore, I have always worked with busy people and there are a few tricks and suggestions that may help.