Issue link: https://htpgraphics.uberflip.com/i/392122
14 remember that this is marketing and not a sales activity. Rather than tell people about what you have to offer, talk to them about current issues in their industry and discover their needs. Let such a discussion allow you to steer them to asking what you do. It is important to maintain your network by keeping your name in front of people. There will, of course, be some individuals that you frequently meet at events, but in general more active processes are required. Do this by ensuring that your network receives quality articles, thought-pieces and general news and updates about your activities. In doing this, remember that there are legal constraints are on the use of e-mailing lists, which are designed to prevent spam. So – get well connected! Articles One of the quickest ways to build awareness of your activities is through published articles. Not just in research journals, which build your career and are an excellent means of marketing too, but also in publications which your potential clients will read. These include: industry magazines and trade journals newsletters and e-zines for your clients' industry associations alumni magazines (remember your students and ex-students often have control of budgets too!) The articles should be in plain English and show your awareness of industry issues and the role of research in addressing industry problems. You will be fighting a pre-conceived idea that researchers are more interested in ideas than in applications. Do what you can to dispel this myth when approaching magazine editors and offering them an article. For this you need to be clear on: what the article is about why it's new and interesting the practical benefits of the story to readers "Test the water" first. Check to see if there is any interest in what you plan to write. If there is write it in a way that is likely to hold a reader's attention and make that reader want to call you. Don't just go off and write it. Ask Marketing Section 3