Yes, it begins with a reputation for customer service and creativity in both cases. But here is where the task differs.

Big agencies leverage connections into invitations to create elaborate presentations and compete with other big agencies in a “winner-take-all” brawl.

Local agencies in smaller communities seek opportunities to “connect” with prospects more personally. Reputation always precedes the meeting.

The process usually begins with networking locally, and that’s where the local business associations come into play. The trick is not to “sign up” but to “sign up and be active.” Go to networking events, join committees, bring ideas to the meetings, and build a reputation.

In my area, Lebanon County, Pennsylvania, that means joining the Lebanon Valley Chamber of Commerce, the Community of Lebanon Association, the Palmyra Area Business Association, and the Myerstown Vitality Partnership. Also, add local service clubs. My choice is the Myerstown Rotary Club, which connects me to opportunities to get involved in the community.

These business association connections are vital to the success of the local business community. Let’s take a moment to thank you for being there.

View previous monthly morsels on our Free Marketing Advice page.