Wednesday, August 09, 2000
Rubbing tennis elbows is good for business
By Amy Higgins
The Cincinnati Enquirer
It may have changed its name. And its main sponsors. But the Tennis Masters Series in Mason this week remains one of the premier corporate schmoozing events in the Tristate.
Just ask any one of the more than 550 companies that have bought boxes or the 30 that reserved suites — mostly with the aim of thanking current customers or wooing potential clients.
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NETWORKING TIPS
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Networking at the Tennis Masters Series is casual but still carries with it some professional etiquette to keep the event fun and social. The following are some tips from frequent attendees:
• Dress appropriately. Attire is business casual.
• Bring business cards, but don't offer them. Give out only when asked.
• When introducing yourself, spend no more than 30 seconds on who you are and what you do. Then move on to another topic.
• Don't try to sell your services or product at the event. Make the contact, and save the sales call for later.
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“It's a good way to get together people we want to have as clients,” said Mark Hogan, executive vice president and money manager at O'Sullivan, Sims & Hogan.
Or go ask any of the 250 that attended a Chamber of Commerce-sponsored re ception Tuesday evening.
“It does provide networking in a fun way,” said Deborah Spradley, president of Spradley & Associates Inc., a marketing research company in Forest Park. “It gives people the opportunity to really get to know each other in an informal atmosphere.”
Indeed, the Chamber plans the party every year specifically to provide such networking opportunities for its members. Tamara Jo Goldey, networking project manager for the Chamber, said the tennis event — which used to be called the Great American Insurance ATP Championship — is a favorite because of its casual atmosphere.
“It's nonthreatening, laid back, business casual — with more emphasis on casual,” Ms. Goldey said.
And that relaxed environment actually makes for more effective networking. And don't forget that the hobnobbing can get high-powered, with the tennis action drawing the likes of Carl Lindner, Cintas Corp.'s Richard Farmer and other local chief executives.
“You get the movers and shakers, you get the decision makers,” said Mark Williams, account manager at Loth Mbi.
Mr. Williams said he prefers the Tennis Masters over other networking opportunities because the venue itself allows flexibility and mobility to meet and greet.
And it's missing the crowds of Reds or Bengals games, part of the draw for Mr. Hogan and his firm. But the main draw still was watching world-class tennis and providing entertainment that their clients would enjoy. Much like some companies save their television advertising budgets for Super Bowl advertising, O'Sullivan, Sims & Hogan focused its marketing this year on its first box at the ATP Stadium.
“Marketing dollars are precious, and you have to make an educated decision about how to use them effectively,” Mr. Hogan said. “To get more bang for your buck, so to speak.”
Everyone seems to use the Tennis Masters differently, however. Elaine Bruening, associate tournament director, said that some of the 56 companies reserving hospitality tents are conducting presentations and making sophisticated sales pitches.
But Ande Weinstein, director of operations/principal at Tin Box Studio Inc., said he uses the event only to make the contacts — not to make the sales call.
“The key is to meet as many people as you can,” he said. “Don't try to sell them on the spot.”
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