314 - Why You Should Attend Events in Your Community with Aya Robinson, Opry Entertainment Group

Summary

Episode Summary: The Marketing Millennials Podcast - Episode 314

Title: Why You Should Attend Events in Your Community with Aya Robinson, Opry Entertainment Group
Host: Daniel Murray
Guest: Aya Robinson, Opry Entertainment Group
Release Date: February 28, 2025

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Introduction

In Episode 314 of The Marketing Millennials, host Daniel Murray delves into the often-overlooked topic of community involvement and its profound impact on a marketer's career and personal growth. Joining him is Aya Robinson from Opry Entertainment Group, a prominent operator of iconic venues across the United States. This episode shifts focus from the usual concert discussions to exploring how active participation in community events can serve as a catalyst for career advancement and meaningful networking.

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The Power of Community Involvement in Marketing

Daniel opens the conversation by highlighting the significance of community involvement beyond traditional networking. He emphasizes that true community engagement can shape one's career, open unexpected doors, and build a supportive network. Aya echoes this sentiment, sharing her personal journey and the transformative effects of immersing herself in various professional groups.

Key Topics Discussed:

• Defining Community Involvement vs. Traditional Networking
• Choosing the Right Communities to Join
• Building Genuine Relationships Over Transactional Connections
• Leveraging Community Engagement for Career Opportunities

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Aya Robinson’s Journey: From Hawaii to Nashville

Aya provides a compelling narrative of her move to Nashville in 2018 from Hawaii, detailing her initial challenges of relocating without an established network. She attributes her successful integration and professional growth to her proactive involvement in industry-specific groups.

“I moved to Nashville in 2018... I just made friends through work and then joined groups like the American Marketing Association to meet other marketers.”
— Aya Robinson (02:35)

Building a Supportive Network:

• Initial Steps: Joining the Young Entertainment Professionals and the Women's Music Business Association based on coworkers' recommendations.
• Expanding Horizons: Independently seeking out the American Marketing Association to connect with fellow marketers.
• Outcome: Formation of both professional and personal relationships that provide mutual support and opportunities for growth.

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From Networking to Community: Making Meaningful Connections

Daniel challenges the conventional notion of networking, which often revolves around attending events or connecting on platforms like LinkedIn. He probes Aya on the difference between superficial networking and true community involvement.

“Finding a group... has allowed me to make so many friends... it's about building relationships that are personal and professional.”
— Aya Robinson (04:14)

Key Insights:

• Depth Over Quantity: Quality of connections matters more than the number of contacts.
• Shared Interests: Aligning with groups that share both professional and personal interests enhances relationship depth.
• Support Systems: A strong community offers support beyond career advancement, contributing to personal well-being.

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Combatting the Isolation in Marketing

Aya addresses the often isolating nature of marketing roles, where specialized tasks can make it difficult to explain one's work to others outside the field. Engaging with fellow marketers helps mitigate this isolation by providing a platform to share experiences and insights.

“Having other marketers... is really important for someone to connect with and learn from.”
— Aya Robinson (05:28)

Strategies to Overcome Isolation:

• Joining Professional Groups: Facilitates connections with individuals who understand the nuances of the marketing field.
• Continuous Learning: Opportunities within communities to learn and grow professionally.
• Emotional Support: Building friendships that offer both career and personal support.

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Practical Steps to Building a Marketing Network

When asked for advice on initiating network building, Aya outlines actionable steps for marketers looking to expand their connections:

“I would definitely recommend starting with the American Marketing Association... check LinkedIn for local groups.”
— Aya Robinson (06:18)

Recommended Actions:

1. Research Local Groups: Utilize Google and LinkedIn to find industry-specific and professional organizations in your area.
2. Join Established Associations: Engage with chapters of the American Marketing Association or similar bodies.
3. Attend Regular Events: Participate in mixers, panel discussions, and workshops to meet like-minded professionals.

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The Impact of Community Involvement on Career Opportunities

Aya shares specific instances where her involvement in professional groups directly influenced her career trajectory. From mentorship opportunities to collaborative projects, community engagement has been instrumental in her professional development.

“Connecting with Edwin Acevedo... has been a great mentor for me in web marketing and SEO.”
— Aya Robinson (07:05)

Notable Career Enhancements:

• Mentorship: Gaining guidance from seasoned professionals within the community.
• Collaborative Learning: Applying new skills and knowledge acquired through group interactions to current roles.
• Support During Challenges: Receiving emotional and professional support during personal hardships, reinforcing the value of a strong network.

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Balancing Community Involvement with Professional and Personal Life

Daniel inquires about maintaining a healthy balance between active community participation and other life commitments. Aya emphasizes the importance of prioritization and flexibility.

“It’s about taking stock of what you need to prioritize... sometimes I have to rotate between different organizations.”
— Aya Robinson (10:19)

Balancing Tips:

• Prioritize Commitments: Assess current workload and personal life to determine the extent of community involvement.
• Flexible Engagement: Adjust participation levels based on professional and personal demands.
• Selective Participation: Focus on the most impactful groups and events that align with one's goals.

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Enhancing Organizational Appeal to Marketers

Daniel seeks Aya's perspective on how professional organizations can better attract and retain marketers. Aya suggests proactive outreach and fostering connections with local companies' marketing teams.

“Organizations should connect directly with companies... reach out to HR departments to be a resource.”
— Aya Robinson (12:18)

Recommendations for Organizations:

• Direct Outreach: Engage with local businesses' marketing departments to introduce resources and collaboration opportunities.
• Tailored Events: Design events and programs that specifically address marketers' interests and professional needs.
• Active Communication: Maintain consistent and meaningful communication with potential and current members.

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Rapid Fire Insights: Quick Tips from Aya Robinson

To wrap up the episode, Daniel engages Aya in a rapid-fire segment, extracting valuable nuggets of wisdom for listeners.

1. Best Networking Event Attended:

   “A Zoom peer networking mixer between the Nashville and New York chapters of the Recording Academy... met so many people from the New York chapter.”
   — Aya Robinson (13:08)

2. Must-Join Industry Group for Marketers:

   “The American Marketing Association... monthly mixers and panel events are excellent for connection.”
   — Aya Robinson (13:52)

3. Biggest Networking Mistake:

   “Approaching networking with a purely transactional mindset... you miss out on deeper connections.”
   — Aya Robinson (14:18)

4. Best Way to Follow Up After an Event:

   “Ask for their preferred method of contact and follow up the next day with a personalized message.”
   — Aya Robinson (15:09)

5. Best Career Advice Received:

   “Be flexible and open to new opportunities; you never know what might come your way.”
   — Aya Robinson (16:02)

6. Marketing Hill to Die On:

   “Listen to your customers. Don’t assume what they want; actively seek their feedback.”
   — Aya Robinson (17:12)

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Closing Thoughts and Personal Anecdotes

Aya shares a heartfelt personal story illustrating the profound impact of her professional network during a challenging period when she had to take medical leave. The support from her community played a crucial role in her decision to remain in Nashville and continue her career there.

“The community I built here was there for me during my medical leave, motivating me to stay.”
— Aya Robinson (18:25)

Daniel reinforces the episode's core message, encouraging listeners to proactively engage with their communities to foster both professional and personal growth.

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How to Connect with Aya Robinson

Listeners interested in networking with Aya Robinson can reach out to her on LinkedIn, where she is actively engaged and open to connecting.

“Feel free to reach out to me on LinkedIn. I'm active there and happy to chat.”
— Aya Robinson (17:36)

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Final Takeaways

• Community Involvement is Crucial: Active participation in professional groups can significantly enhance a marketer's career and personal life.
• Build Genuine Relationships: Focus on creating meaningful connections rather than just expanding your contact list.
• Stay Flexible: Balance your professional commitments with community engagement by prioritizing and adjusting as needed.
• Leverage Organizational Resources: Engage with professional organizations to access mentorship, collaborative opportunities, and support systems.
• Listen to Your Customers: Always prioritize customer feedback in your marketing strategies.

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Join the Conversation

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If you enjoyed this episode, share it with a friend and consider leaving a five-star rating on your preferred podcast platform to help bring more marketers into the community.

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This summary captures the essence of Episode 314, providing actionable insights and real-life experiences shared by Aya Robinson. Whether you're a seasoned marketer or just starting, the episode underscores the undeniable benefits of integrating community involvement into your professional journey.

Transcript

[Daniel Murray]

Welcome to the Marketing Millennials, the no BS Marketing podcast. I'm Daniel Murray, and join me for unfiltered conversations with the brains behind marketing's coolest companies. The one request I tell our guests stories, or it didn't happen. Get ready to turn the top.

Welcome back to another episode of the Marketing Millennials Podcast. Today, we're diving into a topic that doesn't get talked about in marketing circles enough, but can make a massive impact on your career and personal growth, and that's community involvement. And today I'm joined by Aya Robinson from Opry Entertainment Group, which operates some of the most iconic venues across the U.S. but today, we're not talking about concerts. We're talking about how getting involved in your community can shape your career, open unexpected doors, and help you build a network that actually supports you. In this episode, we're breaking down why community involvement is a game changer for marketers. Which community you should join, how to go beyond transactional networking and actually build relationships, and how being active in your local organizations can lead to unexpected career opportunities. Let's get into it. Hey, Aya. Welcome to the podcast.

[Aya Robinson]

Hi, Daniel. Thank you so much for having me.

[Daniel Murray]

First of all, a quick question. What is your favorite performance you've seen at the Grand Odd Opery before? Because everybody, she works for the Grand Odd Opery.

[Aya Robinson]

Oh, my gosh. I've gotten to see so many great artists perform at the Opry during my time at Opry Entertainment Group. Let's see, I've gotten to see Carrie Underwood perform their live Kelsey Ballerini, Lady A. Yeah, it's kind of hard to choose just one.

[Daniel Murray]

You can't choose. I actually went there, I think, probably like three years. Two. Three years ago, my wife Ari, and we saw Trisha Yearwood, which was pretty cool. So that was cool.

[Aya Robinson]

That's awesome.

[Daniel Murray]

But I want to go into topic for today. I know you. You moved to Nashville without knowing anybody. And this is a common thing with a lot of people. They moved to a city, they don't know anybody. But what pushed you to get involved in industry groups, and how did that shape your experience as a marketer?

[Aya Robinson]

Yeah, so I moved to Nashville in 2018. I'm originally from Hawaii, and I studied at Menlo College in California and moved out here to work in Music in 2018. And I didn't know anyone. So when I first got here, I honestly just made friends through work. I knew a couple of people in the middle Tennessee area, but no one, like, in Nashville proper. And some of my coworkers at my first job here in town, which was at bmi, Broadcast Music Inc. Had mentioned a couple groups, one being young entertainment professionals and another being the Women's Music Business association. And they just told me that they were great groups to get plugged into to meet other people in the same industry. And then I also kind of looked into the American Marketing association on my own just to try to meet with other, you know, marketers in the area. And I've made some really great friends through all of those different groups and yeah, it's just been a really great experience and I think has given me so much support living in a place that's very far away from my family.

[Daniel Murray]

I know a lot of people think of networking as just like showing up to events or adding people on LinkedIn. But how's that different from like true community involvement?

[Aya Robinson]

Yeah, I think it's one thing to show up to an occasional mixer and to network, try to make connections and there's certainly nothing wrong with that. But finding a group or if there's a few groups in your city that have like minded people who have interests that align with yours. I've just made so many friends that way. So not only, just not only peers in my industry in music and peers in my field in marketing, but those connections that I've made have really become personal as well. They're people who support me in my career and who I've been able to learn from and grow both in my knowledge as a professional and as a person.

[Daniel Murray]

One thing I hear a lot from marketers, and I felt this the same way too, is marketing can be very lonely, especially even if you're in a city with people you do know. So how is that strong, like peer network helped you with that.

[Aya Robinson]

So I can definitely relate to marketing sometimes feeling isolating. I think working in marketing there's so many different specialties within it and it's such a broad field, you know that when you're meeting other people outside of this field of work, they ask you what you do. Sometimes it can be really hard to explain what that is and for people to understand what your day to day life as a marketer looks like. And so having other marketers in your area who you can connect with I think is really important for someone to.

[Daniel Murray]

Say because I just moved to a new city. What would you recommend for me, like the first steps to start doing to make new marketing friends or meet people that are like minded, like me?

[Aya Robinson]

I would definitely, well one, just Google, see if there are groups in your area that are related to either the industry that you work in. There's also local American Marketing association chapters all over the country. Pretty much every major city has a chapter. So that's a great place to start. But, yeah, just looking online, also checking LinkedIn, I've actually made some good connections with other other marketers on LinkedIn and Nashville as well.

[Daniel Murray]

And could you share an example of, like, how being part of a community has directly impacted your career opportunities?

[Aya Robinson]

So I joined the American Marketing association here in Nashville in 2021, and I got to meet a lot of people through the chapter there, and I have been able to make connection with someone there named Edwin Acevedo, and he's been a great resource to me. He is an expert in all things web marketing, SEO, and he's just been a really great mentor in terms of helping me learn different areas of web marketing that I might not have learned before that I've been able to apply directly to my work at my current job. And then I've also got a friend that I met through young entertainment professionals named Steven Frost, and he's also a fellow marketer within the music industry. And we've been able to really support each other over the past few years through, you know, different jobs that we've each been in different, you know, phases of life. And I think he's one of the few people I know here in town who not only is a marketer, but also works in music. So not only does he have the the same line of work that I do, but we also work in the same industry. So having that connection has definitely been a big support to me. Also the Women's Music Business association, which I was an officer In 2023, I was a marketing co chair with Mackenzie Adkins. She is also another marketer in the music industry. She works for a company called Rhonda and Company, and she and I helped lead the marketing for that organization in 2023. She's also now the president of the Women's Music Business association, and getting to work with her was just a really great learning opportunity. Just being two young professionals trying to revitalize the marketing strategy for nonprofit. All the skills and knowledge that I learned from that volunteer opportunity I think has really expanded my view of marketing as a whole.

[Daniel Murray]

Yeah, that's really cool. I think. I think us as marketers don't. Well, at least I'm talking for myself. There's so many opportunities around us that we could take advantage of in our community. I mean, the first place you can go is go on LinkedIn find, like you said, find people in your area. Find first degree secondary connections. Just cold reach out. So many people would want to meet you. Second is finding those organizations where either they could be marketing organizations or professional organizations. Even anything that has to do with community will help balance those things. But I also want to know what is the right balance because I know you have a job at the Grand Od Opera. You also have a socialized so how do you balance all community involvement with your life and your work?

[Aya Robinson]

Yeah, that's a great question. So I really think it just comes down to, you know, prioritizing, you know, what's going on in my life. If if work is in a really hectic season, sometimes I have to kind of lean back on the amount of community involvement that I'm a part of. For instance, last year at my job was pretty hectic year. So after serving on the Women's Music Business Association's board in 2023, I decided to step back for 2024 to focus more on work. I was still able to able to show up to, you know, meetings and connect with other members. Just wasn't necessarily connected in that serving opportunity at the time. But I think it's just a matter of taking stock of what you need to prioritize. And also, since I'm a part of a handful of organizations here in town, sometimes I have to kind of rotate between them. If I I'm actually going to a mixer for the American Marketing association tonight. And sometimes their mixers will conflict with other events that I have with the other organizations I've mentioned. And I haven't been able to go out to a mixer of theirs in a couple months. So I decided I'm going to prioritize this one, go out and see those friends that I have there and make some new connections.

[Daniel Murray]

I'm going to ask you from the opposite side of the spectrum, what are some things that these organizations or could do to attract people marketers in there? What are they doing well, what are they doing wrong? You know, the name, names of what, who's doing what. But how could they do better at attracting? What should they do more of? What should they do less of? How could they make it more of a place that people want to show up to?

[Aya Robinson]

I would say that organizations that I'm part of here in Nashville at least do a pretty good job of doing outreach to grow their membership. I'd say with AMA at least there's definitely an opportunity for them to directly connect with companies in town to reach out to their HR departments directly and say, hey, we know that you've got a sizable marketing team. We just want them to know that we're here to be a resource. We would love to get connected with them and to share any tools that we have.

[Daniel Murray]

I'm going to ask you some rapid fire questions to say whatever first comes to mind. What is the best networking event you've ever attended?

[Aya Robinson]

I think actually one that I attended last night over Zoom might be up there. It was for the Recording Academy and it was a Zoom peer networking mixer between the Nashville and New York chapters. So they had a call of, I think over 30 or so people on Zoom, and they kind of broke us out into different breakout rooms. And we got to, you know, just chat with other people that were a part of that mixer. And I got to meet so many people from the New York chapter that I otherwise would have never had the opportunity to meet. So that's definitely up there.

[Daniel Murray]

What is one industry group every marketer should join?

[Aya Robinson]

I know I've harped on it a handful of times, but I would definitely say the American Marketing association, they have a chapter in pretty much every major city in the United States. They put on monthly mixers and panel events and a lot of different opportunities for marketers to get connected.

[Daniel Murray]

What is the biggest networking mistake people make?

[Aya Robinson]

I would say going into it with an attitude, and I wouldn't say that everybody does this, but if you go into networking with the attitude of purely of what can I get out of this? I think you're losing out on a richer, deeper connection that you can have with the people that you're meeting there. I think if you go into it with the mindset of how can I learn from these people? What are things that we have in common and maybe what are things that are different that I wouldn't know about that I can learn from them? I think just having a really open mindset is key.

[Daniel Murray]

One thing that's really hard is keeping those connections going after an event. So what is the biggest, best way to follow up with someone you met after the event?

[Aya Robinson]

I would say make sure to, you know, before you leave the event, obviously ask them, you know, what's the best way to stay connected with you? And I would say pretty much every person has a different preference. You know, some people prefer to use LinkedIn in the music industry. Here in Nashville, a lot of young professionals prefer Instagram. Some people prefer just to connect over text. So just making sure that you ask them before you leave and getting that contact and then following up with them the next day and letting them know, hey, it was really great to meet you, would love to stay connected and meet up for coffee or drinks or setting up a follow up date as soon as you can so that you can continue that relationship.

[Daniel Murray]

What's the best career advice you've ever received?

[Aya Robinson]

I'd have to say being flexible. My dad has always told me ever since I graduated college to be flexible. You never know what's gonna happen in life and what opportunities are gonna come your way. So being open minded and flexible and open to new opportunities is very important.

[Daniel Murray]

That's a good one. I once was told by a boss at the company that I was working at, I always take an interview and they were my boss. But I think sometimes you don't know if that could be your dream job or a job you want to go and you're stuck in this way. So if an opportunity comes, right, at least see it, hear it out and try look for it. I think that's it might be the opportunity you've always been looking for. I mean, if you're in your dream job now, maybe not, but I always like, even if you can make a connection with that person or that company, it could be beneficial down the road. Lastly is what is a marketing hill you would die on?

[Aya Robinson]

Oh, marketing hill I would die on. Listen to your customers. You know, I like that it's one thing to assume you know what your customer wants, but you cannot be asking them what it is that that they think would improve your product or service.

[Daniel Murray]

And the last question I have for you is where could people find you, what you're doing? How could they network with you?

[Aya Robinson]

Sure, you can feel, you know, feel free to reach out to me on LinkedIn. I'm on there pretty actively. That'd probably be the best way to stay connected. I'd be happy to chat with anyone who's tuned in.

[Daniel Murray]

Cool. So if you're in Nashville or you want to meet another marketer, Aya works for the Grand Ole Opry or Opry Entertainment Group, I should say, but one of the places is Grand Ole Opry. But yeah, thank you so much for coming on and sharing your tips. I think everybody needs to. I'm talking about myself. I shouldn't even talk for everybody. I know that I need to be more involved in the community and find more groups or meet more marketers. So this is my push to start doing that. And if you're not doing that, this is your push to start doing that.

[Aya Robinson]

And if you don't mind me sharing one Personal anecdote. Last year during the summer, I actually ended up having to go home on medical leave for a couple months due to some medical issues. And thankfully my work was very supportive and understanding of that. And really what, you know, motivated me to want to come back to Nashville and to continue living here so far away from home was the community that I've so gratefully been able to build here. So a lot of those connections and friends that I had made through these different organizations were there for me during that time as well. So you just never know how these professional connections are going to impact your overall life.

[Daniel Murray]

Yeah, I mean, the ultimate goal is they're not only your acquaintances, they're actually your friends that you hang out with and do stuff with and there for you. So I think, yeah, this is such a good reminder for people. If you're in a new city or even in your old city, your city that you've been living in, just go and join a group or go to mixer or join the AMA or go right now and DM someone on LinkedIn and grab a cup of coffee with them because your network will always be there to support you if you do put in the work.

[Aya Robinson]

And I'm sure everybody that's tuning in listening to this, they also have so much knowledge and unique skills that they're able to offer up others even if they don't realize it, you know, and sometimes you don't realize how much you have to offer until you're actually involved in a group like that.

[Daniel Murray]

Well, this has been great. Thank you so much for coming on and I really appreciate it.

[Aya Robinson]

Thank you so much for having me.

[Daniel Murray]

Thanks so much for listening. Keep tuning in to hear more, more great insights from the coolest marketers from around the world. If you haven't already, make sure to subscribe and follow the Marketing Millennials podcast on Apple Podcasts, Spotify, YouTube or wherever you get your podcast. And if you like what you hear, I would greatly appreciate you giving us a five star rating. It helps bring more marketers into our community.