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
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.
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
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.
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.
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.
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:
- Research Local Groups: Utilize Google and LinkedIn to find industry-specific and professional organizations in your area.
- Join Established Associations: Engage with chapters of the American Marketing Association or similar bodies.
- Attend Regular Events: Participate in mixers, panel discussions, and workshops to meet like-minded professionals.
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.
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.
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.
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.
-
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) -
Must-Join Industry Group for Marketers:
“The American Marketing Association... monthly mixers and panel events are excellent for connection.”
— Aya Robinson (13:52) -
Biggest Networking Mistake:
“Approaching networking with a purely transactional mindset... you miss out on deeper connections.”
— Aya Robinson (14:18) -
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) -
Best Career Advice Received:
“Be flexible and open to new opportunities; you never know what might come your way.”
— Aya Robinson (16:02) -
Marketing Hill to Die On:
“Listen to your customers. Don’t assume what they want; actively seek their feedback.”
— Aya Robinson (17:12)
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.
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)
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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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.