Business Networking via Direct Marketing?

Does it work?

Do you think this is weird and maybe, just maybe, not the best medium for this particular message?

A letter arrived today from a member of the local BNI chapter which is obviously on a membership drive, the opening salvo is:

"'Word of mouth' marketing is a great way to generate new business. So come and see how your business could get more out of it." (The sender's bold type)

This is followed by four paragraphs extolling the benefits of BNI membership - one focuses on the exclusivity and (the personal bit) that they're "right now seeking a Sales Trainer to refer all this business to"

... and then one saying there's no obligation beyond the £10 meeting fee which includes breakfast "and a great opportunity to meet local professionals (so bring plenty of cards!)"

At the end the recipient is told that the sender or one of his fellow members will be in contact shortly to "confirm your attendance" (bit pushy that?) and there's a number to call for more information meantime.

Some years ago this may have been seen as a real 'opportunity' and one not to be sneezed at!

Yet think about it for a minute if you will: This is intriguing: Someone who wants to build the business networking group he's a member of by initially using direct mail rather than human contact? You either 'bin' it or investigate, don't you?

...Couldn't find him on LinkedIn and he's been a member for 19 months and has a network of 4, yes you read it right: 4 people, on Ecademy.

A bit more searching reveals that this guy's main business is web design and SEO marketing yet his website doesn't have a blog - though he does post articles elsewhere.

So there are now issues on two counts:-

• He doesn't network online anywhere obvious or apparently, by phone with potential contacts if his letter to me is anything to go by, so what kind of networking does this chap feel happy doing and is he any good at it?
• There are already a number of people I know who I trust more

He's going to be asking for a 6.45am start, once a week for a year. Yet there's not one testimonial or reference from a member to chat to as to the potential value of being part of this group.

His Chapter seems to have taken a well-designed formula and mangled it. Is this a worrying sign of people 'jumping on the business networking bandwagon', do you think, or just a 'blip' from a well meaning soul?

No, don't go there, do it right, be a Best Networker - it will be better for you and your business!