Yes, and welcome to Networking Unleashed, building
profitable connections. Welcome back to the show,
folks. I'm your host, Michael Foreman, and you're
listening to the podcast where networking is
more than just awkward handshakes and bad coffee.
It's an art and a talent. But here's the twist.
It's an art and talent you can actually learn.
Yes, even if you're the person hiding in the
corner at every event. pretending to check emails.
Networking isn't just a nice skill to have. It's
a game changer. And when you get good at it,
you'll wonder why you didn't start sooner. More
connections, more opportunities, more profits.
It's like unlocking a cheat code for life. So
whether you're the life of the party or the just
let me stay at home and text type, we've got
something for you. So stick around and let's
turn those awkward small talk moments. into big
wins. Now, I have a guest today. Her name is
Amanda Greenberg, Amanda Brooke Greenberg, and
she's got quite an extensive background. I'm
going to read you a little part of it. Amanda
is the founder of the A -Initiative and social
media influencer with, ready, with the at symbol,
From Apple to Orange, a Miami resident by way
of New York City. With over 15 years of experience
in marketing, communications, marketing and communications,
Amanda has a broad experience. Amanda has a broad
expertise in working with clients in the fashion,
lifestyle, beauty, and hospitality industries.
So before I butcher this any more than I already
have, Amanda, welcome to the podcast. And please
introduce yourself and tell us a little bit about
your background. Thank you. Thank you for having
me here today. I'm honored. And yeah, so my background
started in New York City. I interned for a magazine
in college and then immediately moved the city
right after I graduated, took a job doing PR
for a fine jewelry brand. I was the assistant
level at that time. Learned everything I could
from my first boss. She was incredible. Still
in contact with her today and soaked up all the
information I could and then made my way up in
that company. Then I switched over to an agency
where I had a range of clients in the fashion
space, big retailers and e -tailers like Bergdorf
Goodman and Net -A -Porter Group and Home Shopping
Networks. And then also some... contemporary
and luxury fashion brands so we worked with everybody
from Marquesa to Aritzia and Uniqlo and then
some smaller less known brands that we helped
build and create and then after being in New
York for a decade I moved down to Miami and went
into hospitality PR because there isn't such
an amazing fashion industry down here and I wanted
to make sure that I was you know working in the
industry that made sense for the market. And
I took a job as PR director and communications
director for Nikki Beach, which is a global hospitality
brand. They have restaurants, beach clubs and
hotels and resorts all around the world across
their social media division. I did all the internal
and external communications and then. I also
did a lot of networking there and learning and
growing as an in -house professional. And then
I also simultaneously had just started my social
media platform, which is from Apple to Orange,
as you said. So from the Big Apple, New York,
to the Florida Orange and started parallel pathing
with that, growing a following on my Instagram
platform. And then right after COVID, I took
a step back. looked at my life as many of us
did at the time and said, where am I going? What
are my goals? How am I going to reach them? And
I realized that while I loved my job, it was
time to step out on my own. And I started the
A Initiative, which is my marketing and PR agency.
I work with a range of clients now pulling in
from all of my background experience. So fashion,
lifestyle, beauty, hospitality, F &B, and nonprofit.
So that's a quick overview. Not so quick. That's
OK, but you can see why I handed it over. So
I didn't want to butcher it any more than I already
have. So I thank you for that. OK, so first off,
how has your approach to networking evolved over
your 15 year career in marketing and communications?
Yeah, so. That is a great question, and it's
definitely evolved as I've gotten more mature
and confident. I think confidence is a big part
of it. And in order to have confidence, you really
have to understand what you're doing. When I
started my first PR job at the fine jewelry brand
in New York City, my boss at the time kept saying
to me, you need to make editor relationships.
These magazine editors are going to be the bread
and butter of your success as you grow in your
career for traditional PR. And she would challenge
me to take out a certain amount of editors to
lunch or dinner or manicures, whatever it was,
or a walk at least once a week. And that was
like part of my measurement of success in that
role. So she really pushed me into it. I remember
feeling so uncomfortable at times, especially
if I was taking out editors that were my senior.
And not really always knowing what to say to
them. And then as I did it more, I got more and
more comfortable. Now, over 15 years later, I
feel like I can walk into a room, commands the
attention of a conversation as I need to learn
from people that I'm speaking with. And I'm a
completely different type and style of networker
at this point. Yeah, everybody has that certain
somebody that kind of pushed them. That was either
their mentor or something else. But everybody
has that person. And it sounds like she was very
good to you and pushed you in the right direction.
Yeah, she was great to me. And when I went out
and started my own agency, she actually is the
first person that really threw me business and
let me also work on some of her clients so that
I could get my footing. So I am forever appreciative
and indebted to her. Wow, that's great. Yeah.
Okay, so let's change it to your industry itself.
How does networking differ in the fashion, lifestyle,
beauty, and hospitality industries compared to
other sectors? It's much more casual. I think
that even going on a job interview in this industry
is much more casual than I would imagine a finance
interview or a legal interview or a medical professional.
For fashion, for example, the way you show up,
what you're wearing matters. If you want to look
and feel the part for whatever job you're trying
to get, and it's similar with networking, right?
In this industry, you want to understand who
you're stepping into a room with and make sure
that you're appropriate for that group of people.
So if I'm going somewhere and I know it's going
to be like... a bunch of restaurant industry
professionals, bartenders, servers, general managers,
like they're probably going to be more chill.
So I'm probably going to wear jeans and come
with a more vibrant approach and have a cocktail
with them and chill and relax versus maybe a
fashion industry event. I'm for sure putting
on heels. I'm definitely going to make sure I
look really polished. And I'm going to have probably
just read Women's Wear Daily the past couple
issues so I know what's going on. So I have things
to speak to them about. I love networking in
my type of industry because I think that people
are so passionate about what they do. So the
communication on the topic of what we do is so
important versus maybe. At an illegal event,
you don't want to talk about your caseload as
heavily, but we are talking about our industry
nonstop because we're creative and it's so much
in our DNA. It's great. You mentioned your Instagram
handle and how much you increase your followers.
How do you balance the digital and the traditional
networking that you've experienced? That's a
great question. Digital networking should feel
a lot like in -person networking. In order to
form relationships with people, you need to reach
out to them and connect on a point that resonates
with them, right? If you want to make a digital
relationship, you're going to comment on somebody
else's post. Find things that are a commonality
that you can speak to. Maybe you're going to
send them a direct message and tell them that
you loved something or that you did something
similar. And you're going to start building friends
online by doing that. It's imperative when you're
networking in my industry to have some sort of
digital presence because that footprint is almost
like your business card. I put as much emphasis
on digital marketing as I do on in -person marketing.
Wow, that's good. So tell me, what's your secret
to turning initial connections into long -term
relationships? Being authentic really helps.
You need to, I've said this, but you need to
find a commonality with the person. Whether you
approach a conversation and you ask them about
their family or you create a genuine friendship
because you compliment somebody's earrings or
ordering the same drink at the event. Find a
commonality and kind of use that as a kickoff
to the conversation. And then try not to be awkward.
Try to have some questions in your head before
you go somewhere to network that you can ask
everybody. For example. It was just South Beach
Wine and Food Festival here in Miami. So maybe
if I was at an event this week trying to network
and it was within that hospitality crowd, I would
say to everybody, did you go to events for Sobe
Wine and Food Festival? Did you enjoy them? Did
you meet any cool chefs? Have things in your
head that you can speak about. And I think the
other point that I always like to make is that
follow up is really important. So figure out.
In that scenario, what type of follow -up makes
the most sense? As we talked about, my industry
is a little bit more casual. So people don't
really have business cards on them as much. So
people will generally connect through social
media or maybe they'll give you an email address.
And I always like to be in control of the follow
-up. So I'll make sure to get everybody's contact
information that I have spoken to. And I will
do the follow up the next morning as opposed
to relying on somebody else to follow up with
me. And I will always bring in something that
we talked about in person when I do the follow
up. So, hey, so great to meet you last night.
Don't forget to send me the link to the earrings
you were wearing so I can order them too. Or,
oh, my God, that chef that you met sounds that
you met at South Beach Food and Wine Festival
sounds like. Such a great guy. I'm going to go
try out his restaurant next week. Just so you
can continue the conversation in an organic way.
Yeah. You hit on so many points that is so important
that I don't know if everybody got what you were
saying. It's important to be authentic, to be
present. That's first and foremost, confidence.
That's another very important part of this. The
know you, like you, trust you really comes into
it because they'll do business with you. I've
said this on a thousand podcasts. To know you,
everybody knows you. You're a great girl. That's
just the way it is. But like you, that narrows
down the field just a little bit because everybody's
not going to like you. But trust you, that's
so crucial. That is the crucial factor in all
of this. Once you gain that trust factor, you
have the things in your head that you want to
ask and everything else to keep you calm, so
to speak. But another point that you hit the
nail right on the head was the follow -up. And
the follow -up is probably more important than
actually meeting the person. Yeah. Because your
follow -up is so, so very important. So I can
go on all day with your answers just from that
one point. Thank you. And I think one other thing
that I always like to mention is put your ego
away because when you lead with that, you're
never going to make a genuine relationship and
no one will trust you. Just be chill, be kind
and genuinely interested. And if you're not connecting
with somebody like that, then OK, maybe that's
not the best person to have a conversation with
at that moment and move on. Not everybody, like
you said, is going to like you, and that's fair.
That's fair because, listen, you're not everything
to everybody. You have to pick your lane. And
if they don't like you, they don't like you,
you move on. It's very simple. How important
is personal branding in networking, especially
in image -conscious industry like fashion and
beauty? A million percent important. My PR agency
job in New York was very intense. We were working
with such major brands. We were with celebrities
all the time. There were celebrities in and out
of the office. It was like top tier. And the
owner of the agency would walk around and make
sure that we were all dressed appropriately.
And if not, I would have to send people home
for my team. to change and come back to the office,
which candidly probably wouldn't be appropriate
today. But at the time it flew. And that was
because they would always say to us, if you can't
go to Anna Wintour's desk right now, who was
the editor in chief of Vogue or is, then you
can't wear that. So that was a fashion PR job,
right? But that taught me that. The image that
you present is always important. And I pay attention
to those details on other people. I think if
you're a content creator, what is your vibe?
Aside from what you're saying, right? But what
are you trying to convey? I think sometimes people
discount how much of your exterior image can
impact your ability to do business in certain
industries. And it's not. It shouldn't be looked
at as fluffy or a negative. I actually look at
it in the opposite way. Take control of it. You
know what's going to work, so do it. And if you
don't know what's going to work in a specific
industry, research it. See what successful people
in that career field have done and figure out
how to interpret what they're doing in a way
that feels organic to you. Don't ever do anything
that doesn't feel organic to you. Try to pull
in inspiration from other people to influence
what you're doing. That's so true. Listen, I
was in the Air Force for nine years, so I always
had to make sure that I looked tight, as they
called it. But when I got out of the Air Force
and into corporate, I realized that I would look
at somebody, but I would look down at their shoes.
and see whether or not they had polished shoes.
Not today's day that they wear sneakers with
suits, and I don't know. I don't get all that.
But you look down at their shoes. If their shoes
are polished and clean, then they're okay that
they dressed appropriately. If they're dressed
nicely but unpolished shoes, then that leaves
the door open a little bit. But, yep, that's
my way. Nails are also a big one for me. chem,
you know, is there dirt under your nails? Because
I don't want somebody cooking for me that has
dirt under their nails. I wouldn't want my doctor
having dirt under their nails. So that's like
a huge one for me. Absolutely. And a big one
for me. I'm glad you said it, but it's the same
thing for me. This next question, everybody has
to take a moment and think about it. Okay. What's
the biggest networking mistake you've made, you've
seen in your career, and how can my listeners
avoid it? See, everybody does that double take.
So I see people do this all the time, and it's
not just in networking. It's in communication,
conversations with people, not listening. to
what the other person is saying and only thinking
about what you want to say and the point you
want to make so that when you reply, you're not
replying accurately and you make the person that
you're speaking to feel completely discounted
because you're not addressing the point that
they just said because you so badly need to make
your point. In networking, that can be detrimental
because people are going to be like, wow. person
only wants to talk about themselves or needs
to drive something home so hard that they don't
care what I have to say. And they're going to
remember you, but they're not going to remember
you for the right reason. Absolutely. Listen,
I'm paid to go on stages, to breakout sessions,
keynotes. I do workshops for companies. And that's
a very important point that I bring out. I call
it active listening. You listen to the person.
Completely. And then you pause at the end of
it. What does that pause do? It tells the other
person you are listening to them and you don't
respond by the next thing that you want to say.
You respond to something that they said. And
it goes such a long way, but that listening and
that pause is so very important. Okay. How do
you measure the success or ROI of your networking
efforts in the marketing world? I guess with
the ability to do things quickly. So what I mean
by that is that if I have the right relationships
on behalf of a client, I should be at this point
in my career able to move things forward for
a project or a partnership or an event or a press
placement. In a rather speedy way, because I
have the right connections to lean on to get
the job done. That's good. OK, so give me a strategy
for maximizing networking opportunities at industry
events or trade shows. So, again, it's dependent
on the industry, but generally speaking, I would
say walk into the room. survey the room, look
around, take it in, maybe walk to the bar, get
a drink, even if it's a cup of water, just so
you have something in your hand and figure out
who you want to speak to and then observe for
a second and then walk over to them, try to start
a conversation if they're already speaking to
a group of people. Maybe you pause and you listen
to what they're saying and you figure out how
you can actually get involved in that conversation.
If it's a one -on -one conversation, do what
I said before, which is have something in your
head in advance that you can say to them or compliment
them on something and then wrap that up, get
their contact information and move on to the
next person. If you're in a networking situation
like that, I imagine your objective is to speak
to as many people in the room as possible, or
that's what my objective would be. Politely wrap
up conversations. Don't make people think that
you're doing that in a rude way. And I'm sure
we've all also been part of conversations where
you feel the person that you're speaking to looking
beyond you, knowing that they want to talk to
somebody maybe that's behind you. Do not do that.
That's so uncomfortable. So stay focused when
you're with. the person that you're speaking
to be present in that conversation and then say,
okay, great. I know we're here both to meet other
people. I'll follow up with you tomorrow. It
was lovely to meet you and then move on. Yeah.
And you hit so many points of correct networking
that I can't even begin to say what, because
I'm telling you, because every time that you
said when, especially when you're listening,
when you're pausing. When you have to build that
rapport with the other person, I use something
called form, F -O -R -M, family, occupation,
recreation, and a message. And I pick anyone
to talk to them about, talk to the person about.
So I just have that word in my head. So a family
with a wife, a husband, a sister, a son, a daughter,
whatever, little league, football, junior football,
I can talk about anything. But occupation, whatever
their occupation might be. So I pick something.
And most of all, I have them talk about themselves.
Because what? People love to talk about themselves.
The more that they talk, the higher the trust
level goes up and the barrier comes down slowly.
So it opens up relations a little bit. But that's
for another conversation. Okay. Given your extensive
experience, what emerging networking trends do
you foresee for the next five years, in the next
five years? A heavier play on digital and social
media networking. A lot of people who have been
in their industries for longer don't totally
understand or value. those digital relationships
through Instagram or Facebook or TikTok or LinkedIn.
But as they shift out of the career industry
and the younger generations continue to step
in, I think that the emphasis on digital and
your digital footprint will become more and more
important. That's great. Amanda, I can't begin
to tell you how great you did on this podcast.
You hit the networking right on the head. I just
expanded what you had to say because networking,
I feel, is the base of all businesses. You have
to network in order to go out and get more business,
but you have to network correctly so you don't
look bad, you don't look this way or that way.
So if you do it correctly, you'll do it very
well, such as yourself. Amanda. If anybody wants
to get hold of you for whatever the reason, for
any of your multiple categories, how would they
do it? Thank you for asking that. So you can
find me on Instagram at from Apple to Orange
and slide into my DMs. I will definitely reply
to you there. And then my business handle is
at the A initiative. So the T -H -E -A and then
initiative. Nobody can ever spell some for some
reason, but I -N -I -T -I -A -T -I -V -E. And
you can also message me there. I would love to
hear from everyone. That's great. Amanda, thank
you very much. And hopefully we'll talk soon.
Sounds good. Thank you for having me. Wait, we
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Davis, available now on Amazon. Well, that's
a wrap, folks. A huge thank you to our special
guests for sharing such incredible insights today.
And of course, a big shout out to you, our amazing
listeners, for tuning in and spending your time
with us. Remember, networking isn't about being
perfect. It's about being present. So take what
you've learned today, get out there and make
some meaningful connections. If you enjoyed this
episode. don't forget to subscribe, leave us
a review, and share it with someone who could
use a little networking inspiration. Let's keep
the conversation going. You can find me on Apple,
Spotify, YouTube, or my website, michaelaforman
.com. Remember, until next time, keep practicing,
keep connecting, and keep building those relationships.
This is Michael A. Foreman signing off. Take
care and happy networking.