Before radio jingles, corporate branding, television ad campaigns and viral marketing a persons product was only as good as their last customers word. In effect this 'word of mouth' was the first ever form of marketing and advertising.

Nowadays that once tried and tested formula has been superseded by executive managed promotional spins, large money-swallowing campaigns designed to reach out from every available medium and grab the targeted demographic.

From the jerseys adorned by professional footballers advocating some brand of high-tech gadgetry or a refreshing larger, to the secretive/interactive viral campaign designed to promote the latest Batman movie months in advance, right on up to the spam that clogs your email account every hour of every day with amazing gravity defying offers, it seems everyone is hawking something to someone. However, for one networking group at least, the word of mouth is proving to be an equally invaluable tool in making their businesses a success - perhaps even more so now with the country and the world at large facing uncertain times from an economical viewpoint. Their strategy is simple - strip away the hyperbole and get to the crux of the matter - the services rendered and the quality of said services. Do their abilities measure up? Do you trust them enough to personally recommend them to a friend? Or, in this case, a fellow member of the Business Networking International.

Damien Farrell, Business Development Manager with Dunlea Business Systems Ltd, is the Director of BNI's Phoenix Chapter, one of 10 chapters in the Cork region. With over 200 members between the 10 chapters in Cork and 2,000 nationally, Farrell says the numbers have fluctuated in the organisations 10 years in Ireland.

However, the numbers, he says, are on the up once more with word of mouth becoming important in business once again. "It's a great time to be involved in this kind of marketing again. I saw huge potential in the organisation when I first joined two and a half years ago. Of course the numbers will fluctuate, but right now, with the way things are economically, the building of personal relationships to gather qualified business referrals, or word of mouth marketing as it is known, is a useful tool for any business and we're seeing the number of member increase again.

"For example, a few years ago when you went looking for an electrician you would generally take whoever you could get because they were so in demand. That's not the case anymore. People want value for money and a quality service. And that's what BNI is all about - offering qualified and accountable testimonial."

BNI provides a structured, supportive, business environment in which local business people can get together to network, learn valuable new marketing skills and develop the strong personal relationships that lead to trust and the consequent generation of significant business for each other.

"We set goals for our members to achieve," says Farrell, who also takes on the role of Assistant Director in four other chapters. "It's all done in a structured way, so as the testimonies are qualified. And there's an exclusivity to each chapter where only one member per job is allowed join. So, for example, at the Phoenix Chapter we have one person from IT, one person from the travel industry and so on. In the past three months alone over 250,000 has been spent with fellow members businesses.

"BNI also provide training in proper networking and presentation for its members. This usually takes place once a month and is also a good opportunity for synergy," says Damian, before adding, "We'll be celebrating 10 years in Ireland in October with a function at the Airport Hotel on Saturday, October 18. A number of guest speakers from the European Training Centre, America and India all travelling over, which is fitting seeing as BNI began life in Ireland in Cork."

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