Two Agencies, Two Coasts: How We Market for Small Business
Today, we thought it would be fun to interview one of our favorite fellow marketing agencies in the small biz space, SunSpin Media and see how similar/different their approach is from Fashionably Frank Marketing! I had the pleasure of interviewing their Associate Director of Marketing and Production, Melissa Rothman.
How has your strategy evolved since beginning two years ago?
My position here started in 2019. I began as the assistant to the Marketing Director. I then was offered to become the marketing director in April 2020 when the position became available. I, of course had to shift my focus when I first started, because I had to go from being a follower to be a leader and needing to make my own decisions regarding our marketing.
Of course, taking up this position at the beginning of a pandemic was another factor because we had to account for people’s health and own work status. Marketing during that time was a different beast. Of course, there some lingering effects of that, however, we are getting back to a normal pace.
Beginning a few months ago I had my interns research our competition to see how they were marketing on their social media platforms. We also looked over their website for ideas on how we could make their strategies work for us.
I took elements they used and made it our own. We took what worked for others and re-packaged it in the SunSpin Media way. We like to be different than everyone else, however, if certain techniques work, then why not adapt them for us, right?
What do you think sets you apart from the other marketing companies in your area or in general?
SunSpin is a small office. There are only four of us. We have Katy who is our Creative Director of Design and Print, Brody who is our Video Production Coordinator, and John who is assistant to both me and Katy. So, we all tend to work as a team to problem solve. All of our departments can blend together sometimes because of the fact our team is so small. I think this close-knit relationship and camaraderie makes clients feel comfortable and at ease. It really is a cooperative environment to be involved in.
Looking at Fashionably Frank Marketing's marketing, how do you believe it differs from yours?
First off, I want to say as a graphic designer and marketer, the visual appeal to FFM is stunning.
I think it goes to say that the client-base we both have is very different. So, it is fair to say that our strategies must lean one direction or another. SSM is sort of an all-in-one shop for everything a business could need. FFM is more strictly marketing.
I can see in some ways we use the same types of content. For example, the tips on using social media and blogging. We do diverge from there, though. Color schemes and even the language we use is different. That is really just a product of the people we are trying to attract.
Fashionably Frank Marketing doesn't have traditional employees, rather we work with independent subcontractors to build out our team, many of whom own their own consulting businesses. How does SunSpin navigate the relationship with multiple employees who report to higher ups as opposed to contractors?
SunSpin is a collaborative team. I know everyone says something about teamwork and I really think that is true for us. The four of us here at the SSM office really work together and try to find solutions as a unit.
When working with the higher ups, we tend to bring that same energy. We are really trusted, and our opinions are valued. Of course, there are moments where we have to submit to the authority, which is something that helps keep us learning. We are trusted to push ourselves outside our comfort zones and really learn from each other and even our bosses take time to teach us.
This collaborative environment is really something that is rare to find. Especially from someone who owns the company. It isn’t often that employees are given such trust and freedom to help run a business. I think we are all thankful for that.
Do you notice any patterns in the types of clients you serve? Do you focus more in the B2B or B2C sector?
SunSpin is a small business, and we tend to focus on serving other small businesses in the Buffalo area. Since we are also a print shop, we sell physical products to clients, as well as digital services. My job is marketing our services to potential clients.
I see ourselves as a using mixture of B2B and B2C strategies.
SSM is also a part of a business networking group, which relies on recommendations from internal members. We have a good base of clients that are from this networking group or from referrals from members of the group. Our clients tend to be smaller businesses from our area.
Aside from the networking group the staff here at SSM has cultivated a good client base through people we know and connections from previous employees. Next door to the SSM office, we have a funeral home, which we have established a working relationship with to print prayer cards and booklets for them. Being a marketing director within a print shop allows for a lot of fun opportunities to meet all sorts of clients.
What is your overall marketing philosophy and what niche of marketing do you specialize in?
SSM takes pride in being a Buffalo born small business. We like to focus ourselves in helping the other locally owned businesses here. Our philosophy is really to be the small business that helps other small businesses, while making each client feel like they are our only client. We like to personalize each client’s needs to fit their business and make them feel welcome and accepted.
Head on over to the SunSpin Media blog to read my answers to Melissa’s questions!
Thank you for guesting on the blog, Mel!
Guest Blogger: Melissa Rothman, SunSpin Media
Melissa is a daughter, sister, aunt of two, cat mom to one, and big-time nerd. She devotes herself to anything and everything she loves and is passionate about. This makes her incredibly dedicated to her work and clients. She began as a graphic design and marketing intern for SunSpin Media in July 2019 after a couple years of freelance work and has moved up the ladder quickly, becoming director of marketing and production. Melissa is a member of the Phi Theta Kappa National Honor Society through Erie Community College and has graduated with honors with her BFA in Communications Design at Buffalo State College.
