I had the very good fortune to work with Adrienne when she consulted for our medical practice. She is razor-sharp, on top of her field, connected and pulls no punches. I learned a lot in a short amount of time and Adrienne was always willing to share knowledge in whatever level of detail necessary. 

Tom Murphy, IBMC

  
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Marketing Magician

Helping executives and business owners sell more in less time by revealing tips and suggestions on how to make the most of your marketing dollars.

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Egomania

Years ago I consulted for a company in Colorado that had made the INC. 500 Fastest Growing Companies list that year.  The owner had heard me speak at one of several of these conferences where I spoke.  (At the time I was still in NJ and had no idea I would be relocating to Fort Collins only a couple of years later.)

I met with the Marketing Director and his team.  The owner traveled a great deal, negotiating sales for his company far and wide.  He was a great salesman, but his ego was so oversized he had no idea how clueless he was about the other aspects of his business.  He hired professionals to cover the other areas of expertise, then refused to meet with them.

The week I consulted for the company “Joe” made sure he was in town.  I heard him say to his CPA who wanted to discuss a disturbing issue, “You take care of it; that’s why I’m paying you the big bucks.”  

In our marketing meeting, we were discussing the firm’s trade show budget.  They were spending $120,000. per year and had no idea which shows were better than others.  At this meeting, the Marketing Director and his team were agonizing over whether or not to participate in an upcoming, expensive show that until that point seemed to have delivered nothing.

I asked, “What do the salespeople who work the shows tell you?”  Answer, “Oh, they always return and say the shows were great.”

 

Me again:  “What sort of reports do they prepare on the number of leads or the sales that result months later?”  They all looked at me as if I were from outer space.  “Reports?  You’ve got to be kidding.”

I asked the Marketing Director to call the President into our meeting.  As he walked in, he announced to me, “This had better be good, for what I’m paying you.”  Nice guy.

I explained that he had to hold his salespeople accountable for the shows they attended.  For what he was spending, he needed to know the results, to determine which shows to hold onto and which to drop.  His salespeople didn’t appear to be following up and staying in touch.

He listened and left the room.  About 20 minutes later, he returned, acting as if he had just discovered sliced bread.  “I just met with the sales guys and told them we need reports after the shows within 72 hours of returning to the office.  And they’d better retain contact with the leads.”

We finally made a decision to continue with the show over which we had been uncertain.  We would give it one more year.  

About four months later, I received a call at home in the evening from the Marketing Director.  “I’m sorry to call you at home at this hour, but I have some incredible news.  Remember that show we felt wasn’t yielding any business, but reluctantly signed on for one more year?  Well, we just made a $250,000. sale from last year’s show.  Oh, and the guys are writing their reports and staying in touch.  Thanks, Adrienne.”

I was delighted with the feedback, but the ego of this business owner did not abate.  Three years later this company that had made the INC. 500 Fastest Growing Companies List was out of business.

 


 

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.