Forbes Agency Council members work with a diverse set of clients across numerous fields. To share their expertise on everything from marketing to branding and more, we’re profiling Forbes Agency Council members here on the blog. This week: Nina Hale.
Nina Hale is the founder of Nina Hale, Inc., a marketing agency based in Minneapolis, Minnesota. Nina founded the company in 2005, following years of media planning and early digital work. The company started as an independent consultancy and now has more than 60 employees.
How did your career as an agency executive take off, and what do you attribute your success to most?
The most important element to my success early on was my ability to both sell and execute the work. This allowed me to develop a winning pitch and to fully own the results and work output. Though I worked in media and digital agencies prior to hanging out my own shingle, it was a client-side position that moved me to start my own agency. I found that as a passionate behind-the-scenes advocate, I was able to contribute the most to my profession. Utilizing expertise and insights across multiple clients and industries made everyone’s results better.
How do you keep yourself creative and driven regardless of how busy you are day to day?
I have fallen in love with the greatest multitasking gift to humans: the podcast/audiobook. I rarely engage in a rote task without my earbuds at hand. I am a lifelong learner, and I love diving deep into new topics and hobbies. I am a master upholsterer and am now pursuing a diploma in apparel construction and design from a local community college.
What do you see as the future of media strategy or advertising?
Targeting and segmentation aren’t new, but the ability to tailor and customize experiences will continue to be the most vital element in successful media. Every experience needs to be a successful interaction. Utilizing the expansion of tools such as wearable technology, chatbots and automatic fulfillment (think Amazon Dash) need to be part of all marketers’ mindsets.
What is your best PR, marketing or advertising tip for businesses?
Go deep before you go broad. If you become an expert in a specific tactic or discipline, you’ll be the defacto go-to person for anything related to that discipline. Referral business is going to be the most successful, have the lowest acquisition cost, and highest close rate.
Also ensure you land a rocket ship on the lawn of your client when a new team, VP or decision maker comes on board. By ensuring you’re retained, you’ll probably double your business!