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In
Conversation
With
Gini Dietrich is the founder and chief executive officer of Arment
Dietrich, Inc., a digital communication firm. In 2009, Gini
successfully changed her firm's business model to incorporate social
media, defined by her philosophy that she won't recommend strategies
to clients until they've proven the return-on-investment through
trial and error at Arment Dietrich.
One of the top rated communication professionals on the social
networks, Gini was recently named the number one PR person,
according to Klout and TechCrunch, on the channels, and number one
on Twitter, according to TweetLevel.
She is one of very few women business owners who speak and write on
the topic, marrying the use of social media with bottom-line
profitability.
Pauline:
Thank you Gini for giving us the time & the privilege of this
interview.
Gini:
It’s absolutely my pleasure, Pauline!
Pauline:
How & when did it all begin?
Gini:
I actually remember Mr. D picked me up from the airport, after yet
another business trip, it was dark, cold, and raining. I was tired.
I had just finished pitching an existing client, against three
competing agencies, in order to keep the business. I was complaining
that I’d presented business ideas with the advertising guys. They
kept talking over me and telling the prospective client that PR was
different than what it really is. By then I was irritated that I
couldn’t talk about MY expertise, but that the creative director
acted like he knew everything. My fiancé said, “Why don’t you quit?”
So I did. I freelanced for a couple of years and then decided it was
time to put on my big girl pants and start a business.
Pauline:
What are the major challenges you face today?
Gini:
It’s going to sound funny, but the biggest challenge I have is
managing a team of people who are spread across the country. The
Internet allows us so much reach and ability to find the right
talent, no matter where they live, but it’s difficult to keep them
all motivated, moving toward the same vision, and staying on task.
Pauline: What would you attribute your success to so far?
Gini:
That’s easy! Pure and simple luck. Being in the right place, at the
right time.
Pauline: Who was it that inspired you the most through your journey thus far
…how & why?
Gini:
This is a hard one. I find inspiration in so many places – authors,
journalists, bloggers, Mr. D, my mom, football coaches, women who
seemingly do it all. I read a ton. I consume as much media as I can.
When the recession hit us and I was struggling, both professionally
and personally, I read a quote from Confucius, “Our greatest glory
is not in never falling, but in getting up every time we do.” That
came at just the right time and I realized it was okay to fail, as
long as I got back up and tried again.
Pauline: About recession, how could we not talk about it…every internet marketer
has suffered the brunt of it…how did you cope ?
Gini:
I’ll go back to your question about where I attribute success.
Because the recession hit, and our clients cut their budgets, I had
to figure out how to make payroll. I’d lay awake most nights
wondering what I could do to bring in more revenue so I wouldn’t
miss a pay period. It was super stressful and I never want to go
through that again. So I spent a lot of time figuring out the web –
everything from blogging and video to social media and SEO. Then I
applied it to my business so we could have test case studies to sell
to clients. I started speaking, which allowed me to portray an image
of expertise. And I went after companies who were willing to let us
test some new ideas – in most cases all of our existing clients let
us try some things…and we were successful. I set us up for success
when the economy turned around and things started to change, for the
better, three months ago. It’s amazing what the idea of closing your
business does for innovation and creative thinking!
Pauline: On a more lighter note I just have to ask you this … What is Gini like
on a day at home, yes that’s when you aren't working ?
Gini:
Well…I love to ride my bike. I ride nearly 300 miles a week and, two
weeks ago, rode a Century (my first of the season) in the Rocky
Mountains. That kind of mileage equates to a part-time job – I’m on
my bike 15-18 hours a week. But it also means I eat non-stop, which
is good because a stress release for me is cooking. I also read a
ton and spend a lot of my personal time writing.
Pauline:
Is there anything in particular that you would like to say to our
readers?
Gini:
I think it’s easy for all of us to look at people who are seemingly
successful and think they got there overnight. I do it all the time
– I find someone I respect and watch them and it all looks so
effortless. I always remind myself that it takes a lot of hard work
and a lot of patience. One thing that helps me is I wrote a check to
myself…for the amount of money I, personally, want to make this
year. I have it on my wall. Underneath it is says, “Work hard. Be
patient.” This helps me keep focused on what I need to do to achieve
personal and professional success.
Pauline:
Where can people reach you?
Gini:
The two easiest places, because I manage them myself, are our blog
(http://spinsucks.com) and my Twitter account (http://twitter.com/ginidietrich).
We also have Facebook, YouTube, and Flickr, but those are managed by
my team.
Gini Dietrich
Chief Executive Officer
Arment
Dietrich, Inc.
506 N. Clark
St., Suite 400
Chicago, IL 60654
312 787 7249
312 787 7354
(fax)
312 213 1786
(cell)
Executive
Assistant: Patti Knight
Gtalk:
ginidietrich
Skype:
gini.dietrich
Join the Arment
Dietrich Facebook Fan Page!
www.armentdietrich.com
Visit our blog
at www.spinsucks.com
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