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Boulder, CO – June 28th, 2002 – The
FBN Group, Inc. (FBN), a Boulder, Colorado-based strategic marketing
development company with a "group" model, today announced its
opening. FBN’s employees perform strategic development and then rely on a
network of strategic partners to execute on creation and production.
Collectively, FBN and its group offers all the expertise businesses need to
achieve growth goals.
Using an discovery and definition methods developed throughout 22 years of
marketing with multinational corporations and startups, FBN -founder David
Spiro identifies any gaps between a company’s marketing goals and realized
results. Their process identifies the company’s best prospects and the
messages that will reach them. FBN then defines how to close this gap.
Its network can execute on creation and production, or the client can use
their existing resources.
“A year ago I was director of marketing for a technology start-up with a
very small marketing budget”, says FBN’s David Spiro. The full-service
marketing and PR firms I interviewed showed great work but were expensive.
They charged high rates for services I could do myself, like making copies
of presentation materials. I couldn’t afford that. To meet the aggressive
marketing goals set by our board, I found firms with single sets of
marketing expertise. Their work rivals the quality of full service firms
because they do only one thing. They don’t have big firm overhead. They are
small businesses and so understand the needs of small businesses. This
strategy worked so well for us that we turned it into a business model.”
Each firm invited to the join the network meets three criteria: it is
focused on a specific set of expertise; it is trustworthy; and it has
passion.
“Our criteria sound hokey,” admits Spiro,” but they’re essential to our
success. A firm focused on a single expertise succeeds because it creates
quality products efficiently. Trust is important because clients can’t
afford surprises. We have to feel comfortable that our vendors deliver what
a client wants at the price it expects. The last criterion is passion. Your
work is better if you’re passionate about it. Hokey or not, it’s that
simple.”
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