Andrea Nierenberg
President, The Nierenberg Group
MCS Introduction: I was invited to join a group of women for drinks and networking at a posh Manhattan eatery one evening about ten years ago. It was early on in my career. And it was my good fortune that one of the women I met that night was an extraordinary person, a woman whose story is not only inspirational, but whose presence has always left me in awe. Her brief words of wisdom over a decade of not-long-enough conversations have been pearls that I have held close, and that often resonate on my own journey. Her name is Andrea Nierenberg; I am sure you have heard of her. She is renowned in the direct marketing industry, but her reach is global. She is an author, a speaker, a mentor, and a friend to so many.
To me Andrea is a rare person in our industry, one whose business is not to sell something to someone. Her craft is the gift of insight, communication, and branding. She has the ability to insert herself into a company seamlessly and make a difference. She helps organizations use their own greatest asset – their people – to move the needle on their own business…
- MCS: I appreciate your taking time out to speak with me today. Thanks so much. Tell me, what have you been up to since we last spoke?
AN: First of all, Monica, thank you so much for your very kind words. You, my friend, have done so well and I’m very proud of you and your amazing accomplishments! Since the time we met—I have been building my training and speaking business throughout the US and in 20 countries! Lots of miles!
Also, I have expanded from direct marketing and my work takes me into every type of business—a lot on Wall Street, Advertising agencies, and even cosmetic companies.
And you know that my book, Non Stop Networking has now been out for 2 years and I’m working on my second book which will be out in the spring. This one will focus on how to find, grow and keep your business.
- MCS: I know that you work with many corporate leaders. What seems to be the consensus among them about the state of the economy and where it is going?
AN: From those I speak with and there is such a variety and broad range, most seem to agree that the economy is ‘coming back’ and getting stronger. Just from the projects and the business activity that is seen everyday in the circles I run—I would say things are on the upward slope.
- MCS: And thinking of the many companies you see from the inside, what do you think is the greatest marketing challenge they are facing in today’s environment?
AN: Brand identity and development. We live in a world today that moves faster than the speed of light and how to make sure you are one step ahead of your competition all the time.
- MCS: OK. Enough about them. What about you? Please tell me what you see as your strongest marketing vehicle for the Nierenberg Group growth in 2005? Are you willing to share how do you plan on harnessing that channel?
AN: Monica, for me that is easy. My book has been my strongest ‘calling card’ and one that has boosted my business and continues to do so. I speak and talk about the power of networking in a way that people understand that it is ‘not what they think’ and has certainly become my ‘brand.’ It continues to open doors for me and once I am in, companies learn about my other services and the projects we can do for them.
With our growth, we have also started a new division, called Nierenberg and Partners which also will be brokering some of the many connections we find ourselves making.
- MCS: As we wrap up, I think you and I have always shared the belief that self marketing is a really important part of what we all should be doing everyday. The process helps us gain personal insight and knowledge, as well as increase our contacts, grow our businesses, and help others along the way.
On that note, can you give us a pearl that we can walk away with? Or tell us who does a great job of self marketing other than “The Donald?”
AN: Monica—I smiled at this question because clearly I was going to say “The Donald!” Whether one likes him or not, the man has created an amazing brand.
He does it in his own way and is very ‘in your face.’ I was not always a fan of his; however, I do want to share a short story. After last season’s Apprentice, and reading his books, I decided to send him one of mine with a note to see if I could quote him in my next book. He gets a ton of mail and I was very impressed when I did get a call back from his assistant who said—”Mr. Trump did receive your book and it is ok if you want to mention him or one of his qualities in your book.” Now, she didn’t say—”he loves it and wants you to come in, etc.—however he did have someone on his staff take the time to call me back. I was impressed. Why? Because one thing our society seems to have forgotten is manners and I’m amazed how many people forget the basics of human relations and customer service all the time.
My pearl for everyone—In order to develop your self brand, you need advocates and people who believe in you and will ‘sell’ you. In order to do that, be someone who is always reliable, dependable, consistent, and a person of quality—one who listens and goes the extra mile. When you think of some of those adjectives, aren’t they some of the very reasons you buy certain products that you buy and are loyal to?
Thank you, Monica—you are the best!!
MCS: Thanks again. You know I am one of your biggest fans.
You can learn more about Andrea Nierenberg at www.selfmarketing.com.
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