When I was introduced to Nancy Sipera of First Impressions Advertising in 2012, I had no idea she would become one of my most esteemed clients.
I immediately liked her sense of humor. I also respect that Nancy is a true entrepreneur. She established her own company before the phrases “start-up” and “small-business owner” became everyday nouns describing an entire breed of enterprising people.
Nancy has a VIP seat at the table of my inner circle of trust. She is a go-to professional to whom I refer business friends for all things marketing (and advertising) in southern New Jersey and the metro Philadelphia region.
I guarantee your first impression of Nancy Sipera will be a favorable one…
By All Writes: Why did you decide to found First Impressions Advertising? When did you found/start it?
Nancy Sipera: I founded First Impressions Advertising over 21 years ago in 1994. I had recently graduated from the University of Miami, returning to South Jersey to assist my dad with his restaurant venture, The Cabaret.
I plunged into the area that I knew best–the marketing. A few of the restaurant’s patrons took notice. They asked if I could help them with their respective business-marketing efforts, and off it went!
BAW: What specific marketing and advertising services do you offer your clients?
NS: My firm offers what I consider holistic marketing. What this means is that we look at the whole picture, not just one element of a marketing plan.
When a business owner tells me s/he wants to run a direct-mail or pay-per-click campaign, I always assess the marketing tactics already used. If the first thing I notice is an outdated, difficult-to-navigate website, it’s hard to ignore that big piece of a new client’s branding (i.e., who they are).
I know that when we begin to draw attention to a client’s company, prospective customers will most likely visit its sad deterrent of a website–and want to flee. This translates into “Buh-bye, repulsed and horrified prospects!”
I educate my clients about the marketing process and how potential customers think and make decisions (when buying a product, hiring a service provider, etc.). I’m fastidious about starting with a marketing road map before we begin spending any (precious!) marketing dollars.
My colleagues and I work together with a client to build a marketing strategy so that we all know where we’re going, what the expectations are, and how we anticipate all the moving parts to converge. Companies that first establish a plan tend to experience more marketing success than those that don’t.
As for services we offer, First Impressions is a full-service marketing firm. We provide a variety of services all within one company. This way, our clients don’t have to hire multiple companies (and juggle those relationships) to complete one dang project.
First Impression Advertising’s offerings include:
- Content Creation
- Logo Design
- Marketing Collateral (brochures, sell sheets, etc.)
- Marketing Consulting
- Online Marketing (e-newsletters, LinkedIn posts, PPC, SEO)
- Strategic Marketing Guides
- Website Design
BAW: Who makes a good client for you?
NS: To be frank, my clients need to “get it” when it comes to marketing. But here’s what I really mean: Ideal clients share some common traits.
First, they understand the impact that marketing can have on their business. Second, they are committed to their business and willing to invest time in the marketing process.
Third, they can proceed with our marketing recommendations because they have a designated budget. (To quote Cyndi Lauper: “Money changes everything…”)
BAW: What is your ultimate “happy moment” when working with your clients?
NS: Many clients come to First Impressions Advertising a bit perplexed–they’re not sure which marketing tools they should be using. Additionally, some of them have had a bad experience with a previous marketing campaign.
I have empathy for my clients–there are over 250 marketing tools to choose from! Some of my favorite tactics that fare well across multiple industries include a website update/redesign, e-newsletters, and LinkedIn marketing. I’ve also seen renewed popularity of direct mail.
Seriously–how does a savvy business owner even know which ones to select and implement?
When my clients see the plan that we’ve built for them, and they understand how it’s going to work, that’s when they have that “aha” moment. And then they realize why their earlier marketing efforts didn’t produce results.
Naturally, when those results start flowing in–the prospect calls, the exploratory/inquiry e-mails, the initial appointments and subsequent purchases–that’s the crowning moment for me and my staff.
BAW: If you could relocate First Impressions Advertising to anywhere in the world, where would you go, and why?
NS: I wouldn’t hesitate to relocate my business (and my family) somewhere warm, although this winter has been a treat so far! Key West is my favorite destination on the planet; I just soak up the warm weather and laid-back attitude.
BAW: What are your favorite books (or who are your favorite authors) to read, and why?
NS: I’m an avid reader whose nightstand (whether digital or a piece of furniture) defaults to business and socio-cultural nonfiction.
My perennial favorites include Harry Beckwith’s Selling the Invisible and Malcolm Gladwell’s David and Goliath: Underdogs, Misfits, and the Art of Battling Giants.
David and Goliath is a fascinating read. It illuminates how what may seem a business’s weakness could actually be its greatest asset. I’m all about discovering what makes a client’s business unique. This book enhanced my ability to identify a company’s hidden strengths.
I’ve also enjoyed reading other Gladwell offerings–Outliers and The Tipping Point. The Tipping Point really makes you think about consumer trends from a different perspective.
A book I devoured for pleasure is Donna Tartt’s The Goldfinch. She’s an intriguing author, with just three (long!) books penned over a 21-year span.
Have you had hit-or-miss moments of marketing misery that left you feeling like you ate an overrated meal at a Las Vegas hotel-casino buffet? Tired of spending budget dollars on marketing efforts that seem more like charitable donations?
A cohesive and (dare I say) holistic marketing strategy will be yours when you work with Nancy Sipera and her First Impressions Advertising team. To begin the first day of the rest of your business’s marketing life, reach out to Nancy by phone (856-667-4882) or by e-mail (nancys@firstimpressadv.com).
Additionally, those of you who appreciate helpful marketing tips should peruse First Impression’s “Business Owner’s Blog.”
To create your own inner circle of trust with Nancy Sipera of First Impressions Advertising on social media, check out her Twitter feed as well as her LinkedIn profile.
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