NorCalMarketing News profiles look look at leaders, trailblazers and new faces in marketing and public affairs in Northern California.  This week, we look at Kimberlie Hiltachk and Hiltachk Marketing Group.

Kimberlie Hiltachk

I had spent more than a decade working in larger advertising agencies.  Over that time, I helped national, statewide and locally-based clients increase brand awareness and sales.  The research analysis and creative projects were exciting, but my favorite part of my job was diving into each client’s business and forming a meaningful partnership.  At the end of 2007, I decided it was time to step out on my own and create an agency that does just that.  Hiltachk  Marketing Group offers scalable services allowing me sit at the table with my clients and offer strategic input on a host of issues that impact their brand perception and ultimately their sales.

Hiltachk Marketing Group, much like a traditional agency, offers clients brand and advertising strategy, as well as creative, media and web services.  What makes us non-traditional is Hiltachk Marketing Group does not have the overhead and permanent staffing found in traditional agencies.  Instead, I build each client team from a network of industry experts - creative, media, web, etc.  This provides each client with a customized team selected specifically for their project, based on individual strengths and expertise.  This also enables HMG to meet the changing needs of each client.  Clients only pay for the services they need and only when they need them.

Hiltachk Marketing Group works with a variety of clients.  Whether their focus is B to B or B to C, the principles are the same - know your audience, know your audience, know your audience.  I spend the better part of my time getting inside the minds and lives of my clients’ target audiences.  Once you can understand their motivation and the sequence of events that leads up to the decision, you can better determine when and where to intersect with them.  Over the past 12 years, I have worked with clients in the travel and tourism industry, franchise organizations, retail co-ops and buying groups, shopping centers, health systems and consumer packaged goods.

Since opening Hiltachk Marketing Group in January 2008, I have had the pleasure of working with a variety of clients including  Cannon Power Group, J Stewart Collection custom jewelry, Civitas, and Good Eats Grocer

I see the greatest opportunity with small to mid-size organizations.  For the most part, when I meet with business owners they all have the same question - how can I maximize the impact of my marketing dollars when my budget is down?  These companies are the ones that must stay out there.  The national brands have the money to dominate share of voice.  If you’re not out there competing on some level, you stand no chance.  And, right now is the best possible time to be advertising.  Media costs are competitive and there is less clutter.

I spent 7 1/2 years at Glass McClure and prior to that, two years at MeringCarson (formerly Mering & Associates).  My advice to anyone considering stepping out on their own is to consider every scenario and build and maintain a strong network.

Consider every scenario…Often times in the first year it can be feast or famine in terms of business.  To avoid becoming discouraged or overwhelmed, plan for each scenario.  What will you do if your income does not meet expectations?  What will you do if there is more work than you can handle?  Having a plan can eliminate the fear.

Build and maintain a strong network…The friends and colleagues I have connected with throughout my career have offered tremendous support.  And, since becoming a small business owner, I have gained a stronger appreciation for referrals.  Help your friends build their businesses and yours will grow.