As Wisconsin-based marketing agency Nelson Schmidt turns 50 years old in September, it seems fitting that the father-son duo of Dan Nelson, Sr. and Dan Nelson, Jr. take this Father’s Day to reflect on what it takes to own and operate a successful independent agency.

Lifelong Learning

Age has never been an excuse for resting on your laurels for Nelson Schmidt. Had the agency stopped innovating and learning in the 70’s the agency never would have come close to reaching its 50th anniversary. “You need to adapt and know how to adapt,” Dan Nelson, Jr., or Nelie, as everyone at the agency calls him, explains. The agency has adopted a lifelong learning model and not only encourages but recommends that all employees at the agency take continuing education classes, courses and seminars.

Before many agencies were fully grappling with what the internet would offer, Nelson Schmidt was building an internal discipline, employing developers and designers to help their clients bring an online experience to their customers. The company, ec-connection, would go on to do quality, innovative work for many companies looking to use this brand-new medium. After many successful years, ec-connection was eventually absorbed by Nelson Schmidt and is now an integrated part of their offerings.

As social media platforms became relevant it was clear that video content would be taking over as the preferred distribution model over written commentary. To ensure their clients would have access to these resources, the agency built an in-house photo and video studio. Investing in talent to bring these services in-house shows how “we’re adapting into a new service,” Nelie said.

Through lifelong learning, the Nelsons take pride in their agency staying current rather than relying on old knowledge.

Having Fun

Dan Nelson, Sr., affectionately known as “Senior,” has always said that “selling is the most fun I’ve had in my career.” New customers are the lifeblood of any company, but they’re not the only thing. Selling is a full-time job for everyone at the agency, in every department. Bringing unsolicited ideas that produce results to current clients is just as rewarding as landing the next big client.

So sure of who they are as an agency, Nelie trademarked “We Deliver Customers.®” as the promise the agency offers every client. At the heart of every agency beats the desire to satisfy customers. At Nelson Schmidt, the team makes it their sole focus, and client promise. Delivering customers to their clients is the fun part of being an agency.

Employees’ Wellbeing

An agency doesn’t make it to its 50th anniversary without great employees. Finding and retaining talent is essential for Nelson Schmidt. One of the most important things Nelie learned from his dad was understanding that there needs to be a healthy work-life balance. “Allowing for that balance is my duty,” Nelie says firmly.

While the agency has always had an open-door policy for their employees, the pandemic challenged staff to remain just as productive working from home as from the office. While you can never replace the collaboration of a face-to-face brainstorming session or a critical strategy planning meeting, doing so over video conference can be just as productive. “Come and go as you please as long as there isn’t a problem,” Nelie states. He understands that their jobs are an important part of their lives, but it’s not everything in their lives.

Pushing Boundaries

From lifelong learning and employee wellbeing to just having fun, the one constant is that all these things continue to push boundaries about how an agency can be successful. Nelson Schmidt operates under three main pillars:

  • Considered Purchase Marketing
  • Global Marketing Management
  • Performance-Based Accountability

Each pillar is a boundary-pushing concept and not always easy to grasp. When a client sees the value in one or more of these pillars, there’s true magic in the relationship.

Pushing the boundary of today, as Nelie puts it, helps make things more relevant tomorrow. The goal is to consistently make things better than they are today, creating a win-win for NS and their clients.

 

Sons learn a lot from their fathers throughout their lives. Some of it is common sense, much of it is nonsense, but all of it is valuable in one way or another. This Father’s Day, be sure to take some time to learn from your father. Push each other to take chances. Encourage each other to stay healthy. And most importantly, have fun.