V.22 No.10 | March 7 - 13, 2013
Annual Report 2013
Griffin & Associates, Inc.
Type of business:
Marketing, Advertising & Public Relations
119 Dartmouth Dr. SE
Albuquerque NM 87106
Number of Employees:
What is your business philosophy?
Griffin & Associates is an integrated communications firm that brings unprecedented creativity and unique strategies and tactics to every project. We consistently exceed our customers' expectations. Our team's glasses are always half full, and we bring a positive energy to every client we serve.
What is your company's greatest asset?
Our team's commitment to constantly learn. Technology is changing by the second. Our team stays on top of the latest trends—whether it's social media, new advertising venues, who's moved in the media or what technologies are available for our clients. We spend dozens of hours learning new technologies and programs so that we can stay on the leading edge when it comes to marketing our clients’ products and services.
What significant changes have you implemented recently?
We are offering affordable website and social media packages for our small business clients. Our clients don't have the time to stay on top of all the technologies available to market their companies. That's what we do. And we've made it easy and affordable for clients to access the online world to grow their businesses.
What do you offer that the competition doesn't?
There is no job too small nor too large for us to handle. We always go the extra mile to ensure the client gets results. We train clients to implement the marketing, advertising and public relations functions in-house so they aren't dependent on us. We also design and implement social media campaigns for our clients so they don't have to. Our team stays on top of the newest technologies and readily shares that information with our clients so they keep the competitive edge.
How do you maintain your competitive edge?
We are the only New Mexico member of TAAN, an international consortium of marketing firms. The TAAN member firms meet regularly to exchange ideas and real case studies, giving Griffin & Associates access to the newest and latest technologies and programs available in the world.
How would you define your position within the marketplace?
We are the only truly integrated communications firm in New Mexico. We've been in New Mexico for over 23 years and we know the ins and outs of doing business in New Mexico. Additionally, our principal, Joan Griffin, is the only New Mexican to win all three of the industry’s lifetime achievement awards—from the American Advertising Federation, the American Marketing Association and the Public Relations Society of America.
What’s the biggest obstacle in operating a successful business?
There are many options for marketing a business, and it can be overwhelming. The companies that will thrive are the companies that implement creative techniques and tactics to reach consumers and inspire them to buy now.
What are your growth goals?
To remain in the top 10 communication firms in New Mexico, growing to $5 million per year in sales.
What contributions to the community are you most proud of?
We have worked with a number of nonprofit organizations to help them launch successful marketing and fundraising programs, including the New Mexico Jazz Workshop, Goodwill Industries of New Mexico, WESST and the American Heart Association, to name a few.
What words of wisdom would you offer to someone starting their own business?
Do something that inspires you—something you're completely passionate about. Then be a zealot. Spread the passion. People will want to be around you and do business with you.
Who’s your hero?
My heroes are my parents—Walter and Marion Rosley. My father, who passed away in 2012, was the toughest person I know—he survived persecution during the Holocaust and has taught me that nothing can knock you down unless you let it. My mother started a business at the kitchen table when I was 16 and taught me that women can do anything they set their minds to do.
What do you look for in prospective employees?
Our team members are people with real-life experience, not just book smarts. They are passionate and love marketing. They have chutzpah and are unstoppable.They all are excellent communicators, have enthusiasm and walk their talk.
Three passions outside of work?
Contributing to the various non-profit organizations we serve, health and fitness, and world travel.
Why do you have your business in Albuquerque instead of New York?
I hear this one all the time. You're in advertising. Why are you in Albuquerque and not on Madison Avenue? I am an ambassador for Albuquerque. I love it. The people are real and accessible. The weather is unbelievable. We've got everything a big market has, just on a smaller scale. I will never leave. I love Albuquerque and will do everything I can to help the city and the business community thrive.
What's the most important skill a business owner needs today to survive?
Flexibility. The world is changing at an amazing pace. What was in yesterday is out today. What was the latest and greatest last week is outdated this week. You have to be flexible. Willing to change. Willing to learn. Never be stagnant.
If you could spend the day with one person who would it be and why?
Bill Clinton. He has reinvented himself. He is one of the most powerful people alive today. I'd like to find out what makes him tick, and how he's tackled the downs to land on his feet again and again and again.
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