Today we’d like to introduce you to Henry Rischitelli.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am the President and CEO of Next Marketing, an agency I founded in 1993 with a vision to provide specialized marketing services to motorsports industry. The agency quickly grew to become a full-service experiential and live event marketing agency, and today Next Marketing works with category leaders such as US Air Force, Anheuser Busch, Jack Daniels, CDW, General Motors, Ford, Continental Tire, Hewlett-Packard, Cray Computer, EMC, Microsoft, Community Coffee, among others. Today our team of 30+ employees provide award-winning live and experiential marketing experiences to millions of consumers.
Next Marketing is also a six-time honoree of the prestigious Inc. 5000 and I have personally served as a panelist for Inc. Magazine, Event Marketer and NBC’s the Profit. I have also been recognized by Catalyst Magazine as one of Atlanta’s Top 10 Entrepreneurs.
Prior to founding Next Marketing, I began my sports marketing career at International Management Group (IMG), the world’s largest sports, events and lifestyle marketing firm. Responsible for the motorsports business unit I headed up a broad range of motorsports and entertainment initiatives, and developed new business models that redefined traditional sponsorships and marketing platforms.
My tireless energy and passion for business and entrepreneurship has led to my community support, including my current leadership position with the Atlanta chapter of the Entrepreneur’s Organization (EO), a global, non-profit association of business owners, where I am serve as the chapter president.
Background and Accomplishments include:
Education
• West Virginia Wesleyan College, Bachelor of Science, Management and Economics 1977 – 1981
Professional Affiliations (Past and Present)
• Entrepreneur’s Organization (EO)
• Chief Marketing Officer (CMO) Network
• Experiential Marketing and Naming Rights Professionals
• Marketing & Communication Network
• Motorsports Professionals Group
Awards and Recognition
• Six time recipient of Inc. 5000 Fastest-Growing Private Company in America
• Catalyst Magazine’s Atlanta’s Top 10 Entrepreneurs
• Stevie Award for implementation of a manned, mobile unit to aid FEMA workers, Katrina victims and law enforcement with internet connection and communications platforms; voluntarily manned for 45 days
• 2014 Exhibitor Award,
• 2014 EX Award Winner, Best Mobile Marketing Campaign – CDW, Winning on the Road
• 2008 EX Award Winner, Best B2C Mobile Marketing Campaign – Panasonic, Living in HD
• 2008 EX Award Winner, Best B2B Mobile Marketing Campaign – Plantronics, Soundcoach
• 2007 Silver Medal, B2B Hospitality Event – CDW Race to Host
• 2006 Silver Medal, Mobile Marketing Vehicle Design – Beneficial In the Driver’s Seat Program
• Top “Event Marketing” Agency, Event Marketer
• Top 20 Sports Marketing Agency, Sports Business Journal
Promo Magazine, Top 100 Agency, Top 10 Sponsorship Specialist, Top 20 Fastest Growing Agency, Top Automotive Marketing Specialist
Has it been a smooth road?
Operating a successful business is a daily challenge. Deciding what to do or more importantly, what to stop doing is critical in short and long-term planning.
Everything begins with identifying and retaining the right employees and clients and terminating those who do not align with our core values and/or align with our baseline expectations of performance. The hardest thing we had to do is terminate two clients in past twenty-four years, clients who were satisfied with our performance and/or creative leadership but expectations and demands we’re often misaligned. Clients who are never fully aligned with your values will detract from your focus.
Another critical element of a successful business is cash management. Whether you’re in the early stage or a mature business, fiscal forecasting and management is critical. At Next our EVP of finance provides daily cash updates which include detailed explanations of fluctuations in cash positions, forecasted cash burn and financial trends.
Client retention are areas Next Marketing has always excelled. Conversely, new client growth is often a challenge. How do we tackle this? We address new business outreach by: 1) creating brand outreach and education via blogs and social media posts; 2) participate in targeted industry publications and pursue speaking roles at industry conferences; and 3) our leadership team is active in targeted outreach directed towards industry brand leaders. The goal, position Next as an industry leader and subsequently be invited to assist brand managers solve complex marketing and/or operational challenges.
We will continue to see a proliferation in the adoption and integration of technology – from wearables and cell phones to connected homes and the IoT. Which, in turn, will lead to marketers gaining access to even more data, more quickly than we’ve ever experienced. With this access, however, will come an expectation from customers and consumers for greater personalization in the manner in which they are engaged, marketed to and communicated with – including on their terms and at the time they determine. With all of that said, people will still demand to be treated as such and will still desire to deal with other humans.
The brands and agencies that embrace personalization, digital integration, data analysis while also demonstrating human emotion, empathy and trust will be rewarded with customers that are more deeply engaged for longer-terms and ultimately more rewarding in their contributions to business objectives.
We’d love to hear more about your business.
Next Marketing is committed to excellence in B2B, B2E and B2C marketing across a variety of live and digital media platforms. The company provides measurable, goal-achieving results through innovative, exciting and interactive customer experiences, including multi-sensory exhibits that drive clients’ business growth, build customer relationships and promote consumer brand awareness.
Next’s reputation for working collaboratively, efficiently and creatively has made the company an industry leader for over two decades. Next Marketing is consistently ranked as one of the top 100 sports, promotional and event marketing agencies in the US.
Is our city a good place to do what you do?
From the world class Hartsfield Jackson Airport to the affordable real estate market and an abundance of talented workers, Atlanta provides an excellent place to conduct business.
Traffic poses the greatest challenge to the cities future growth. The city must continue to expand MARTA to serve the city’s future needs.
Contact Info:
- Address: 2820 Peterson Place,
Norcross, GA 30071 - Website: www.nextmarketing.com
- Phone: 770-225-2200
- Email: henry.rischitelli@nextmarketing.com
- Instagram: next_marketing
- Facebook: facebook.com/nextmarketing
- Twitter: @nextmarketing
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