Steve Seyferth was ready to start up his own marketing firm a few years ago, but 9/11 made him think twice. With the economy uncertain, he stayed in the corporate world. The decision, however, didn't stick and Seyferth has struck out on his own to form SSG.
The Ann Arbor-based marketing firm's underlying philosophy is informed by the Six Sigma process with regard to serving its customers. SSG uses the data-driven process to measure both the return on investment and return on objectives for marketing activities like sponsorships, events, direct mail and public relations campaigns.
So far the business plan has worked as the company has signed up seven new clients in the last year. It plans to translate that growth into doubling the size of its five-man team by the end of next year.
"We think we're poised for some bigger heights as we move forward," Seyferth says.
Seyferth has reached many of those heights already; all while working for someone else. He spent more than 25 years in executive marketing and media positions with blue-chip companies, such as AOL Time Warner, Young & Rubicam, Sports Illustrated, DDB Needham and Foote, Cone & Belding Communications. He also helped guided marketing for brands such as Gatorade, Lincoln-Mercury, Coors and the launch of the Visteon brand.
SSG clients sing a similar tune, including international behemoths like AT&T and Lincoln-Mercury, along with a few local ones like Marco’s Pizza.
Source: Steve Seyferth, president and founder of SSG
Writer: Jon Zemke
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