The front co-working space at 409 N. Tejon St. is a busy, quiet, stark area, filled with people doing e-commerce in an environment that sounds like intense keyboard clicking.
As a member of Epicentral Coworking, Magneti Marketing occupies Suite 106 of that address.
The offices in Suite 106 are colorful and dynamic, with wild and varied hats hanging from a string above the desks and whiteboards being used as desktops scribbled with brainstormed ideas in erasable ink. Walls of the office are whiteboards as well, with yet more creativity markers next to erasers.
“People get a real kick out of us when we sit down at a table and start writing on it,” said Magneti Chief Executive Adam Williams.
Magneti Marketing is a full-service marketing agency whose website explains that it develops “serious no-frills marketing strategies,” designs the assets and helps execute marketing campaigns and other activities to “ensure results.”
Marketing is all about good storytelling, said Magneti Chief Marketer Tucker Wannamaker.
“We help distill people’s message,” Wannamaker said.
He highlighted three “buckets of marketing”: strategy, what is done and how it’s done; builders, including assets to leverage the message, such as websites; and drivers, those things that drive traffic to the client.
“Almost always, everyone needs some strategy,” Wannamaker said.
Along with Marcus Haggard, Wannamaker founded the company in May 2011.
“I was frustrated with people getting the wrong marketing solutions,” said Wannamaker, who was working at a title company immediately prior to starting Magneti.
Global Seven, another marketing firm in Colorado Springs, was acquired by Magneti in 2013, which “allowed us to focus even more on what we’re great at,” Wannamaker said, referring to marketing strategies and their implementation.
This year, the firm won three local American Advertising Awards, formerly known as Addys, including a campaign to raise money for the Venetucci Farm for a barn. That campaign resulted in between $150,000 and $300,000 raised, Wannamaker said.
The firm also won one of the coveted awards for a video clip in a campaign challenge for Colorado College alumni to raise more money than alumni from the University of Denver.
“It was totally David versus Goliath,” Williams said referring to DU having 110,000 alumni versus CC’s 26,000.
“CC whupped them,” he added, calling attention to the fact that 2,220 CC alumni donated and 1,140 DU alumni donated. The campaign resulted in $450,000 raised for Colorado College, Williams said.
The keystone of the campaign was a video that showed two businessmen drinking hot coffee from coffee cups, one with the DU logo and the other with the CC logo. The coffee drinker from DU couldn’t handle the coffee’s high temperature; seeing this, the CC coffee drinker downed his coffee in three gulps, showing CC’s superiority.
“This told a story of the rivalry,” Wannamaker said. “It caused a ripple effect. At the core of it is great storytelling.”
Off to Washington, D.C.
Wannamaker is leaving Thursday for the nation’s capital, relocating there to establish the first branch of Magneti Marketing.
“We already have clients in the D.C. area,” said Williams, pointing to the Global Peace Foundation. “We’re very hands-on. This gives us the opportunity to put one of our best people there.
“It makes a lot of sense to put somebody in close proximity so we can build relationships.”
Wannamaker said he feels a mixed emotion of “sweet-bittersweet” about moving to Washington.
“Our main goal is to expand the company,” Wannamaker said. “We’re in a great place to go into that market.”
Wannamaker maintains he is “not uprooting” from Colorado Springs, adding, “My plan is to come back.” He and his wife and four children, ages 6, 5, 3, and 1, will return to Colorado Springs in a few years, he estimates.
“My home is here; I love it here,” said Wannamaker, who grew up in Colorado Springs. In a blog entry, Wannamaker wrote, “We’re moving to Washington, D.C. for an epic family adventure and to start the satellite office of Magneti (don’t worry … Magneti is still running strong in Colorado Springs). This is where the final ‘sweet’ comes in. Going on an adventure is exciting, it’s riveting, it’s uncertain many times, and choosing to take the ‘call’ is something I know I won’t regret when I look back.
“There are a lot of different reasons for going, and for specifically choosing D.C., both personally and professionally. While I don’t know exactly how long we’ll be there, we will be back. In fact, we didn’t sell our house.”
“It would be difficult to build a presence [in D.C.] without having someone there,” Williams said.
The business of marketing
Wannamaker said the company is drawn to clients that “do good things for this world.
“We want to work with people who believe what we believe, not necessarily who just want what we have.”
Williams said the company has worked with 30 clients in total, though actively with 20 at any given time.
Since Magneti Marketing acquired Global Seven, “we’ve doubled in sales,” Williams said.
Another successful campaign was the Wild Fire Tees shirt-selling effort that resulted in $2 million in gross revenues over the course of 18 months after the Waldo Canyon and Black Forest fires.
“I helped lead the charge,” Wannamaker said.
Info: 684-4261, magnetimarketing.com
In business: Since May 2011
Number of employees: 4