Here at Strategic Media, we recently celebrated our 26th year in business.
More than a major milestone, it has served as a reminder of just how much this industry has evolved over time. But more importantly, it reminded us of how many colleagues, friends, peers, and people have grown their expertise through dedication and hard-work here at SMI.
It’s an easy reminder. All we have to do is get up from our desk chairs and look around the office because many of the people who were there in the beginning are still here—planning hundreds of millions of dollars in media spend for household brands, strengthening relationships with new and existing clients, and leading the pack in terms of high standards.
To keep the celebration going, we’d like to shine a little light on the people who make it all happen here at SMI.
I sat down with Pam Wolfgram, our Senior Media Strategist and Buyer with a penchant for detail and a new found love for mason jar salads (you’re so welcome, Pam). She graciously shared a few fond memories of her impressive tenure here at SMI.
Can you tell us something about your first day at SMI?
Ah, I remember it well! It was September 26, 2002 and I had been hired as a TV Spot buyer back when SMI offered TV in addition to Radio services. I had on a brand-new pair of black penny loafers from GH Bass and they were giving me terrible blisters! There were 7 other people working at SMI and three of them were owners. Our office was on Commercial Street; my desk faced a window. As in, my desk was right up against a window, facing outward. I could only see my own reflection. Everyone sat behind me or in offices. I hated that spot because I couldn’t see anything. Jeff later moved me to the back of the space when he found out! Shall I go on?!! I can! Our bookkeeper at the time was very pregnant. I think she actually had her baby that day…
How has SMI changed over the years, or rather the decades!?
Well, for starters, it has been quite some time since SMI has offered TV (or Print) services. Jeff (SMI CEO, Jeff Small) made the decision to specialize in Radio—which later evolved to Audio—so that SMI could really lean into its strengths. The staff has now grown to over 30 people. There was a time when everyone except the bookkeeper bought media and they also performed their own data imports, sent their own traffic, reconciled their own logs, and pulled their own reports, etc. Following the “specializing” theme, Jeff began investing in people to concentrate in each of the components of media plan inception and execution, from soup to nuts, so that everyone involved could perform their respective functions fluidly and expertly. It was a turning point for the Planners and Buyers so that they could become authorities in their campaigns and in their markets. There’s still a great deal of communication with all team members to ensure that every detail is buttoned up but gone are the days when everyone wore all hats! Thankfully!
In what ways has the industry changed?
The evolution I mentioned from Terrestrial Radio to Digital/Satellite Radio to Digital AM/FM and Pureplay Streaming and then later to Podcast has been one of the biggest industry changes. Equally big—or maybe even bigger—has been the change in attribution over the years. When I started in Radio, attribution relied exclusively on TFNs (toll-free phone numbers). The introduction of web CTAs brought many challenges and cut off station-level performance visibility. So along came promo codes and HDYHAU surveys and text CTAs and then pixels. Lots and lots of data!
What’s your best advice for new clients?
Trust the process! I sound biased, I know, but our team has developed countless strategies for testing and rollout that we’ll lean into if the shoe fits, but we never stop learning, adapting, and adjusting if necessary. Your campaign is in good hands because we share the same goal of Success!
That’s wise. Now tell us something totally surprising about you!
I think after all these years, there’s nothing that would be totally surprising about me—I’ll have to dig deep! Well, I once wrote a one-act play that was produced on campus at the University of Southern Maine. I can’t even remember what it was called, it was that long ago! How’s that?!!