16
21
Gini Dietrich

Welcome to the New Year!

By: Gini Dietrich | January 3, 2012 | 
152

I’m baaaaack!

I hope everyone had great holidays. I did…and I’m dragging a bit this morning because of it. I was getting used to sleeping until 7:30 every morning!

Because it’s the first day back for many of us, this isn’t going to be a heady blog post.

I have a feeling. I think 2012 is going to be a very good year. It’s going to be a good year for the economy, for business, and for a lot of us personally.

In October of 2008, the bank called our line of credit without any warning. I remember taking that phone call and I cried. I CRIED! I even said some things to our banker that I still regret having said.

Then, during the holidays of that same year, I received three certified letters from clients saying, because of the economy, they weren’t going to be able to continue working with us.

I spent my holidays with our managing director as we decided who was going to have to be laid off that first week of January.

2009 continued that trend. We lost two more clients, but were able to maintain enough to continue making payroll for a handful of us.

2010 wasn’t much better. Although we had a full year of doing business as an integrated marketing communication firm, business was stable and not growing. We cut as many expenses as we could and continued to survive.

2011 saw something I didn’t think was going to happen: We almost went bankrupt. We did what we could, but most companies still weren’t outsourcing their marketing or communication. So we continued to cut expenses, including my salary and our office lease. Yes, we now are completely virtual, freeing up significant cash flow to really make it work for us this year.

But this year. This year is going to be something special. We won’t hit our 2007 levels quite yet, but Arment Dietrich added four new clients the week of Christmas (it was a little nuts).

The book, Marketing In the Round, that I’m co-authoring with Geoff Livingston comes out in May.

Spin Sucks Pro will be out of private beta soon (very, very soon!).

And being virtual has afforded us the opportunity to really expand our networks, in a way we didn’t know possible because we were handcuffed to our desks.

Just like I know many of you have done in the past three years, the foundation is set and it’s time to begin building again.

We’re going to kick the butt of 2012. Who’s with me??

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

139 comments
ginidietrich
ginidietrich moderator

I was just revisiting this to see how we're doing against it and I see a bunch of comments I never responded to. I'm so sorry! On my way to do that now.

Latest blog post: #FollowFriday: Kevin Fawley

3HatsComm
3HatsComm

Somehow I missed this, blame @Marcus_Sheridan for bringing me late to the party. We needs to talk. This is yet another reason my resolutions post is a weeeeeee bit tardy: I could write something VERY much like this except... not. I AM fired up to make changes, but no more so than any other year. I have, do and will continue to work my ass off - so many ways - to stay strong in the struggle. I could rant, rave, write so much more, but rather than a blogjack I'll just say this:

Watch out 2012, Gini's gonna kick your ass. :) FWIW.

Howie Goldfarb
Howie Goldfarb

I was still Vermont so missed this SORRY! You are so like me Gini in that you have a lot of self confidence in who you are and share things that most people would not. I mean anyone who read my @nancyd68 guest blog post might of been taken a back. But it also earns a lot of respect because people know who have guts and who is an adapter/survivor. Yes going to be a good year.

My story is funny. My image is way beyond reality in terms of earnings when I share my struggles of getting my business cranking people say two things....surprise...then...'How can I help'.

Grats on the new clients. I can tell they must be really sharp businesses to make such a good decision!

AirPacInc
AirPacInc

2012 will be epic. I feel it! Carry on!

jonbuscall
jonbuscall

Gini, thank you for sharing the story of last year. The first half of the year was very tough for me but I've learned that being Lean is a good approach to take and really embraced having a virtual set-up. Clients are sometimes a bit weird about it but more and more I find that it's the way to go. If necessary I rent office space for a meeting, but most of the work is done in the cloud.

We use Basecamp and Asana to run things and good old Skype, of course.

At some point I'd be curious to hear how you manage your own virtual set-up.

DianaStrinatiBaur
DianaStrinatiBaur

Gini, I have to say -- when I read this, one thought came to mind - and that was *grace under pressure* . What you've survived in the last few years is the stuff that can break the spirit to the point that it's impossible to swallow it down. But you've not only somehow managed to cope, you have succeeded - parallel to impending doom - to send out a positive vibe so real, that no one would have guessed what was happening to you. That ability, the ability to keep moving forward, step by step, even when anxiety and fear and really scary things are happening to you . . . well that says a lot about your character. Your clients are lucky to have you, and I hope that 2012 proves all of that grace you have shown as having been worth every minute. xo

Marcus_Sheridan
Marcus_Sheridan

I know I'm the latest guy here, but I hope you know there is no bigger cheerleader for your success in 2012 than me. I think you're an amazing person Gini, and can't wait to see the magic happen.

Marcus

Collectual
Collectual

Sounds like the new year has already started to sparkle! Congrats on your recognition as 2011 Social Media PR Woman Of The Year!

MarkCRobins
MarkCRobins

Gini your success is only exceeded by your generosity to your peers. I for one thank you for simply being you!

MSchechter
MSchechter

Well I think you know how I feel about your 2012, so I wont reiterate. I have to say you do a damn impressive job of not letting us see you sweat. Looking forward to seeing all of your damn hard work pay off big time in the new year.

Thanks for the honesty, btw. Few people share that side of things.

Brent@Echelonseo.com
Brent@Echelonseo.com

Hey Gini

Thanks for sharing. Your story, industry leadership and perseverance are inspirational to all of us out here trying to keep things going. Cheers and all the best in 2012!

JoelFortner
JoelFortner

Happy New Year, Gini! I never knew the scope of the pains you all dealt with. My hats off to you on leading through it all. Best of luck.....err.......intention on a great 2012!

martinwaxman
martinwaxman

I'm with you - it's going to be a great year! I think people underestimated the impact the economy had on us fiscally and psychologically... but here we are - optimistic and ready for new challenges. I know 2012 is yours!

bdorman264
bdorman264

Yikes, and I mean yikes. If it doesn't kill you, it will make you stronger, right? I don't envy you as that is not a pleasant way to grow strong. As a board of director at LUI, I knew who was going to go but I didn't have to pull the trigger. It still wasn't any fun..........

Having said that, I'm all in; 2012 is going to be huge. I am flat ready to rock n' roll; let's make it happen.

Meet you at the top.

rhonda hurwitz
rhonda hurwitz

You were dealt a rough hand, played to win, and 2012 will be your year! Thank you for sharing!

SocialEyes_
SocialEyes_

Yes I feel the same about 2012. It's all upwards from here. Thanks for sharing your experience.

ensino
ensino

@ginidietrich Hi gini. Follow you from France. Great Stuff. Yet i feel you deliberately omit the crisis and thé fact that it CAN get worse.

allenmireles
allenmireles

I have the same feeling about 2012 @ginidietrich and am really looking forward to seeing this develop! Happy to hear of your optimism (you know I want to be just like you if I grow up!). ;)

Latest blog post: The Year of Firsts

EdenSpodek
EdenSpodek

Another hand up!

Gini, you're a survivor and it sounds like 2012 is the year for greatness from Armernt Dietrich and Gini Dietrich. I'm looking forward to Marketing in the Round. I'm sure you'll love being part of the virtual workforce.

Happy New Year and all the best for 2012!

debdobson62
debdobson62

I'm ready to kick the butt of 2012. Been a long and tough road, but reinforced with stubborn will power and some leap of faith, you can get through the bumps in the road. Very good, honest post. Love that about you. Let's kick 2012 and drink champagne through the year celebrating each success together.

AjntB2Sli
AjntB2Sli

@ginidietrich wow gini, you have been through the ringer. You'll love going virtual! Happy 2012!

Lori
Lori

Wow Gini - you've been through the ringer! I'm glad this Christmas was better for you than the Christmas of 2008 - yikes!

I'm with you - I believe this is the turn-around year! We didn't feel the effects of 2008 until 2009 ;-) but we felt it full force in 2010! 2011, though, miraculously was up a whole 2% LOL Not much, but it is up! I expect even more from this magical year!

So yes, count me in! Happy 2012!

Lori

ericajmoss
ericajmoss

Thanks for being so refreshingly honest, Gini! 2011 was a year filled with major life changes for me: I lost my dad, lost my job, got married, went on my honeymoon, moved to NYC and started a new gig. I echo your sentiment that 2012 is going to be a great year. Cheers to you!

ginidietrich
ginidietrich moderator

 @jonbuscall I LOVE being virtual! It's been nearly four months and I'm mad we didn't do this sooner. It's been a little bit challenging, from the perspective of coaching and mentoring my team. But we've figured out a system that works and still allows me to grow the business. 

Latest blog post: #FollowFriday: Kevin Fawley

ginidietrich
ginidietrich moderator

 @DianaStrinatiBaur Oh don't get me wrong. It broke my spirit. Last summer I didn't know if *I* was going to make it. I was really considering packing up my family and moving to the mountains of Colorado, never to be heard of again. But I'm always reminded of Confucius, when he said, "It's not in that we never fall, but in how we get up when we do."

Latest blog post: #FollowFriday: Kevin Fawley

ginidietrich
ginidietrich moderator

 @MSchechter I'm not a complainer (unless I"m overly tired, but I keep that inside my house) so no one will ever see me sweat. But I have zero problem talking about it later, if it offers lessons others can learn.

Latest blog post: #FollowFriday: Kevin Fawley

ginidietrich
ginidietrich moderator

 @bdorman264 Somehow I missed this when you wrote it. Shame on me! I was revisiting the blog post to see how we're doing against it. Are you killing it, now that we're nearing the end of Q1?

Latest blog post: #FollowFriday: Kevin Fawley

ginidietrich
ginidietrich

@ensino I think it can get worse, but we can plan for the things we can control. And growing a business is something we can control.

ginidietrich
ginidietrich moderator

@Lori The best thing it's taught me? I'm not afraid of going bankrupt. Which is super freeing. Now I'm less afraid to take risks or make decisions. Because what's the worse that can happen? Oh yeah. I have to start over. Practically have had to do that anyway. So we're totally going to rock 2012!

EdenSpodek
EdenSpodek

@ginidietrich Thanks! So I hear, so excited you thinking of making the trip back to @PodCampToronto again this year. Rumour (aka Rumor) has it we may be seeing more of each other in 2012 too.

Trackbacks

  1. […] we hit the streets to find a bench to do Gini’s first guest video post (with moi, ahem) which we had to repeat and giggle through. It was after […]

  2. […] run and market our businesses. In her blog, Gini has spoken with ruthless honesty about some of the challenges she’s faced in her […]

  3. […] decided to go completely virtual, giving people the opportunity to work from home, save on commute time, and be more productive with […]

  4. […] Welcome to the New Year! – A lot of people were stunned to find out that Gini Dietrich’s SpinSucks had been on the […]

  5. […] was a terrible year for us. I really thought we’d have to shutter the doors. They say strength comes from crisis and, though it didn’t feel that way at the time, it […]

  6. […] week I had dinner with Ken Jacobs who said to me, “I was shocked to see you almost went out of business last year. What […]

  7. […] decided to go completely virtual, giving people the opportunity to work from home, save on commute time, and be more productive with […]

  8. […] And I wasn’t taking  a paycheck. […]