Is there anything more bad ass than a single mom starting her own business and dominating the Springfield scene? How about a single mom whose business was, up until recently, a mostly male-dominated industry? In walks Angela Smith – owner and president of ADsmith Marketing & Advertising.
I usually make my way to ADsmith’s office Friday afternoons so I can hang out with the team. Their headquarters, which is conveniently located in the Plaza Towers on Glenstone and Sunshine, has always been full of smiling faces every time I’ve entered it, and I am usually greeted with a glass of wine or a mimosa. As with many business owners I meet, it took a few weeks before I was able to sit down with the lovely Angela and pick her brain on her life and the world of advertising in and around our lovely town. After all, she is a busy busy bee!
All About Angela Smith
From the moment I met Angela, she’s had this “get it done” attitude which is prominent in many successful business owners. With a warm friendly demeanor and a great sense of humor, her kindness is not to be mistaken for weakness – she carries with her the essence of a serious boss babe who is not to be trifled with! A friendly lady, yes. Someone you can take advantage of, nope!
Angela happened upon the advertising scene by accident. After graduating from SMSU (now Missouri State University) with a BA in English, she found a job at a local radio station writing commercials. Loving her assignments at KICK radio, her career sky-rocketed and she ended up working in several prestigious positions in other advertising firms including Young & Company and TPS Media Group.
She put in the time, gained the confidence and know-how through years of experience and soon decided she had enough working for others. Hence, the conceptualization and birth of Adsmith. Keep in mind this was 16 years ago, and if it wasn’t difficult enough being a single mother of two children, it was also very rare for women to work their way up through the ranks in advertising. Luckily for her, and for us, she had the love and support from her S/O – they are going on 22 years now… #lifegoals
Before starting the ADsmith brand, she admitted experiencing some challenges on her road to success. She did so gracefully – without seeking pity or another form of self-victimization. One such story was very matter-of-fact: she held a high position in a certain advertising firm and had been asked on occasion to do work which would not have been asked of a man in similar standing. Holding her head high, it was apparent she didn’t let these unfortunate degradations get her down. She had other things to worry about.
Being a woman in advertising was difficult during this time. Women often had a lot of things stacked against them, and though there were those who overcame the odds, it wasn’t easy. Regardless she is endlessly thankful for where she is and our beautiful home. Springfield is safe and is a great place to raise a family – she conceded she has been blessed to have lived here her whole life.
A Few Pointers From Le ADsmith Angel of Advertising
I wasn’t about to let this Marketing Mogul go without picking her brain, so I asked her a few questions to see how I could improve my business… you are welcome, Springfield!
What is the difference between a good marketing campaign and a GREAT one?
- RESEARCH IS CRITICAL! In today’s technically savvy world, there is no excuse to not have researched your clients and your target audience. This is the information age people! Take the time and complete your due diligence!
- KNOW YOUR CONSUMER & KNOW WHAT MOTIVATES A RESPONSE! ADsmith uses focus groups in order to test a message for a client…add a little wine with a bunch of creatives in the room and you get a powerhouse of ideas. Keep in mind as factors change, such as gender and age, your message must change.
- KNOW WHAT IS TRENDING NOW! As an example, humor varies by generation, and understanding what is trending in your target audiences world will help you deliver an impactful, memorable message people can’t forget.
How Do You Market to Millennials?
First and foremost, marketing to millennials varies by industry. Even so, there should be some sort of impactful digital component – like having a beautiful website or in using social media. Additionally, having relevant content which tells a good story and is easy to share also helps significantly.
Many millennials are not adverse to technology, whereas back in the day the best form of advertising was being in the yellow pages and having a sign. As such, Angela explains that you want to capture your audience within 90 seconds to a minute though other sources vary. She also advertises a lot through Pandora and online digital marketing.
Angela has several millennials working on her team at ADsmith and values their viewpoints and expertise. They bring another element to the table and she has done her best to make her business millennial-friendly (it must have worked because I meet several of them almost every week and they are all very happy). In fact, I’ve not heard one bad thing about ADsmith from any of the team members! How refreshing!
In summary, Angela has made her mark in Springfield. It is my opinion that this baby-boomer has done so by willing to change with the times and by facing adversity head-on despite the norms. When I asked her if she had any famous last words, she quoted Patrick Stewart from Star Trek, “Make it so!” This beautifully sums up her attitude, charisma and her internal wiring for urgency! She is a firecracker, and I highly recommend you check out her ADsmith empire!