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Featured WBE Interview
Christina Fischer

The Fischer Group

Tell us a little bit about The Fischer Group.
The Fischer Group is a full service marketing communications company, specializing in domestic and international marketing and brand management. We’re a consortium of the best marketing and creative talent in the industry and our goal is to get results for our clients and still operate with integrity (yes, that’s what we said!) Our agency model allows us to do directed marketing for our clients without overspending their budgets. 

At The Fischer Group, we are committed to establishing our client’s brands as leaders in their industries. We don’t consider ourselves a “vendor” to our clients but a partner in your development every step of the way. Whether you’re a small startup company or an established company entering into a new market, we’re there. We pride ourselves in forecasting industry trends and strategically positioning your product to capitalize on these discoveries.

We are excited with the developments of our new division called FG Interactive Network that specializes in interactive media and digital signage. In today’s challenging economic environment, we noticed that more and more vacant retail units are available throughout the USA. FG Interactive Network saw this as an opportunity to use technology to turn these empty units into a 24x7 sales team. This network has created a new revenue stream for the landlords and will soon be available in 50 locations across the country.

Our services include the following:
• Strategic Marketing
• Corporate Identity
• Brand Development
• Advertising
• Direct Mail
• Promotional Marketing
• Merchandising/P.O.P.
• Interactive Media
• Packaging
• Event & Trade Show Marketing
• B to B Marketing
• Multilingual – German, Spanish, Portuguese

What made you go into this business?

I had never really planned a career in advertising and marketing. I was always very strong in the hard sciences and math, so thought that I might go to medical school or engineering, However, when I was in college I had taken several marketing courses at Wharton and “aced them” . I was fascinated to discover how the public was being “sold” every single moment of every day. After graduating and being practically disowned by my parents for not going to medical school, I moved to Manhattan and landed an entry level job at Grey Advertising. I was blessed to work with several of the industries most influential personalities and was inspired by their insights into the human condition. The greatest realization was that through advertising and marketing you could exact more change in society than even the President or World Leaders. We can really see that today when we look at the power of the internet.

What has been the worst or the biggest obstacle you’ve faced or had to overcome?

Everyone is a marketing guru! Many clients say they want cutting edge advertising but ultimately force you to revert to their old style. The real truth is that the creative work is only as good as the client. If a client is willing to make the creative “leap of faith” that’s when they get stand out work. I’m sure most people wouldn’t naturally have selected the now famous Aflac Duck, VW’s “Umpimp your ride” or the Geico Caveman and Gecko campaigns, but those really differentiated those brands. The client was rewarded for making the leap… with a healthy bottom line.

It’s also important to teach clients how to communicate their strategy with the various media that are now available. Social networking, SEO, pod-casting, i-anything and various terms were not even in our vocabulary ten years ago, so it’s vitally important as an agency to stay current and help your clients reap the benefits.

What had been your biggest triumph?

Our biggest triumph was watching our first client that we started with 9 years ago when they had 5 locations, grow to over 250 locations nationwide. The client even went through a Chapter 11 at one point and I remember signing personal guarantees just to get vendors to work for them. You can’t imagine how proud we were when they were sold last year for $1.2 billion. It was a wild ride but taught us a great deal about the holistic approach to advertising. If one area of your organization isn’t in sync with the rest, it will create problems. We firmly believe that advertising and marketing isn’t an isolated component of a company but instead the mirror of how efficiently the company is actually functioning.

What is the best advice you’ve ever received?

The best advice was definitely to remember to have balance in your life. And probably a close second would be no risk, no gain.

Is there anyone who inspired you and why?

My family provided me with my greatest role models. They had survived various conflicts and World Wars living in Europe. They had rebuilt cities, their lives and the lives of others without ever complaining.

My parents came from Europe to America in 1960 with only two suitcases. Through hard work and perseverance they achieved the American Dream. My father even became an MD for the second time in America. They were both so proud to become American citizens and made us acutely aware of what a privilege that is. They also blessed us with a tremendous work ethic and an ability to weather any storm. So I am grateful to them for that.

What is the best book you ever read and would recommend?

I think that the Bible is a must read. I also thoroughly enjoyed “The Path to Power – the Autobiography of Margaret Thatcher” because it really highlighted the challenges of being a woman in politics and how we can all prevail if we have vision…no matter what race, color or sex we are.

What is your favorite quote?

Ralph Waldo Emerson -  Do not go where the path may lead, go instead where there is no path and leave a trail.

In our business, you constantly need to blaze trails to stay ahead so it is definitely something we live by.

What are your goals now and where do you see yourself going?

To keep our clients ahead of the curve and to enjoy ourselves in the process. There is so much going on with technology that it’s almost impossible to list. One of our main initiatives is to make advertising more “green”. We feel that it is our duty to come up with alternatives like interactive touch screens, alternative energy and waterless processes that will preserve our natural resources for future generations. We also want to expand our charitable works with Habitat for Humanity, American Heart Association, Children’s Diagnostic Center, Veteran’s Organizations and various others because for those that have been given much have much to give. We also encourage our clients to become socially involved as well.

How has being a member of the WBDC and WBENC helped you?

It’s given me a real appreciation for the power of women. The national forums and the annual events really showcase prominent women in America today and give us plenty of inspiration to take back to our own businesses. It’s about time that women created a “good ole girl” network to advance each other, just like men have done successfully for centuries. Hats off to WBENC!

What do you want to be remembered for?

As someone who genuinely cared, had a great sense of humor and made a difference.

How does someone get in contact with you at The Fischer Group?

We would be delighted to speak to anyone interested in starting, growing or repositioning their business with a custom advertising and marketing program that will help them reach their objectives. We can be reached at 866-834-5559 or via email christina@thefischergroup.com. Or visit our website at www.thefischergroup.com for more details.