Onset Marketing diversifies clientele to spur growth

Client diversification has been a key part of Onset Marketing’s story since it got its start a dozen years ago. Back then it helped clients diversify to grow. Today client diversification is powering Onset Marketing’s own growth.

The Wixom-based company’s roots are in the automotive industry, and it used that base of support to grow into a solid boutique B2B marketing firm. It slowly began to adding other firms from different industries to its clientele in recent years.

“We are diversifying a bit,” says Jim Graziano, president of Onset Marketing.

That’s a bit of an understatement. Onset Marketing’s automotive industry work made up two thirds of its bottom line. Today it’s barely 50 percent. Its customers in other industries include firms in healthcare, finance, and education.

“We have always had this desire to go into different industries,” Graziano says.

Onset Marketing got its start providing similar services for automotive firms. It helped provide the marketing materials for automotive suppliers so they could add clients in other industries. It proved to be a nice, little niche to carve out in metro Detroit.

“We helped a lot of automotive suppliers that were only working with the Big Three,” Graziano says. “We helped them become non-automotive suppliers. We helped them sell to heavy trucking industry, tractor industry, and defense industry.”

That allowed Onset Marketing to grow to a staff of 10 employees and the occasional intern. It has hired three people in marketing over the last year.

Source: Jim Graziano, president of Onset Marketing
Writer: Jon Zemke

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