Executive Highlight
Ron Goldstein
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Founder, Zenon Wholesale Digital Marketing
- Industry: Advertising / Marketing
Business Founded: 2019
Phone: (303) 725-3007
Email: [email protected]
Address:
1643 aspen meadows circle
federal heights, co 80260
How long have you been in your industry?29 years
Why did you choose your industry?I was one of the early adopters of Pay-Per-Click advertising & saw the power it had at the time. Nowadays when you account for the hyper-targeting capabilities of programmatic advertising & couple that with the effectiveness of video as a medium....it was a no-brainer
Who are your typical clients?We have an extremely diverse array of clients because everyone wants to run targeted TV commercials right?...especially at wholesale rates. Couple that, with the fact that 80-90% of our clientele are "digital marketing" or Public Relations agency partnerships. (Agencies typically "white-label" our services & they charge a management fee. We are a managed service provider, so we handle everything from selling the services for tor them...to providing industry leading reporting analytics. So we "essentially act as an extension of their internal teams") So we have anything from small "mom n pop" dental & medical offices that have been with us for years on a small local monthly budget, all the way to mega law firms that spend close to a million dollars each month
What do you like best about being in this industry?I love sharing how affordable TV advertising is now with CTV/OTT and Online Video. Watching their faces when our team explains a comparable scenario to them & you can literally see the "OMG moment" hit their faces. Simply because TV works so well & every one of us has a memory of a TV commercial that lever left us, we all have those. And nowadays when people can understand that they can leverage the most powerful advertising (and especially branding) medium - that is now internet powered & hyper-targeted - at reasonable costs....their eyes light up with the possibilities. Those are great moments for me because I've been the small advertiser before & I know how frustrating it can be, but things are much different now in today's marketing landscape.
What are common problems you see?It's a relatively "new" marketing approach for smaller media buying. So since many people are still quite new or maybe not as familiar "buying media" on their own, it can be confusing or costly if not executed correctly. So in my opinion, choosing the wrong strategy or the wrong DSP (demand side platform) for your particular individual goals are some of the problems.Another problem that A.I is quickly solving is video content creation. That is typically where the main bottleneck happens. But nowadays the A.I. video generated content is really good, incredibly inexpensive and it can be made within 5 mins. So we steer our agency partners to online tools like that to help them onboard quickly. I think lastly, is making sure to set the proper expectations with every client & reiterate those expectations multiple times to clients so that they can be realistic about the campaigns & to guide them through the early stages.
What advice/tips do you have for clients?That's ironic because I touched on that in the question above....My advice to clients is - to look at CTV or OTT or any Online Video format as a long term "branding strategy" that typically yields results much sooner than terrestrial TV or Radio - because of the newer data-targeting capabilities. So if you need "immediate results" - PPC is still a viable option.
When is your busy season?Election campaign season is always insanity. The "hurry up & wait" game is alive and well during election campaign season haha. That would be the busiest season for sure due to the hectic nature of campaign managment
What keeps you up at night?Obviously you think of ways to stay ahead of competition. Different initiatives to implement, increasing new partnerships, etc - but for me, always thinking of new ways to take care of my team even better. We all came from athletic backgrounds & are extremely competitive people by nature, so "winning new business" is not only good for the business, but it's also good for our souls. I love my people and I value our work, but I always feel like we are closer than any teams we've ever worked at because of our personalized approach.
How do you market yourself to grow/expand your business?We run various omnichannel campaigns ourselves, we attend tradeshows, we do speaking engagements for various Marketing Groups, we have a podcast that addresses the most common FAQ's and we answer them in short form audio & video formats. We have a Referral Partnership that is open to pretty much anyone & in the summer of 2025, we will also be starting our Internship Program for college students.
How involved are you in the community?That's a great question too. I spent a decade as a play-by-play announcer & media personality cover the combat sports in Denver & for major fighting organizations across the globe. So we did quite a bit of charity work almost every weekend for various organizations that needed donation help. We held so many charity efforts for the Wounded Warriors and injured military veterans that also loved mixed martial arts. I really loved that part of my career & I have more time now, so I think I'd like to do that again.
What is your favorite not for profit or charity?Well this organization is an organization with roots & ties to high school wrestling. We all live vicariously through my nephew Ryan who is a standout high school wrestler for his high school in NJ. So we started sponsoring his team, club & Ryan specifically to reach his goals within the sport of wrestling.
What advice would you give to someone thinking of getting into this business?If you genuinely do not set proper expectations with clients, it will be a short run. We need 90 days (like all DSP's) to get a campaign optimized, but we have no contracts, so if we don't perform well, we would lose business. We have over a 90% retention rate with clients and we are extremely proud of that.
What do you enjoy doing in your free time?I love to travel, read, paint, draw, attend concerts, taste any new restaurant since I'm a MAJOR FOODIE! I love to box, golf, fish, shooting sports, comedy clubs, entertain at my home in the kitchen, road trips.
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