October 11, 2012

TINA WELLS, CEO OF BUZZ MARKETING GROUP

TINA WELLS, CEO OF BUZZ MARKETING GROUP

Most sixteen year-olds are focused on passing their driving test, but at that age Tina Wells started a business that has evolved into a sought-after consulting company for organizations wanting to capture the influential youth market. Launched in 1996, Buzz Marketing Group is a marketing agency specializing in youth needs, desires and trends. Named one of Inc. Magazine’s 2009 Top 30 Entrepreneurs Under 30, Tina also created a network of 9,000 teen consultants, called “buzzSpottersÒ,” who provide input to clients about trends, pop culture and hot topics. Buzz Marketing Group boasts a client list that includes Time Inc., PBS, Verizon, American Eagle, Proctor + Gamble, Reebok, OPI, Steve Madden and Aveda.

Tina got her start when she answered an ad in the back of Seventeen Magazine soliciting teens to write for The New Girl Times. She responded with a product review writing sample and was accepted. In no time, Tina was receiving products from manufacturers eager to hear what she had to say, even getting input requests from some companies multiple times. Soon, Tina began receiving too many products – more than she could reasonably handle, so she recruited ten friends to help her out.

At age 16½, Tina realized she didn’t need a middleman to send her the goods and decided to start her own company. After all, she was getting products for free each month, and for a teenager that sounded like a pretty cool business. So she introduced Buzz Marketing Group in 1996 with a huge fashion show highlighting a variety of brands. Having virtually no overhead as a kid living at home, Tina launched Buzz Marketing Group with a word processor and a phone.

While a student at Hood College, Tina took an Independent Study course where she wrote the business plan for Buzz Marketing Group. She still uses that very same document today.

As a senior in college, Tina was not sure what she wanted to do when she graduated. Buzz Marketing Group was doing well, but Tina actually considered law school for a while before deciding to focus on the research side of her company. When CosmoGIRL! wrote a feature on Tina’s company she received over 15,000 applications from around the world. The selected participants became known as “buzzSpotters®” and there are currently 9,000 teens and tweens helping companies understand the youth market’s tastes, attitudes and buying habits.

In addition to her success as a businesswoman, Tina is also the author of Mackenzie Blue, a series of books for eight to twelve year-olds. The books chronicle the adventures of a diverse group of friends who try to survive middle school at a prestigious academy in southern California. The series has been described as an upbeat change from the mean-girl culture.

Tina’s ultimate vision for Buzz Marketing Group is to be the nucleus of several companies. In determining what the next focus will be, Tina starts with research and insights and lets that lead into innovation, describing Mackenzie Blue as a prime example. She is also considering doing a tween clothing line.

Tina has been recognized as one of Essence Magazine’s Top 40 Under 40, Billboard’s 30 Under 30, appeared on AOL’s Black Voices Black Women Leaders in Business Top Ten list and Inc. Magazine’s Top 30 Entrepreneurs Under 30 feature. This year she received the Philadelphia Chamber of Commerce Young Entrepreneur of the Year Award.

What we learned from Tina: “Make sure you know as much as you can about what you want to do. Knowledge really is power, and it’s important to show that knowledge. It’s also crucial to work hard to know about your target demographic and communicate clearly to that consumer.”

On Launching Young

“I was sixteen when I started my business, so this is all I’ve ever known. I truly believe that by being an entrepreneur at a young age, my naivety saved me. If I had launched as an adult, I wouldn’t have gotten here, where I am today.”

Be at Your Best

“It’s very important to carve out time for myself, friends and family. People depend on me and if I’m not at my best, my company will suffer. I go to the gym four to five times each week, read and do yoga. It’s challenging, but also very rewarding to balance family and work. Today, I don’t do any business on Saturdays and Sundays – I live for my weekends!”

Don’t Look Back

“I’m always amazed and how smart teens and tweens are. They don’t know what they don’t know and are so excited to learn. This age group is naïve, but that’s good because they don’t put any limitations on themselves. Also, hire summer interns – they are young people with valuable ideas.”

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