When you think of most 15 year old girls, you probably have pictures of somewhat immature but fun loving girls whose only interest is fashion, boys, and the latest gossip about who dumped who. You probably picture them barely managing an allowance or working some part-time job in McDonalds or a mall boutique.
You probably wouldn’t picture them living in NYC, with more talent and marketing know-how than advertising professionals three times their age, helping to run a hot up-and-coming marketing agency working with huge brands like Unilever, Playtex and Jones New York.
But it’s true. Yup – 15 year old girls. Sound crazy? You won’t think so after you read about my conversation with Heidi Dangelmaier, founder of 3iying, an all girl marketing agency.
3iying specializes in marketing and design strategies for girls 15-25.
It takes a lot to impress me in the brains department, but Heidi is just scary smart. She is a self described “girly scientist” who was the only female robotics student in the Princeton PHD program. She went from the world of science, to the world of video games, to the world of marketing. She is an inventor, and has used her scientific background and innovative imagination to create a company that can consistently come up with new, relevant ideas that resonate with their target audience.
You see – 3iying specializes in marketing to girls from 15-25. The women who make up the company are 15-25 themselves. After talking with Heidi I think there are four reasons for the company’s success: