Local Company Offers Innovative Business and Branding Solutions

For many small business owners, coming up with the right mix of marketing, advertising and public relations can be a real headache. But it doesn't have to be. Local businessmen Darren Magarro and Ryerson Kipp, of the DSM Group, have found a way to help other local businesses establish their brand without breaking the bank. 

"Small businesses often find themselves dealing with 16 different people doing 16 different jobs," Magarro explained. "We help to put some of those pieces together, by bringing advertising, marketing and PR under one roof."

From creating identifiable logos and media kits, to managing social media and advertising campaigns, the full service Franklin Avenue business is getting noticed. The company is ranked in the NJ Biz Top 50 for both Advertising and Public Relations and earned an NJ Ad Club Award.

At the Manhattan-loft-like DSM Group headquarters — which is litterally around the corner from Magarro's home and overlooks an undeveloped parcel where Kipp counted 12 wild turkeys, a downy woodpecker, male bluejay and a redtail hawk in a span of two days — Magarro shared his business strategy with Patch. 

Brand recognition only comes with exposure, he explained, adding "You have to to hit people over the head with your brand for it to start resonating." 

To that end, the company is currently testing an internet ad campaign that achieves just that: No matter where I am on the web these days — playing scrabble with my sister, chatting on a mom's forum, or googling something for Patch — and the orange and grey DSM Group Logo reaches across the screen. (It even greeted me on the website of a newspaper in Indian.) While I do admit to feeling stalked at times, its nice to see a local brand far on the other side of the World Wide Web. 

"The key to advertising a local business is reach and frequency: make sure you reach as many people as possible and you need to reach those people frequently," he told Patch. "Make sure you have a plan and be consistent. Don't just go, 'I’m gonna throw $1,000 at June,' and then pull out a month later."  

Magarro, a Wyckoff-native and Ramapo High alum, launched the DSM Group in 2007, in the basement of his Franklin Lakes home. After graduating Lehigh University, he started his career as a media buyer in Manhattan. Two agencies later, he was ready to strike out on his own.

By the end of that year, he needed to expand and found Creative Director Ryerson Kipp through a friend-of-a-friend, or more acurately, his brother-in-law's wife was friends Kipp's then-girlfriend, now-wife. 

It is those types of relationships that are at the core of Magarro's business efforts. His focuses is on the relationships with local businesses, both clients and vendors.  

The creative work takes place around Kipp's desk. Originally from Vermont, Kipp came to Wyckoff after graduating Syracuse University and living in New York City. His graphic design background is diverse. From print advertising for big name furniture clients to publishing an award winning luxury magazine to redesigning packaging for a product soon to be lining shelves in IKEAs all over the world, DSM's Creative Director won't be pigeon-holed.

The group's diversity may help drive its success in this economic climate. The DSM group's secret? Simple Math. “Spend less than you make, and you will be successful,” Magarro explained. As such, they run a lean operation and are able to pass those savings on to their clients, while also expanding their staff. 

Magarro's advice for other small business owners: Make sure you have a plan.

"There is no magic bullet for advertising," he explained. "Above all, you need to have a plan — a six-month, a 12-month, an 18-month plan — to get your message out there, and the plan needs to be refreshed on a continuous basis."