From start-up to $45 million – the remarkable rise of
the Hudson Group
 The old saying, giant oaks from little acorns grow,
epitomises the remarkable success story of the Hudson Institute.
Hudson teaches Australians how to build and
manage their own investment portfolios – without having to rely on
superannuation or managed funds.
Seven years ago, the fledgling enterprise was
an under-capitalised start-up.
Today, the Hudson group of companies has a $45
million turnover, its own property investment company, and a futures and
share trading service.
This turnaround was largely due to the
entrepreneurial flair and vision of Gary Wrenn, the company’s founding
director.
However, Gary readily acknowledges that
Hudson’s close working relationship with Justin Roff-Marsh Advertising
(now Ballistix), has been a powerful catalyst for change.
For the first two years of operations, the
Hudson directors could not afford to draw a salary.
Every cent they earned was ploughed back into
the business, along with their fast-dwindling personal savings.
"We were fortunate that we had a great
product and a talented and committed team," recalls Gary.
"For the past eight years, JRMA has
effectively been part of that team – even though it is an independent
company.
"JRMA has played a key role in the
development of the Hudson Institute."
The Hudson Institute sells a sophisticated
do-it-yourself wealth creation program called First Class Ticket. Customers
invest $3,800 for a ‘membership’ of this program. First Class Ticket
includes an innovative budgeting system, a set of videos and workbooks, a
quarterly newsletter, a Website, and ongoing support from Hudson’s team of
licensed investment advisors.
Gary says that, unlike many other advertising agencies, JRMA is not
interested in clever, quick-fix solutions.
 "JRMA is
different from other advertising agencies because they work alongside their clients in
their businesses. They certainly know and understand our business and culture as
intimately as we do. Moreover, they have strong strategic as well as marketing skills that
are firmly focused on our bottom line."
"They don’t simply write ads – although they do this very
well. JRMA’s skill lies in helping its clients develop finely-tuned, long-term
marketing strategies."
Over the years, Hudson has invested heavily in advertising and marketing,
and in developing an effective sales process. Now they are reaping the benefits. In five
years, the First Class Ticket program has grown from 30 members to more than 6,000.
Additionally, Hudson has 72,000 clients, attending regular wealth creation seminars.
 Today, 35% of
new business comes from advertising, and the remainder is equally divided between
strategic alliances and referrals.
An important turning point in Hudson’s development was the decision
to use wealth creation seminars as the first step in the First Class Ticket sales
process.
Hudson has built a national seminar program that, last year, introduced
more than 52,000 people to its investment principles!
As well as building a valuable database, this seminar program is a
particularly effective way of introducing people to Hudson’s First Class Ticket.
With the domestic market growing strongly, Hudson is now considering
overseas expansion. To oversee this development, Gary was recently appointed Chairman of
the Hudson Group. The day-to-day running of the company is now in the hands of a new
CEO,
David Miller. David has extensive investment industry experience and is already building
on the company’s remarkable success.
Justin Roff-Marsh Advertising helps the Hudson Institute to fine-tune its
marketing strategy and its sales processes. It also creates all of Hudson’s
advertisements and promotional materials.
These include Hudson’s newsletter, The Hudson Report and its
extensive Internet site.
The JRMA team is looking forward to continuing to add value to the rapid
and exciting growth of the Hudson group.
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