MABC Member Profile - Mike Schuster - Owner Fiddle Smart Marketing

Many entrepreneurs spend countless hours and waste a lot of money marketing their business ... only to feel frustrated and ready to "throw in the towel" when their efforts don't attract new customers or build more sales. Maybe you can relate.

With 30 years of experience in marketing, I can tell you it doesn't have to be that way. To attract more customers (without relying on hype or manipulation) and sustainable grow sales, most businesses need to focus their marketing so it leads with strategy, uses data to help shape decisions, and focuses on the customer (not the company).

As a small business marketing consultant, I help my clients combine these factors in a way that attracts ideal customers, builds deeper connections, and amplifies their impact.

Before founding FiddleSmart Marketing, Mike spent more than two decades developing a data-driven, customer-focused approach to marketing while leading teams for family-owned businesses in specialty, niche markets. I became passionate about building shareworthy customer experiences during a summer at Disney. I discovered the sales power of storytelling and data-driven marketing during my time at The Franklin Mint. And, for nearly 15 years, I combined them to establish, focus, and facilitate strategies for the profitable growth of one of the sewing industry’s most iconic retailers, Nancy’s Notions.

When I'm not working with clients to create marketing that inspires action, I enjoy spending time outdoors hiking, camping and playing around with photography. From time to time, I also spend time on stage acting in community theatre productions. An avid swimmer and devoted dad, I live in Sun Prairie, Wisconsin, with my wife, three kids and our dog.

Most business owners work hard marketing their business only to feel deflated when they barely get results. At FiddleSmart Marketing, Mike works side by side with them to develop marketing that actually works so they can reach more of the people they are called to serve.

Services for Business Owners and Entrepreneurs

Marketing strategy, planning and execution

Strategic analysis: get insights into customer and product dynamics, what's driving results, clarity on where to focus to revitalize sales, and opportunities for quick wins.

Marketing audits: identify small tweaks that can be made to existing product offers, creative presentations and campaigns to get more customers and increase sales without increasing the marketing budget.

Marketing Renovations: upgrade and expand marketing programs where it counts. Process is designed to review current results, expand what's working, eliminate what's not, focus on what's going to make the biggest difference and build a plan.

Marketing program management: work with the existing internal team or an external network of providers to execute the plan, get projects off the ground and grow the business.

Marketing Coaching: help teams become more effective marketers through customized training, facilitator-led workshops or regular check-in meetings.

Background Info

Always a consultant at heart, Mike’s quarter-century of experience includes working in specialty, niche-focused markets including crafts, collectibles, gifts and the performing arts.

He’s led the development of multi-million-dollar, multi-title catalog businesses; conceived and implemented new product development strategies and created multichannel direct-to-consumer marketing campaigns.

A trained facilitator, Mike’s also led multi-day workshop sessions in the U.S. and China to solve cross-functional business issues. These sessions led to a savings of over $2 million in annual expenses and cut long-established process lead times by 50%.

For nearly 15 years before founding FiddleSmart Marketing, Mike established and facilitated strategies for the profitable growth of one of the sewing industry’s most iconic retailers, Nancy’s Notions.

Under his leadership, the company expanded product lines, increased the number of active customers, launched digital marketing programs, improved operational efficiencies, and renovated long-standing marketing practices.

During his tenure, the company experienced the longest period of sustained profitability in its 35-year history.

A believer we make better decisions when focused on the customer, Mike iproudly holds a Ducktorate Degree in Management, Disney Style, from Disney University. After all, how cool is it to have a degree signed by Mickey Mouse and Donald Duck?

He earned his MBA in marketing from Villanova University. And, he holds a degree in Public Relations from Western Michigan University.

Marketing Areas of Expertise

Marketing & Sales

Business Strategy

Brand and Product Management

Direct-to-Consumer Marketing

Online Marketing