Risdall Forms New Division with Dale Henn

The new division, called Risdall Henn Direct-to-Market, aims to help drive product sales and deliver results faster than traditional retail-driven business-to-business marketing efforts.

New Brighton-based Risdall Marketing Group announced Tuesday that the company has created a new division called Risdall Henn Direct-to-Market (RHDM).

Direct-to-consumer pioneer Dale Henn has been named president of the new division, which will work closely with clients to craft direct product marketing programs to drive product sales.

Henn said that RHDM will be able to help companies target their messages, connect with consumers, and deliver results quicker than traditional retail-driven business-to-business marketing efforts.

Henn has previously been a client of Risdall, first with Compex Technologies and most recently with Contour Technology, LLC, a company he founded in 2006.

“Having worked with Dale over the years, I know exactly the power and potential he can bring to clients-his direct-to-consumer track record is simply amazing,” John Risdall, founder and CEO of Risdall Marketing Group, said in a statement. “The new division capitalizes on the depth and breadth of our 37-year-old organization and gives our clients yet another powerful tool for driving sales and realizing results fast.”

Henn, a graduate of St. Cloud State University, most recently worked at Minneapolis-based Contour Technology as CEO. At Contour Technology, Henn achieved first-year direct-to-consumer sales of more than $50 million for its Contour Core Sculpting System abdominal belts.

In addition to his work at Contour Technology, Henn formed a joint-venture in 2009 to handle the retail and additional direct-response television distribution with Allstar Marketing Group, creator of the Snuggie Blanket.

Risdall's advertising arm-Risdall Advertising Agency Interactive-is among Minnesota's largest advertising firms based on revenue, which totaled more than $34.5 million in 2009.

The company's PR segment-Risdall McKinney Public Relations-is among the state's largest PR firms based on its net fee income, which totaled $4.7 million in 2009.

-Melissa Loth