Archives for posts with tag: Peter Stern

I know I told you alllll about the AMA conference I attended last weekend in my last post, but there was one takeaway that I just had to share. Peter Stern, president of Strategic Agency, was full of useful information on entering the marketing industry and what it really takes to become successful. He emphasized creativity and innovation as the way to win over clients and build a strong following for the future.

The most intriguing part of the conference (for me, at least) was when Stern showed us a case that his company has been working on lately to bring the infamous athletic Starter jackets back into popularity. Stern and the rest of Strategic Agency started pitching ideas to Starter and eventually  decided to bring the jackets to the Super Bowl: the ultimate athletic stage.

The creativity comes in when they decided to open up an ice cream shop on Bourbon Street in New Orleans and dub it “The Starter Parlor.” They represented every NFL team with its own flavor of ice cream: positively brilliant!! Coffee ice cream with java chips for the Seattle Seahawks. Gaga for Ghirardelli for the San Francisco 49ers. The combinations were endless.

And thus began the Starter jacket promotion. Celebrities, athletes, and Super Bowl fans lined up to have a scoop of their favorite team’s flavor. The jackets filled the parlor and models walked the runway wearing the latest designs.

Everything about this pop-up shop was great, but the metaphorical cherry-on-top (forgive me for the ice cream pun, I simply couldn’t resist) was when Mr. and Mrs. Harbaugh, the parents of the coaches in the Super Bowl, came to The Starter Parlor for a scoop or two of ice cream. What flavor would they pick? San Francisco or Baltimore? ESPN and other media outlets around the country waited for the answer. The idea of bringing in the mom and dad of the coaches facing each other in the biggest televised athletic event of the year is marketing genius. Starter gets its promotion and Strategic Agency looks really, really good.

This kind of creativity is what I aspire to. All it will take is a little persistence, a dash of luck, and a whole lot of hard work. I think I’m ready for it. How about you?

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This Saturday I was lucky enough to attend AMA’s Northeast Regional conference at Pace University with a few other members of TCNJ’s chapter of the American Marketing Association. This annual conference is a great opportunity for students from all over the Northeast to come together and learn from leaders in the industry about the latest marketing trends and to gain valuable professional experience.

The day was set to begin at 6:20 in the morning. Rise and shine! Funny thing is…I didn’t wake up to the alarm that I set for 5 o’clock and instead was jolted awake at 6:40 when our chapter’s vice president called asking where I was. Who needs coffee when you can run on adrenaline, right?! Right. So in 17 minutes I went from pajamas to professional…that has to be a record!

So at 7:00am we started our trip into Manhattan. From TCNJ to Harrison by car, from Harrison to 33rd Street by Path train, from 33rd Street to Cortlandt Station by Subway, and from Cortlandt Station to Pace University by foot…in the rain. But we made it!

Just a bit of fog!

Just a bit of fog!

 

When we arrived at Pace, we were welcomed by the President and Vice President of Pace University Marketing Association, more commonly referred to as PUMA. Very clever. They handed us raffle tickets and showed us to our seats for a nice breakfast and introduction. The theme for this year’s conference was Entertainment Marketing, perhaps because it was held the day before the entertainment industry’s most favorite event of the entire year: The Oscars.

Next up were the keynote speakers. First was Peter Stern, President of Strategic Agency, a marketing firm based in New York City with a focus on finding the newest ways of bringing brands into the 21st century and beyond. He introduced the group to the idea of constant innovation in the workplace. Brainstorm. Be creative. Learn from your mistakes. It isn’t about how much experience you have, it’s about how well you can adapt to the situation you’ve been given.

The final speaker of the day was Howard Homonoff, lawyer, managing consultant, media/communications/entertainment executive. The list goes on. His takeaway for us was that the way to be successful is through effective communication. Now this means Twitter, Facebook, LinkedIn, blogs (like this one!) and whatever else it takes to get your message out there to as many people as possible. The more we communicate, the more likely we are to succeed. He makes a great point!

To wrap up the day we had a friendly marketing case competition. We were handed an object to sell to the room in a 30 to 60 second pitch. Too easy, right? What’s the catch? You had to sell the item without saying what it was. This increased the difficulty by, oh I don’t know, 1,000%!!! Our team had to sell AMC Movie Theater Tickets…so naturally we decided to act out a film! I think the judges liked our production of The Karate Kid, because we received first place in the conference! Definitely a fun way to end a productive and educational day!

WE GOT TROPHIES!

WE GOT TROPHIES!

 

So that was my Pace Conference experience! An awesome way to get together with other marketing students and learn all about the industry.

Later this week I’ll tell you all about Peter Stern’s latest business venture in New Orleans! But until then…

Cheers,

Liz