It’s all about the experience. In a consumer culture that is saturated and increasingly disenchanted with “things,” experiences have become the new “go-to” opportunity for businesses (and people) looking to make an impact. Ed Feather ’90, has found his niche in this nouveau world, as he helps clients all over the globe create unique brand moments in order to motivate employees and gain clients of their own.
“When trying to attract business or make an impact with stakeholders, corporations are looking for the ‘wow’ factor. At Cramer, we create that magic, providing large-scale events and experiential marketing for global businesses. You know that moment in a movie or live performance when you get the chills and feel completely connected in? That’s our specialty!” remarks Feather.
To be sure, Feather is well-suited to his role. With a background in B2B and consumer advertising and marketing and a keen understanding of the client experience, he brings a wealth of knowledge and passion to the table for each account. One can’t help but be caught up in his excitement as he describes the ultimate “moments” that are created on stage at a conference, in a video, or within a marketing campaign.
“It’s incredible to work with a client to bring their vision and brand to life. Many of my accounts are in the B2B healthcare field and when they present to hospitals, they don’t want to “sell” at all—rather, the goal is for their potential clients to leave with the feeling that this partnership is inspired, critical, and a win-win. We support them in creating that evolved atmosphere.” Feather relates.
The company works with corporations from UPS to Siemens Healthineers, in diverse fields from technology to financial services. Cramer employs 150 people on its ‘studio model’ campus—everyone from strategists to video producers to sound engineers—in order to create the perfect marketing package for their clients. Feather oversees five major accounts, partners with the creative and production teams for events, video, and other experiential marketing programs, and, as the head of account services he manages a team of six, each with their own portfolio. It’s extremely busy and rewarding work.
When asked how his time at Trinity-Pawling served him throughout his years at the School and in his life, Feather remarks, “One of the best things about my experience at T-P was the Effort System. When I arrived as a freshman I quickly realized I did not ever want to be in Group 3 again. And this was exactly the right challenge to keep me motivated all four years, and beyond.”
As experiences go, we think Feather has chosen a pretty exceptional one in his profession—to be a magic-maker is quite an opportunity! To learn more about all of the creativity happening at Cramer, visit their website here.