It\u2019s all about the experience. In a consumer culture that is saturated and increasingly disenchanted with \u201cthings,\u201d experiences have become the new \u201cgo-to\u201d opportunity for businesses (and people) looking to make an impact. Ed Feather \u201990, 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.<\/p>\n
\u201cWhen trying to attract business or make an impact with stakeholders, corporations are looking for the \u2018wow\u2019 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\u2019s our specialty!\u201d remarks Feather.<\/p>\n
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\u2019t help but be caught up in his excitement as he describes the ultimate \u201cmoments\u201d that are created on stage at a conference, in a video, or within a marketing campaign.<\/p>\n
\u201cIt\u2019s 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\u2019t want to \u201csell\u201d at all\u2014rather, 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.\u201d Feather relates.<\/p>\n
The company works with corporations from UPS to Siemens Healthineers, in diverse fields from technology to financial services. Cramer employs 150 people on its \u2018studio model\u2019 campus\u2014everyone from strategists to video producers to sound engineers\u2014in 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\u2019s extremely busy and rewarding work.<\/p>\n
When asked how his time at Trinity-Pawling served him throughout his years at the School and in his life, Feather remarks, \u201cOne 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.\u201d<\/p>\n