By Suzanne Ito
Title: Director of Marketing
What He Plans: Nearly 30 events a year for Sean John, Sean "P. Diddy" Combs' trendsetting clothing company, including some of the fashion industry's most talked-about shows. He's also vice president of marketing at Blue Flame Marketing, a marketing and advertising company also owned by Combs.
Age: 28
Staff: Six
Annual Budget: $8 million
How Long He's Been at Sean John: A year and a half
Favorite Magazines: Wallpaper, Frank 151, The New York Times Magazine
Favorite Drink to have at an Event: "Cranberry and ginger ale."
Nights Out Each Week: "Probably four to five."
How Long He's Lived in New York: "My whole life."
Where He Lives: Fort Greene, Brooklyn
What are some of the challenges of having such a high-profile boss?
The challenge is just making sure he stays involved. Puff is very particular, and very immaculate with the things he does and he wants to make sure he sees everything. He has a very high standard. Just tracking him down and getting on his schedule [is challenging].
So he basically has to OK everything before it gets done?
Pretty much.
What's the biggest challenge facing the special event industry right now?
Originality. Coming up with stellar events both impactful and original, that attack event planning from a new angle. Everything's been done, every venue's been used, invitations are the same-our biggest challenge is coming through with something fresh and new.
Is it harder to justify spending money on events now?
It is, which is why we've done more for charity. For our end-of-the-year Rockefeller Center event, all the proceeds go to charity. For our Fall 2002 show, Puff initially wanted to do it in Milan, but we decided to keep it here and spend our money in New York.
Has event marketing's importance increased?
Event marketing is the last frontier in branding and reaching your consumer. It's important as far as setting a tone and image for your company. There's so much attention to detail to play with. To me, [event marketing] is the ultimate branding tool.
Do you find that holding events for the trendsetters is more effective than events like in-store fashion shows, where you're reaching out directly to the consumer?
I think it's two-tiered. There are different objectives and advantages to both. We believe in the trickle-down philosophy: You reach tastemakers and trendsetters, then you're reaching the people following in their footsteps, so it trickles down to the kid buying t-shirts and jeans. It's a lifestyle.
Has the definition of a successful event changed as well? How do you measure an event's success?
Press is definitely a big indicator of the success of an event. Our fashion show was on the front page of the national edition of The New York Times, which is up there. Press and editorial, and just word of mouth, and just a buzz amongst your peers in your industry. I think that's the ultimate measurement.
What do your guests expect at a Sean John event?
Puff is definitely known for giving a good party, and he values that and understands the importance of people having a good time. People have come to expect that, to be entertained and have a good time and be amongst sexy people.
What would you say is your biggest challenge? Raising money? Gathering sponsorships?
That has become increasingly difficult, raising money and finding sponsors. In this economy, everyone's more selective about what they want their dollars [going] toward.
How do you see events changing overall now?
We'd like to make our events more interactive, where it's not just come and party and go home. I think that's a definite trend where the guest is an active participant and not just a bystander, whether it's setting up Playstations, or being able to customize a pair of sneakers.
Do you have a preferred list of vendors who you work with, or do you constantly try out new companies?
It depends on the event. We're definitely of the philosophy of "it's not broke, don't fix it." We work with KCD, which has been the production company for our shows since day one.
What are some things that make a company stand out?
Creativity. Attention to detail and execution.
What annoys you about a vendor that makes you think, "I'm never going to hire them again?"
Being cheap. When we take on a project, we would love them to have the same passion we have, so I think a big turn-off is someone doing it for a check and not concerned with the outcome.
Where do you go for inspiration?
It could be from a pair of sneakers, it could be from a product design, or just pop culture, magazines, books, film?travel is definitely a big inspiration. Architecture. Design in general.
What has been your best discovery?
My favorite venue would probably be Eugene's. I love that space. It has an inherent sexiness.
What's the best piece of advice anyone has ever given to you in regards to your job?
If you have your name attached to something, make sure it turns out the way you want it.
Posted 02.05.03
Photo by Anna Persson for BiZBash.
This Q&A originally appeared in our newspaper, the BiZBash Event Style Reporter.
Title: Director of Marketing
What He Plans: Nearly 30 events a year for Sean John, Sean "P. Diddy" Combs' trendsetting clothing company, including some of the fashion industry's most talked-about shows. He's also vice president of marketing at Blue Flame Marketing, a marketing and advertising company also owned by Combs.
Age: 28
Staff: Six
Annual Budget: $8 million
How Long He's Been at Sean John: A year and a half
Favorite Magazines: Wallpaper, Frank 151, The New York Times Magazine
Favorite Drink to have at an Event: "Cranberry and ginger ale."
Nights Out Each Week: "Probably four to five."
How Long He's Lived in New York: "My whole life."
Where He Lives: Fort Greene, Brooklyn
What are some of the challenges of having such a high-profile boss?
The challenge is just making sure he stays involved. Puff is very particular, and very immaculate with the things he does and he wants to make sure he sees everything. He has a very high standard. Just tracking him down and getting on his schedule [is challenging].
So he basically has to OK everything before it gets done?
Pretty much.
What's the biggest challenge facing the special event industry right now?
Originality. Coming up with stellar events both impactful and original, that attack event planning from a new angle. Everything's been done, every venue's been used, invitations are the same-our biggest challenge is coming through with something fresh and new.
Is it harder to justify spending money on events now?
It is, which is why we've done more for charity. For our end-of-the-year Rockefeller Center event, all the proceeds go to charity. For our Fall 2002 show, Puff initially wanted to do it in Milan, but we decided to keep it here and spend our money in New York.
Has event marketing's importance increased?
Event marketing is the last frontier in branding and reaching your consumer. It's important as far as setting a tone and image for your company. There's so much attention to detail to play with. To me, [event marketing] is the ultimate branding tool.
Do you find that holding events for the trendsetters is more effective than events like in-store fashion shows, where you're reaching out directly to the consumer?
I think it's two-tiered. There are different objectives and advantages to both. We believe in the trickle-down philosophy: You reach tastemakers and trendsetters, then you're reaching the people following in their footsteps, so it trickles down to the kid buying t-shirts and jeans. It's a lifestyle.
Has the definition of a successful event changed as well? How do you measure an event's success?
Press is definitely a big indicator of the success of an event. Our fashion show was on the front page of the national edition of The New York Times, which is up there. Press and editorial, and just word of mouth, and just a buzz amongst your peers in your industry. I think that's the ultimate measurement.
What do your guests expect at a Sean John event?
Puff is definitely known for giving a good party, and he values that and understands the importance of people having a good time. People have come to expect that, to be entertained and have a good time and be amongst sexy people.
What would you say is your biggest challenge? Raising money? Gathering sponsorships?
That has become increasingly difficult, raising money and finding sponsors. In this economy, everyone's more selective about what they want their dollars [going] toward.
How do you see events changing overall now?
We'd like to make our events more interactive, where it's not just come and party and go home. I think that's a definite trend where the guest is an active participant and not just a bystander, whether it's setting up Playstations, or being able to customize a pair of sneakers.
Do you have a preferred list of vendors who you work with, or do you constantly try out new companies?
It depends on the event. We're definitely of the philosophy of "it's not broke, don't fix it." We work with KCD, which has been the production company for our shows since day one.
What are some things that make a company stand out?
Creativity. Attention to detail and execution.
What annoys you about a vendor that makes you think, "I'm never going to hire them again?"
Being cheap. When we take on a project, we would love them to have the same passion we have, so I think a big turn-off is someone doing it for a check and not concerned with the outcome.
Where do you go for inspiration?
It could be from a pair of sneakers, it could be from a product design, or just pop culture, magazines, books, film?travel is definitely a big inspiration. Architecture. Design in general.
What has been your best discovery?
My favorite venue would probably be Eugene's. I love that space. It has an inherent sexiness.
What's the best piece of advice anyone has ever given to you in regards to your job?
If you have your name attached to something, make sure it turns out the way you want it.
Posted 02.05.03
Photo by Anna Persson for BiZBash.
This Q&A originally appeared in our newspaper, the BiZBash Event Style Reporter.
