evm_september-2023 - 38

SPONSORED CONTENT
EXECUTIVE Q&A
ZEV NOROTSKY
CEO & FOUNDER
ZEV@ENTER.WORKS
ENTER.WORKS
Give us a quick version: How do you describe your company?
ENTER is a marketing incubator and cultural forecaster specializing
in experiential strategies that fuse the worlds of live, digital,
technology and multimedia into one cohesive brand platform.
Describe your agency-what makes it unique and how are you
different from the competition?
ENTER is a new breed of event marketing agency founded with a
flat organizational chart matched with a project-based approach
which allows us to offer a distinct skillset for each assignment by
matching the best creatives and producers with each objective.
We don't carry any unnecessary baggage and that allows us to be
precise, efficient, and most importantly skill based. ENTER is just
different, and that's not about being relative to the industry as a
whole or other agencies. We are born from the spirit of collaboration
and just want to follow our own path in an increasingly complex
industry.
How is artificial intelligence positively impacting the business?
I think it's still a bit too early to tell, our creatives are tinkering with
some of the design apps and do think there has been some stellar
output overall but want to err on the side of caution before we
call this a revolutionary development. In an industry that already
doesn't do a great job of protecting ideas and agency IP it will be
very interesting to see how that evolves with time.
Given your agency's successes, what approach and philosophy do
you take to business?
I view ENTER primarily as a hospitality company that just so
happens to produce events. One of the core tenets of our agency
model is a dedication to client services. This is something that
I felt was really lacking a decade ago and with my nightlife and
restaurant background felt like it was a natural evolution to be
client centric first and foremost. I live under the premise that it's a
lot easier to retain an existing client than find a new one and the
key to retention in that regard has always been a combination of
results and client services.
What do your long-time clients say about you? Why do they
come back year after year?
We just care more! This is something that I drill home with our
teams every chance I get. There are a lot of agencies, and the path
to success for ENTER has and will always be its commitment to
execution. Producing events is a highly stressful and dare I say
emotional exercise, clients today want partners who will fight for
them every step of the way and feel a connection to their agency
counterparts. Client retention is the key to success for our business
and it does not happen if every single person from the top down
does not buy into this philosophy. It's what makes working with us
memorable and sets everyone up for long term success.
Your take on what modern event audiences really want?
The same as it has always been, which is to say that you just had
to be there. I think live is the fundamental tie that binds, and all
experiences are heightened when you are surrounded by a likeminded
community. The absolute best events are the ones you
can't miss. If you design activations and events with that core
thesis in mind and create desire on behalf of a brand you have
already delivered.
38
EVENT MARKETER FALL 2023
eventmarketer.com
http://enter.works/ http://www.eventmarketer.com
evm_september-2023

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