42. From Stay-at-Home Mom to THE Event Planner of New York City with Sophia Auster
Sophia Auster is the founder of the Auster Agency and is a renowned event planning expert who, for over 25 years, has been THE event planner of New York City. She shared her experience in creating and growing events as well as her career evolution and insights on marketing strategies, networking, and professional growth.
Building on her expertise in "placemaking," Sophia's career continues to evolve as she is currently working on a project to reimagine Pennsylvania Avenue in Washington, D.C.
With a background in marketing and inspired by a friend's suggestion, Sophia transitioned from stay-at-home mom to becoming an event producer, starting with small concerts in local parks and methodically growing her business.
She emphasized the importance of building a personal brand through under-promising and over-delivering, while being responsive to market demands and taking "baby steps" in business growth. She focused on creating a reputation through word-of-mouth and networking, initially offering services at a lower rate to establish her brand.
The discussion included:
- The value of uniqueness and creativity.
- The art of overcoming "no" by viewing it as a potential "yes"
- The importance of building long-lasting and memorable brands and experiences.
- The loneliness (at times) of being the boss and the importance of hiring the right people.
- The commitment to continuous adaptation, trust in vendors, and treating everyone with respect
Contact
Email: [email protected]
Also mentioned during the show:
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