Elias Zepeda is a founder and principal owner of First Class Marketing Group. Although a recent graduate of Cal State Fullerton, Elias started First Class Marketing at the age of 20. After starting both First Class Marketing and First Class Productions, his long-term goals are to grow his company into a leading nationally recognized experiential marketing agency.
How did you get started in this business?
I applied at a local marketing company as a sales rep and to my surprise; I was hired as a manager. After less than a year of working as a manager, I was offered my own contract with an affiliate of one of the company’s clients.
How did you know your business idea was the right idea?
To be honest, I did not know. All I knew is that I liked to work hard and I knew that working hard and working smart will have its rewards.
How did you finance your business, in particular, the startup?
Unlike owning your own restaurant or nightclub, the type of marketing that I provide is service based. I didn’t need thousands of dollars for equipment or supplies. I needed a client, employees, and I needed work hard and prove myself. I had a very small amount saved, but made it work with that I had.
What experience did you have (in the field of your venture) before starting?
I only had a couple of month’s experience, but what I lacked in experience; I gained in energy, drive, and ambition. Previously working as a sales rep, I was very familiar with how to market a product or even how to market yourself to your clients. As far as experiential marketing goes, I can honestly say that I learned by trial and error.
What was the most difficult part about getting started in this industry?
The most difficult part was getting people to trust the company and contract us vs. contracting a bigger company. The way I encountered this obstacle is by building relationships with potential clients and networking. I quickly learned that the difference between who you know and what you know.
What was the most crucial thing you have done to grow your business?
The most crucial aspect would have to be recruitment and retention. Being in an industry where employee retention is so low, I am blessed to still have some of the same employees I did as when I started. Constantly branding, small sponsorships, and unique advertising opportunities have also helped. Recently, our company has decided to sponsor a local MMA fighter. Different unique branding opportunities have helped, as they create curiosity, which leads to word of mouth.
How did you go about recruiting the right people into your business?
Definitely NOT on craigslist..lol. In this industry, word of mouth is the best form of recruitment. Also, people who see what it is that you are doing and show immediate interest, is much better than people reading about the job description online somewhere.
What kind of company culture exists in your business?
Generally it is a fast paced industry where it is important to know what consumers are thinking and doing. The average marketing company is hip, and follow the latest trends.
What is your favorite aspect of being an entrepreneur?
The freedom. The ability to make ones hours, work schedule, and decide how much income you want to generate. Although there aren’t that many, I really like meeting other entrepreneurs and relating some of the same struggles.
What is the top skill (or skills) needed to be a successful entrepreneur?
Time management is the most essential skill. We can always learn a process, service, etc, but learning how to manage your time and delegate work properly will make you successful. I’d like to also say that excellent communication is also vital. Although there are some entrepreneurs who have made millions starting a company and immediately selling it, having excellent communication will help for management purposes or for sales presentations.
What do you think is the major difference between entrepreneurs and those who work for someone else?
Entrepreneurs do not settle for less. The average worker wants to only work for 8 hours or so, while the entrepreneur is always thinking about business, new ideas, collaborations, etc. The average worker is satisfied with a salary, while the entrepreneur is never satisfied. The entrepreneur’s brain never turns off. We are a unique breed and we would never change that.
Jeff Bezos once said that "If you do build a great experience, customers tell each other about that. Word of mouth is very powerful." What are your thoughts on that quote?
I couldn’t agree more. This quote coincidentally relates to what we do, experiential marketing. I can certainly attest that a customer experiencing a brand will change his/her perception. Someone having a great experience at an event will lead to word of mouth. A great experience makes all the difference.
Richard Branson once said that "A business has to be involving, it has to be fun, and it has to exercise your creative instincts." What are your thoughts on that quote?
Work should always be fun. There should always be a level of interest in those involved in the business. Fun doesn’t mean duck duck goose during lunch hour, but it means having a high interest or high passion for your work. I had the chance to hear Brandon speak at a business conference last year, he seems like a great guy. Maybe we can go for drinks one of these days.
Zig Ziglar once said "If you don't see yourself as a winner, then you cannot perform as a winner." What are your thoughts on that quote?
Being an entrepreneur has a lot of ups and downs. Being positive and motivated is essential. That drive, passion, and motivation, is what separates us from the rest. You wont succeed thinking you are a loser.
What advice would you give to college students who want to be entrepreneurs?
Find out what your passion is and stick to that. Constantly meet people and get yourself out there. Majority of my clients and business deals have all happened by either being at the right place at the right time, or someone’s referral. With that being said, get out of that chair and make something happen!
Company Description:
The First Class Marketing Group (FCMG) is composed of First Class Marketing, an experiential marketing agency, and First Class Productions, an event marketing company.
We are diligent and ensure that we are on budget, on time, and produce the types of events that make memorable impressions upon your guests. Having extensive marketing, event coordination, and corporate experience; this firm was established with the goal to produce top-notch events.
FCMG is a young and independent company. This grants us unique access to and the ability to work with clients ranging from corporate mixers to special events. Events are our passion and our work speaks for itself. Life is a series of opportunities and recognition, let us maximize both.
Clients include media publications, financial firms, to exclusive Hollywood venues. Whether it be a product launch, marketing campaign, or event production, you can count on First Class Marketing Group".
Website: http://www.1classproductions.com
Interview with Elias Zepeda
