Time With The Boss - Steve Randazzo, Pro Motion

Steve Randazzo
PRO MOTION

Website: promotion1.com

Industry: experiential marketing – event marketing, marketing tours and street teams

Education: University of Central Missouri, bachelor’s degree in communications, minor in marketing

Family: Patti (wife of 25 years), Paige and Stephen (children)

What is your mission?

Pro Motion’s mission is to be the best experiential marketing agency, not the biggest. We create memorable experiences between brands and consumers on a personal and emotional level through face-to-face engagements.

What was your first job?

My first job was also my first company: Steve’s Lawn Service. I was 12 years old, and I cut individual and businesses’ lawns. That experience taught me a lot about the fundamentals of running a business. I remember getting a bank account and a receipt book, and that was pretty cool.

What was your worst job?

In college I worked on an asphalt crew for the city of Florissant. It was hot, and the chemicals used in that line of work are nasty and smelly. I would have to take off my work clothes in the garage because my mom wouldn’t allow them in the house.

What led you to your industry?

I was born with the skill set you need to be successful in my industry:
•I’m more street smart than book smart.
•I love controlled chaos.

•I love that every day is a different challenge.

My first “real” job was in the Kansas City Royals’ marketing department, and I worked a lot on the events inside and outside the stadium. That’s the best job I would never want to have again!

Who is your industry role model?

I really don’t have any industry role models. There are some brands like Disney (client since 2009), Jeep and Nike who continue to do great work in our industry.

How do you try to differentiate your business from others in your industry?

We only work with 10 brands at a time, so we provide crazy good service to our clients. In fact, many think they are our only client. We also have the best brand ambassadors because we recruit and train more extensively than other agencies in our space; some even get hired on by our clients afterward since they are so good. Another differentiator is we have been in business 20 years and we’ve never been fired by a client. That is unheard of in the agency business.

What’s the hardest part of your job?

Finding the right brand ambassadors for our clients’ brands. We spend a lot more time recruiting today than we did 20 years ago. While it is easier to connect with brand ambassadors, it takes more time to weed through the candidates to find the perfect one for our client’s brand.

What’s the best part?

Seeing our ideas and concepts come to life. Activations are usually months in the making. When the idea finally jumps off the page and becomes tangible and everyone loves it – that’s a good feeling!

What best advice would you share with new entrepreneurs?

Find a team that believes in your vision and owns it like you do. I was fortunate to have a great core team who started with me back in 1995, and one of them is still with me 20 years later.

What’s your favorite place in St. Louis?

I really like my backyard. I can relax, drink a beverage, watch the Cards game and escape with friends and family for a while.

What do you like to do in your free time?

I love playing golf with my kids and traveling with my family. I am also on the boards of Big Brothers Big Sisters and the Business Bank of St. Louis, and we support Angels’ Arms Foster Homes too. Everyone in my family enjoys giving back to organizations focused on kids.