terpAMA hosts professional event with Fixation Marketing

Maryland's chapter of the American Marketing Association, otherwise known as "terpAMA," got an inside peak of the strategies of trade show and event marketing on Tuesday, thanks to a company called Fixation Marketing.

The company's CEO, managing director, and creative director arrived at Van Munching Hall at 6 p.m., eager to share his knowledge with students.

Fixation specializes in marketing communications, aiming to provide trade associations, nonprofits, and other associations with integrated attendance and exhibit sales campaigns.

 "We at Fixation have a staff of 20 people," said President and CEO, Jean Whiddon. "It may sound small, but we are considered among the largest in our industry for the D.C. area."

Whiddon explained how she got started with the company and articulated its aims as a business-to-business agency. Fixation's managing director, Sharyn Collinson talked to terpAMA students through the business operations and organization of teams that go into the campaigns and projects that are taken on by the company.

As creative director, Mike Gallagher explained the creative business strategies that are applied to these campaigns and projects.

"The first question you always ask a client when creating a new campaign is 'why?'" Gallagher said.

He emphasized the importance of digging for the answer to this simple question, as it is crucial to discovering solutions for innovating successful marketing messages.

This event was one of many organized by terpAMA throughout the year to help students gain real-world marketing knowledge.

"We always try to give the students that professional exposure you might not get in the classroom," said Lisa Wagner, TerpAMA's vice-president of events, a senior Marketing and Supply Chain Management double major. "Being able to talk face-to-face with an actual marketing agency can always be helpful in terms of internships and just getting advice."

            The visitors from Fixation were more than happy to give the students of terpAMA some useful tips for achieving success in professional endeavors.

            "I want a hand-written thank-you card after an interview" said Collinson. "We like seeing applicants who do something extra to set themselves apart from the crowd."