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NEW YORK — Digital marketer and social media specialist Eric Potter approaches each of his campaigns with the spirit of winning. “Potter Esquire Media Group doesn’t create to fail,” he says.
Young and seasoned
Potter, a New Jersey native with 15 years of experience working as a corporate and entertainment-industry marketer, spent eight fast-paced months in the limousine industry and discovered a surprising revelation: Many operators have not made the switch to digital media and online marketing.
“Everyone was either using traditional advertising, such as radio, TV and print, or not spending any money on marketing at all,” Potter says. “Most [companies] were relying on their current customers within their communities to sustain their revenue.” He specifically created Potter Esquire Media Group to help the chauffeured transportation industry get up to speed with digital marketing.
Many business owners also fall prey to emerging media companies whose services do not actually provide any value or help to chauffeured operations, Potter says. Because digital marketing is new to the industry, companies don’t have anyone on their team to explain how it works and what it takes to succeed online.
“We are a group of young seasoned professionals that live and breathe social media and social marketing,” Potter says. “When we leave the office, we go home and check our computers to continue monitoring the campaigns we created. We create campaigns that turn companies into online forces to be reckoned with. I love what I do.”
Potter started his career in 1996 as the online promotions manager for Vibe Magazine’s website. The online sphere was still new and he rode the initial wave of Web-centric content creation and management. His boss at Vibe left the company in 1999 to launch a marketing firm on Wall Street called ICED Media. Potter joined ICED Media and created online campaigns for clients such as Motorola, Virgin Records, Universal Records, Comedy Central, QVC, Swatch, Justin Timberlake, and New Line Cinema.
He left ICED Media in 2009 to join a mobile app design start-up in Canada called Ph03nix New Media, where he oversaw all social media and affiliate marketing efforts for the launch of mobile apps and online gaming products on various smartphone platforms and social media sites.
Eventually Potter made his way back to the U.S. and landed the role of digital marketing director for New York-based Dial 7 Car & Limousine Service, where he increased the company’s revenue and brand recognition through social media and Internet campaigns. His experience at Dial 7 led him to create his own marketing firm late last year.