"Know your ideal client very well and recognize when that ideal changes" with Amaia Stecker

Amaia Stecker, the Managing Partner of Pilar & Co, started out on Capitol Hill working with constituents and observing their event logistical challenges that impeded their advocacy efforts. Volunteering with social organizations gave her an opportunity to take risks with their annual large-scale events and use, not just creative, but downright wild and crazy ideas due to a shoestring budget from the 2008 recession. After many years of “other duties as assigned” responsibilities and these volunteer activities, which she vastly preferred to her day job at the time, Amaia stepped out on her own and started Pilar and Co in 2015.

 What inspired you to start your business?

I wanted to help organizations willing to take risks and try creative alternatives to achieve success in their event experiences. These risks have to align with the organizational mission and message to be successful, so being a guide for my clients on how to do this effectively is very rewarding.

Where is your business based?

Alexandria, Virginia.

How did you start your business? What were the first steps you took?

I jumped right in and formed my business online in about 30 minutes, put up a website, created an email announcement, and designed a terrible logo.  As an event planner, this “quick and dirty” approach immediately gave me hives. I had no real plan, I just went from an idea to “in business” in 30 minutes flat.

Luckily that risk paid off and though I’ve had a few iterations and evolutions, (what business doesn’t have those after all?). I've been lucky to have strong mentors and professional advisors to help me through the implementation and growth that followed.

What has been the most effective way of raising awareness for your business?

A mix of strong referrals and a great PR person.

What have been your biggest challenges and how did you overcome them?

Coronavirus has decimated the events industry recovering from this is, by far, going to be the biggest challenge. Events will have to greatly innovate to recover but also to avoid propagating the problem further. As the ones organizing programming and producing events (corporate & social alike), we need to be the ones to make events a safer space for all post-COVID19. Not just from this deadly virus, but also from enabling negative behaviors like poor diets (i.e. health snacks, not junk food at coffee breaks), harassment among colleagues fueled by open bars that serve for too long, and a lack of diversity among our top speakers and educators.  

How do you stay focused?

I truly believe It’s our time to reinvent the way the world sees events (their purpose & their production) and show that we can evolve to not only respond to this challenge but also resolve our past challenges (ie. diversity, inclusion, wellness, etc). We can make the difference if we all agree to align ourselves or the same goals: events as an innovative, safe, and productive space, for all. Keeping that in the forefront of my mind, attempting (albeit not always successfully) to avoid the BS online and a serious dose of yoga helps me stay on this new course, I want to take towards the greater goal I think our entire industry needs to adopt.

How do you differentiate your business from the competition?

I am always asking two questions: How does this affect the attendee?  How does this relate to the mission and vision of the host organization?

These questions often require more thought than many have put into their event design in some time. It’s frustrating and scary but produces the results necessary for a successful event outcome.

I’m also highly comfortable with risk. This doesn’t mean abandoning those two questions I mentioned earlier, but rather that the actions taken to put the attendee and organization mission first can result in highly creative ideas. Organizations need to be nimble and responsive enough to change with their attendees’ needs.

What has been your most effective marketing strategy to grow your business?

The most successful ways I’ve found to get more business are through word of mouth, which is boosted considerably by my wider brand awareness thanks to expansive PR, and continued cultivation of existing relationships with my clients & their networks. Essentially, some old school networking with a little bit of 2020’s digital frontier thrown in for good measure. 

What's your best piece of advice for aspiring and new entrepreneurs?

Be prepared to work hard and work smart. Know when someone else can do a better job than you at aspects of the business (accountants, web design, PR, etc). Know your ideal client very well and recognize when that ideal changes. It will and that’s a good thing.

What's your favorite app, blog, and book? Why?

Creative Confidence Podcast – IDEO U

“We Fed an Island”  by José Andrés.

What's your favorite business tool or resource? Why?

My best resources are the professionals I’ve hired to do the jobs I don't want to do and/or can’t do as well as them. From my accountant to my PR rep, they allow me to focus on the areas of my business I love and excel at, rather than getting bogged down in other things I know need to happen but do not bring me joy. My clients are hiring an event professional, so that’s what I focus on cultivating in myself and I outsource the rest.

Who is your business role model? Why?

José Andrés. He created what is essentially an NGO that empowers people to help others through their natural skill sets instead of asking them to learn something new or only to give money.  I also admire the way he runs his businesses and understands that it has bigger social implications than just profitability. 

How do you balance work and life?

I don’t believe there is a true balance. You make choices and priorities and hope for the best outcomes. Sometimes you choose work when the client, work, and compensation are right for you. Then you make those same choices for other parts of your life, relationships, self-care when they are the right ones at the time. It’s a seesaw, not a balance.

What’s your favorite way to decompress?

I’m rebuilding my daily yoga practice and I really like to cook. There’s something about enjoying a meal that is the ultimate shared experience - and one we can have on a daily basis.

How can our readers connect with you?

LinkedIn: https://www.linkedin.com/in/astecker/

Instagram: https://www.instagram.com/pilar.and.co/