HAVE YOU MET MARGERY (KREVSKY) DOSEY?

By Demetrius Carrington

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Do you know Margery Krevsky Dosey,CEO and Founder of Productions Plus - The Talent Shop? If you don’t, you should.

She’s charming, completely stylish, and a business juggernaut. I had the pleasure of speaking with her recently and here’s a bit of our conversation.

BMM: Tell us about your company.

MKD: Productions Plus is a nationwide talent agency whose specialty is providing excellence in brand representation.

BMM: What does that mean?

MKD: Basically that we provide some of the world's best known brands with full-service talent representation and management in live event, trade show staffing, product demonstration, retail merchandising, automotive, TV/film/commercial / voiceover and more. With a robust talent database of over 35,000, we have offices in 5 major markets (Detroit area, Los Angeles area, New York, Nashville, Dallas) and have been in business for over 38 years. We have been listed in Crain's Detroit for several years as one of the top 20 "Largest Women Owned Businesses”.

BMM: What was it like for a Woman starting a business 38 years ago

MKD: For a Woman back then being an entrepreneur was something that most Women never really considered. Most Women were Teachers, Nurses, Secretaries or something like that.

BMM: What was your motivation for starting this company?

MKD: When I went to school in New York I began I find my true calling. I worked for Glamour Magazine as a Fashion Writer and marketer. That fed my love for fashion and my passion for business.

And after, I attended the Detroit auto show and saw an opportunity to elevate the role of the "car show model." I realized that there was a disconnect between the beautiful women and the cars they were showcasing. Although they drew attention to the vehicles, the models were discouraged to speak to the consumers about the product and therefore the element of attract and engage was lost. I made it my mission to change this formula and provide talent who looked good but who could also be informed product specialists.

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BMM: What makes a good spokesperson?

MKD: While looks certainly play into any casting, we are always on the lookout for genuine talent who are enthusiastic and knowledgeable about a brand or product. A great spokesmodel is informed yet approachable. A good brand representative draws a consumer in with real connection; either on the mic or during a 1:1 interaction.

There are a variety of elements that contribute to a spokespersons or Product Specialist aptitude. Solid public speaking skills, training in performance elements, and the ability to connect with an audience are all great attributes. A good spokesperson is easier to find than a GREAT spokesperson. A great spokesperson is able to convey brand messaging in a manner that is both credible and effective. They have charisma — we call like to say it's the "IT" Factor they have IT or they don't. The industry used to hire a lot of actors, professional models, dancers — people used to being onstage. Now, there is a focus on the ability for a spokesperson to truly connect with the potential consumer. It is that connection that cannot be replaced by technology.

BMM: Where do you see your company in five years?

MKD: We will always be a people company but what role our people perform will always be changing. Technology is certainly paramount, and we see our talent being even more integral to engagement marketing as a way to help consumers engage.

Most displays now have social media tie-ins, virtual reality, A.l.and other advancements but consumers are usually hesitant to participate without someone encouraging and guiding them. To that end, Productions Plus is always adjusting our own best practices to ensure our talent are educated and tech savvy.

As technology trends change, so must every aspect of the marketing world, including staffing. We can't predict the future but we can be ready for it. The challenge of running ANY company is being able to adapt to the ever changing industry marketplace. As a "people” business, we study the disruptors of industry.

What will Artificial intelligence bring to the consumer market? What challenges will the automotive industry face if there truly are economic trade sanctions? The secret to our company's longevity has been, and I believe will continue to be, the human element. People like to interact with people. Influencers engage with people, albeit through new digital platforms. We connect people to brands, products, and consumers.

BMM: What do you think about the changes in Detroit?

MKD: It's impossible not to see the city's resurgence as inspirational. I love seeing the influx of business owners returning to the city to open exciting new restaurants, agencies, galleries, and retail. People are again taking creative risks in our city and I for one am embracing them.

I think Detroit is struggling with its heritage. Is this still "Motor City" or is the technology and A.l. moving in enough to take this title away? Detroit cannot be rivaled in the steep heritage that is, was, and always will be made up on automotive enthusiasts. Henry Ford, Edsel Ford, General Motors, Chrysler - these are iconic people and brands who come from OUR City.

The move for the Detroit Auto Show to June will be very good for this city. Detroit in the summer, versus Detroit in the winter is a huge win for our town.

BMM: What would you tell any young lady who wants to start a business? Whạt advice?

MKD: You can go inspirational here or sage. Honestly, I feel like everyone right now says, "belisays "eve in your ideas, sit at the table, etc" but I appreciate more real-world advice.

Starting a business is different from running a business and I think that is an important differentiator. We are in a time where bloggers, influencers and angel funds create business.

Once you have a solid idea and have some initial investment commitment, you need to make sure that idea can continue to grow into a sustainable business. I like to give easy, relatable advice.

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Starting a business takes hard work, I often like to say this is not for the faint of heart. Do anything you can to develop a relationship with a business coach or mentor who can guide you along the way. Hard work means giving up some evenings, weekends, and vacations as you are getting started. It is doing more than any potential competitor EVERY. SINGLE. TIME.

BMM: Thank you for your time.

Production Plus is always looking for talent, you can reach them at:

Productions Plus - Detroit
30600 Telegraph
Bingham Farms
Michigan
Phone: (248) 644-5566
https://www.productions-plus.com/