What’s the biggest lesson you’ve learnt since launching the business?
First, Pete’s right about policies. As you grow, you need to formalise everything. A client took key staff members and created an in-house agency, and because we had no policies in place we had no recourse – an expensive mistake to make.
But the biggest lesson is that as a business owner, you can’t care about everything and need people to help you. First, I found a great business partner who complements me. Then, we found key senior managers to champion different areas of our business.
Cath makes sure we always execute every campaign to the best of our ability. Our head of creative, Michelle Hoch champions internal brand-building. The more people who love your company and what you do, the better the brand. It’s that simple.
What is experiential marketing?
Experiential marketing is simply a form of advertising that focuses on creating a live brand experience. Traditional advertising, which comprises radio, print and television ads, verbally and visually communicates the brand and product benefits.
Experiential marketing seeks to immerse the consumer within the product or service. Stretch looks at which relevant media (normally digital and PR) complement and amplify this experience to wider audiences.
Related: 5 Rookie Networking Fails and How to Avoid Them
Ultimately, the goal is to form a memorable and emotional connection between the consumer and the brand, thereby generating customer loyalty and influencing purchasing decisions.
On conferences and networking
My boss in the UK (and subsequent mentor), was a huge believer in speaking at conferences. He believed that the more you got out there and networked, the better, and conferences are ideal.
You get to share your ideas with a captive audience, and afterwards you can network with engaged individuals.
It’s also a great way to ask for introductions to other brand managers. I’ve learnt that people are always happy to make introductions if they’ve met you in person. I literally always keep my ear open.
If anyone mentions a brand manager (no matter where we are or what we’re doing), I ask for an intro. The wider your network, the better.