In this regular item we catch up with one of our members...
Emma Critchley-Lloyd, TLC Marketing’s PR & Marketing
Manager (UK, Ireland & Nordics) tells us what they’ve been up to over the
past few months, their thoughts on the experience economy we’re living in and
what she’d say to a senior new business target if she had 30 seconds with
them in a lift.
IPM: Hi Emma, thanks for talking to us. How are things
going at TLC Marketing at the moment?
ECL: It’s very busy and equally as exciting! We’ve
recently launched TLC Nordics which we are growing from the UK with the help of
our Swedish Operations Director Filippa in Stockholm. We’ve given the TLC brand
a refresh under our “Storydoing For All” mantra which is now at the heart of
everything we do, and so far this year we’ve taken on an incredible 21 new
clients…and it’s showing no signs of slowing down. It’s an incredibly exciting
IPM: ‘Storydoing For All’. We like it. How did you come up
ECL: It just makes perfect sense. You can’t pick up a
copy of Campaign or The Drum without reading about ‘storytelling’. Everywhere
you go in our industry it’s about ‘storytelling’, but that’s not enough anymore:
brands need to deliver on the promises they make. The entrepreneurial spirit of
Millennials has caused brand explosion: you only have to look at the gin market
to realise how once-dominant brands are now suffering. They need to do more
than just tell their story…consumers are demanding it from them. Actions shout louder
than words, and brands need to build positive touchpoints to truly
differentiate themselves. This
experience economy we’re in (sorry, another buzzword), we’ve always been in it,
so it’s very much the perfect storm for us. What we do is no longer a “nice-to-have”
or an add-on. Brands need ‘storydoing’ and not a one-off competition or
experiential activity that connects with just the lucky few. They need ‘Storydoing
IPM: How is your business developing and evolving – any
interesting plans for 2019 you can share with us?!
ECL: 2019 is already lining up to take us to another
level. By then we’ll be in full swing with a brand new loyalty programme set to
disrupt one particular market (sorry all very cryptic I know, but can’t ruin
the big reveal!), and on the topic of loyalty our sister company, Pure Loyalty,
will be sponsoring the inaugural Irish Loyalty Awards taking place next March. And
then of course there’s the Nordics. How lovely are they?! We’ve had some great
meetings, with more lined up, and I’m personally having a lot of fun
researching the culture and making it a way of life in the UK office. Think
IKEA flat-pack challenges and The Great Nordic Pub Quiz.
IPM: You find yourself in a lift with a new business
target, you've got 30 seconds to make an impression on behalf of TLC - what
would you say and do?
ECL: Realistically, if I was in a lift and only had 30
seconds I probably wouldn’t mention TLC at all. People buy from people and
you’ll make more of a lasting impression by just having a chat like a normal
IPM: Thanks so much for your time Emma – have a great
ECL: You’re welcome. You too!
If you’d like to get in touch with Emma Critchley-Lloyd drop
her a note at firstname.lastname@example.org