By @SimonCocking

Describe the company – the elevator pitch …

Imperic Media is a perpetual demand agency. Focusing on paid and owned media channels, we work with clients around the globe developing, implementing and managing full funnel digital marketing campaigns that drive perpetual demand. We offer a full suite of services including online marketing strategy, search engine marketing, display advertising and remarketing.

How are you different?

We understand what a business is looking for because we have sat on their side of the table. We think of ourselves as “The client side agency”, because all 3 of our founders were all previously agency clients themselves.

We all worked together as the digital team for a global business dealing with agencies day in and day out, and got increasingly frustrated that they weren’t always looking after our own interests, or on occasion, didn’t even realise what our interests were. They were selling us what made the most sense to their business, not ours.

It was at this point that we decided to form an agency that provided businesses with the agency service we had always looked for. A perpetual demand marketing model with a focus on new customer acquisition. We don’t believe that your digital channels can work in isolation anymore, and that everything you do needs to have purpose, and fit an overarching plan.

So when you say perpetual demand, what exactly do you mean?

Well, the short answer to that is pretty much “New customers. Always.” – It’s about a few things really, first of all, making sure you have your technology all aligned at the backend to make sure you are able to track everything end to end. Then it’s about creating content with intent, not just because someone at an event told you to. You’re aiming to write content, and by the way this applies not just to blog content, but to your on-site stuff, to your tweets, to your videos, everything. Everything is content. It’s important to be aware that the type of content someone engages with at the top of the funnel is very different to the content someone engages with at the bottom of that funnel, so you need to plan this out carefully.

You want to make sure that you are backing this content up with the right media, on the right channels, that is targeted to the right stage of the funnel. Just as importantly, make sure that you are communicating and setting objectives and KPI’s for each item that match the user intent it’s targeted at. In other words don’t classify something as a failure because you were expecting ecommerce sales, but your content was directing people to an ebook download.

I might have to stop myself there actually because I’m pretty sure this answer will get out of hand if I keep going, but when you pull all these bits together you end up with a perpetual demand model that you can’t really go wrong with.

Where are you based?

Our HQ is in Dublin at the moment, but the great thing about what we do is that we are able to work with our clients all around the world. We will be looking to open offices up in the NY, London and Cape Town over the next couple years.

When was the company launched?

We started in October 2015, so we’re coming up to our second birthday shortly. We’ll have to get a cake!

What have been your biggest wins to date?

For an agency that is only 2 years old, we are working with some of the biggest brands in the world, from Fortune500 corporates, to FTSE100 multinationals and respected Irish brands. Not many businesses find themselves in this position, and the biggest thing that struck us as we reach the midway point of our second year in operation, was that at the end of year one, we maintained a 100% retention record on our clients, which proves that our approach to client service and our agency model really resonates with our clients.

What type of people (market segment) are you trying to attract to your product?

We’ve generally found that what we’re offering is best suited to medium to large enterprises. Businesses who are undergoing a digital transformation and are looking for a solution to making sure their marketing function digitally evolves with it. That being said we do work with smaller organisations who are entering a growth phase and need a digital strategy to support them.

Tell us about your team?

As I mentioned in the answer earlier, our founders all originally worked together as the digital team of a global business, but aside from that we have a serious depth of knowledge between everyone. Between us we’ve worked on both the client side and the agency side in the past, working for companies like Yahoo, Sage, Reuters, Populis, TBWA, FBD and Unilever, adding up to just over 40 years combined digital and marketing experience. This mixture of client side and agency side experience gives us a really good foundation and empathy for our clients.

What are your long term plans for your company?

For one thing, we’re in the fortunate positon that we have ­been profitable from day one, so we haven’t taken on any funding, meaning we are in full control of our growth and business model. We’ve just added a new Digital Account Manager to the team and over the coming 18 months we intend to grow our team from 4 to 10 people as we expand and strengthen our services in international markets.

While the beauty of digital is that we can implement campaigns and strategies from anywhere, we also intend on setting up a local presence in our key markets to further strengthen these areas. We’re already working with clients in the UK, USA, Singapore and South Africa, and a big growth market for us is APAC, so our growth & team plans need to align with these markets.

What are your favourite tech gadgets?

Ah I don’t even know where to start on this one! Right now I’m loving playing around with the Raspberry Pi. It’s great fun for trying random little projects out. I’ve also got a Trackr hooked onto my keys with a house map set up so my phone always knows where my keys are and vice versa. Great little gadget. Oh, and right now the Chromecast is one of those things I didn’t think I needed, but now I use daily.

How do people get in touch with you?

Feel free to get in touch with me directly on [email protected], or otherwise I’m always happy to connect on @trevorkoen or linkedin.

Check out www.impericmedia.com for more deets as well.


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking