By Darren Gilbert

While Airbnb is the world’s largest accommodation provider, it does not own any real estate. Facebook doesn’t create any content, but it is the world’s most popular media owner. And Uber is the world’s largest taxi company, even though it doesn’t own any vehicles. Many other companies have followed suit and done well. However, not many marketing agencies have attempted this. And especially not in South Africa. That is, until now.

Let me introduce you to Empire Experiential Marketing. Female-owned, the experiential marketing agency has placed the shared economy model at its core. “A lot of agencies, to some extent, use an outsourcing model,” explains founder and CEO, Lucy Worsley. “But only on a part-time basis where they might, for example, employ freelancers to help on projects.” Empire has decided to challenge the system quo and take it one step further.

And for a very good reason.

“[By using shared economy] we are able to utilise the most brilliant strategic and creative minds out there to customise our experiential campaigns,” points out Worsley. “This way, the client isn’t getting the same stale ideas and thinking throughout each experiential execution they present to their customers.” And at the same time, the customers aren’t being overlooked.

“Coming from a market research background myself, I know how important it is to get into the psyche of the consumer,” explains Worsley. “Every single detail we put out to the public needs to resonate with them and exceed their expectations of the brand. If these details are not perfect, everything falls apart. “

That’s why whenever Empire does anything, be it putting out work or communicating with people, they rely on four pillars: Listen, Learn, Create and Inspire. “One can never get tired of learning new things, it’s how we expand our minds. In experiential it is always interesting because you’re learning about a new brand, a specific market, too, and it’s almost never the same,” says Worsley. “For example, looking at black females – brands can’t just generalise and say: black females, LSM 7 to 10, love shopping and expensive things. Everyone is different, not to mention with females you have mothers; university students; working women et cetera.”

Listening comes back to getting the details right. “It’s the little things that count,” says Worsley, which filters into creating the perfect experience. “Creating unforgettable experiences comes down to getting to know your customer whole-heartedly and completely.”

And then there is the last pillar – inspire – which is particularly special for Worsley because of the way that Empire is structured. “We’re all about inspiring,” says Worsley. “How do we inspire people to think differently? To experience something differently? And to be the difference. ” At the same time, Worsley, through Empire, is looking to empower women to build their own empires.

Be it in the corporate world or at home, women have their own empires that they build, says Worsley. And this plays perfectly into what Empire is attempting to do with their model. She says; “I’d love to see and work with more female brands and agencies.” In order to get there, people need to be inspired to build their own empires.

And this is where Worsley comes in. She’s already done it with Empire Experiential. She’s paved the way. It’s now time for others to shine.

For more information on Empire Experiential, visit empirexp.com. Alternatively, connect with them on Twitter or on Instagram.