Using data to expand your offering to clients

Imagineerium have developed an innovative data collection tool to keep their clients sweet during an industry downturn

Natasha Mortimer, Managing Creative Director of Imagineerium, is no stranger to making waves in the experiential design world. Named as one of the top 50 influencers on the Blooloop 50 Influencers List, Natasha has won accolades including FSB’s South West Young Entrepreneur of the Year and Global Start-Up of the Year. One of her crowning achievements was pioneering the first all-female design-build team for the main stage at Glastonbury, a testament to her leadership in a male-dominated industry.

Founded in 2021, Imagineerium is a dynamic, female-led agency based in Bristol designing immersive experiences, brand activation, creative interiors, and exhibitions for their clients. Imagineerium focuses on crafting experiences that create lasting emotional connections between brands and their customers. Despite the broader challenges facing the events sector, including financial cuts and a bigger shift towards content marketing, Natasha and her team have thrived by continually adapting and expanding their services to stay ahead of the curve.

‘People aren’t spending money like they used to, but that just makes the power of experiential marketing even more valuable,’ Natasha explains. ‘We’ve had to be creative in showing clients how a brand experience can truly stand out in today’s crowded content marketing space. 98% of people are more likely to buy something after attending a brand event, which speaks volumes about the effectiveness of what we do.’

Adapting to financial challenges with innovation

Like many others in the events industry, Imagineerium faced significant challenges as businesses slashed budgets. Experiential marketing is often viewed as a luxury, not a necessity, making it even harder to sell during economic downturns. Yet, Natasha and her team saw an opportunity to provide more value to clients.

In a bid to differentiate themselves, Imagineerium developed an innovative data collection function called Darcy with the support of Innovate UK. Darcy allows Imagineerium to collect real-time data from their events, expanding their offerings and providing clients with a critical return-on-investment tool. ‘Through client interviews, we realised that managers needed a way to prove to their bosses that the experiential event was worth the investment. Data adds that extra layer of proof,’ Natasha explains. Darcy has become a crucial tool for Imagineerium, setting them apart from competitors and reinforcing the return on investment of experiential marketing.

In addition, Natasha has been steering the company towards more sustainable practices. Her team now focuses on minimising waste, recycling materials used in events, and adopting eco-friendly practices. ‘We’ve only taken one item to the tip after our last few projects, which is a huge improvement,’ she says. Imagineerium is also working towards B Corp Certification, something Natasha believes will soon be a competitive necessity in the industry.

Navigating the business breakup

While Imagineerium has made strides in innovation, one of Natasha’s greatest challenges came from within the company. When she joined the Help to Grow: Management Course, Natasha quickly realised that the working relationship with her business partner was stalling the company’s growth. ‘We had been working together for a year and a half, but it became clear that we weren’t moving forward. I had to make the difficult decision to persuade my partner to leave,’ she recalls.

This decision wasn’t easy. Over the course of 10 months, Natasha negotiated her partner’s exit, a process that was as intimate as it was challenging, given that the company had fewer than 10 employees at the time. Reflecting on the experience, Natasha advises others to define roles and responsibilities clearly when starting a business. ‘If I had to do it all over again, I’d make sure we had job specs, a founder’s agreement, and a system of accountability. Transparency is key to making any partnership work.’

The Help to Grow: Management Course

The Help to Grow: Management Course provided Natasha with the tools she needed to make more confident business decisions. Coming from a creative background, she felt she had been ‘winging it’ when it came to running a business. ‘I’d never had any formal business training. The Help to Grow: Management Course was 90% Government funded, so it was a no-brainer for me as a startup. I knew I needed help,’ Natasha says.

One of the most impactful aspects of the course for Natasha was the module on operational efficiency, which she applied to streamline Imagineerium’s use of CAD software allowing the business to turn projects around faster. She also took advantage of insights from fellow entrepreneurs, particularly regarding cybersecurity. ‘A lot of our work is digital, and I realised we were vulnerable. We secured the business with the help of an IT security expert I met on the course.’

The course also served as a much-needed sounding board during the business partner breakup. ‘It was great to have other entrepreneurs to talk to who had been through similar experiences. It helped me get through that difficult time,’ Natasha says.

Moving forward: a strategic future

Since restructuring the business and expanding its service offerings, Imagineerium has positioned itself as an industry leader in immersive experiences, setting new standards with Darcy’s data collection and its sustainability initiatives. Natasha’s ability to blend creativity with strategic oversight has allowed the company to navigate tough financial times while continuing to innovate and grow.

‘Now that I’m making decisions solo, it’s easier to drive the business in the right direction,’ Natasha reflects. ‘I’m focused on making Imagineerium not just an experiential agency but a strategic partner for brands that want to stand out and create lasting connections with their audiences.’

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