Younion’s Shajesh Menon on key to building enduring client relationships

In conversation with Adgully, Shajesh Menon, Founder and CEO of Younion, shares insights into the motivations behind establishing this experiential marketing company and the challenges faced during its thirteen years of serving global and Indian brands. He emphasizes the key factors in building long-lasting client relationships and provides a glimpse into Younion's leadership styles and principles. Menon also discusses the current trends and challenges in the marketing landscape, specifically in experiential marketing, and identifies emerging technologies and strategies shaping the future. The interview delves into how Younion stays innovative and challenges the status quo in the ever-evolving industry. Menon concludes by offering valuable advice for young entrepreneurs entering the marketing field and outlining the essential qualities for success. Finally, he envisions the future growth and evolution of experiential marketing, positioning Younion as a frontrunner in delivering strategic and emotionally resonant brand experiences.

What motivated you to start your own experiential marketing company?

In the landscape of outsourced marketing gaining prominence, a noticeable deficiency in delivering profound and purposeful experiences emerged among existing engagement models. The expanding gaps between brand objectives and service models became evident. B2B marketing, in particular, found itself ensnared in a web of transactions and tactics, deviating from strategically aligned, community-centric experiences. It was this realization that fueled the conceptualization of Younion, a venture designed to bridge these gaps.

Younion's genesis stemmed from a commitment to rectify this disconnect by delving into audience insights, discerning intent, understanding behavioral and response patterns that harmonize with brand objectives, and formulating an engagement framework that prioritizes conceptually reaching, engaging, and crafting memorable experiences—all while maintaining a focus on ROI-centric deliveries.

The fundamental mission driving Younion is to assist brands in locating their target audience, creating visually captivating content, narrating meaningful stories, orchestrating impactful experiences, executing digital campaigns, and more. Younion endeavors to bring brands into closer proximity with their communities. Acknowledging the uniqueness of every brand, Younion tailors its services to meet specific goals and requirements. Positioned as a pioneering marketing agency, Younion has redefined the dynamics of how brands establish connections with their audiences.

In essence, Younion aspires to go beyond the conventional realms of marketing by fostering an environment where brands are not just service providers but integral components of vibrant and engaged communities. By offering tailored solutions that resonate with the distinctive essence of each brand, Younion stands as a trailblazer in the realm of experiential marketing, facilitating authentic connections that extend beyond mere transactions into enduring, community-centric relationships.

What challenges did Younion face and overcome during its thirteen years of serving global and Indian brands?

Younion is a true blood born-in-the-garage story. Being self-funded with no backing of a network or a larger organization, the initial phase was riddled with operational and setting up challenges. While the category was flooded with tactical expertise, the need to establish a distinct voice, create demonstrable value and most importantly, structuring value-based processes was always daunting. Right from the inception, Younion has been closely associated with globally respected brands. Gaining confidence of brand marketers through consistent delivery standards was testing. Attracting the right talent, balancing capital and operational outflows and staying true to the core purpose while aiming for a structured business growth were all but smooth through the first decade.

In your experience, what are the key factors in building long-lasting relationships with clients?

In our extensive experience, we have identified crucial elements that contribute to the establishment and nurturing of enduring relationships with clients. At the core of our philosophy is the recognition that marketing transcends mere transactions; it is a realm where the creation of meaningful relationships and the development of experiences that resonate with individuals on a personal level take precedence.

Younion stands out through its distinctive approach, employing a seamless fusion of Data, Design, and Events to construct immersive marketing campaigns that leave an indelible mark. This multifaceted strategy ensures that our efforts go beyond conventional marketing practices, creating a profound and lasting impact on both clients and their target audience.

A pivotal aspect of fostering lasting client relationships is the implementation of constant and consistent feedback mechanisms. We employ robust performance and satisfaction metric management systems, placing a strong emphasis on retrospective learning and improvement modules. By actively seeking feedback, we create a dynamic environment that allows us to adapt and enhance our strategies based on real-time insights.

Our commitment to client relationships extends to the consolidation and analysis of data response patterns. We meticulously gather community and audience insights, providing us with a comprehensive view of the landscape. This data-driven approach allows us to restructure our efforts based on feedback and inferences, ensuring that our strategies align seamlessly with the evolving needs and preferences of our clients and their target audience.

At Younion, we take a proactive stance in building feedback coalitions that span across all client stakeholders, including marketing, business, support, and leadership teams. This collaborative approach ensures that every aspect of our campaigns is aligned with the overarching goals and vision of our clients.

Furthermore, we conduct both primary and secondary research to ascertain response dynamics, disposition, and alignment heat maps. This meticulous research process enables us to refine our strategies, ensuring that our campaigns are not only effective but also deeply resonant with the values and objectives of our clients.

In essence, the key to building enduring client relationships lies in our holistic approach, where data-driven insights, proactive feedback mechanisms, and a commitment to crafting meaningful experiences converge to create a symbiotic and lasting partnership between Younion and its clients.

As a leader, what leadership styles or principles do you adhere to in running Younion?

Central to Younion's leadership philosophy is the encouragement of its teams to embrace risk-taking and adopt a differentiated approach when solving problems. This approach empowers our team to think innovatively, fostering a culture were celebrating every customer-centric success, irrespective of its scale, becomes second nature. The essence of Younion's leadership style is rooted in the recognition that a thriving organizational culture is built on the collective victories, both big and small, achieved by its dedicated team.

A hallmark of our leadership principles is the intrinsic training provided to our teams, cultivating a spirit of collaboration, interdependence, and responsibility. We recognize that the confluence of ideas and insights, when paired with a sharp focus on delivery, results in impactful outcomes. At Younion, this collaborative ethos is not just a practice but an infectious model that permeates through every aspect of our operations.

The emphasis on collaborative problem-solving is coupled with a commitment to celebrating achievements—creating an environment where successes are acknowledged and cherished. Younion stands as a testament to the idea that fostering a positive and collaborative workspace inherently contributes to the growth and success of the organization.

In essence, the leadership styles and principles adhered to at Younion are centered around prioritizing people, empowering them to take risks, and fostering a culture of collaboration and celebration. By upholding these values, we cultivate an environment where every team member is not just an employee but an integral part of a collective force propelling Younion towards continual success and innovation.

How do you see the current trends and challenges in the marketing landscape, especially in the context of experiential marketing?

In examining the contemporary marketing landscape, with a particular focus on experiential marketing, it is evident that several trends and challenges are shaping the industry's trajectory. One prevailing trend that stands out is the persistent and demonstrated pursuit of a delicate balance between data, design, and events. This integration is essential for creating immersive and impactful experiences that resonate with the target audience.

Another noteworthy aspect is the shift towards prioritizing quality over sheer quantity in marketing efforts. This trend acknowledges the importance of delivering meaningful and engaging experiences rather than inundating audiences with an excess of content. Brands are recognizing that the depth and impact of an experience often surpass the mere volume of promotional materials.

A fundamental shift in approach is observed in the growing reliance and confidence placed on internal resource capabilities. This trend is manifested in the adoption of a distributed decision-making and leadership structure. Organizations are recognizing the value of tapping into the diverse expertise within their teams, fostering a collaborative environment that empowers individuals at various levels to contribute to strategic decision-making.

Amidst the evolving landscape, a challenge that demands meticulous attention is the imperative of strict adherence to legal and regulatory frameworks and protocols. With an increasing focus on consumer privacy and ethical marketing practices, brands must navigate a complex web of regulations to ensure compliance. Navigating this regulatory landscape effectively requires a proactive and informed approach to avoid potential pitfalls and legal complications.

Furthermore, a noteworthy trend in experiential marketing is the emphasis on a collaborative and community-driven approach, extending beyond the organizational boundaries to embrace the external ecosystem. Brands are recognizing the value of building strong relationships with their communities, fostering a sense of belonging and co-creation. This collaborative ethos extends beyond traditional marketing strategies, incorporating the diverse perspectives and contributions of external stakeholders.

In conclusion, the current trends and challenges in the marketing landscape, particularly within the domain of experiential marketing, highlight the importance of finding a harmonious balance between data, design, and events. Prioritizing quality over quantity, embracing internal resource capabilities through distributed decision-making structures, adhering to legal and regulatory frameworks, and adopting a collaborative, community-driven approach are essential facets that shape the evolving narrative of marketing in today's dynamic business environment.

Are there any emerging technologies or strategies that you believe will shape the future of marketing?

Exploring the trajectory of the marketing landscape, it is evident that certain emerging technologies and strategies are poised to shape the future of this dynamic field. One such transformative trend revolves around the reinforcement and optimization of Customer Relationship Management (CRM) and marketing automation. This entails a concerted effort to establish more robust and effective systems for managing interactions with customers, tailoring marketing strategies to individual preferences, and automating repetitive tasks to enhance efficiency.

The integration of Artificial Intelligence (AI) and Machine Learning (ML) tools is identified as a pivotal force in elevating creative-led experiences both in physical and online realms. These advanced technologies empower marketers to delve deeper into consumer behavior, preferences, and trends, enabling the customization of on-ground and virtual experiences. By harnessing the predictive capabilities of AI and ML, marketers can refine their strategies, ensuring a more personalized and resonant engagement with their target audience.

An integral facet of the evolving marketing landscape involves the interweaving of technology-backed tools for process automation and management. This strategic deployment of tools streamlines operational workflows, reducing manual intervention and enhancing overall efficiency. The focus here is on creating a seamless and agile environment that allows marketing teams to allocate resources more strategically, optimizing their efforts for maximum impact.

The future of marketing is also anticipated to witness a paradigm shift where technology takes center stage in pushing creative and communication boundaries. This entails leveraging innovative technological solutions to amplify the impact of outreach activities and programs. By embracing cutting-edge tools and platforms, marketers can unlock new dimensions of creativity, enhancing the effectiveness of their communication strategies and fostering a deeper connection with their audience.

A significant trend poised to define the future marketing landscape is the emphasis on a hybrid marketing framework that operates at the intersection of Above the Line (ATL) and Below the Line (BTL) methods. This hybrid approach integrates data, design, and events to create smoother, more effective, and memorable touchpoints. By combining traditional mass communication methods with targeted, data-driven strategies, marketers can achieve a harmonious balance that caters to diverse consumer segments, ensuring a comprehensive and impactful brand presence.

In summary, the future of marketing is intricately tied to the adoption and integration of emerging technologies and strategies. From fortifying CRM and marketing automation to leveraging AI and ML for creative-led experiences, embracing technology for process automation, and redefining the boundaries of creativity, the trajectory of marketing is evolving towards a technologically sophisticated and strategically nuanced landscape. The emphasis on a hybrid marketing framework further underscores the need for a holistic approach that combines the strengths of traditional and cutting-edge methods for a truly impactful and memorable brand presence.

How do you stay innovative and challenge the status quo in an ever-evolving industry?

In navigating the ever-evolving landscape of the marketing industry, our commitment to innovation and challenging the status quo is reflected in a multifaceted approach that spans various dimensions of modern marketing. To comprehensively address the intricacies of contemporary marketing, our company strategically harnesses the power of data intelligence, demand generation, and outbound acquisition, empowering brands to gain profound insights into their audiences. We go beyond conventional practices, extending our expertise from event design and production to the development of websites, portals, and apps, ensuring the creation of visually compelling content that captivates and resonates with diverse audiences.

At the core of our innovative endeavors is an unwavering dedication to excellence in experiential planning and delivery. Whether orchestrating on-ground or virtual experiences, managing event planning and production, curating conferences, facilitating product launches, offering MICE (Meetings, Incentives, Conferences, and Exhibitions) support, or organizing leadership conclaves, we strive to ensure that each event emerges as a resounding and memorable success.

A pivotal aspect of our innovation strategy involves a relentless focus on creating, building, developing, and marketing proprietary marketing Intellectual Properties (IPs). These IPs are meticulously designed with a community and audience-centric approach, aligned seamlessly with the marketing and business goals of technology vendors. Our offerings are hybrid in nature, seamlessly blending virtual and physical components to deliver a comprehensive and impactful experience.

Furthermore, our commitment to innovation extends to strategic investments in technology. This includes the adoption of cutting-edge software and automation tools, the enhancement of infrastructure and web security protocols, the implementation of a hybrid cloud infrastructure for robust data and process management, and the optimization of CRM cycle management. By subscribing to productivity and efficiency tools, we ensure that our operations are streamlined and poised for maximum impact.

In the realm of research methodologies, we lay out a meticulous blueprint for strengthening our data sciences-backed approaches. This involves proactive data mining and analytics, with a particular emphasis on crafting industry white papers and providing strategic directions. Our custom-designed data-backed strategic marketing and Go-To-Market (GTM) roadmaps reflect our commitment to staying ahead of industry trends and delivering solutions that are not only innovative but also grounded in rigorous research and analysis.

In essence, our approach to staying innovative and challenging the status quo encompasses a holistic strategy that integrates data intelligence, experiential planning, proprietary marketing IPs, technological investments, and rigorous research methodologies. By constantly pushing boundaries and embracing innovation at every turn, we position ourselves not just as participants but as pioneers in an industry that demands continual evolution and forward-thinking strategies.

For young entrepreneurs entering the marketing industry, what advice would you give them based on your experiences?

It’s a long haul. Patience, persistence and perseverance end up as strong differentiators. You are always as good as your team. Invest in people, practices and processes. Stay hungry but build an appetite for disciplined growth. Honesty, commitment and accountability are not just good words for the books…your whole value system needs to be around them. As much as it sounds cliched, the saying “success has many fathers, but failure is an orphan” has a true standing in the world of entrepreneurship.

What qualities do you believe are essential for success in the field of marketing and entrepreneurship?

Tenacity, perseverance and resilience clearly stand out in the multitude of factors to be successful in entrepreneurship. Compromising values, encouragement of mediocrity and taking opportunities for granted are common lures…it takes grit and gumption to stay true to the purpose and an unflinching resolve in the pursuit of success. But, above all - humility and groundedness are virtues for a tighter hold over everything else.

How do you envision the future growth and evolution of experiential marketing, and where does Younion fit into that vision?

The world of marketing, especially experiential marketing will increasingly be the most sought in the complex, technology powered and ever evolving demand centric landscape. Humanness and relatability will be the bedrock of competitive advantage. The category and services growth is unprecedented and will only explode with smarter, stronger and seamless resources. Younion is poised to stay ahead of the curve with its forward-looking vision and commitment to value creation for brands and marketers. Younion in all humility, will be the front runner in the domain of brand experiences with strategic and emotional investments necessary for a leadership position, always being a true extended partner to brands.