Listen to this articleBelow is our recent interview with Kyle Borgman, the Founder & Chief Executive Officer at Circletree Enterprises:
Q: Could you provide our readers with a brief introduction of your company?
A: Circletree Enterprises is the first full-service advertising agency in the United States to specialize in brand experience differentiation. With that being said, Circletree focuses on the two types of experiences that form the overall brand experience, the customer experience which is the operational aspect of a client and the human experience which is the perceptual aspect of a client. Our clients hire us to differentiate them, perceptually and/or operationally, from their competitive set without losing relation to their target audience or a focus on achieving short-term sales goals. While most agencies focus on creating awareness and other meaningless metrics for the brand over the long-term, we help our clients showcase the experience their customers should expect when they interact with the client as well as help them create the actual experience they receive while simultaneously focusing on hitting their precise sales targets. Very simply, we’ve filled the gap that most marketers and agencies experience around the world, improving the overall experience of a brand without losing sight of tangible sales growth, which couldn’t be more important with today’s consumer and business interactions. Simply put, we’re an ad agency with a bit of a twist!
Q: Any highlights in your recent announcement?
A: Recently we published the announcement of our working relationship with one of our newer clients, Gecko Robotics. This specific project is focusing on media planning and buying in an extremely complex business market with very difficult industries to advertise to. Every client is different in the sense of where they’re at on their internal strategic timeline as a company. Gecko maintains an incredible operational differentiator with their wall-scaling robot and predictive maintenance software offering. When you combine a long sales cycle like what Gecko experiences and a complex marketing environment, a solid operational differentiator is key because that must be interpreted to their target audiences in a relevant way depending on which step of the sales-cycle they’re at. Every client needs tailored strategies and solutions; some may need help creating an operational differentiator, some may need help creating a perceptual or emotional differentiator, and some just need help interpreting those differentiators to the right people at the right time on the right device in the right mindset.
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Q: Can you give us more insight into your offering?
A: Our offering is fairly similar to most other full-service agencies. We have the typical ability to take our clients from strategy creation all the way through creative development and executing on both with the ability to measure our results. However, we obviously don’t think like other agencies. We’ve believed from day one that brand experience improvement must always be measured against the need to deliver on the bottom-line for our clients. One of the tactically unique sides of our service offering is CircletreeX. This department is solely focused on customer experience management and innovation for our clients. They should constantly be busy because if companies stop innovating then they won’t be a company much longer! Along with that, we are currently building departments called CircletreeCommerce, which focuses on initiatives for ecommerce-based brands, as well as CircletreeeSurge, which will be the strategic consulting side of the company.
Q: What can we expect from your company in the next 6 months? What are your plans?
A: We have a few projects that should be initiating on the internal side of our company. They will be changes that will help our clients immensely when they’re finished, but I will let time attest to that. Our plan moving forward is very simple, and our entire agency is on board with it. That plan is to tirelessly chase the client’s mission no matter the position we’re in. We live, eat, sleep, and breathe that statement. Our focus as an agency has never been and is never on us, it’s on our clients and how we can make them a more profitable brand.
Recommended: Q: What is the best thing about your company that people might not know about?
A: There’s never a time that we’re not accessible to our clients. Every single one of the CMO’s, MVP’s, or MD’s that we work with has my direct cell phone number along with the main project manager’s cell phone number. I’m a thorough believer that if you’re not there when your client needs you most, then that client is going to find an agency that will be there for them. My cell phone lies on my bed right next to my head every night in case something needs my attention. Things can change at a moment’s notice at the most random times in the marketing industry, and we’re completely committed to being there when those times show up. Our dedication and passion to each and every one of our clients is unmatched in the entire industry, I have no question about that.
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