‘Cookie-Cutter Marketing Doesn’t Work in this Industry.’

Recognizing that social media could be a powerful tool for the hospitality industry, Kim Beechner founded Embark Marketing in her senior year of college. The agency has grown from a one-woman operation to a team of nine with clients across the U.S. 

“Most agencies can offer marketing services, but very few truly understand what it’s like to be in the weeds on a Friday night, when a chef didn’t show up and ticket times are running at 40 minutes,” said Beechner. “That’s the difference. We’ve been there. So when we develop a brand’s marketing strategy, we take into consideration operational factors.”

As the agency celebrates its 15th anniversary, Embark is unveiling a new logo, updated website, and a refreshed slogan: “For the industry, by the industry.” to reflect their marketing philosophy and experience in both sectors.

Beechner discusses the journey, lessons learned, and looks toward the future.

Why did you want to open a marketing firm with a…