Naomi Bacon, Founder of Tandem Collective

Naomi Bacon, Founder of Tandem Collective

Everyone seems to be paid the identical quantity at Tandem and it really works. Intrigued?

Tandem Collective is a community-led advertising and marketing company, specialising in campaigns for the ebook publishing and movie industries. They work intently with ebook, movie and TV lovers on Instagram and TikTok to create immersive, distinctive content material which is delivered immediately into the communities that others are attempting to achieve.

Founder, Naomi Bacon takes a while from her busy schedule to share her journey within the hope that may encourage Enterprise Issues’ readers …

What are Tandem’s USPs?

Most advertising and marketing companies speak about being consultants in group progress however they don’t have their very own group round them, which feels disingenuous. Now we have constructed our complete providing round placing the group first, delivering what they need and wish.

Our flat construction has made the headlines; we’re all paid the identical, together with me. For me, the true which means of inclusivity is that everybody is valued equally; all of us have completely different talent units and we’re all of worth. This promotes loyalty and roots out individuals which can be self-serving or aggressive within the flawed methods – that’s not what Tandem is. We’re all bold and pushed, however that’s channeled into our work quite than particular person standing or comparability throughout the firm.

I recruit individuals with out particular advertising and marketing expertise; I don’t need them bringing discovered behaviours from the business, good or dangerous, as a result of my group – who come from an enormous number of completely different skilled and life backgrounds – have such a way of multiperspectivity. All of them love books, that’s how we discovered one another, and we function as a hive thoughts – no person owns an thought, we type them collectively, and that collective of various views is what produces our artistic and recent concepts.

What’s the primary drawback Tandem solves in your prospects?

Useful resource – There merely wasn’t an company serving the publishing business.

Having been in-house, I used to be making an attempt to work with mismatched budgets and companies delivering proposals which weren’t related or proper for the publishing business. We’re the one firm providing this type of service to the publishing business, which is why we’re rising so shortly globally, and we pleasure ourselves on providing an inexpensive possibility which understands the useful resource restrictions and the group to which we’re advertising and marketing. Shoppers usually touch upon the creativity and enthusiasm of our team- they virtually appear shocked!

What made you begin Tandem? – did you wish to rock the established order, was it a problem or a niche within the market that you would fill?

I discovered 9-5 company construction tough in so some ways – I’m up at 5am, I prefer to be lively and get going within the mornings, not wait till 9am. I discovered the rigidity very claustrophobic, and that impacted negatively upon my creativity. I additionally had severe household points which wanted my consideration and power, and it was not potential to juggle and progress inside a company job whereas giving these points the eye they wanted. Once I arrange by myself, I didn’t should go anyplace, I might nonetheless do the work I like to a excessive commonplace however I is also current with the individuals I like and be there for them.

That filters down now to the entire team- life occurs and all of us have the house, flexibility and assist to navigate that whereas nonetheless doing our greatest work. After all we’re all going to be extra artistic and do higher work if we are able to go for walks, hike up mountains, hang around on the seaside, spend time with our households. I don’t should reply to anybody’s stuctures of what a piece day ought to appear to be; we take pleasure in an unbelievable stability.

What are your model values?

Braveness, compassion and connection.

Braveness isn’t about not having worry, it’s about the way you take care of that worry. Beginning the enterprise was a brave act – probably the most terrifying and most rewarding factor I’ve ever accomplished – and it’s the identical with each new marketing campaign. We take leaps and we belief ourselves to take action.

Compassion – understanding that everybody is a person, work isn’t a be all and finish all, however that it will probably carry a lot pleasure. Our group is various – individuals from all walks of life, with neurodiversity, well being situations, disabilities, differing household conditions, our personal challenges. And that leads me to our ultimate worth; connection.

Our reference to purchasers, group and group members is all the pieces; it needs to be significant and real. I needed to create a group that might really feel like a discovered household, and I’ve. We genuinely love one another and don’t should carry out or put on skilled masks round one another. We deal with our purchasers like human beings – we don’t do ‘tremendous company’ – we wish them to take pleasure in and have enjoyable working with us, and that builds respect too; we don’t mistreat one another.

Do your values outline your decision-making course of?

Completely. They’re in all the pieces I do.

Is group tradition integral to your small business?

It’s all the pieces. We run a yearly retreat in Italy, we get collectively for Christmas, we journey to co-work with one another – as a completely distant group it’s essential to have significant, in-person connection every time we are able to. There’s no pressured enjoyable, simply real downtime collectively – stress-free on the seaside, consuming gelato, studying collectively, having fun. Now we have a zero-alcohol coverage in any respect our gatherings. Now we have individuals in restoration on the group and we’ve all seen what occurs when an excessive amount of alcohol is concerned in work conditions in our prior jobs; we now have an incredible time with out it and taking booze off the desk – actually – makes everybody really feel rather more snug. If a boss or firm feels that free booze or the occasional free pizza on a Friday is the way in which to their workers’ hearts, they’re lacking the purpose and misunderstanding these people.

What do you do to go the additional mile to indicate your group you admire them?

Together with the retreats and residential gatherings I run for the group, that are larger gestures of appreciation, we now have day by day exhibits of gratitude and friendship. We every ship out a ‘Thursday thanks’ to somebody we’re feeling grateful for – privately quite than publicly. Now we have common ‘good friend chats’ the place we carve out time to speak out what’s occurring in our lives exterior of Tandem, and we now have such shut friendships throughout the firm which makes the tradition fairly easy; all of us take pleasure in being there, and it exhibits.

By way of your messaging do you assume you speak on to your shoppers in a transparent vogue?

Sure, but additionally in an affectionate, familial manner – we don’t do company chat. We voicenote, we now have fun, we take away the jargon and pomp, and we don’t ‘gatekeep’; I used to be voicenoting a long-standing member of our group final night time, simply to verify in, no agenda. I’m very clear with the group in regards to the working of the corporate, which I feel individuals admire.

What’s your tackle inflation and rates of interest – are you going to go that on to your prospects or let your margins take a success and reward buyer loyalty in these more durable instances?

We elevated 10% throughout all providers, yr on yr, however stay very inexpensive. This worth enhance was mandatory as we now have had a considerable lower in our  revenue margins because of the results of inflation on our prices. Nearly all of our earnings are reinvested within the firm to finance present and future campaigns. We’re extremely depending on this capital as we now have no debt and don’t have any plans to amass any.

How usually do you assess the information you pull in and deal with your KPIs and why?

On a month-to-month foundation I sit with the information, however in saying that, I’ve by no means had a inflexible marketing strategy;  which contributes to the success of Tandem. I take a look at the information however I simply do the job because it presents itself. I hate the phrases ‘targets’ and ‘KPI’s – typically you are feeling pressured to tug a goal out of a hat, then if you happen to don’t meet it, you are feeling prefer it’s a measure of your functionality when it isn’t.

The KPIs that matter to me are values-based; do I’ve a cheerful, wholesome group? Are we having fun with what we do? Do our purchasers hold coming again to us? As a result of when these issues are in place, the numbers are nice. If not, I’m going again to Connection; how can we higher join to enhance issues?

Is tech taking part in a a lot bigger half in your day-to-day working of Tandem?

Our firm is completely on-line, so we’re very reliant on social media platforms, however we hold issues fairly easy. We’re utilizing platforms like Discord, however we attempt to restrict the variety of apps and platforms that our group want so as to interact with us; we wish to encourage a stability our high quality on-line providing with encouraging significant offline time.

What’s your perspective to your rivals?

Competitor evaluation is a large factor for some however it’s not one thing I take into consideration – firstly we don’t actually have any rivals, as no person else does what we do, and secondly I attempt very exhausting to not examine myself or this firm to every other people or firms. I deal with our aims, objectives and successes – my mind switches off after I hear somebody gloating about turnover, as a result of it’s simply not my focus. Revenue doesn’t inform the total story of that firm and the people inside it. All of it comes again to our values; they’re what matter to me.

It may be a lonely and pressured place to be because the lead choice maker of the enterprise. What do you do to chill out, recharge and hone your focus?

Practically all selections are made as a collective, so it’s both all the group or the venture managers and I making a ultimate name on one thing collectively. I chill out and recharge by climbing – I usually work from a climbing wall – doing yoga, biking, mountaineering, sitting on the seaside. I begin my day very early with an hour of meditation, studying, some Duolingo; something peaceable that units me up for the day. That sacred hour is essential. My way of life and surroundings encourages that manner of recharging – I chase the solar, and proper now I’m in Cape City. I don’t work Fridays, not one of the group do – we learn, get impressed and recharge ourselves.

Do you consider within the 12 week work methodology or do you make for much longer planning methods?

We do have long term objectives however we work primarily in quarters, so shorter sprints – it helps us to deal with the right here and now, which is why our marketing strategy is so versatile.

What’s your organization’s eco technique?

All of us work remotely on-line, so our footprint could be very small, however we used to print sources for our group and purchasers – now we offer all of these sources digitally to minimise our influence additional. We additionally work with native companies and small companies for send-out objects to minimise postage influence.

What three issues do you hope to have in place throughout the subsequent 12 months?

I wish to arrange native pods in territories the place inexpensive options haven’t – till now – been obtainable, together with India, South Africa, and smaller territories throughout Europe. We have already got a powerful presence in Italy and Spain, however I’d prefer to see particular growth into Germany and France, I wish to put money into people inside these communities. I additionally wish to develop our movie and theatre providing, and we’re making thrilling plans in that space. Aside from that, I need issues to proceed as they’re – a powerful, blissful group; artistic initiatives rolling in; enthusiastic purchasers – a way of life enterprise that I’m proud to be part of.


Cherry Martin

Cherry is Affiliate Editor of Enterprise Issues with duty for planning and writing future options, interviews and extra in-depth items for what’s now the UK’s largest print and on-line supply of present enterprise information.

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