On our sixth episode, Joel and Jess discuss the lessons we can learn from the last century of advertising history.Read More
At The Family Knife, we believe no one knows your business better than you do. So who better to handle your marketing than you? If you’re looking to expand your in-house marketing, improve the effectiveness of your efforts, or help bring more team members on board, we’ve got the podcasts for you!Read More
On our fifth episode, we reveal what goes on behind the doors of your agency, and how you can have a more productive and valuable relationship with your partners.Read More
On our fourth episode, we talk all about the joys and struggles of managing a team of marketers.
We know that managing marketers isn’t always easy—but it can be one of the most rewarding parts of your career!Read More
“We all make mistakes.” That's something you've probably heard since you were a child. But that expression comes with a judgement—that while we all may make mistakes, the idea is to avoid them. Accept that they happen, but do everything you can to make sure they don't happen again.
And we carry that judgement with us into our careers and business lives. We do everything we can to avoid making mistakes, to avoid failure.
But that might be the biggest mistake of all.
On our third episode, we talk all about planning and throwing a successful corporate event. Events can be scary. It can be hard to know where to even start. You can feel like you have to manage every detail by yourself, while still being a gracious host.Read More
On our second episode, we talk about how you can get more marketing done, avoid procrastinating on important items, and feel better about your workday.Read More
On our first episode, we talk about the difference between In-House Marketing and what we call “DIY marketing,” how you can keep quality high within your in-house marketing team, and some ideas you can borrow from how creative agencies keep coming up with great work.Read More
We all know the phrase, “the ends justify the means.” But how often do we think about adjusting our ends to fit our means?
We're so used to thinking about what we want—or what we think we need—we can forget to think about what we have at our disposal now.
If Dollar Shave Club had thought only about what they wanted—a huge ad campaign that would launch their business—they might have hired an expensive ad agency or launched a TV campaign.
Instead, they thought about what they had at their disposal—$4,500, improv training, and a warehouse full of razors—and made one of the most successful ads of all time, and the first step toward a billion dollar acquisition. So much for constraints.
Claude C. Hopkins, the most influential advertising copywriter of all time, said, “most business wrecks which I have encountered are due to over-reaching. To reckless speculation on a hidden chance. All advertising disasters are due to rashness; needless and inexcusable.”
If you only think about what you want and not about what you have, you're betting on an overreaching wreck. If you don't have the means to reach your end, you won't make it the whole way. Better to adjust your ends to your means and, as Ogilvy said, “go the whole hog.”
The fact is, we will never have all the budget or resources we want. We'll never have everything we think we need to launch that big, ambitious campaign. But we might have everything we need, right in front of us, to do something better, bigger, and more effective than we thought possible.
An in-house team member with improv and video experience may be more valuable than a budget of hundreds of thousands of dollars. An effective social media campaign may be more useful to your business than the 15 second TV spot you've been wishing for.
As Liddell Hart says, “if there is one lesson that should be clear from history it is that bad means deform the end, or deflect its course thither. I would suggest the corollary that, if we take care of the means, the end will take care of itself.”
So for your next marketing opportunity, consider trying to do even more with what you have, instead of pining for what you don't.
Do more in-house, take control of your marketing and your means, and the ends will take care of themselves.
It’s the most wonderful time of the year! Offices are merrily decked out with ornaments and garland, there are red and green sprinkled cookies everywhere, ugly sweaters abound and people are just happier in meetings. And just when you think everything is ho-ho-ho, you hit a humbug: what are you going to get that Marketer in your life for a present?Read More
“Analysis Paralysis” is a common enough term, but what does it mean, and does it affect your team and your results?
As marketers, we’re always searching for the new platform, the new trend, the new perspective—and with media options essentially endless, we can find a niche market everywhere. So much so that we can always be looking, always be evaluating, always calculating the “best time” to make a move. But you can very easily fall into the trap of over-analysing.Read More
Hiring staff is always a challenge, and with the high costs of training and potentially replacing a hire, it often feels very high stakes.
We’ve built and led marketing teams large and small over the years, and we help our clients find the right marketers to join and grow their teams. If you’re currently looking to build out your marketing team and want some extra support making the right decisions, please get in touch.Read More
One of the biggest challenges for any in-house marketing team is to continue to grow and innovate year-over-year but with the same budget and resources as last year.
These constraints can often feel insurmountable, but they may be your secret weapon.
We often think of constraints as things that hold us back. However, the truth is actually the opposite—we need constraints to achieve our full potential.Read More