Ben Hanlin is a TV Magician, Content Creator and Co-Founder of digital marketing agency Pull The Pin. Over the last decade he has exec produced TV shows and has made content for some of the biggest brands in The World. During the pandemic he pivoted and finally took the step to co-run his own agency with his friend, and well established digital marketing Guru, Sam Hufton – and the last 12 months have been “magic” (pun very much intended!)
- Tell us a little bit about your business…
We are Pull The Pin – A digital marketing agency that partners with businesses to help them reach their audiences online. Our clients range from mid-large size B2B clients to national restaurant chains in the B2C market.
- How did you get into the industry?
In a sightly unconventional way – I’ve been a magician and content creator for over 10 years, working on TV and in LIVE shows. I’ve often had to work with products and brands to help them get their message out to their audience, usually via online video.
My best friend, Sam Hufton is a Digital Marketing Guru – He’s headed up a number of successful digital marketing agencies over the last decade.
During the pandemic, the physical performing side to my work shut down and online video became king. The Worlds of content creation and digital marketing were getting more and more intertwined so it seemed like the perfect opportunity to join forces and create an agency focussing on both of these skills.
We started out of our bedrooms during the pandemic (which a lot of people thought was quite risky at the time), but fortunately we’ve kept growing and now have offices in central Birmingham, that is home to 15 staff.
- What are the biggest opportunities and challenges in your industry?
The biggest opportunity is that almost all brands now realise that they need a complete digital strategy, which they often can’t execute in house. It makes way more sense to partner with an agency that can support in many different disciplines.
I also think that TikTok has changed the way we consume video content – shifting the focus away from production values and more into narrative/idea creation. This removes the barrier to entry needed to be a traditional high end video production agency which is exciting for a fresh company like ours.
Regarding challenges – the two big things are obviously the impeding recession. How are brands going to react to that in regards to their marketing budgets. And the other challenge at the moment is staffing – salaries are increasing, reducing margins and the “great resignation” has left a bit of a shortage of talent in the market.
- How would you describe your leadership style?
You’d probably be best to ask the team! HA!
Sam, who runs the day to day is the driving force for our culture and he has spent a lot of time telling the team where we want to be as a company and sharing the journey with them. We always want our staff to feel valued and whenever possible, get involved in decision making.
- How do you get the most out of the people who work for you?
Firstly – don’t over work them! It’s very easy to run staff at 100%+ capacity but in the long run they’ll get burnt out and leave. A lot of our time is spent keeping an eye on that and when we see teams becoming overworked, making quick decisions to help them.
- What are the most crucial elements to your business running smoothly and being successful?
Great performing staff that also fit our overall culture – If we hire the right people, with the right attitude and energy for where we are going as a company, then they are more than capable to deal with whatever gets thrown at us.
Also we don’t take ourselves to seriously – Yes we really want to do a great job for our clients but as directors with young families we are both really aware there is definitely more to life than working. If the pandemic has taught us anyhting, it’s so important to keep perspective.
- How has the past 12 months been for you?
Really really positive! In our first year of trading we have generated a revenue of over £700k which has been incredible. Our staff and client retention is fantastic, which are the two most important metrics for us to look at.
That said, I’d be lying if I said it wasn’t stressful – Cash is King, and as a startup we opened the business with zero money which meant every financial decision i.e. every hire, equipment etc. had to be right. There was no margin for error! – Thankfully as you grow, each decision holds less weight in relation to turnover which we are really appreciating at the moment.
- What will the next 12 months look like for your business?
We are looking hoping for continued growth, aiming to be at around 25-30 staff next year.
- What are the highlights of your career so far?
As a performer, writing and starring in my own TV Show is definitely a dream come true.
Getting to the semi finals on Dancing on Ice was also an unexpected experience which I loved every minute of.
- What’s the biggest business mistake that you’ve learnt from?
Don’t neglect the P&L!! Previously I’ve been involved in businesses where other people were responsible for the financials so I didn’t pay them much attention – but when things started to go wrong, as a director I only had myself to blame that I didn’t keep an eye on it.
- What’s the best piece of business advice you’ve been given?
“The person that loves to walk, will walk further than the person that loves the destination!” – In essence, having end goals are great, but if you have to enjoy the process and the journey in getting there.
