In marketing, a boutique agency is one that is small and focused. It’s usually made up of a talented group of people that work well together and are highly competent. Larger firms that rely on many teams in several locations might be considerably less agile than a small creative business like this. A smaller firm will also communicate better, be more willing to try new ideas, and provide you with a point person who is well-versed in your requirements.
Inbound marketing, content development, and providing your business a strong narrative voice are all skills that these companies excel at. They excel at creating a loyal community around your business more than anything else.
If you choose a huge firm with a history of success are you getting the individuals who were actually involved in the prior success? It’s unlikely that you are. You’re probably being passed around among several marketing personnel, many of whom have nothing to do with a campaign you love. When you choose a small firm with a history of marketing success you’re getting the people that really ran the campaign and made it successful. A small agency’s personal connection with its clients encourages openness at every touchpoint in the client-agency relationship. When dealing with a boutique agency, this is arguably the most significant differentiator.
Axle Eight is a boutique marketing firm located in Scottsdale, Arizona, that works with customers all around the world. Axle Eight offers SEO paid advertising, content development, email marketing, analytics, and automation as well as other services.
Kim Grennan, the founder, and CEO of the company shares “We work with so many small and medium-sized enterprises that we need to derive a method to remain adaptable as our clients’ business demands change. We work on a month-to-month retainer basis, unlike other companies who lock you into a 6- or 12-month contract.”
The Inside Story- Meet Kim Grennan, the leader who built Axle Eight
Kim’s career began in investment banking and mergers and acquisitions. She worked for a Chicago-based investment bank during the day and attended Loyola University at night to pursue her MBA. After graduation, she was given a place on Verizon’s Innovation Incubator’s Global Strategy team in Boston. She was in charge of assisting in the development of non-core B2B strategic road maps, such as healthcare, IoT, Digital Media, education, and transportation. She and her husband decided to return to their home state of Arizona after a couple of years in Boston! Kim got a job at Tallwave, a start-up consulting business. She began full-time freelancing from her home office after a year there, intending to achieve financial independence at a young age. Most of her customers eventually needed marketing, and she began to see a lot of traction and success as a result.
For the first year or two, Kim considers her existing clientele to be her most ardent supporters. They continued to refer her to more and more firms. She swiftly assembled a remote crew of freelancers to assist her with the task. Kim decided in 2019 that she wanted to take her business to the next level and opened a real office in Scottsdale, where she hired her first full-time employee. Kim needed someone she could trust, and her long-time closest friend was searching for a new job, so the selection was simple! They hired office space at Spaces, a co-working facility located across the street from Fashion Square. They recruited two more full-time employees after only three months and soon outgrew that space. They relocated to a 10X larger facility in Old Town Scottsdale in May 2019. There are now seven of them that work from home every day! Kim and her staff continue to grow every day, and they feel that is real happiness.
“We want to continue to grow a team of people who embody our core values and acquire clients who have similar values. We’re in growth mode, so we’re setting up the systems for scalability and how to do that in a healthy, sustainable way. It’s a fun time in the business.” believes Kim.
Shaping Success
Company cultures provide a shared platform and approach to work for everyone in the business. Employee attitudes, effectiveness, and sense of belonging are all influenced by a company’s culture. Some cultures emerge naturally as a result of the way a firm operates, while others are shaped and implemented by executives. The communication methods of owners and senior management have a major role in establishing a strong and productive corporate culture. Kim says that the culture at Axle Eight is something that she is incredibly proud of. She further adds that their work environment is very communication-focused, and they’ve had to work hard on that throughout the pandemic and working from home.
“The key to any successful business is hiring people who are far smarter than you, and then figuring out how to keep them happy so they stick around. My team not only makes my job easier, but they are constantly providing ideas on how to grow and improve our services, making us stronger as a company. I am in a better headspace knowing I can fully trust the team I’ve built.” adds the founder.
A Human Touch
“At Axle Eight, it’s so much more than just work. Our team cares about each other deeply. For example, our Marketing Director just got married and we put together a video for her to wish her well as she left for vacation. Two of our team members had babies recently, and we were one of the first ones to know when their arrival happened. We are there for the small and big milestones, truly like a family.”
A message for young entrepreneurs
Before signing off from the conversation Kim has strong life lessons for all the young leaders.
“If there’s anyone out there looking to be an Entrepreneur, it’s so critical to be adaptable and go with the flow. Understand that the needs of your clients/customers aren’t going to be the same even a year from now. So having the mentality and willingness to be flexible, change and pivot are what’s ultimately going to put you in the best possible position to make a difference in your space.” believes Kim Grennan.
Axle Eight on Social Media
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