We talked to Richard Rubenstein on how Kadima Digital is a digital marketing firm, and this is what he had to say.
First of all, how are you and your family doing in these COVID-19 times?
Richard Rubenstein: We are doing well considering the current state of the world. Having a baby just as the pandemic began gave us more time to spend together as a family. With WFH being the norm, we value the added quality time we get from saving time on commutes and even enjoying lunches together.
Tell us about you, your career, how you founded Kadima Digital?
Richard Rubenstein: For the last 20 odd years, I’ve been running my businesses. All were bootstrapped, so we didn’t have the luxury of big marketing budgets. This made us continually think outside the box. While we did not succeed every time, we got into a ‘hustle’ mode mindset, thinking creatively and dynamically, and were able to test many ideas. The lack of restraint refined our tactics, strategies, and processes with one primary focus, results. Our diving into this world headfirst led friends and family to reach out and ask for digital marketing help. There was no shortage of knowledge sharing, but the majority I spoke with had (of course) limited time. It made sense to officially open a boutique digital marketing agency and more strategically assist where needed. Even now, the majority of our clients are friends or referrals from friends or family.
How does Kadima Digital innovate?
Richard Rubenstein: We hate working with clients within a confined ‘box.’ So we throw in many other services that give their companies/ brands extra authority boosts. We use different software to look behind the curtain, spy on competitors, and streamline results. Our team is continuously upskilling, following the trends, and we have a strong culture of internal knowledge sharing. Working with global clients and campaigns allows us to identify many main points. Having such experience, we are refining a comprehensive approach for clients, and soon are looking to release a lead automation service.
How the coronavirus pandemic affects your business, and how are you coping?
Richard Rubenstein: The most significant thing we have seen is many clients’ budgets get smaller. Instead of losing them, we heavily reduce our fee and double up on the most critical strategy. Using the 80/20 rule, we can still keep all on board, involved, and happy.
Did you have to make difficult choices, and what are the lessons learned?
Richard Rubenstein: As a business founder, you have to make difficult choices always. With Covid19 being very ingrained in our lives now, it’s all about staying relevant and adjusting to this new direction. Online has been given a massive boost, so the digital world is getting more and more congested. We have learned to roll with the punches and accept our new reality. It’s not an easy time, but it’s an exciting time for innovation- and most importantly, we are in this together.
How do you deal with stress and anxiety?
Richard Rubenstein: In many of the common ways: with exercise, meditation, and having a dog (for outdoor adventures when it’s allowed). Netflix is an easy, stress-free mind distraction-but it is another screen after all.
Who are your competitors? And how do you plan to stay in the game?
Richard Rubenstein: It seems that digital marketing agencies have been popping up in cities worldwide during this pandemic. But at the same time, so have people launching online businesses (or online side hustles). We strive to push out high-quality work, overdelivering on the value, and cementing long-lasting personal relationships with our clients. That’s what it comes down to at the end of the day. If we help them succeed, we confirm our space next to them at the top.
Your final thoughts?
Richard Rubenstein: Just that creative freedom truly opens doors. If you give your creatives space to do their thing, you’d be surprised at the results you can achieve.