Q&A: Tony Humberstone
10 March 2023
Tony Humberstone is Managing Director of the digital agency Vooba, which specialises in internet marketing, SEO (search engine optimisation) and pay-per-click services, as well as website development via its Abnix business. Vooba currently works with more than 100 tool and plant hire companies.
Given the IT-orientated nature of your business, are you very tech and gadget-driven?
Yes, I love to have the latest gadget to keep in line with the current trends and industry tech. As a business we always look to have the latest software to streamline things and give us better processes.
What was your first job after leaving school?
I worked for a company in Sheffield called Edward Pryor & Son as a mechanical and electrical service engineer. They made machines that etched VIN chassis numbers onto the cars on production lines, and I worked in factories like Land Rover and Ford installing and repairing the marking equipment. It was a good company to work for and I learned a lot about engineering and the pressures of working on a production line, especially the Land Rover plant in Solihull.
How did you get into the world of internet commerce and websites?
I got into digital marketing from the days of directory advertising. I used to sell space in the good old BT phone book and when things transitioned from print to digital it was the natural path to take. At BT I learned a lot about advertising and working hard. We used to have very strict rules on booking meetings and were sometimes in the office to 9pm, cold calling.
What is the best part of your job?
I still get a buzz from bringing on new clients to Vooba but most importantly I love to get the customers good results. It's a great feeling when you get a call or email to say “thanks for doing what you said you would" or "our company has grown on the back of the marketing you have set up for us". I always say to our clients that it is a partnership. If we get the results for them, they will be clients for a long time so it's a win-win for both parties.
And what is the worst?
I guess just like any MD we all face challenges with staff but I am very lucky to have a great team of people. I always try to look after them and make sure they are happy and enjoy working for Vooba. There are 40 of us now and our office is a converted stables on the edge of the South Downs in Sussex. It’s stunning. We can be in London in an hour – and on the beach in 20 minutes.
What main challenges face businesses regarding the web and social media?
The web has become very competitive because it is where the vast majority of people search for a business, especially on Google. Like everything else, Google and Facebook click prices have gone up so firms need a decent budget just to compete online. Also, having a website that meets Google's requirements is very important: if it doesn't, a website will never rank well and won’t be found on the search engine. I would say to any business owner to try and understand the fundamentals so you can make better, more educated decisions about where to invest your money.
What annoys you?
Negativity! I'm a very positive thinking person with a can-do attitude, so people who bring negativity into a room are not for me.
What was your favourite school subject?
I would be lying if I didn't say it was PE. I loved football and cross-country running at school in Sheffield, and I’ve also done a lot of triathlons in the past. I have always loved sport and competition so I looked forward to the weekly PE sessions.
If things had been different, what other career might you have considered?
I have always loved aircraft and at one point I was considering joining the RAF. I have quite a few friends who are pilots and they have a great life, so that would have been good. I used to attend air shows at RAF Finningley near Doncaster and was thrilled by aircraft like the Vulcan and the Harrier.
Has anything unusual ever happened in business?
Vinnie Jones (the former footballer turned hard-man actor) once became a client of ours. He has a company called Deacon Jones Fine Flooring and I sent him a cold email after hearing their advert on radio. Two weeks later, Vinnie and his business partner Danny were in my office discussing a Google marketing campaign, which they went ahead with. He’s a cool guy. He said we’d done a really good job and he invited me to watch him sing on the X Factor! He also took me to his golf club and I met some other footballers.
What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?
Work hard and play hard has always been something that I have lived by. I believe if you follow that, good things will happen.
Do you follow a particular sport or team?
I'm a Sheffield Wednesday supporter – so I'm used to disappointment! I also love skiing and playing golf.
What new skill would you like to learn?
My daughter Millie, 17, is an excellent drummer and I'm keen to follow in her footsteps. I have always loved music and watching her play gives me goosebumps. I can play a bit and I’d like to learn more, but it’s finding the time.
If you could invite three famous people to dinner, who would you choose?
The comedian Micky Flanagan because he’s hilarious and you have to laugh in life; Paul Gascoigne, who must have so many stories and crazy anecdotes to tell; and Sylvester Stallone, who struggled before the Rocky movies, was homeless and even sold his dog – a real rags to riches story. He’d be inspirational.
Finally, any future plans?
I want to make Vooba/Abnix the best digital marketing agency in the UK so the plan is to keep growing and keep delivering good results to our clients!
Photo: Alan Guthrie
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