What is growth marketing?
What is growth marketing? Where will growth marketing evolve in the future? We had a pleasant conversation on all these questions.
LEARN MORE SEE HOW IT WORKS RADAAR: Hello to everyone! Welcome to RADAAR: Talks, where we discuss digital marketing issues. I am Ayşegül from RADAAR. Our guest today is Seçkin Canan, Project Founder. We will chat with Mr. Seçkin about Growth Marketing. First of all, RADAAR: Thank you very much to Talks for our guest, Seçkin. How are you doing? Is everything okay?
Seçkin Canan: Everything is OK. Jobs, everything goes on. Life goes on. We have now returned to our workshop and we continue to work from there.
RADAAR: Fantastic! I want to enter our main topic by asking the most basic question. "What is Growth Marketing?" Let's start.
Seçkin Canan: Growth Marketing is actually the part of the job that we translated as Growth Marketing, but today we can qualify it as marketing studies based on the growth targets of institutions. In other words, while factors such as awareness and awareness were fragmented in the past period of marketing studies in general, or in the previous processes, people started out with piecemeal targets such as announcing the brand or creating perception about it or reputation management as a target in marketing studies, Growth Marketing actually changed this. Marketing studies conducted on the basis of the sales targets of the brand or the final targets that the brand actually wants to achieve, which we call KPIs, formed the basis of Growth Marketing. Of course, in today's world, because these are = growth, and the goals are always aimed at growth, the marketing that goes towards these goals has taken its place conceptually as Growth Marketing.
RADAAR: It is very beautiful. Growth Marketing, the name of which we have started to hear frequently in recent years, has become very popular. Is it actually just starting to enter our lives or is it really a new approach? Could you tell us a little bit of your past?
Seçkin Canan: Of course. Now, the concept of Growth Marketing has just begun to enter our lives. If you ask if such a term was used in the past, no. In the past, we did not use a term called Growth Marketing. But Marketing studies were essentially at the same point. There was a problem in our perception here: We had a difficult time to distinguish between marketing and sales. At least in terms of institutions. Agencies or people working in this field constantly "Separate it for marketing and sales", "No, actually marketing exactly the word marketing? Or should it be used to create the market, to create the market? " was in a lot of confusion like concept. As a matter of fact, when people came to a correct perception about the concept of Marketing, it is no longer just to manage the sales process in a market, but to create a real market, to create a market that does not exist, to create a market that does not exist, and then certain endpoints to sell in that market. processes such as retaining and communicating at those extreme points began to develop. In this development process, everyone has taken different ends, and at the end of this, of course, digital tools came into play in the digitalized era. When digital tools entered, scalability increased this time. With the details of the reports we obtained in the marketing activities of the early 2000s, which we call the previous physical marketing methodology or the early digital period, the reporting detail we have obtained today has reached a very different point. When such a situation occurred, you actually started to measure the proportionality of the data or figures you obtained as a result of marketing studies with these detailed reports with the sales targets. You have started to measure conversions, that is, the transformation process of your marketing activities into sales. At that point, the following awareness was raised: If the growth goals of the organization are sales-oriented or receiving offers etc. If it is focused - it depends on the service it provides - it could be a social structure, a government agency, a commercial enterprise, but let's take the commercial enterprise as a basis. If the target is to increase sales and go to more sales in the commercial enterprise, with the transformation of these marketing efforts into sales and measuring conversion, Marketing and growth have become parallel to each other. As such, it first entered our lives as Growth Hacking, that is, how we can actually accelerate growth with movements in the digital or how we can increase this conversion rate with our direct works. In other words, it turned into a continuing process of marketing activity aiming to grow. On the other hand, when it comes to today, practices have not been separated from each other very much. Let's say the practices have been enriched with new digital tools. And the enriched practices turned into richer reports and more measurable marketing activities. Now, when all these are brought together, the structure that emerged with the ability to monitor all kinds of vehicles, including this meeting, on a fully and completely numerical basis, pushed the concept of Growth Marketing. We came to Growth Marketing today from the point we call Marketing Communication.
RADAAR: Actually, you mentioned it, but I want to open it again. There are also those who say it means the same thing, different from what you said. What exactly are the differences between Growth Marketing, Growth Hacking, Hacking Marketing? So where exactly do they diverge?
Seçkin Canan: Growth Marketing is actually a top title. There is not much of a point where it diverges. Those who say it means the same are right, too. Those who say they are different are also different. Judging from his English origins doing Growth Hacking, is that a hacking? Is it really to walk behind the system or exploit the vulnerabilities of the system to create opportunities to grow faster? Or is it to use these tools well within the growth opportunities offered by the system? At that point I separate the following. For some I would say yes, a Growth Hacker. Indeed, there are people who continue their marketing activities by writing different scenarios from the extremes of the system that nobody uses, sometimes by Data Studio reports, sometimes by actually carrying out their marketing activities in digital, Guerrilla Marketing. For these, we can actually call the people who approach very innovative, the hackers of the Growth world. But as these hacking studies become routine over time, all these Growth Hacking activities and all these sub-scenarios set up by Growth Hackers constitute the whole of Growth Marketing. Therefore, if we consider the work we do as an actual, infinitive, we can say Growth Hacking for things that are carried out with very smart and very "tricky" studies, but since the marketing activities carried out in parallel with the institution's KPIs in the marketing activity carried out, it is not exactly the same as Growth Marketing. disconnected nor the concept exactly corresponds to each other. Maybe we can think of the other as a road to the other.
RADAAR: Who can benefit more from Growth Marketing efforts?
Seçkin Canan: Now, this topic is clear to everyone. In other words, Growth Marketing studies are a sustainable structure for a simple e-commerce site. Growth Marketing activities are a sustainable structure on the side of a company that does B2B business and aims to sell only to corporate companies. Here, it is up to you for what purpose you will use the tools you use under Growth Marketing. In what you call conversion measurement, on the one hand, a large institution only measures the data it collects, namely the "lead", and then calculates a real conversion rate by measuring its conversion rate to sales with its own CRM tools, and then determines the points that fail in this conversion - that is, what we call "pipeline". By identifying the disruptions at the point in the sales process - breaking them with new generation digital tools or sometimes unexpected old generation methods and continuing a Growth Hacking activity there, you can combine the parts of this Growth Marketing work and go on the right path. But in e-commerce, I will go to direct sales measurement and say Performance Marketing, ie advertising tools, in general, using the performance-oriented marketing studies of digital advertising tools, as well as finding the most up-to-date methods of that day on the SEO side and carrying out the studies simultaneously, then With reporting systems and analytical data or User Experience analysis, you can keep them and use all these data as conjugates, and then derive target audiences parallel to your target audience, perhaps through channels such as Facebook Business Audience, and reach many additional audiences. At this point, how efficiently the traffic you receive to your site and likewise intervening in this User Experience side of the site - because when you say Growth Marketing, you are trying to get a big picture. You are expanding the area where marketing goes from end to end at every point. By doing this, you can also use it directly for e-commerce. This does not mean that it only appeals to large corporations or only to an entrepreneur. No, Growth Marketing methods are available for everyone. The only difference is that today, Growth Marketing has started to require such a "Know-How" that when we use it from end to end, you really manage the UX / UI processes, that is, the visuality that will get more interaction in web-based infrastructures or social media, from updating the user interfaces depending on the user experience. Finding the right reports in tools such as Analytics that allow you to track traffic correctly, classify the real data correctly, eliminate unnecessary data, direct Google ads to the right keywords by using this data and using Google's Trend analysis, and from the money you have wasted on these keywords. to get rid of the cost, to minimize the cost but to try to optimize the profit, as well as to use PR activities - online PR activities in the current term - powerfully, to place content in different channels to feed your content, on the one hand, taking into account the SEO dynamics of your pages. There are so many dimensions as you try to optimize everything from content to titles correctly and try to maximize the traffic you receive organically in search engines ... When it grows too big to be managed with the expertise of a single person - at that point - each of them is an area of expertise in its own right… For a small entrepreneur, there is a scenario in which he enters by saying "I am a genius" and saying "I learn all this and get over it". Often times this scenario ends with bad consequences. Or for a large institution, saying "I can remove this investment", sometimes all of them in a different agency, sometimes with the support of the five-armed structure within a whole agency, as we did in Projects We Were Not Having, in any case, the results obtained by taking such an investment into consideration. If you look at this in terms of advertising costs today, Turkey's monetary value lost against the Euro, etc. Think about it, yes, it is difficult for the small entrepreneur to pursue Growth Marketing activities with high budgets - and I have to admit, Growth Hacking will bring cost-free results when there are so many ingenious ideas, even if it is an activity that smart people can sustain, and yet it is a bit of marketing that you can dedicate. Institutions are a more sustainable activity for large corporations, as they are in line with the budget, advertising budget or the money you pay to an agency or the number of experts you can employ inside.
RADAAR: So, how can a business aiming to grow with Growth Marketing best determine the right target audience for itself? Because the target audience is one of the most important issues. Maybe it may be necessary to give separate examples for B2C and B2B.
Seçkin Canan: In fact, different things are now used in determining the target audience. You used to do market research. Now you start from here: B2C or B2B… Actually, there is a certain mathematics involved. Knowing your competitors is the starting point in my opinion. Because if you know who is your competitor, you can start with "tools" such as SEMrush, SEOmonitor or other tools you can use today, from which keywords these competitors get traffic. So how do people search and find on the Internet who are really doing the same job as you? This is an analysis you can do for free. You don't necessarily need to use very expensive tools, full languages. You can then go to make sure of these keywords by doing Google Trend analysis. Subsequently, you actually find what the target audience is looking for. You haven't found the target audience yet. But when you start marketing activities for the target audience that you know what they are looking for, either by giving Google ads or when you start SEO work, you start to attract this traffic to your site. If this is not your website but your "landing page" etc. I do not say it as a whole site structure, but since it is a structure you use on the internet, you start to get to know your target audience as you start to attract internet-based marketing activities. You get a certain basic data from the target audience you know. So I am throwing you, you have gradually started to catch a target audience data of 1,000 people. You have used or did not use a Sales Manager tool for this. With tools such as Salesforce, you can also track IDs in a very detailed way over IDs. Or you can identify and classify these data with the lead forms you put on your site with the data you obtain manually. You can accumulate mail addresses gradually with these activities. Then other tools from the top are the most similarly 1%, 3% expanded target audiences we call "Lookalike Audience", or the closest to that profile with tools such as Sales Navigator, the other you haven't touched yet but potentially the few you have collected. You catch the profile equivalent to data and start communicating with them. In my opinion, the following is changing in the practice of Growth Marketing: In the past, you were making big investments to get to know the target audience. You were doing market research for the target audience, or even earlier, you were making predictions and trying to produce a product suitable for that target audience. Today, you make an analysis according to the products that are produced in the market and reveal the product first. Most people put their initiative first. Then Marketing literally begins. You are entering the process of creating the market for that product. Even if you have made a competitors or an unrivaled product in the process of creating the market, you discover not your target audience directly, but the areas, keywords and searches that your target audience will be interested in, within the framework of analysis of other businesses that potential people will look for what you are doing. In fact, this is where Growth Hacking starts at some point. When you start from there, instead of making the analysis human-oriented, you start to make the analysis behavior-oriented. With behavior-oriented analysis, you are running in a process that moves faster towards sales. And with the data you get, you start to get to know your target audience in real terms. Instead of wasting time getting to know it from the beginning, you actually manage the work with a process in which you spend more time developing the product.
RADAAR: So, should we consider Growth Marketing as a sub-work of Inbound Marketing? Or do you think we should evaluate them completely separately?
Seçkin Canan: Now, let's say under Growth Marketing for Inbound and Outbound Marketing studies, at least that's my opinion. Actually, there is a reason why I say under it. Inbound, outbound literally appears as incoming and outgoing communication processes, but when we look at the subject from our point of view, it works as follows: First, if we are conducting Inbound Marketing studies, this is a work that expands on the data we have already obtained. What do you do when starting the Growth Marketing processes? You have embarked on a business or have already introduced a new product within a business. In the process of obtaining the first data about this product or in the process of creating awareness about the product, you mainly continue with one-way communication to the outside. You can do old-fashioned posters, Guerrilla Marketing (you can distribute toys to all parts of the city), you can present very powerful (actually interactive ads) with large budgets within a very wide demographic to your target audience that you do not know yet on Google. All of this goes within Outbound studies. But over time, with these Outbound studies and Outbound Marketing processes, data from your Lead Forms are starting to form. Data starts to be generated from your tools such as Linkedin Insight, social sales channels such as Facebook Pixel or your SQL channels or marketing channels on your own website. Then you learn this. You already have a data, and you can classify it as follows: those that have turned into sales and those that have not turned into sales but are potential. In fact, you separate your leads as "qualified leads" as in the sector, then you separate them as "segmented qualified leads". And you sort them out again. The Inbound Marketing process begins when you start communicating with the target audience you have already touched. In other words, a communication starts with a content that has been analyzed by acting with the data from the other party, a user you know what they want or a user whom you know what they are looking for or searching for, through Remarketing, that is, with the remarketing process or processes that you can continue by making publications such as webinars. At this point, this is actually starting to form our Inbound pool. Therefore, if you are moving forward with an aggressive growth strategy, on the one hand, with Outbound Marketing studies, you will be constantly new with outbound marketing efforts, not knowing who you are going to, without knowing who you are going to, but with an extroverted communication only by drawing a certain framework. while gathering users; On the one hand, by remarketing to an audience you already know, whose behavior you know, you are now maintaining a communication - including the process they call "lead to demand", ie the process of transforming it from potential to demand. Outbound and Inbound go as integrated processes following each other. Growth Marketing studies already cover all of this. At that point, you must continue with both arms so that you can quickly move towards a truly aggressive growth target.
RADAAR: When we compare Growth Marketing with other marketing efforts, what kind of budgets should we predict? So is it more costly or is it possible to achieve more efficient results with smaller budgets?
Seçkin Canan: Since Growth Marketing is a higher roof, there are also budget and budget areas in it. And someone who really has a command of the system or knows what he wants or acts more predictably can go ahead without a budget. To give a simple example from what we just talked about, if you have a software developer in your team, or if you understand this yourself and you are promoting your product online, marketing or at least collecting the demand on the internet, you can set up a powerful website in the first place - if you don't have a budget - again, in fact, just Google. You can reach a certain pool in any case by watching the advertisements in line with these analyzes without using trend analysis, paid tools such as SEMrush, or by doing manual keyword searches yourself and trying to get something over them. With these keyword analyzes, you will only target organic traffic if you optimize your site with SEO studies, that is, search engine optimization studies. In line with organic traffic, you will be patient to access a data of 100-150 people from people who fill out the "lead forms" you use on your site. Once you have access to this data, Google Analytics is a free tool for you. Through Analytics, you monitor the pages that these people come from, how they reach them, where they are blocked or not. When you come to the end of the day, you can do Social Marketing, for example, by using only the Facebook Business tool with much lower budgets for these people. Or, with a very small budget on Google, you can load that budget on a day of the week and reach your narrow budget with 1-day targeting without showing your ads in the remaining 6 days. Again, after converting a few of these people into sales with tight budgets, you can spend money on marketing activities as you earn and actually implement some of the basic elements of Growth Marketing. Data Studio is a free tool provided by Google. Here you can detail your reports and go to more detailed "lead" analysis. Setting up SQL Opensource is an infrastructure and you can classify your "segment qualified leads" with SQL behind your site by storing them in your own SQL. You can also use paid tools such as Mailchimp to do Email Marketing, as well as search for much cheaper tools on the internet and find them, if you do not even want to set up HTML mails and deal with them, you can send them only with basic text mails, we can send them with the mails we call "plain text". What you have to do is actually understand the fiction correctly in your mind. Budgets add speed to you. Budgets give you the opportunity to reach 100,000 people in one day instead of 100 people. Budgets enable you to reach targets in a much shorter time and grow much faster. "But can't someone who is alone apply the basic principles of Growth Marketing without even having money in his pocket?" If you say, it implements no. The simplest example of this is what I have already done. Five years ago, when I started this business with a budget of 2000 lira, I started many businesses with zero marketing budget. We've grown five startups below here, and in all these processes, the only thing we actually knew was how to do marketing. We did not have the budget, but to allow time and patience… Because we had time to be patient. But not so for large institutions. Annual targets are set at the beginning of the year and it is desired to reach these targets very quickly. Naturally, they need to open their mouth a little but for really smart people and if they don't have money in their pockets, they can read, be aware, research, understand what the tools are for correctly, and unfortunately, because Turkish sources are not plural enough, they can read in English before their time or without awareness Doors are always open for people who first discovered some tools. But if you want to achieve big goals in a short time, just like when you want to establish a business in a huge building at first, if you need a large capital, if you want to achieve very fast results in marketing activities and you need big investments, large campaign budgets and large capitals.
RADAAR: So, do you think an organization that wants to do Growth Marketing works should establish a team within itself or can it also get this service from an external agency or team? Which one do you think would be healthier?
Seçkin Canan: It also depends on the working practice of the agency and also on the culture of the institution. In fact, the best scenario is as follows: To have someone inside who understands marketing processes and to manage the process by working with an agency from outside. Because here as supposed to cost management: Inside're all set up a Growth Marketing team today to place a programmer in Turkey's conditions, a Google ads from other ad tools from, LinkedIn from - it makes no difference - performance marketing specialist to put everything, this web software sitting with an SEO expert to deal with the SEO side, as well as seating one salesperson to drive "lead to demand", telemarketing, and other processes - but one who knows marketing - and so on. Hiring a team of 5-6 people means that gross salaries on their own create a serious cost. However, if there is a marketer who has an idea about the subject and knows what he wants when there is a person who can be trusted on the subject, he can get this service from the agency with a much less than the money he will pay for 5 people, because the agency also provides this service to many companies at the same time. has luxury. The agency also optimizes this budget. In other words, it offers you this budget in a much cheaper way than hiring it inside. If it takes the work out by working with the expert agency inside, yes, it is very “cost-effective”, these jobs can be sustained in the most cost-effective way, at optimum cost. Large budgets do not have to be spent on the agency or inside. But if you ask if it can be done, maybe you can set it up inside, it works as "dedicated" to you. You can sustain this if you are confident in its efficiency. You don't have any experts inside, you don't have the budget to employ, but there is an agency you trust. If you work with him and request a personal trafficker customer representative from him. This is assigned to you. It works like it is inside. You also host one day a week in your office and continue to work arm in arm. This works too. The important thing, I say, is about how you want to use the cost, how to manage it after knowing what you want, whether it is on the owner's side or whoever is demanding.
RADAAR: So, do you think Mr. Seçkin, where will Growth Marketing evolve in the future? What do you think we will be talking about in this area after 1-2 years, after 5 years?
Seçkin Canan: Artificial intelligence analysis will most likely be talking. What we call artificial intelligence is not yet a very ingenious artificial intelligence process, but when data analytics proliferate - so you are already dealing with Big Data, there is no need to talk Big Data anymore, everyone is already dealing with Big Data to some extent. But this one has two branches. There is still too much human awareness or human focus in analysis at the moment. The more these analyzes evolve towards artificial intelligence-based work, the results and propositions obtained will actually become systematic. This will bring the following: If you have infrastructures that offer automatic suggestions using machine learning and artificial intelligence systems in the tools you use in Growth Marketing - even today many of them are gradually developing. It hit the market or continues to grow. The system will start suggesting you where you want to go. The system will start suggesting which tools you want to use for you or which tools are suitable. Today, even on the user experience side, namely the "User Experience" side, which we call UX, systems are actually starting to provide eye tracking analysis, temperature analysis, artificial intelligence and prediction by using previous data. In keyword targets, some tools start to give automatic analysis and suggestions in line with the business targets closest to your business. As these grow, the use of tools with artificial intelligence systems that actually learn and offer through this machine learning will increase in the future of Growth Marketing. In the coming period, we will mostly say, "How much data can we systematically obtain with the analysis made by artificial intelligence?" we will be talking. This will actually bring a more aggressive marketing strategy to our lives. Does this name turn into something different from Growth Marketing that day? I do not think so. I think this concept remains in our lives for a long time. But the concept that will stay in our lives the most will be Marketing itself. Only the tools we use to do this will get richer and we will begin to evolve in other ways.
RADAAR: So you think you're doing Growth Marketing studies in Turkey, have success stories you would recommend us to review?
Seçkin Canan: There is. I don't know how accurate it is to give a corporate name, but I can say something like this: I don't know how much it systematically lifts the volume on the e-commerce side, how much it feeds the back side, but we've just spoken to Outbound Marketing, and to be aggressive by allocating serious budgets and Inbound. Trendyol is a very good example when it comes to exhausting us all with Marketing but really achieving sales targets. Some of the airlines companies in the past - not to name names, but not Turkish Airlines. Growth has moved towards achieving serious results by analyzing exactly what the target audience is expecting in marketing, giving importance to its work, even only with mail marketing efforts. Today doing business in the B2B side SAP and SAP's partners in Turkey itself - again, I do not name names - but they deposit their marketing efforts very seriously. A few large SAP solution partner examples Growth Marketing continued its work very strongly and continued on its way. Easy HR, which is a well-established initiative that I had the opportunity to come together and work with in the past, which we can not call a new venture anymore, has progressed with very strong Growth Marketing studies and they really owe a lot to these Growth Marketing studies in their growth in the market and they did very good marketing management. on the side. In fact, there are many examples that these examples will continue to grow even more. On the side of the thing, I do not go into global examples at all. The tools used by Google in its own strategies, the tools used by Amazon, the way to optimize the analytical data that the world's giant companies always use with artificial intelligence analysis and even when designing the product ... These are examples that we do not even need to mention, but there are really good examples in the world. examples are constantly increasing in number.
RADAAR: Well, after talking about Growth Marketing at length, I would like to ask about Projects We Were Near as I was approaching the end. What are the projects we were not? What does it do? How did the idea come about? What kind of need did you see? We are curious about this.
Seçkin Canan: Actually, we did not start out with a lot of need, we were not in Projects. We started with "we want this" rather than need. That's why the method went a little wrong with us, but… We Weren't. Projects are actually a business development and R&D company. We are doing marketing R&D. That's the only difference. For us, so is Growth Marketing. Marketing is a part of R&D studies. Let me say that is our point of view within ourselves. Because on the marketing side, doing R&D means developing systems and business development means getting to know new tools and developing something on top of new tools. We started to do exactly that. Everyone working here, all of the dozens of people, people from different agencies. All of these people are people who have used other tools or know what they don't get answers to. They asked the question, and we have the advantage of working with technically qualified people inside - a lot of software developers and designers work in this team, systems architects work. People who are interested in system architecture are already writing scripts first, then the software developer sets out to develop it, feeds on the design side... And with these, we went on to develop a tool that doesn't exist. At that time, B2Press, the first online PR agency to work with "human as a service", was established under the umbrella of Projects We Have Not. B2Press is currently serving in 30 countries and has grown. That in itself was a new business model and still unrivaled in Turkey, unrivaled in Europe, it continues to be the only competitor in America. And when we started this, it was 3 years ago when online PR was not talked about much. It was a growing structure now. During the pandemic and we were very lucky. We established a structure like Jakomeet, realize an online conference system and an infrastructure that broadcasts for 1 million people. Again, this was a structure that we developed so that we could meet our needs with what we want to do and where there is a problem if we develop it, on the one hand, where we actually achieved results with larger online conferencing tools. Likewise, many of the marketing tools we use under the We Are Not Projects have been tools that we have made or designed ourselves. We Were Not At That Point. Projects are actually a marketing-focused R&D firm established to develop services and products that other agencies can use or that organizations can use, rather than an agency. That's why we call it Projects We Didn't Happen. We have set out so that if anyone has a hard time doing it, let it come to us, and we will do it. Did we expect such rapid growth or demand from such large institutions? We really didn't expect it. We wanted to have a little fun, and we set out to really develop something and earn something, and something could be improved in this country. At the point we have reached today, everything has grown fast. That's why I gave the example from us just now. We set out to meet a target audience that we do not know to whom to go by trying to explain a job that has not been done until today with marketing methods that do not have that budget. But we knew how to deal with analytics. We knew where to find whom to reach. For this, we devoted time to non-budgetary methods and continued on the road by doing business development to find the problem and solve the problem. At the end of it, even the following came out: We Are Not Projects, for example, has an initiative called We Are Not Coffee Workshops and "Can we do R&D on the coffee side? After all, can this also be poured into analytics? From the Excel spreadsheet we can work in the fusion kitchen. If we do something with the ratio of coffee, can we produce different, never produced drinks? " we set out to have fun. We established two coffee workshops in Ankara, on Bağdat Street. There is also a coffee business with 30 patented recipes belonging to us. Supporting the designers, "How are we strong in the design side, can we do R&D on the product development side as well?" we said. We were not, an initiative emerged called the Shop. It has now turned into a startup with its own point of sale in City’s Shopping Mall. These gave us the following luxury: If you can do business development, do R&D, develop products with marketing concerns and earn money from them, you have the financial luxury to spare time for business development. As you develop new businesses with that luxury, you continue to make money and grow your team. So you run mathematics in reverse. You earn money by developing, not selling. You don't try to improve as you sell. You sell as you develop.
RADAAR: It was really an impressive project like its name. So, Do We Have Not Projects have any other goals in the future?
Seçkin Canan: There is. We Were Projects projects have many goals in the future. Two years ago, the Dutch side, there have now become a joint-stock structure, we continue with the structure Limited in Turkey. Jobs will continue to be developed in Greece and the Netherlands in the upcoming period. Now I hope we are signing a new business partnership in America. There are new processes that will start on that side. who grew up in Turkey or country opened to b2press will continue now on a global scale and now we have a plan now to make a few technological development facing the press in the coming period. They will be improved. On the other hand, there are a few things we want to do on the product development side. We have a Balat Workshop where we set up the demo of the library. We are here in a 5-storey workshop in Balat, so I call it a workshop, not an office. We built a library model here. There are plans to enrich it and install it as an online structure. I mean, there are actually many projects waiting on the table. There are many projects that we try to do as the turn comes and we expect to produce as our number increases.
RADAAR: Really nice. We wish convenience. Mr. Seçkin, thank you very much for taking the time to come to us and being the guest of RADAAR: Talks. It was a very pleasant conversation for us. We hope you enjoyed it too.
Seçkin Canan: I enjoyed it very much. I thank you.
RADAAR: It was very enjoyable to get to know you closely and listen to Growth Marketing and Unusual Projects. Thank you so much.
Seçkin Canan: Thank you.
RADAAR: Thank you so much for listening to this variety of RADAAR: Talks. I hope you, those watching and listening to you, enjoyed it. Other episodes from podcast applications such as Youtube, Spotify, iTunes. Do not hesitate to contact us for your suggestions. See you next time. Goodbye!
Seçkin Canan: Everything is OK. Jobs, everything goes on. Life goes on. We have now returned to our workshop and we continue to work from there.
RADAAR: Fantastic! I want to enter our main topic by asking the most basic question. "What is Growth Marketing?" Let's start.
Seçkin Canan: Growth Marketing is actually the part of the job that we translated as Growth Marketing, but today we can qualify it as marketing studies based on the growth targets of institutions. In other words, while factors such as awareness and awareness were fragmented in the past period of marketing studies in general, or in the previous processes, people started out with piecemeal targets such as announcing the brand or creating perception about it or reputation management as a target in marketing studies, Growth Marketing actually changed this. Marketing studies conducted on the basis of the sales targets of the brand or the final targets that the brand actually wants to achieve, which we call KPIs, formed the basis of Growth Marketing. Of course, in today's world, because these are = growth, and the goals are always aimed at growth, the marketing that goes towards these goals has taken its place conceptually as Growth Marketing.
RADAAR: It is very beautiful. Growth Marketing, the name of which we have started to hear frequently in recent years, has become very popular. Is it actually just starting to enter our lives or is it really a new approach? Could you tell us a little bit of your past?
Seçkin Canan: Of course. Now, the concept of Growth Marketing has just begun to enter our lives. If you ask if such a term was used in the past, no. In the past, we did not use a term called Growth Marketing. But Marketing studies were essentially at the same point. There was a problem in our perception here: We had a difficult time to distinguish between marketing and sales. At least in terms of institutions. Agencies or people working in this field constantly "Separate it for marketing and sales", "No, actually marketing exactly the word marketing? Or should it be used to create the market, to create the market? " was in a lot of confusion like concept. As a matter of fact, when people came to a correct perception about the concept of Marketing, it is no longer just to manage the sales process in a market, but to create a real market, to create a market that does not exist, to create a market that does not exist, and then certain endpoints to sell in that market. processes such as retaining and communicating at those extreme points began to develop. In this development process, everyone has taken different ends, and at the end of this, of course, digital tools came into play in the digitalized era. When digital tools entered, scalability increased this time. With the details of the reports we obtained in the marketing activities of the early 2000s, which we call the previous physical marketing methodology or the early digital period, the reporting detail we have obtained today has reached a very different point. When such a situation occurred, you actually started to measure the proportionality of the data or figures you obtained as a result of marketing studies with these detailed reports with the sales targets. You have started to measure conversions, that is, the transformation process of your marketing activities into sales. At that point, the following awareness was raised: If the growth goals of the organization are sales-oriented or receiving offers etc. If it is focused - it depends on the service it provides - it could be a social structure, a government agency, a commercial enterprise, but let's take the commercial enterprise as a basis. If the target is to increase sales and go to more sales in the commercial enterprise, with the transformation of these marketing efforts into sales and measuring conversion, Marketing and growth have become parallel to each other. As such, it first entered our lives as Growth Hacking, that is, how we can actually accelerate growth with movements in the digital or how we can increase this conversion rate with our direct works. In other words, it turned into a continuing process of marketing activity aiming to grow. On the other hand, when it comes to today, practices have not been separated from each other very much. Let's say the practices have been enriched with new digital tools. And the enriched practices turned into richer reports and more measurable marketing activities. Now, when all these are brought together, the structure that emerged with the ability to monitor all kinds of vehicles, including this meeting, on a fully and completely numerical basis, pushed the concept of Growth Marketing. We came to Growth Marketing today from the point we call Marketing Communication.
RADAAR: Actually, you mentioned it, but I want to open it again. There are also those who say it means the same thing, different from what you said. What exactly are the differences between Growth Marketing, Growth Hacking, Hacking Marketing? So where exactly do they diverge?
Seçkin Canan: Growth Marketing is actually a top title. There is not much of a point where it diverges. Those who say it means the same are right, too. Those who say they are different are also different. Judging from his English origins doing Growth Hacking, is that a hacking? Is it really to walk behind the system or exploit the vulnerabilities of the system to create opportunities to grow faster? Or is it to use these tools well within the growth opportunities offered by the system? At that point I separate the following. For some I would say yes, a Growth Hacker. Indeed, there are people who continue their marketing activities by writing different scenarios from the extremes of the system that nobody uses, sometimes by Data Studio reports, sometimes by actually carrying out their marketing activities in digital, Guerrilla Marketing. For these, we can actually call the people who approach very innovative, the hackers of the Growth world. But as these hacking studies become routine over time, all these Growth Hacking activities and all these sub-scenarios set up by Growth Hackers constitute the whole of Growth Marketing. Therefore, if we consider the work we do as an actual, infinitive, we can say Growth Hacking for things that are carried out with very smart and very "tricky" studies, but since the marketing activities carried out in parallel with the institution's KPIs in the marketing activity carried out, it is not exactly the same as Growth Marketing. disconnected nor the concept exactly corresponds to each other. Maybe we can think of the other as a road to the other.
RADAAR: Who can benefit more from Growth Marketing efforts?
Seçkin Canan: Now, this topic is clear to everyone. In other words, Growth Marketing studies are a sustainable structure for a simple e-commerce site. Growth Marketing activities are a sustainable structure on the side of a company that does B2B business and aims to sell only to corporate companies. Here, it is up to you for what purpose you will use the tools you use under Growth Marketing. In what you call conversion measurement, on the one hand, a large institution only measures the data it collects, namely the "lead", and then calculates a real conversion rate by measuring its conversion rate to sales with its own CRM tools, and then determines the points that fail in this conversion - that is, what we call "pipeline". By identifying the disruptions at the point in the sales process - breaking them with new generation digital tools or sometimes unexpected old generation methods and continuing a Growth Hacking activity there, you can combine the parts of this Growth Marketing work and go on the right path. But in e-commerce, I will go to direct sales measurement and say Performance Marketing, ie advertising tools, in general, using the performance-oriented marketing studies of digital advertising tools, as well as finding the most up-to-date methods of that day on the SEO side and carrying out the studies simultaneously, then With reporting systems and analytical data or User Experience analysis, you can keep them and use all these data as conjugates, and then derive target audiences parallel to your target audience, perhaps through channels such as Facebook Business Audience, and reach many additional audiences. At this point, how efficiently the traffic you receive to your site and likewise intervening in this User Experience side of the site - because when you say Growth Marketing, you are trying to get a big picture. You are expanding the area where marketing goes from end to end at every point. By doing this, you can also use it directly for e-commerce. This does not mean that it only appeals to large corporations or only to an entrepreneur. No, Growth Marketing methods are available for everyone. The only difference is that today, Growth Marketing has started to require such a "Know-How" that when we use it from end to end, you really manage the UX / UI processes, that is, the visuality that will get more interaction in web-based infrastructures or social media, from updating the user interfaces depending on the user experience. Finding the right reports in tools such as Analytics that allow you to track traffic correctly, classify the real data correctly, eliminate unnecessary data, direct Google ads to the right keywords by using this data and using Google's Trend analysis, and from the money you have wasted on these keywords. to get rid of the cost, to minimize the cost but to try to optimize the profit, as well as to use PR activities - online PR activities in the current term - powerfully, to place content in different channels to feed your content, on the one hand, taking into account the SEO dynamics of your pages. There are so many dimensions as you try to optimize everything from content to titles correctly and try to maximize the traffic you receive organically in search engines ... When it grows too big to be managed with the expertise of a single person - at that point - each of them is an area of expertise in its own right… For a small entrepreneur, there is a scenario in which he enters by saying "I am a genius" and saying "I learn all this and get over it". Often times this scenario ends with bad consequences. Or for a large institution, saying "I can remove this investment", sometimes all of them in a different agency, sometimes with the support of the five-armed structure within a whole agency, as we did in Projects We Were Not Having, in any case, the results obtained by taking such an investment into consideration. If you look at this in terms of advertising costs today, Turkey's monetary value lost against the Euro, etc. Think about it, yes, it is difficult for the small entrepreneur to pursue Growth Marketing activities with high budgets - and I have to admit, Growth Hacking will bring cost-free results when there are so many ingenious ideas, even if it is an activity that smart people can sustain, and yet it is a bit of marketing that you can dedicate. Institutions are a more sustainable activity for large corporations, as they are in line with the budget, advertising budget or the money you pay to an agency or the number of experts you can employ inside.
RADAAR: So, how can a business aiming to grow with Growth Marketing best determine the right target audience for itself? Because the target audience is one of the most important issues. Maybe it may be necessary to give separate examples for B2C and B2B.
Seçkin Canan: In fact, different things are now used in determining the target audience. You used to do market research. Now you start from here: B2C or B2B… Actually, there is a certain mathematics involved. Knowing your competitors is the starting point in my opinion. Because if you know who is your competitor, you can start with "tools" such as SEMrush, SEOmonitor or other tools you can use today, from which keywords these competitors get traffic. So how do people search and find on the Internet who are really doing the same job as you? This is an analysis you can do for free. You don't necessarily need to use very expensive tools, full languages. You can then go to make sure of these keywords by doing Google Trend analysis. Subsequently, you actually find what the target audience is looking for. You haven't found the target audience yet. But when you start marketing activities for the target audience that you know what they are looking for, either by giving Google ads or when you start SEO work, you start to attract this traffic to your site. If this is not your website but your "landing page" etc. I do not say it as a whole site structure, but since it is a structure you use on the internet, you start to get to know your target audience as you start to attract internet-based marketing activities. You get a certain basic data from the target audience you know. So I am throwing you, you have gradually started to catch a target audience data of 1,000 people. You have used or did not use a Sales Manager tool for this. With tools such as Salesforce, you can also track IDs in a very detailed way over IDs. Or you can identify and classify these data with the lead forms you put on your site with the data you obtain manually. You can accumulate mail addresses gradually with these activities. Then other tools from the top are the most similarly 1%, 3% expanded target audiences we call "Lookalike Audience", or the closest to that profile with tools such as Sales Navigator, the other you haven't touched yet but potentially the few you have collected. You catch the profile equivalent to data and start communicating with them. In my opinion, the following is changing in the practice of Growth Marketing: In the past, you were making big investments to get to know the target audience. You were doing market research for the target audience, or even earlier, you were making predictions and trying to produce a product suitable for that target audience. Today, you make an analysis according to the products that are produced in the market and reveal the product first. Most people put their initiative first. Then Marketing literally begins. You are entering the process of creating the market for that product. Even if you have made a competitors or an unrivaled product in the process of creating the market, you discover not your target audience directly, but the areas, keywords and searches that your target audience will be interested in, within the framework of analysis of other businesses that potential people will look for what you are doing. In fact, this is where Growth Hacking starts at some point. When you start from there, instead of making the analysis human-oriented, you start to make the analysis behavior-oriented. With behavior-oriented analysis, you are running in a process that moves faster towards sales. And with the data you get, you start to get to know your target audience in real terms. Instead of wasting time getting to know it from the beginning, you actually manage the work with a process in which you spend more time developing the product.
RADAAR: So, should we consider Growth Marketing as a sub-work of Inbound Marketing? Or do you think we should evaluate them completely separately?
Seçkin Canan: Now, let's say under Growth Marketing for Inbound and Outbound Marketing studies, at least that's my opinion. Actually, there is a reason why I say under it. Inbound, outbound literally appears as incoming and outgoing communication processes, but when we look at the subject from our point of view, it works as follows: First, if we are conducting Inbound Marketing studies, this is a work that expands on the data we have already obtained. What do you do when starting the Growth Marketing processes? You have embarked on a business or have already introduced a new product within a business. In the process of obtaining the first data about this product or in the process of creating awareness about the product, you mainly continue with one-way communication to the outside. You can do old-fashioned posters, Guerrilla Marketing (you can distribute toys to all parts of the city), you can present very powerful (actually interactive ads) with large budgets within a very wide demographic to your target audience that you do not know yet on Google. All of this goes within Outbound studies. But over time, with these Outbound studies and Outbound Marketing processes, data from your Lead Forms are starting to form. Data starts to be generated from your tools such as Linkedin Insight, social sales channels such as Facebook Pixel or your SQL channels or marketing channels on your own website. Then you learn this. You already have a data, and you can classify it as follows: those that have turned into sales and those that have not turned into sales but are potential. In fact, you separate your leads as "qualified leads" as in the sector, then you separate them as "segmented qualified leads". And you sort them out again. The Inbound Marketing process begins when you start communicating with the target audience you have already touched. In other words, a communication starts with a content that has been analyzed by acting with the data from the other party, a user you know what they want or a user whom you know what they are looking for or searching for, through Remarketing, that is, with the remarketing process or processes that you can continue by making publications such as webinars. At this point, this is actually starting to form our Inbound pool. Therefore, if you are moving forward with an aggressive growth strategy, on the one hand, with Outbound Marketing studies, you will be constantly new with outbound marketing efforts, not knowing who you are going to, without knowing who you are going to, but with an extroverted communication only by drawing a certain framework. while gathering users; On the one hand, by remarketing to an audience you already know, whose behavior you know, you are now maintaining a communication - including the process they call "lead to demand", ie the process of transforming it from potential to demand. Outbound and Inbound go as integrated processes following each other. Growth Marketing studies already cover all of this. At that point, you must continue with both arms so that you can quickly move towards a truly aggressive growth target.
RADAAR: When we compare Growth Marketing with other marketing efforts, what kind of budgets should we predict? So is it more costly or is it possible to achieve more efficient results with smaller budgets?
Seçkin Canan: Since Growth Marketing is a higher roof, there are also budget and budget areas in it. And someone who really has a command of the system or knows what he wants or acts more predictably can go ahead without a budget. To give a simple example from what we just talked about, if you have a software developer in your team, or if you understand this yourself and you are promoting your product online, marketing or at least collecting the demand on the internet, you can set up a powerful website in the first place - if you don't have a budget - again, in fact, just Google. You can reach a certain pool in any case by watching the advertisements in line with these analyzes without using trend analysis, paid tools such as SEMrush, or by doing manual keyword searches yourself and trying to get something over them. With these keyword analyzes, you will only target organic traffic if you optimize your site with SEO studies, that is, search engine optimization studies. In line with organic traffic, you will be patient to access a data of 100-150 people from people who fill out the "lead forms" you use on your site. Once you have access to this data, Google Analytics is a free tool for you. Through Analytics, you monitor the pages that these people come from, how they reach them, where they are blocked or not. When you come to the end of the day, you can do Social Marketing, for example, by using only the Facebook Business tool with much lower budgets for these people. Or, with a very small budget on Google, you can load that budget on a day of the week and reach your narrow budget with 1-day targeting without showing your ads in the remaining 6 days. Again, after converting a few of these people into sales with tight budgets, you can spend money on marketing activities as you earn and actually implement some of the basic elements of Growth Marketing. Data Studio is a free tool provided by Google. Here you can detail your reports and go to more detailed "lead" analysis. Setting up SQL Opensource is an infrastructure and you can classify your "segment qualified leads" with SQL behind your site by storing them in your own SQL. You can also use paid tools such as Mailchimp to do Email Marketing, as well as search for much cheaper tools on the internet and find them, if you do not even want to set up HTML mails and deal with them, you can send them only with basic text mails, we can send them with the mails we call "plain text". What you have to do is actually understand the fiction correctly in your mind. Budgets add speed to you. Budgets give you the opportunity to reach 100,000 people in one day instead of 100 people. Budgets enable you to reach targets in a much shorter time and grow much faster. "But can't someone who is alone apply the basic principles of Growth Marketing without even having money in his pocket?" If you say, it implements no. The simplest example of this is what I have already done. Five years ago, when I started this business with a budget of 2000 lira, I started many businesses with zero marketing budget. We've grown five startups below here, and in all these processes, the only thing we actually knew was how to do marketing. We did not have the budget, but to allow time and patience… Because we had time to be patient. But not so for large institutions. Annual targets are set at the beginning of the year and it is desired to reach these targets very quickly. Naturally, they need to open their mouth a little but for really smart people and if they don't have money in their pockets, they can read, be aware, research, understand what the tools are for correctly, and unfortunately, because Turkish sources are not plural enough, they can read in English before their time or without awareness Doors are always open for people who first discovered some tools. But if you want to achieve big goals in a short time, just like when you want to establish a business in a huge building at first, if you need a large capital, if you want to achieve very fast results in marketing activities and you need big investments, large campaign budgets and large capitals.
RADAAR: So, do you think an organization that wants to do Growth Marketing works should establish a team within itself or can it also get this service from an external agency or team? Which one do you think would be healthier?
Seçkin Canan: It also depends on the working practice of the agency and also on the culture of the institution. In fact, the best scenario is as follows: To have someone inside who understands marketing processes and to manage the process by working with an agency from outside. Because here as supposed to cost management: Inside're all set up a Growth Marketing team today to place a programmer in Turkey's conditions, a Google ads from other ad tools from, LinkedIn from - it makes no difference - performance marketing specialist to put everything, this web software sitting with an SEO expert to deal with the SEO side, as well as seating one salesperson to drive "lead to demand", telemarketing, and other processes - but one who knows marketing - and so on. Hiring a team of 5-6 people means that gross salaries on their own create a serious cost. However, if there is a marketer who has an idea about the subject and knows what he wants when there is a person who can be trusted on the subject, he can get this service from the agency with a much less than the money he will pay for 5 people, because the agency also provides this service to many companies at the same time. has luxury. The agency also optimizes this budget. In other words, it offers you this budget in a much cheaper way than hiring it inside. If it takes the work out by working with the expert agency inside, yes, it is very “cost-effective”, these jobs can be sustained in the most cost-effective way, at optimum cost. Large budgets do not have to be spent on the agency or inside. But if you ask if it can be done, maybe you can set it up inside, it works as "dedicated" to you. You can sustain this if you are confident in its efficiency. You don't have any experts inside, you don't have the budget to employ, but there is an agency you trust. If you work with him and request a personal trafficker customer representative from him. This is assigned to you. It works like it is inside. You also host one day a week in your office and continue to work arm in arm. This works too. The important thing, I say, is about how you want to use the cost, how to manage it after knowing what you want, whether it is on the owner's side or whoever is demanding.
RADAAR: So, do you think Mr. Seçkin, where will Growth Marketing evolve in the future? What do you think we will be talking about in this area after 1-2 years, after 5 years?
Seçkin Canan: Artificial intelligence analysis will most likely be talking. What we call artificial intelligence is not yet a very ingenious artificial intelligence process, but when data analytics proliferate - so you are already dealing with Big Data, there is no need to talk Big Data anymore, everyone is already dealing with Big Data to some extent. But this one has two branches. There is still too much human awareness or human focus in analysis at the moment. The more these analyzes evolve towards artificial intelligence-based work, the results and propositions obtained will actually become systematic. This will bring the following: If you have infrastructures that offer automatic suggestions using machine learning and artificial intelligence systems in the tools you use in Growth Marketing - even today many of them are gradually developing. It hit the market or continues to grow. The system will start suggesting you where you want to go. The system will start suggesting which tools you want to use for you or which tools are suitable. Today, even on the user experience side, namely the "User Experience" side, which we call UX, systems are actually starting to provide eye tracking analysis, temperature analysis, artificial intelligence and prediction by using previous data. In keyword targets, some tools start to give automatic analysis and suggestions in line with the business targets closest to your business. As these grow, the use of tools with artificial intelligence systems that actually learn and offer through this machine learning will increase in the future of Growth Marketing. In the coming period, we will mostly say, "How much data can we systematically obtain with the analysis made by artificial intelligence?" we will be talking. This will actually bring a more aggressive marketing strategy to our lives. Does this name turn into something different from Growth Marketing that day? I do not think so. I think this concept remains in our lives for a long time. But the concept that will stay in our lives the most will be Marketing itself. Only the tools we use to do this will get richer and we will begin to evolve in other ways.
RADAAR: So you think you're doing Growth Marketing studies in Turkey, have success stories you would recommend us to review?
Seçkin Canan: There is. I don't know how accurate it is to give a corporate name, but I can say something like this: I don't know how much it systematically lifts the volume on the e-commerce side, how much it feeds the back side, but we've just spoken to Outbound Marketing, and to be aggressive by allocating serious budgets and Inbound. Trendyol is a very good example when it comes to exhausting us all with Marketing but really achieving sales targets. Some of the airlines companies in the past - not to name names, but not Turkish Airlines. Growth has moved towards achieving serious results by analyzing exactly what the target audience is expecting in marketing, giving importance to its work, even only with mail marketing efforts. Today doing business in the B2B side SAP and SAP's partners in Turkey itself - again, I do not name names - but they deposit their marketing efforts very seriously. A few large SAP solution partner examples Growth Marketing continued its work very strongly and continued on its way. Easy HR, which is a well-established initiative that I had the opportunity to come together and work with in the past, which we can not call a new venture anymore, has progressed with very strong Growth Marketing studies and they really owe a lot to these Growth Marketing studies in their growth in the market and they did very good marketing management. on the side. In fact, there are many examples that these examples will continue to grow even more. On the side of the thing, I do not go into global examples at all. The tools used by Google in its own strategies, the tools used by Amazon, the way to optimize the analytical data that the world's giant companies always use with artificial intelligence analysis and even when designing the product ... These are examples that we do not even need to mention, but there are really good examples in the world. examples are constantly increasing in number.
RADAAR: Well, after talking about Growth Marketing at length, I would like to ask about Projects We Were Near as I was approaching the end. What are the projects we were not? What does it do? How did the idea come about? What kind of need did you see? We are curious about this.
Seçkin Canan: Actually, we did not start out with a lot of need, we were not in Projects. We started with "we want this" rather than need. That's why the method went a little wrong with us, but… We Weren't. Projects are actually a business development and R&D company. We are doing marketing R&D. That's the only difference. For us, so is Growth Marketing. Marketing is a part of R&D studies. Let me say that is our point of view within ourselves. Because on the marketing side, doing R&D means developing systems and business development means getting to know new tools and developing something on top of new tools. We started to do exactly that. Everyone working here, all of the dozens of people, people from different agencies. All of these people are people who have used other tools or know what they don't get answers to. They asked the question, and we have the advantage of working with technically qualified people inside - a lot of software developers and designers work in this team, systems architects work. People who are interested in system architecture are already writing scripts first, then the software developer sets out to develop it, feeds on the design side... And with these, we went on to develop a tool that doesn't exist. At that time, B2Press, the first online PR agency to work with "human as a service", was established under the umbrella of Projects We Have Not. B2Press is currently serving in 30 countries and has grown. That in itself was a new business model and still unrivaled in Turkey, unrivaled in Europe, it continues to be the only competitor in America. And when we started this, it was 3 years ago when online PR was not talked about much. It was a growing structure now. During the pandemic and we were very lucky. We established a structure like Jakomeet, realize an online conference system and an infrastructure that broadcasts for 1 million people. Again, this was a structure that we developed so that we could meet our needs with what we want to do and where there is a problem if we develop it, on the one hand, where we actually achieved results with larger online conferencing tools. Likewise, many of the marketing tools we use under the We Are Not Projects have been tools that we have made or designed ourselves. We Were Not At That Point. Projects are actually a marketing-focused R&D firm established to develop services and products that other agencies can use or that organizations can use, rather than an agency. That's why we call it Projects We Didn't Happen. We have set out so that if anyone has a hard time doing it, let it come to us, and we will do it. Did we expect such rapid growth or demand from such large institutions? We really didn't expect it. We wanted to have a little fun, and we set out to really develop something and earn something, and something could be improved in this country. At the point we have reached today, everything has grown fast. That's why I gave the example from us just now. We set out to meet a target audience that we do not know to whom to go by trying to explain a job that has not been done until today with marketing methods that do not have that budget. But we knew how to deal with analytics. We knew where to find whom to reach. For this, we devoted time to non-budgetary methods and continued on the road by doing business development to find the problem and solve the problem. At the end of it, even the following came out: We Are Not Projects, for example, has an initiative called We Are Not Coffee Workshops and "Can we do R&D on the coffee side? After all, can this also be poured into analytics? From the Excel spreadsheet we can work in the fusion kitchen. If we do something with the ratio of coffee, can we produce different, never produced drinks? " we set out to have fun. We established two coffee workshops in Ankara, on Bağdat Street. There is also a coffee business with 30 patented recipes belonging to us. Supporting the designers, "How are we strong in the design side, can we do R&D on the product development side as well?" we said. We were not, an initiative emerged called the Shop. It has now turned into a startup with its own point of sale in City’s Shopping Mall. These gave us the following luxury: If you can do business development, do R&D, develop products with marketing concerns and earn money from them, you have the financial luxury to spare time for business development. As you develop new businesses with that luxury, you continue to make money and grow your team. So you run mathematics in reverse. You earn money by developing, not selling. You don't try to improve as you sell. You sell as you develop.
RADAAR: It was really an impressive project like its name. So, Do We Have Not Projects have any other goals in the future?
Seçkin Canan: There is. We Were Projects projects have many goals in the future. Two years ago, the Dutch side, there have now become a joint-stock structure, we continue with the structure Limited in Turkey. Jobs will continue to be developed in Greece and the Netherlands in the upcoming period. Now I hope we are signing a new business partnership in America. There are new processes that will start on that side. who grew up in Turkey or country opened to b2press will continue now on a global scale and now we have a plan now to make a few technological development facing the press in the coming period. They will be improved. On the other hand, there are a few things we want to do on the product development side. We have a Balat Workshop where we set up the demo of the library. We are here in a 5-storey workshop in Balat, so I call it a workshop, not an office. We built a library model here. There are plans to enrich it and install it as an online structure. I mean, there are actually many projects waiting on the table. There are many projects that we try to do as the turn comes and we expect to produce as our number increases.
RADAAR: Really nice. We wish convenience. Mr. Seçkin, thank you very much for taking the time to come to us and being the guest of RADAAR: Talks. It was a very pleasant conversation for us. We hope you enjoyed it too.
Seçkin Canan: I enjoyed it very much. I thank you.
RADAAR: It was very enjoyable to get to know you closely and listen to Growth Marketing and Unusual Projects. Thank you so much.
Seçkin Canan: Thank you.
RADAAR: Thank you so much for listening to this variety of RADAAR: Talks. I hope you, those watching and listening to you, enjoyed it. Other episodes from podcast applications such as Youtube, Spotify, iTunes. Do not hesitate to contact us for your suggestions. See you next time. Goodbye!
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